3 Marketing Tips for Law Firms

In 1990s, in order to promote your small law firm, all you had to do was purchase a yellow page ad. However, as today’s legal industry is constantly growing, the challenges for marketers are rising, as well. In order to stay competitive, you need to invest both your time and efforts in building a solid digital marketing campaign. Only this way will you be able to provide your target demographics with a personalized approach, increase caseload and boost your monthly revenue. Here are three crucial steps you need to take.

  1. Establish a Recognizable Brand

In this turbulent legal ecosystem, people choose to put their trust in the law firms they’ve already heard of. For small and mid-sized companies that are still finding their position in this niche, this is one of the greatest problems. Precisely because of this, in order to stay influential, you need to have a fully established branding strategy. First, you need to choose the name, logo, slogan and colors for your law company. Since these elements tell the story of your brand and influence the way your clients perceive it, they need to be authentic, industry-related and easy to memorize.

Furthermore, in today’s hyperconnected world, providing your clients with omnichannel communication is a must. By implementing social media marketing, optimizing your website for mobile devices, sharing engaging content and leveraging influencers, you will gain competitive edge and increase your client conversion rates. However, developing a well-rounded branding strategy requires combining these online marketing solutions with some traditional, offline practices, such as networking, offering promotional merchandise, speaking at events and participating in trade shows.

  1. Build a Detailed Email Marketing Strategy

Even though it has been gradually replaced by social networks, email marketing still plays an integral role in every digital marketing strategy. As they are one of the most reliable sources of information and data transmission, it’s not surprising at all that emails still deliver the highest ROI. Here is what you need to keep in mind when creating a profitable email marketing campaign.

Get Whitelisted

If you want your target audience to sign up for your email list and not redirect your messages to spam, you need to give them some valuable incentive. For example, you could design and send out a simple monthly newsletter, which would include news, announcements and content relevant for the legal industry, including whitepapers, infographics and eBooks.

Implement Email Marketing Tools

To synchronize your emails and deliver them effortlessly, law firms need to use a set of email marketing tools, such as MailChimp, GetResponse, Constant Contact and Benchmark. By implementing these platforms, you will be able to keep track of your mail, plan automated email marketing campaigns and, above all, have more time to focus on some other segments of your digital marketing strategy.

Optimize for mobile

According to recent researches, about 47% of email opens are from mobile devices. Precisely because of this, you need to optimize your mails for smartphones. There are numerous optimization techniques you should consider, such as clickable links, using responsive templates, offering call to action buttons and reducing image file sizes to load faster.

  1. Deliver Interactive Content

An extensive content marketing campaign is the holy grail of your success. As long as they are straightforward, industry-specific and easily digestible, the posts your share can greatly boost your reputation. Nowadays, content marketing doesn’t revolve around good old articles, whitepapers and infographics solely. It also comprises numerous interactive pieces that offer your clients authentic approach. One such example is video marketing that, in the legal industry, serves as a guarantee of your competence. By watching a video testimonial on your landing page, people will relate to your former clients that faced a similar legal issue and are more likely to convert.

Finally, once your content is created, you need to publish it on your company’s website and distribute it via social media channels. To facilitate your social networking efforts, you need to synchronize your online channels through social media productivity tools like Buffer, HootSuite, Tagboard, IFTTT, Meshfire and Quill Engage.


Today, it is the satisfaction of your clients that determines your success. Precisely because of this, in order to point your small law firm in the right direction, you need to market to them properly. By keeping an eye out for the latest trends in the field of digital marketing and employing the right set of marketing techniques, you will be to set yourself apart from your competitors, generate more clients and, most importantly, increase your profitability.