Sharing knowledge is something lawyers like to do and it may have the benefit of attracting future clients. There are many forums to consider when identifying visibility marketing options. Are you most comfortable writing an article or blog? Maybe these blogs/articles can be pushed out to multiple platforms such as your website, LinkedIn and/or Facebook. Are you at your best in front of an audience presenting at a professional conference, professional organization meeting or speaking to the community at a local library or community centre? Maybe you could offer to present lunch and learns to other law firms for cross-referrals, or you might prefer one on one conversations with other lawyers at professional conferences or conventions. These latter options may be possible in a digital forum as well, whether you are presenting at a conference or meeting in a digital break out room for a round table discussion. In any forum, the importance of networking and visibility cannot be understated.
This form of marketing activity will not be for everyone, but it can be successful for those who are comfortable on camera. Video can be recorded and included in the content on your website or posted on a social media platform such as Instagram or YouTube or you can consider livestreaming. There are various platforms to consider for livestreaming such as Vimeo, Facebook Live, YouTube, Instagram Live and LinkedIn Live. In whichever forum you choose, although you want to appear natural, it is a good idea to take time to outline your topic and plan out what you want to say.
Google Business Profile
Google offers a no cost Business Profile which displays upon a Google Search. You can personalize the result for people who search for your business by adding information to your business profile such as photos, logo, office hours and more. There are also some paid advertising options with Google that may be worthwhile exploring.
Online Reviews
Although reputation management is a priority and online reviews can be helpful for business, it is most important to keep client confidentiality at the forefront, whether you are posting reviews on your website or your clients are posting their own reviews independently. Every law firm should have a process for reviewing online reviews and it can be helpful to regularly consider the feedback provided for future service considerations. It is possible to maintain confidentiality in responding to negative reviews by encouraging the person who posted the negative review to contact you for a discussion. This shows your willingness to address the situation.
Intake Process and Word of Mouth
Consider your intake process for new clients and ensure it is comfortable, efficient and welcoming. It may seem out of line with marketing but if you consider this carefully, it is right on point. You are often creating your client’s first impression of you and your firm at the time of intake. Your client may be feeling uncertain and worried about the process before them. Think about their needs at this time (and throughout the professional relationship) and provide them with the best intake experience you can. How they feel about their experience with you and your firm is what they’ll remember and talk about with their friends, colleagues and neighbours down the road.
Email Marketing
You may wish to participate in email marketing to highlight your services to past and current clients, or anyone else who subscribes. You can build and maintain an email subscriber list comprised of people who want to receive your messages. Make sure they are mobile friendly. Maybe you want to share an e-newsletter or provide a link to a recent blog post. Whatever the subject and content is, ensure that it is thoughtful, professional and in line with your other marketing endeavours.