No time or budget for a complex attorney marketing plan? No problem. Follow these five steps to build a lean attorney marketing strategy that you can start using almost instantly, and begin connecting with and converting potential clients to elevate your bottom line.
Step 1: Get to know your target client
Identifying your target client is the most important step in understanding the ideal style, tone, medium, and format for your legal marketing, no matter what avenue of marketing you are pursuing. A large budget, a talented marketing team—these things matter if your marketing is speaking to the wrong people, or you are speaking to the right people in the wrong way.
For instance, a bankruptcy law firm’s client base could consist mostly of self-employed, college-educated professionals ranging in age from 30 to 45. In that case, speaking in an elementary-level tone and using excessive slang would probably alienate their audience.
Therefore, creating a detailed client profile is an incredibly essential step when creating any attorney marketing plan, particularly a lean one where there is less room for error. Analyze the most ideal clients in your existing book of business and identify key characteristics such as the clients’:
- Needs/wants (what problem could you help them solve?)
- Economic status
- Level of education
- Marital and family status
Once you have defined your target audience, you can move on to identifying the most appropriate avenues for reaching them.
Get the bonus content: 10 Lawyers Explain How They Obtain Clients
Step 2: Choose the right avenues to reach your clients
If you’ve done your homework on nailing down your law firm’s target client, step #2 should be much easier—it’s simply knowing where to reach your audience now that you know the how. There are several inexpensive or free avenues to choose from:
- Email marketing
- Content marketing
Not all will fit your audience or result in great ROI for your law firm, so be picky and focus only on the two or three most important ones for your practice (this will ensure that you stay lean and use your time, energy, and budget most effectively). While marketing and content marketing can be effective attorney marketing strategies for all types of law firms, your particular firm will need to be more discerning when it comes to social media depending on your client demographic, niche, etc.
Use the information below, gathered by Hootsuite, to choose the social media platforms that fit your audience demographic.
- Facebook: 82% of online adults aged 18 to 29 years old use Facebook, and more than 70% of Facebook users report incomes of at least $75,000.
- LinkedIn: Users aged 30 to 49 and users aged 50 to 64 are almost evenly matched on the site. 75% of users report incomes of at least $50,000.
- YouTube: More than half of YouTube users are male, and nearly 50% of users report incomes of more than $75,000. According to YouTube, the site sees more 18 to 49-year-olds than any American cable network.
- Twitter: One quarter of Twitter users are 30 to 49 years old, while nearly 40% are 18 to 29 years old. Nearly one third of users possess some form of higher education.
- Snapchat: Almost half of all Snapchat users are 13 to 24 years old, and nearly three-fourths of all users are female.
Step 3: Set a plan in motion
Once your firm has decided where your audience resides, set a simple plan in motion. For instance, if your firm is focusing on content marketing, Facebook, and Twitter as its three major attorney marketing avenues, you could set time on the calendar to produce one blog article per week. Then, you could post on Facebook three times a week (linking back to your blog article in two of those posts) and show up on Twitter twice a day, at 10:00 AM and 4:00 PM.
Keep in mind that your lean attorney marketing plan should be simple and manageable. The purpose is to establish a bare bones marketing system in order to set a strong foundation for future marketing build-up.
Step 4: Test quickly
Working with a lean marketing plan requires flexibility and the ability to switch gears quickly. If, after one or two months of dedication, you are not seeing promising ROI data, then don’t be afraid to abandon the plan and try a new one. Simply start at step 1 and go through the process again rather than hanging onto something that isn’t working.
Step 5: Revise and add
As you find out what works for your law firm (and what doesn’t), continue to adapt your attorney marketing plan accordingly. And if you discover that you’re seeing success and therefore have a larger budget for marketing activities, feel free to bulk up your lean marketing plan to include efforts like Yelp advertisements, direct mail marketing, podcasts, and drip email campaigns. With the help of a capable legal CRM (client relationship manager), establishing a fully-fledged attorney marketing plan could be easier than you think.
The James Legal CRM is cloud-based, easy to use, and designed to cut your costs while streamlining operations. Contact us to learn more today.