At a time when the competition is stiff for law firms, a legal marketing strategy is essential for the growth of business and profits. However, a campaign is only as good as the components that build it. Given below are some of the important legal marketing tools that law firms should utilize in their marketing efforts.
Law firm branding
Brand awareness is one of the first legal marketing tools. For branding a law firm, a client’s brand experience and how people view the firm are things to be considered. Essentially, conveying value, trust, and quality should be the focus to give potential clients assurance that they are in safe hands.
An ideal client persona is next among the legal marketing tools. This is the description of a potential client of a law firm and includes several demographic intel. Having this sorted will help create a sound and effective marketing strategy.
A marketing funnel is nothing but the journey of a client with a firm. A well-planned and established funnel helps in building a strong marketing strategy for each stage that can convert leads. Listed below are the three stages a client covers –
- Awareness – The client feels they have a problem and starts researching to get a better understanding of the issue. So, provide content that solves this problem on the firm’s website.
- Consideration – The client defines the problem and searches for a way to solve it. So, optimize the landing pages with compelling information for the client.
- Decision – The client looks for an attorney to help them, which is where firms can get in touch and build a strong relationship.
A great website
It’s often heard that the first impression is the last one. Therefore, optimizing a firm’s website is important, as it can give the best impression to a potential client. The site must be well-designed, responsive, easy-to-find, and secure. Also, keep in mind to add an About Us page that showcases how different a firm is from its competitors.
It is essential to build a legal marketing toolkit before developing marketing plans for a law firm. Brand guidelines, client personas, a basic concept of the marketing funnel, and an impactful website are some of the important legal marketing tools firms can use. Having these handy will allow firms to create a strategy that rakes in clients, growth, and profits.