Law firm marketing: Top tips & trends

ArcStone has been working with local law firms for the past 8 years. To provide the most relevant services we decided to do some research on the most recent top marketing tips and trends. Here are some quick takeaways:

1. Develop your overall marketing strategy around content 

Executing successful digital marketing in general begins with creating valuable content. That content needs to be engaging, up-to-date, visually appealing and most of all, relatable to your audience.

Robert Simmons, founder of Simmons and Flether, P.C, put it like this,

“While you may want to focus on the technical intricacies of the legal world in your articles, what will actually stand out from the rest of the law firms is the human element that you add in your content” (Forbes).

Engage with your audience at their level, in a way that makes sense to them. We explore this kind of content below.

Whether your audience listens to NPR, watches CBS, or catches the latest Twitter trend, it’s likely they pay attention to the news. Keep an eye out for legal developments in your wheelhouse – when the time is right, capitalize on the public engagement by highlighting your opinion. Outbrain calls this process “news jacking.”

“News jacking ensures your content isn’t simply a regurgitation of existing media outlets, but a new perspective in the discussion.” (Outbrain)

Sharing thoughtful commentary on news within your niche engages with current (and potential) clients and can increase your online visibility.

In this day and age, it's very likely that a potential client will review you online before they consider picking up the phone. After developing awesome written content, compliment it by displaying relevant, local imagery that your clients recognize. Stay away from stock photos and invest in in-office photography and video.

As Simmons stated above, it’s important to create content that draws on human emotion. Not only will this make you more memorable but it sets the tone of client-attorney relationship. How do we do this? “[Content is] more attractive if [the audience] can relate to [it]; this can be best achieved by your conversational tone and relatable stories in the articles” (Forbes). Write the way you would speak, be genuine and empathetic.

The element of emotion can be represented in your site content but also in your email marketing. As you compile your contacts, consider your audience personas. Not sure where to start? Check out our easy-to-use infographic on developing audience personas.

Categorize your lists based on your client's unique legal needs. While segmentation using personas can take time, the payoff could be stronger, longer-lasting client relationships.

Interested in developing your content strategy? Reach out to us. We’d love to chat!