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An average potential client no longer interacts with your brand on just one platform. They may hear about your firm on their LinkedIn smartphone app while on the go, explore your website from their desktop at work, hop onto their tablet to fill out a contact form while in bed, and call your firm from their cell phone the next day.

You really do have to be available on all devices and platforms, all the time—and more than just being present on all channels, you have to provide a seamless client experience across all touchpoints to achieve conversions. Step away from the world of disjointed, piecemeal marketing strategies and into the realm of profitable omni-channel legal marketing using the three steps below.

Understanding the basics of omni-channel legal marketing

Every firm’s omni-channel plan will be different based upon their marketing goals and priorities, touchpoints, client base, and capabilities. However, most plans end up utilizing a combination of effective marketing elements that can include, but are not limited to:

Web / Digital

  • Website: a well-designed one with calls to action, a lead magnet, a blog, attorney bios, live chat function, etc.
  • SEO
  • Email marketing: targeted messages for segmented audiences, drip email campaigns
  • Data collection and analysis


  • A mobile-optimized website
  • Local marketing such as in-app advertisements


  • Social media marketing that portrays a consistent brand across Facebook, Twitter, LinkedIn, Yelp, Google+, Instagram, Snapchat 


  • Networking
  • The client’s experience in face-to-face situations (such as when they walk into your law firm)

Your legal marketing strategy could already include many of these elements in some fashion. The key is to fully transition to an omni-channel plan, where all aspects represent your brand in the same way and act together to further your overall marketing goals—attracting new business, converting viewers and visitors into clients, and promoting client engagement and satisfaction. This can be done in three steps.

Step 1: Come at it from the client’s perspective

Building a comprehensive client experience first requires you to understand that experience from start to finish. How and why do they typically find your firm? What keywords do they search? What triggers move them down the funnel or make them drop off the sales cycle? What types of clients prefer to call your law firm rather than fill out an online form?

This is where developing a client journey map is helpful. It helps to identify key touchpoints and challenges to focus on, and outlines your client’s motivations, frustrations, goals, and more. When you’re in your clients’ shoes and able to analyze your marketing through that lens, you can ensure that every step of the way adds value to your clients, from the time they first become aware of your brand to the moment when they evaluate whether your firm is right for them.

If you haven’t already created a client journey map, try it today to jumpstart your omni-channel legal marketing plan.

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Step 2: Use data to determine how your clients communicate

Once you have created a client journey map, you should be able to look at the bigger picture and pinpoint how your audience prefers to communicate.

For instance, a personal injury firm may find that their typical client—aged 35 to 45 years old—stumbles across their website via a Google search for “personal injury attorney in Columbus,” performed on their smartphone. They then explore the firm’s social media pages using their smartphone as well. If they see poor reviews on Yelp, they abandon the journey and pass up the firm in favor of a competitor. If they see mostly positive reviews, they later jump onto their laptop to check out the firm’s website and live chat with a client service representative. Should they feel comfortable with the representative’s answers, they set up a consultation with a case manager.

Therefore, the firm’s average client uses several methods and mediums to communicate:

  • Smartphone
  • Laptop
  • Yelp
  • Live chat (hosted on the firm’s website)

Gathering and analyzing this data empowers you to understand how your clients communicate, and therefore, where you should focus on meeting them halfway. For instance, if you see consistent interest in your live chat, steady amounts of walk-in traffic, and visitors coming evenly from mobile and desktop, then you know that honing the messaging on those platforms and mediums will improve the overall client experience. 

Step 3: Tailor communications to their preferences

Again, the purpose of omni-channel legal marketing is to provide a consistent client experience across all channels, whether that be social media, voice call, email, website, and more. The key is to provide a personalized interaction with each and every client so that he/she receives a remarkable experience, causing him/her to become invested in doing business with your firm. You can do this by first identifying what the most typical client journeys look like for your clients (steps 1 and 2), and then acting on that data.

Focus your efforts on the channels that your clients use most. For instance, train your team on how to best interact with potential clients via live chat and push them to make an appointment for a phone consultation, maintain an active Yelp page and respond to all reviews, A/B split test your website to see which kinds of messaging resonate most with which types of clients.

The possibilities are endless when it comes to tailoring your communications to clients’ preferences. The most important thing is to start, test, and adapt quickly.

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