As a lawyer, your services are always in demand. You may be a divorce lawyer helping couples come to amicable conclusions or a labour law professional dealing with the CCMA or labour disputes on a daily basis – whatever your speciality, legal services are usually in high demand.
However, many lawyers overlook the power of and the need for marketing in their industry. If you do not market yourself or if your firm is not marketing itself, you may be losing out on high-paying clients. Taking marketing courses will help you to understand just how useful marketing can be.
Why do I need marketing?
You may have studied for years to become a lawyer and can understand complex topics, but marketing is most likely a new and confusing concept to you. There are some pertinent facts as to why you need to market your services, including the following.
Competition is intensifying
Arguably the most important reason why lawyers need to market their practices or firms is the fact that competition in the legal world is fierce. And unless you can come up with a catch-phrase as memorable as Saul Goodman’s, you will need to be creative to beat the competition.
The increase in law students also means that there is more competition in the job market, so you will need to learn how to market yourself to potential employers and clients.
Beating bad press
It is well known that lawyers and legal professionals often receive bad press from the media. Marketing and PR strategies can help you to beat this press or to allay the repercussions. Not having your own publicist is no excuse to ignore your public image, this is what potential clients see before considering you as their legal aid. Use social media platforms such as LinkedIn and Facebook to market your firm or yourself, but remember to create a professional Facebook profile and avoid using your personal profile for anything business related. If you show yourself to be a professional at all times, bad press will not be an issue for clients and can easily be avoided.
Technology is evolving
Articles and speaking engagements are a great way to become noticed in the legal world, but your clients are most likely more active on social media platforms. You should be more active on these platforms. Using techniques such as podcasting allows you to introduce yourself and the work you have done and are able to do.
It is not advisable to continue using outdated marketing techniques while the current ones are changing on a near weekly basis. Lawyers can make use of content marketing, video marketing and even post entertaining social media pieces to get their name out there to clients and potential employers.
What can I do to market myself?
Aside from hiring a marketing firm or taking marketing courses, there are simple tactics you can use in your marketing strategy.
- Understand how clients find you: People will only use lawyers they know they can trust, which is why word of mouth is such a powerful tool. However, in today’s modern world, many people do their own further research rather than relying solely on the words of others, which is why it is important to have an online presence.
Maintain the relationship with current clients to strengthen the word of mouth referrals, but set up a LinkedIn, Facebook and Google+ profile for those who want to be entirely certain that you are trustworthy.
- Use content to build awareness about your services and/or firm: Other than word of mouth and social media reviews, having professionally written, relevant content on your website or profiles can work wonders toward garnering new clients.
If you are unable to write content in layman’s terms or in a manner that is appealing to your audience, you need to hire or reach out to a professional content or copywriter. These marketing experts will craft copy that is on point and that will tell clients that you are the best choice for their needs.
- Build your social media presence: As mentioned previously, social media is an ever-growing platform that people use on a daily basis. For any company looking to build their customer base, having a social media profile is a highly effective way to do so.
If your posts focus on customer service and on articles written by employees or by yourself, you will not be breaking the confidentiality clause between lawyer and client.
Any law firm or private practice needs to include a marketing or PR strategy in their budget. Using traditional methods of marketing is successful to a point, but if you want to grow your client base and flourish in today’s world of technology and modernity, you will have to implement a marketing strategy that includes digital tactics.