Less is More: Picking the Right Legal Marketing Tactics

With so many marketing tactics out there, it can be hard to figure out which ones are right for your business.

While you can spend hours perusing the latest information on what’s hot or checking out your competitors’ social media accounts, that information might not apply to your practice at all.

If you want to choose the best legal marketing tactics, focus on those that play to your strengths and that you can handle with relative ease.

Define Your Target Audience

The more specific you can be when describing your target audience, the easier it will be to determine where to go next.

This makes defining your target audience even more important than choosing a niche because it helps shape every other step of your marketing strategy.

After all, you’re marketing to that exact group—not business owners in general or anyone who has a website.

Think about these questions as you look to define your target audience:

  • What are their demographics?
  • Where do they live?
  • What do they like to read?
  • Are they on social media?
  • How old are they?
  • What kind of businesses do they own and what industries do those businesses operate in?
  • How much money do they make per year and how much disposable income do they have each month? Who influences them?
  • Who do they spend time with? What websites do they visit regularly?
  • Do they subscribe to any magazines or newsletters?
  • If so, which ones and why?
  • What TV shows do they watch? Which radio stations do they listen to?
  • What podcasts do they listen to? Is there anything else that might help us understand them better (e.g., educational background, political leanings)?

The more you know about your target audience, the better prepared you’ll be for every other step of building an effective marketing campaign.

Keep asking yourself questions until you feel confident that you know exactly who your ideal customer is. It may take some time, but it’s worth it!

Chose A Niche

Choosing a niche is essential to any marketing campaign, and it’s also vital to know where your target audience spends time online.

Join relevant forums and chat rooms, follow industry thought leaders on Twitter, and attend local networking events. You can even read legal blogs online to find out what people in your niche are talking about.

After a while, you’ll get an idea of which topics are most popular in your industry—and you’ll be able to tailor your message accordingly. Just remember that if you only focus on one or two types of people, there’s no way to appeal to everyone.

So if you decide to focus on lawyers who practice family law, don’t overlook corporate attorneys who might need similar services.

The more groups you market to, the more likely someone will respond! A company wants to create a new product and have a website built for them.

They have come up with some possible names for their product. Write three professional emails asking for feedback from other companies based on these potential names:

  • What do you think of Skates & Flips?
  • It’s kind of confusing but maybe we could work around that?
  • Do you like Playing Outside? I’m not sure how many parents would want their kids playing outside…how does Inside Outsound?

Prioritize Your Resources

The biggest mistake law firms make when they try to market themselves is taking on too much at once.

That’s why it’s important to identify your biggest and most important opportunities and focus your resources there.

If you can develop a few successful campaigns, those successes will attract new business that you can then pour more time into.

And if one of those campaigns doesn’t work out, don’t worry—you haven’t lost everything! Just learn from what didn’t work and move on to something else. It’s better to try a few things than spread yourself thin over every possible opportunity.

You may even find that some marketing tactics are better for particular industries or situations. When you get good at picking which tactics work best for which audiences, your firm will see an influx in revenue.

Develop a Winning Strategy

It’s important to create a strategy before you start your marketing efforts.

A good strategy considers how much time, energy, and money you have to invest in your legal marketing initiatives.

Focus on strategies that will get you more business without requiring an additional budget.

With a little research, any attorney can find a variety of cost-effective tactics he or she can use to attract new clients.

It all starts with picking the right ones for your practice area.

In addition to developing a winning strategy, it’s also crucial to know what NOT to do when it comes to legal marketing.

Avoid these common mistakes so you don’t waste your time or money! If you feel like you’re missing some key components, consider getting some professional help from an experienced legal marketing consultant.

These pros are well versed in today’s legal landscape and can give you some fresh ideas about where to focus your attention. Just be sure to do plenty of research first; not all consultants are created equal! Do your homework before signing up with anyone who claims they can take your firm to the next level.

Track The Results

It can be tempting to simply go for all-out blitz campaigns when trying to win over new clients but resist that urge. Select a few things you want to do and track your results over time to see which are most effective.

If something isn’t working as well as expected, adjust accordingly. Staying focused will help you get better results from your efforts and keep them under control so they don’t impact your business negatively in terms of reputation or finances.

You might also want to consider focusing on building relationships with existing clients before taking any action toward attracting new ones. Doing so will give you an idea about what kinds of marketing tactics and approaches work best for your business, leading to more solid ROI down the road once you start focusing on acquiring new clients directly.

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