Law firm marketing strategies to grow your business

Hayley Bonnick



Law firm marketing strategy

A marketing strategy uses what, where and why actions that will be pivotal in helping your law firm to achieve its goal. Your digital marketing tactics focus on how you will implement your strategy.

45% of businesses still don’t have a clear digital marketing strategy. Organisations that overlook the value of having a marketing strategy in place are at risk of being blindsided on how to measure success and how to best reach their target audience. After all, without a plan to achieve your goals, how do you expect to recognise which marketing activity appeals to prospects, or what is most effective in converting them into new business?

Your law firm marketing strategy is a bespoke roadmap that should clearly outline where your organisation is now, versus where you want to be. Your tactics are the specific techniques that are going to get you to your desired end point. 

The legal sector has experienced a hard jolt into digital transformation over the last couple of years, but the COVID-19 crisis shone a spotlight on organisations that have been too slow to innovate and evolve with digital at the forefront of their strategy. Whether the challenge is to attract and retain clients, or to position your brand to appeal to the best talent in the sector, keeping your marketing strategy up to date with important sector trends can be the difference between success and failure.

Decision makers need to ensure they’re keeping up with digital natives to maintain a competitive advantage and for their law firm marketing to be effective now and in the future.

Client-driven marketing

Law firms must put the user or audience at the forefront of their marketing strategy. Audiences are people, and naturally we respond best to authentic, meaningful interactions. Making your marketing personal is a great way to boost conversions and retain clients. 72% of consumers will not engage with marketing if it doesn’t feel personal. There are so many great ways to achieve this, and the most powerful methods are through integrated campaigns that reach audiences via the channels they like to spend time on. This might be a targeted social media campaign, timely email marketing or simply making content that is easily accessible through a Google or voice search.

Optimised content to boost website traffic

What do we mean by ‘optimised’ content? We’re in the depths of a digital era, where consumers, clients and audiences have quite literally a plethora of information at their fingertips (or voice). Google dominates the search engine market space and processes around 3.5 billion search queries daily. Optimising your organisation’s website content to appear on page one of Google’s Search Engine Result Pages (SERPs) is a huge opportunity to make your brand visible and drive quality traffic to your site. 

There’s a long list of search engine optimisation (SEO) techniques that can be implemented to achieve this, for both on-page and off-page SEO. As voice search queries continue to grow, creating optimised content for this channel is also a great way to reach audiences.

Video marketing

Video marketing ties in nicely with putting your audience first. 96% of people have watched an explainer video to learn more about a product or services and 69% say they prefer to watch a short video to learn about a service. Legal organisations that are striving to grow, attract and retain clients simply cannot afford to miss out on the benefits of this marketing approach. 

Not only can video marketing boost conversions by 80%, it could reduce the number of support calls your firm receives by 43% - making it a great tactic for ROI. With YouTube being the second largest search engine globally, law firms that overlook the value of video content are missing a big opportunity to get ahead of their competitors.

Multichannel, omnichannel, integrated

It doesn’t matter how you say it, savvy marketers should know that we’re living and breathing an ‘always-on’ culture, which means so are law firm audiences. Artificial intelligence (AI) and the internet of things (IoT) has changed client expectations. Clients expect the organisations that they interact with you be accessible around the clock, across all channels and via any device. Modern audiences are driven by convenience and if your business isn’t meeting those expectations – then you’re handing your competition a great opportunity to capitalise on your mistake.

Companies that implement an effective integrated marketing strategy are reported to retain 89% of customers. Making the client journey with your brand effortless is bound to be a good move. Not only does this meet expectations, but good marketing across all channels gives your organisation authority in your field and builds trust in your brand. 

Law firms that use a multichannel marketing approach in their strategy make it easier and more likely for their target audience to engage with them. Creating seamless, personalised experiences for your audience whether they’re scrolling through social media, searching on Google or picking up the phone is paramount to success – just as moving through digital transformation to market to modern audiences is key too.

Is your law firm’s marketing strategy set to scale?

These are just some of the things to consider in your strategy, however if you’d like more support with your organisation’s digital transformation or an aspect of marketing you’re not sure on – contact us, we’d love to help. We’re BBI, an award-winning integrated marketing agency with over a decade’s experience in helping organisations reach their goals through powerful campaigns. 

Alternatively, complete our strategy checker to see how effective your current marketing is.