It’s never been more important to connect with people. Many clients are sheltering at home and are looking for reassurance. Check in on how they feel. Clients will remember the phone call and know that they are not alone in this COVID19 Pandemic. These calls are about establishing rapport, not direct selling. Nevertheless, they can produce new business.
Well-recognized thought leaders always get more business. The key is to give clients the information they want to know. Lawyers should have professional photography, an extensive bio and a list of key accomplishments. Their bios should have a link to their notable cases—told as stories, not one-line bullet points—and to videos and podcasts of the expert speaking.
Your goal is to meet two to three people outside the firm each week. There are no new files to find inside the office, so you must get out to meet people face-to-face. This can include coffee or tea with a referral source in the morning, visiting a client for lunch, or attending an industry or association meeting. The trick is to mix business development into your existing activities. Attorneys should put business development activities on the same calendar as their appearances, and keep meticulous records about people you have met.
The most successful Law Firms generally engage in these four activities:
At social functions, you can engage quality contacts in the following ways:
An overwhelming 96% of people seeking legal advice use a search engine, according to 1SEO.com, and 74% of consumers visit a law firm’s website to take action.
That’s why your website must be up to date, have engaging content, and answer the questions of visiting clients. Your website should have at least 200 pages of content.
Then, build a content plan that builds that bond of trust and takes the show-don’t-tell approach. Instead of shouting from the rooftop that you’re the best attorney to handle their matter, show them that you are by creating content that showcases your knowledge about the problem they’re facing.
Aim to write once per week. A study by Hubspot states, that 72% bloggers who wrote weekly acquired a new customer through their blog.
Consider the effectiveness of blogging:
• 57% of marketers say they’ve gained clients specifically through blogging.
• Law firms that blog get 97% more links to their websites.
• Businesses that blog get 434% more pages indexed in Google, according to statistics from SEO Tribunal.
When it’s done right, blogging can allow you to become an influencer of people; it helps you attract followers who want to know what you’ll say next, and it can help you become part of the news cycle. Blog posts can help you to declare what you’re thinking about and what you want readers to consider on a given date.
According to BrightLocal.com, consumers (88%) trust online reviews as much as personal recommendations. The three social sites to focus on are Google, Facebook and Yelp.
Fewer than half of law firms even have a marketing budget, according to a new Legal Technology Survey Report by the American Bar Association. This statistic is shocking and creates an opportunity for you to out-market your competition by simply setting aside funds for marketing.
Law firms should plan on spending about 8% of gross revenues on their marketing efforts (personal injury firms must spend more). That percentage does not include the salaries of any of the people that you may have hired to perform the work in your firm. If you’re not spending 8%, you’re not being serious about marketing, and you’re not going to get any results.
Budget for...
Do not waste money on print advertising, billboards or radio commercials.
Attorneys can reach baby boomers (75 million people) with print, newspaper, radio, broadcast TV, direct mail and yellow pages. However, to reach millennials (80+ million people) attorneys should use online news, podcasts, content marketing, shareable content, and Facebook. Millennials are now the largest living generation. Their expectations:
Your next new client is visiting your website on a cellphone. Smartphones now account for fully 70% of total time spent with digital media. This means your next new client is visiting your website on their phone—and not on a tablet or desktop. Your mobile site cannot have tiny mouse type, graphics too small to see and links too hard to find.
Essential elements of mobile accessibility include:
Video will represent 80% of all internet traffic by 2021, according to TubularInsights.com. Clients and potential clients would rather watch to a two-minute verbal explanation than read a two-page article.
With video blogging you can get visitors to know, trust and like you. After they’ve seen you in a video, people feel as if they’ve met you in person. Take your videos and post it to YouTube, Facebook and the firm’s website. Aim for a time length of 90 seconds.
Creating a video studio can be as simple as getting an HD camcorder, tripod and video editing software for your office. Or attorneys can set aside a dedicated room (without windows), and install lights, a background setting or green screen and lapel microphones.
It’s your virtual “elevator pitch,” and it should be, at most, 200 to 300 words. Your bio should include:
Facebook is by far the most effective social medium. Facebook is social media to consumers. Statistics have shown that 74% of Facebook users log in daily. Meanwhile, 54% of consumers said they’d be likely to hire a lawyer with an active social media presence. For millennials, that rate jumps to 72%. Absorb the fact that Facebook:
By emphasizing digital marketing, and acting while others hesitate, marketers can capture new market share and assure the firm’s success when we recover from this COVID 19 Pandemic.
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