How to Get Immigration Clients
While the principles of direct response marketing should be following for every law firm, depending on the practice area a law firm owner will need to adjust their strategy and language used. For example, a DUI defense lawyer has to adjust for a statute of limitations. An immigration lawyer has his or her own set of challenges.
If you wish to know how to attract more high-quality immigration clients, then keep reading.
Politics in Your Legal Marketing
Understandably, law firm owners are apprehensive about giving a strong opinion about controversial topics like politics. However, if your political opinions align with your ideal client, then you should not shy away from proclaiming the information. Sharing political opinions as a business owner takes nerve because it will inevitably turn some clients away. Remember, not everyone needs to like you. Your marketing only needs to attract your ideal client.
If you are not comfortable sharing your own opinion on politics and policy changes, that does that mean you cannot report on it to your clients. Another way to incorporate politics without speaking on them exactly is to discuss your principles. Principle-based marketing will naturally reflect the opinion of a political party without having to declare an affiliation.
Immigration policies can change frequently and therefore there is a lot of dated and inaccurate information available on the web. Depending on the president and current events, immigration is also commonly discussed and evaluated, also leading to misinformation. As an immigration lawyer, you carry a level of responsibility to ensure that current and future clients have access to accurate information. Every time a policy changes, write an article that explains the update and what that means for someone immigrating into the country. Explain the changes in simple terms that are easy to understand; you’ll lose the potential client’s interest if your articles are full of legal jargon.
Posting articles regularly provides several additional benefits to your law firm. If you have a well-organized, offer-driven website, then writing a keyword-rich article may be the perfect entry point for a potential client. If the reader finds value in the article and is interested in learning more information or learning about your law firm/services, then they’re going to poke around the rest of the website. The more time a potential client spends on your website, the more likely they will be to contact you.
If you are not bilingual, then you should consider hiring bilingual staff so that you are able to accommodate and communicate with potential clients with ease. Some of your clients may be fluent in English and others may speak almost no English. Either way, having an easy way to communicate is a simple way to create a happy client and stand out from the competition. If you do not have any staff at your law firm, it’s best to create a partnership with an interpreter that you know you can rely on.
While having a go-to interpreter will be sufficient, it is ultimately best to have a full-time employee available. A bilingual intake specialist will mean that non-English speaking will be able to call your law firm at their convenience. Another way to accommodate non-English speaking potential clients is to translate everything on your website. While Google will automatically translate text on the web, this is not full proof and there will be many errors. This can be outsourced to a freelancer for an affordable price.
Most attorneys start their firms assuming that being a really, really good attorney should, in and of itself, be a marketing advantage. Those attorneys believe that joining a whole bunch of committees and putting their name in lawyer directories is “marketing,” and they never bother to ask if there is a better way.
Attorneys are catching on, however, and those who succeed learn to leverage their current resources to create effective (and ethical) marketing. What they discover isn’t a magic pill or silver bullet but a different approach to marketing that your competitors haven’t considered.
by Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.