One of the most difficult aspects for up-and-coming lawyers is how to market yourself and your services to the broader world. Marketing in any industry can be a challenge, but due to the highly regulated nature of the legal industry there can be further difficulties that may not be typical for other industries. There are still a number of effective marketing strategies that can be employed to reach potential clients and areas you serve.
Here are some ideas to get you started:
Build a Professional Website & Leverage Search Engine Optimization (SEO)
Your website is your online storefront and the first impression many potential clients or areas you practice in will have of your services. A professional, modern, and upkept website that clearly outlines your services and expertise can help you stand out from the competition. It is important to have consistent content updates which we will discuss in further detail below. Where you rank on search engines is influenced by Search Engine Optimization. Optimizing your website for search engines can help your website rank higher in search results, making it easier for potential clients to find you. To further increase your search presence, social media can be an effective way to additionally build your brand and connect with potential clients through searches. Consider creating profiles on platforms like LinkedIn, Facebook, and Twitter and regularly posting updates about your practice with consistent content.
Network with Other Professionals & Attend Conferences and Speaking Events
Lawyers will often find themselves crossing business paths with one another in a shared client area. Networking with these other professionals in your industry and area, such as other lawyers, judges, and legal associations, can help you establish yourself as a leader in your field. Participation in these events is key as well, speaking at conferences and other events can help you stand out and appear knowledgeable, which will in itself provide further networking opportunities.
Provide Valuable Content & Offer Exceptional Client Service
The last two strategies are simple but require commitment. You want to frequently and consistently update information you are sending out on a weekly or daily basis through your website or other social media. It can be difficult at first, but offering fresh, valuable information on your website or blog can help establish you as an authority in your area of law – especially if it is consistently updated. Aside from regular updates, consider creating resources such as e-books, whitepapers, or guides to educate potential clients about legal issues they may be facing and post these to your website and social media. This can generate excellent word-of-mouth advertising or marketing which is still one of the most effective tools available. This will allow you to go above and beyond in providing exceptional client service that can help ensure that your clients are happy and willing to recommend you to others.
One last thing is to take to hear is to be patient, marketing can be similar to gardening where you are planting seeds that if you attend to with care each and every day you will see the fruits of your labor consistently and successfully.