During the Covid-19 pandemic, we’ve been posting a new law firm marketing idea every day on LinkedIn and Facebook. We’ve garnered a lot of great feedback and questions about the posts so we thought we’d put them into a word document so that anyone who is interested in marketing their firm has a single place to go for all the tips.
So below you will find a brief description of all the free law firm marketing ideas we have given out so far. Hopefully, you’ll find some of these helpful.
Of course we don’t recommend trying to jump on all of these suggestions at once. Rather, pick one and build a strategy around it. Don’t write a detailed marketing strategy brief. Just get down on paper what you want to execute on and how you are going to do it. Then, execute.
It could be as simple as enhancing your LinkedIn profile or posting 3x per week on LinkedIn or your social media channel of choice.
It doesn’t matter. All that matters is that you take affirmative steps to market yourself during these unusual times.
So, we proudly provide you our Top Marketing Tips to Market Your Law Practice During the Pandemic
Claim and Use Your Google My Business Listing
Our first (and most important) tip is to claim and use your Google My Business (GMB) listing. Your GMB listing may be the single most important piece in your law firm marketing plan.
Claim it, fill it out including:
- Info: all your firm details (hours, address, URL)
- Write a description
- Select firm categories
- Enter labels (keyword phrases)
- Add photos, and
- Start posting on the GMB weekly (or more)
If you’d like help optimizing your GMB reach out to us. We offer free 30 minute appointments to answer any of your questions.
You can schedule your appointment here.
Create a Law Firm Email Newsletter
When you generate leads on Google, there is an intermediary between you and your clientele – Google. Same for Facebook. The single best marketing tool you have to communicate directly with your clientele is an email (or print) newsletter.
I recently wrote a blog about why a newsletter is a better tool to communicate to your clientele than even social media.
Go to MailChimp.com or Constant Contact, set up an account and send out a newsletter. Or you can engage a marketing consultant to do it for you. Newsletters are fairly inexpensive to develop.
Do a Facebook Live Video
Another free marketing tip for my legal colleagues. This one might be a little uncomfortable for many of you but if you did this 1x per day for the next 365 days you would see amazing results!
Record a 1 minute Facebook Live video. I dare you.
So many attorneys are afraid to put themselves out there, especially on video. Do it and see the reaction. You will get more comments and likes from this piece of content than any other post you do. One idea, document how you are working at your home office so clients know you are available.
Email a Colleague
For many lawyers, the vast majority of their leads come from referrals from other attorneys and other friends or colleagues.
As such, today my tip today is to pull out your contact list (CRM or excel spreadsheet) and reach out to 2 people you haven’t chatted with in a while.
The first folks you should reach out to are your strategic partners – folks who have referred to you in the past or have otherwise taken steps to help you out.
However, this is not just limited to these people, check in with your colleagues. Lawyers are people and we appreciate when people reach out to check in on us.
Run a LinkedIn Ad Campaign
A lot of firms I meet with tell me they’re not interested in marketing online because their clientele is not looking for a lawyer on Google or Facebook.
That may be true. But if you are a B2B law firm, your clientele is likely on LinkedIn.
If your target market is on LinkedIn, then focus your marketing efforts on that platform. This might include a paid ad campaign. You’ll find that the cost per click is much higher than Facebook (for example) but your marketing is focused on the market you’re targeting.
LinkedIn offers a few different marketing opportunities from sponsored or ‘promoted’ posts to sending targeted messages.
Create Your Own Graphics
When posting content online, you are likely to get a higher engagement rate if you also post an engaging graphic with your content. But how do you create graphics?
Use Canva.com! It’s a super simple tool you can use with prebuilt templates for any type of graphic you want to make. There are templates for Facebook and Instagram posts, YouTube thumbnails and more. There are also thousands of photos you can choose from.
I have a subscription with Canva that costs $12.95 per month. It’s a real value.
So go ahead and create your own graphics!
Create a Marketing Plan
All our lives have been turned upside down by the pandemic. As such, even those of us with the best laid out plans have had to modify what we’re doing.
All law firms should have a marketing plan that covers what the firm will do the next 30 days, 60 days, 6 months and so on.
But what should we do during this crazy time? Identify your top priorities for the next 30 days and act on them. LawFull is sharing a free marketing tip for lawyers every day until the shelter at home order ends. That was not in our plans for 2020 but things changed.
However, you should also be developing a plan for what the firm will do once the pandemic ‘ends.’ I’ve spoken to several firms who believe that there will be opportunities to market themselves very soon and they are planning for it now. You should too.
Mind you, I’m not talking necessarily about a huge written marketing plan. Keep it simple for starters. Write down what you want to accomplish in the next 30 days. It could be just a paragraph or two. But writing it down and scheduling time for it in your calendar makes you accountable.
