As high as 81% of people searching for law firms gather information about such firms before making a decision, did you know that?
In the current market for legal services being completely different from other law firms is a necessity. This is because client-oriented marketing captures attention, earns trust, and develops relationships.
We will help you in forming such a plan that fosters the growth of your firm and also, meets the demands of the clients amidst constant competition.
Client Positioning and Precise Description
For a practitioner of law, it is very important to identify, define, and categorize one’s clients – in terms of demographics, practice area, or behavior patterns. For instance, you might go for clients having family law matters regarding divorce or child custody.
Client persona studies
Create and sharpen client personas so that each marketing activity would bring the desired result.
Specialize your content and action plans for the needs of certain customers, for example, couples who are about to get divorced and want to cut down on legal expenses.
Using Available Data and Analyzing It
As per the report released by the McKinsey Global Institute, companies using data have 23 times higher chances of acquiring customers.
Understand how to use available data such as Google Analytics and HubSpot services and digest the data to modify how clients are marketed to maximize client retention.
Building Client Relationships
To retain clients modify services and materials, such as estate planning or legal documents, to each unique individual.
Personalized emails with the client name can generate six times more revenue than the standard ones. Get more interaction with clients by writing and sending more targeted emails and special offers.
Building a strong online presence
- Optimizing Your Website
Since most of the prospective clients check the website of the law firm before making the decision, make sure that the site is appealing, functional, contains SEO optimization, and has an FAQ page too. Effective law firm marketing strategies can increase the level of engagement in the digital space.
- Using Social Media and Online Reviews
You can use Google Business Profile (Formerly GMB), legal directories, and social media platforms for education, sharing pages about success, and making announcements. To illustrate, 49% of people trust online reviews on GMB and Yelp as highly as a recommendation from a friend.
Effective Client Communication
Maintaining transparent communication and consistency within the system
The most fundamental criterion for establishing trust is clear and consistent communication. Get in touch with the clients regularly working on their issues and sending information in the form of newsletters, mail, outgoing calls, and client portals.
Tools for managing interactions with clients
Using CRM enhances interaction. It automates work processes, improves understanding of the sales funnel, and increases the productivity and loyalty of the client base.
It’s worth mentioning that 26% of law firms do not track leads, this is where the advantages of CRM help grow the firm.
Creating Value-Driven Content
Developing Content That Addresses Client Needs and Concerns
Content marketing is considered the most prioritized area of investment by 81% of legal firms. Create useful content that solves average problems, for example, social network posts “How to Prepare for a Divorce” to draw the attention of future clients.
Utilizing Blogs, Case Studies, and Newsletters
The company’s presence in the professional literature and its participation in conducting fruitful case studies help to promote the company’s image.
Michalowska Postumas provides insight into the news articles and legal practicals that one can use to get clients to say they are most useful.
It is also stated in the Content Marketing Institute that more than 70% of marketers believe studies are the most convertible.
Enhancing Client Retention
Adopt strategies to retain clients, follow up case management, and mention benefits such as loyalty or referral to friend programs. Use feedback by sending surveys to enhance service delivery.
Measuring and Adjusting Your Strategy
Be able to constantly measure sales figures, web traffic statistics, customer satisfaction ratings, and metrics related to lead generation activities.
McKinsey & Company reported that it was able to show that the marketing function ROI (Return on Investment) with data achieved about 20% higher as compared to that of advertising.
Take the necessary actions to change irrelevant or ineffective marketing tactics regularly and enhance the existing ones.
Conclusion
It is apparent that a perfect knowledge of the client combined with a one-to-one interaction, is insufficient for a law firm’s development in a client-centered marketing approach. Therefore, by placing more emphasis on these specific areas, the legal firm is expected to enhance its market, expand its client base, and optimize growth in the legal market.
