Essential Marketing Techniques That Sing Success

Growth is what matters in business. If a company doesn’t grow, it fails to attract new business and move forward. And with less demand for law firms and a ‘self-help’ mentality growing, your firm needs to rely on innovation, business development and marketing to succeed in the new environment. And to help you; here are a few marketing techniques that sing success, and can help your firm grow.

  1. Embrace social media

Firms traditionally rely on one-on-one relationships to promote their business. However, the main aim of marketing is to target broader audiences and increase the visibility of your brand. In that sense, social media can be a powerful marketing tool for law firms.

This type of marketing communication works exceptionally well for niche practices or firms looking to target a specific subset of clients. Developing content as a specialty firm, and promoting it on your social media channels, can establish your firm as an authority on the subject.

As a result, people searching for a specific topic associated with their case will hire your firm because it sets itself apart based on expertise and free guidance. Think of how you can use LinkedIn to release your content, advertise to specific companies / sectors and get in front of your niche audience.

  1. Focus on opening new markets

An essential segment in any online communication is your firm’s website. Today’s conscious consumer is researching every product or service they intend to purchase; a necessary part of that research is conducted on Google, Yahoo, Bing, and other search engines. Google receives 40,000 search queries every second.

Search engine optimisation (SEO) can be a significant breakthrough for firms in this area of online communication. Positioning the website at the top of the search engine page results (SERP) can help to access that audience. Additionally, it also enables you to place both the firm and its advisors as authorities on your niche subject.

  1. Raise visibility with media

Traditional media is also crucial for your marketing efforts. If your client doesn’t want their case featured in the media, you should respect their request and aid them in that effort. However, high-profile cases attract the attention of the press, and in those cases, it’s difficult to avoid media coverage. And if that’s the case, you should take advantage of the opportunity and use it to increase the visibility of the firm and reach a wider audience.

It’s important though that you work closely with your PR and marketing teams to shape the narrative of the story to present both the client and your firm in the best light possible. So, it’s always good to have a media strategy prepared ahead of these situations. If not, your spokesperson might run the risk of giving a statement that can be damaging to the client, as well as the firm.

In that sense, it’s essential for PR and marketing professionals to create good relationships with reporters and their media companies, and encourage advisors to do the same. Training advisors to provide background information on a matter or project can build stable relationships, and when the time comes, result in good PR.

A good marketing strategy is only as good as the people that create and implement it. That’s why it’s essential to train those assisting your marketing team to implement your strategy (like your advisors and front of house team) to learn how to think like marketers and reach their full potential. The Thought Leadership Initiative can help you create a professional marketing staff, that understands how your clients behave, what they want, and where to convert them successfully.
