Marketing is a tough job. It involves thorough research and skillful strategies. Marketing for niche businesses such as law firms gets even more challenging. An experienced marketing agency for attorneys should have a clear understanding of their customers’ needs. They should be skilled in promoting the legal business and converting the audiences into quality leads using several paid and organic tactics.
Most law firms struggle to build an impactful marketing campaign to boost their reach and gain new clients. According to the Clio Trends report of 2021, the utilization rate of law firms was only 31 percent. As a result, they look for referrals and courthouses to approach potential clients. But these strategies do not work in the long run. Let’s understand how to build a robust marketing strategy for law firms.
WHAT ARE THE FIRST STEPS IN A MARKETING PLAN?
The initial step of creating a marketing strategy is research. Conduct thorough research to understand your target audience. Find their likes, needs, problems and opportunities. Map their buying journey to evaluate what mediums work the best.
Next, narrow down your marketing goals. Be specific. For instance, do you want to increase traffic, generate leads or acquire new clients? Pick the right marketing channels based on your audience and goals.
Conduct a competitor analysis to check what others are doing and what’s working and not working for them. Identify what is the differentiator in your service. You may also do a SWOT analysis to understand your strengths, weaknesses, opportunities and threats. It’s essential to promote your unique selling points (USPs) to outdo your competitors. Develop a strong marketing message and make sure that it aligns with your core brand values.