Marketing is the gateway to the hearts of customers. Marketing is an enabler in every stage of the law firm life cycle. At times, as an expression of a deeper understanding of the needs of clients and, at others, as a way of making the law firm stand out from others in a rapidly growing market. While the timing and objective of marketing might differ for law firms at different stages in their life cycle, here are a few top hacks to optimize marketing that can be leveraged to move ahead of the competition:
Do Your Research: Understand Customer Pain Points
Getting to know your customers goes deeper than just an understanding of why they would want a legal service you are offering. Finding out why they would come to your law firm as opposed to your competitors is the underlying competitive advantage that you have as a legal counsel. Do some research on what customers are looking for in a law firm that represents them. This can often involve analyzing what causes customer dissatisfaction in the industry. Use the findings to offer clients what they might not get elsewhere. This is something that will help convert prospects into customers but customers into champions.
On a similar note, the key for successful marketing is to emphasize client sovereignty. They should feel that they are part of the process. Allow them to voice their views and pain points so you can tailor your services accordingly to gain competitive advantage. So, leverage that client feedback to make them happy and improve your offerings.
Leverage Top Clients: Increase Their Lifetime Value
It is a common misconception that the objective of law firm marketing is solely to get new business. It is also to deliver continuous value to existing clients. Leverage the relationships with existing customers so they become champions for the firm. Investing time and effort to offer superior customer experience to existing customers is an investment that yields the highest return. This is one of the most efficient strategies available that yields the highest ROI. It involves some simple steps to make them feel like you went the extra mile for them. Offer them periodic discounts on repeat business. Provide special treatment to client referrals. Stay on top of their minds with seamless communication.
Maintain a consistent relationship management strategy to enable your law firm to truly stand out, even when you are not actively transacting with them. This contributes to an increase in the lifetime value of the client for your law firm. If your current client base feels privileged and valued during their interactions with you, they are inclined to stick around for longer and are willing to be advocates for your law firm.
Value Creation for Clients
On the face of it, creating value might seem like it’s only about offering your clients a solution to their problems. But, in reality, it is also a play of the more non-conventional ways to create a distinct image for your law firm. This encapsulates the following concepts:
- Accessibility: Attract clients by making your services more accessible. Increase the ease with which they can reach out to and conduct business with you.
- Brand Image: Reinforce the quality and reliability of all your services by establishing yourself as an authority in the legal arena. This facilitates upselling and cross-selling.
Both of these ideas can be implemented by opening the lines of communication with clients and promoting yourself/your law firm as a thought leader in the service areas you’re focussing on. Publish content that your audience finds genuinely helpful. Engage in two way communication on social media platforms and make an effort to actually interact with the clients.
Localized SEO
A vast majority of law firms are offering personalized services to clients within a particular area, be it a town, county or state. And, they compete with other local and some national firms for the clients in that locality. Localized SEO, hence, becomes one of the primary tools to stay competitive. You should be targeting localized keywords to find potential clients looking for your services within that area. The ability to achieve this level of precision in today’s digital world makes SEO one of the most effective client acquisition tools. Moreover, it is easy to implement and leverage with the right skills.
Conclusion
If you are a law firm aspiring to stand out in the competitive landscape of the legal industry, now is the time to give these marketing hacks a thought. Optimize law firm marketing by following the simple hacks discussed above. Bring in skilled experts who can help you execute these ideas.
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