Take a CLE on Law Firm Marketing
A lot of lawyers are skeptical of using the internet to market for their law practice. However, most of that concern is based on lack of education on the topic.
That’s one of the reasons why we’re giving away all this free information. To educate our clientele. However, if you’d like to dig a little deeper, there are a lot of CLE’s on attorney marketing out there.
During the crisis the Illinois State Bar Association is offering 10 free hours of CLE. I watched one of the CLE’s on using social media to market a law firm. I thought it was really good and I recommend it. You can find it here:
Also, if you’d like to speak with us about your marketing efforts, we’re offering a free 30 minute consultation to any solo or small law firm who needs it.
Schedule your free consultation with us here.
Create a Marketing Budget
Seems obvious right – create a budget. But you’d be surprised how many firms throw money at marketing before creating a budget.
Your budget will dictate what form your marketing will take. For example, if your budget is $250 per month – you’re not going to use Google ads as a lead generation tool.
Information like this helps your marketing person come up with a strategic plan to help your firm.
In addition, and we’ll address this in a later post, your budget (or investment) can then be measured against the results to come up with a ROI.
Join a Facebook Group
On Facebook there are countless ‘groups’ that lawyers can join. You can join a ‘legal marketing’ Facebook group to get some tips on how to market your practice.
In addition, there are so many industry specific groups that a lawyer can join. For example, if you are a construction attorney, find a Facebook group focused on the construction industry here in Chicago.
Do not ‘market’ yourself in the group. But you still can provide VALUE. Answer group members’ legal questions. Do so expecting nothing back in return.
You will be positioning yourself as the go-to person in the group for this information and these folks may reach out to you separately for assistance.
Find a Marketing Mentor
Another tip for law firms interested in enhancing their marketing during the pandemic.
Find a marketing mentor. Someone you follow online who provides you value. I follow a lot of outstanding marketing minds.
There are countless other folks providing information if you’ll only go out and look for it.
You might also want to hire someone to coach you in your marketing efforts. I personally have used a business coach for the past year and he has provided invaluable support to all aspects of my business.
Finally, as I mentioned yesterday, many of these marketing folks have online Facebook or LinkedIn groups you can join.
So take the next step, find a marketing mentor.
Spy on your Competition
Are you interested in seeing what your fellow attorneys are doing to market their firms online?
There are many tools available to you to see what your competition is doing. Some of the big tools are SpyFu, SEMRush and Moz where you can see what terms your competitors are ranking for and what backlinks they have.
Why is this important? Because you can emulate what they’re doing.
Are you using Facebook to market your firm and want to see what ads your competitor is using? I did a video on this a while back that you can find here: https://youtu.be/dzxcz7WZtjI
Of course, you don’t want to copy what your competition is doing but if what they’re doing is working, take their example, modify it and create your own campaigns.
Fix Your Directory Listings
Go on to Google and run a search for your law firm name. Do you notice how there are many websites, most of which you have never heard of, who seem to have a profile about your law firm?
Those are online business directories. You may think they are a nuisance. You may not even like the fact that they placed your firm in their directory. But they do serve a purpose and when used properly can enhance your SEO efforts.
So today’s tip is to clean up your law firm’s online directory listings. That includes Findlaw and Avvo of course, but also elocal and a hundred more directories you’ve never heard of.
Want to know how? Reach out to us to schedule a free appointment to learn how you can automate this process. Click here to schedule your appointment.
Host Your Own Zoom Meeting
We have all been attending Zoom meetings to meet with colleagues and/or clients. But how many of these meetings did YOU organize?
You have value to add. So, set up your own meeting on a topic of interest! Or, email a colleague and ask them to jump on a quick call to catch up. You could also host a networking event for you and several colleagues.
Take advantage of the time we have to step outside your own comfort zone and be a leader, not just a participant.
Own Google Page 1 for your Brand Name
Another marketing tip for solos and small law firms.
SEO is so competitive especially in a big market like Chicago. However, one SEO battle you can win is to own Google page 1 for your own brand name.
It is very important that when someone searches for you by name that you dominate that Google search.
So, run a search for your brand name, do you own all the organic search results? Does your Google My Business listing show up? If not, take steps to dominate this page. And, go into each of the results and make sure each of them (whether it be directory listings, Yelp, LinkedIn etc.) has the proper contact information for your firm, photos and/or any other information you can provide.
Post on your Google My Business Listing
Most law firms have caught on to the fact that claiming and completing their Google My Business (GMB) listing is critical to their marketing efforts.
But how many of them are consistently posting content to their GMB?
Every week your firm should be posting a new graphic and content to your listing. Make it part of your content promotion strategy. When you post to Facebook or LinkedIn, also create a post for your GMB.
Start posting and watch how the traffic to your website and/or calls to your firm increase. And, you can check the traffic in GMB’s simple analytics tool Google calls ‘insights.’
Boost a Facebook Post (and see what happens)
‘Boosting’ a post is not our preferred choice of advertising on Facebook. However, if you’ve never tried to market on Facebook, give it a shot.
Follow these steps: Create a piece of content (could be a blog article or video). If a blog, create a graphic or pick a photo to go with it. Write a couple sentences about the video/blog and post it on Facebook with the link to the blog. Then select boost post and follow the prompts.
Again, while not the best way of promoting your content, with a boost budget of as little as $10, you can drive more traffic to your new post than you will if you just post it organically.
Why? Because posting organically on Facebook is a waste as Facebook is entirely pay to play on business pages.
If the boost generates any kind of traction, consider engaging in a Facebook ad campaign.
p.s. We can help you with that. . .
Schedule your free consultation with us here.
Identify Your Unique Value Proposition
One of the challenges law firms have is differentiating themselves from other firms. This is especially true when marketing online.
We recommend that our clients dig deep to identify what differentiates your firm from others. Providing great customer service or that your clients have your cell # is not a differentiator.
In law it may be a niche that you can capitalize on. Create a strategy built around this UVP and execute on it.
Identify Your Target Market
Most law firms cannot be all things to all people. As such, before you start to market your practice, identify who your target market is.
Who is your ideal client? Answer that question then develop a marketing plan to go after it.
This will help you narrow your message and identify what channel(s) to market on (Facebook, LinkedIn, Instagram, Google, individual websites, etc.), among other benefits.
Get a Review
Reviews from clients/contacts are essential to modern marketing efforts.
Per a 2018 Review Trackers Report, 63.6% of consumers are likely to check Google reviews before visiting a business. https://www.reviewtrackers.com/reports/online-reviews-survey/
This is especially true for a younger clientele – aka, your future clients.
Reviews are also a ranking factor which effect your Google My Business Listing – another essential component to your marketing efforts.
Attorneys are often hesitant to ask clients for reviews. Don’t be. Make “the Ask” part of your case closing process.
Schedule your free consultation with us here.
Write a Blog Article
Provide VALUE to your clients and contacts by writing a blog article.
The two most common objections to writing blog articles are 1. I don’t have time and 2. I don’t know what to write about.
- Time: Many of us are still at home so there will never be a better time to write a blog article. Also, I’m not talking about writing a treatise. Don’t focus on the length of the article. Most of us can write ad nauseum on our practice area.
- What to write about: This is the simplest answer of all. Identify an issue – something of value – a question you get asked repeatedly – and write on it. In short, answer your clients’ questions.
Enhance Your LinkedIn Profile
Does your LinkedIn profile accurately reflect the level of professionalism of your practice?
If not, consider enhancing your profile. LinkedIn is one of the first places people go to look up an attorney. As such, its important to fill out your profile completely, add a current photograph and have a custom banner or photo.
But there’s more you can do with your profile. Over and over we find that LinkedIn is an excellent way to identify people to network with, find contacts to assist in your job search, and/or learn more about other law firms. You can also join LinkedIn groups relevant to your practice. Or, consider creating your own group.
In short, if LinkedIn is not an essential part of your marketing plan, you may be missing out.
Fix Google Page 1
Run a search for your law firm brand name on Google. What shows up on page 1 of the search results?
Chances are it is your Google My Business listing, your website, your LinkedIn profile, a legal directory profile like Findlaw or Avvo etc., your Facebook page, Yelp profile, and/or others. Now go into every listing on page 1 and enhance what’s there.
Why is this important?
Most people who search for you won’t get past page 1 of the Google search results. So it’s critical not only to dominate page 1 for your brand name but also to make sure that whatever is on page 1 accurately reflects your firm.
Ease of Contact on your Website
How easy is it for visitors to your mobile website to contact your law firm?
A huge number of your website visitors come from mobile phones. Is the mobile version of your website user friendly? And how easy is it for someone who visits your site on their phone to contact you?
Check it for yourself. Go on your site, if you can’t scroll and ‘click to contact’ in a split second, there’s something wrong.
This is an easy fix. Speak with your website developer about how to enhance conversions from your mobile site.
Create a 30 Day Strategy
Most lawyers I speak to don’t have the time to create an in-depth marketing strategy.
That’s ok. Instead, focus on the next 30 days. What is the one thing you want to accomplish in these next 4 weeks. It could be writing a post on LinkedIn or Facebook 1x per week. Or perhaps it’s to add content to your Google My Business listing. Or maybe you’re going to write one blog article this month.
Whatever it is, write it down – just a sentence or a paragraph. Commit to it. Set time aside for it. And do it.