Law Firm Marketing You Can Implement While Working From Home
Maybe you live in Florida and the sixth Category 3 hurricane is making its rounds or your child as the flu. Or maybe there’s even a national pandemic that is forcing people to stay in their house. Whatever the reason, do not let unexpected work-from-home days become lazy days.
Take action while working from home by implementing marketing strategies that you’ve been meaning to do but haven’t had the time to focus on.
To encourage people to move the needle forward while working from home, here are four marketing strategies you can implement right now from the comfort of your own home.
1. Check the Forms on Your Website
This may feel insignificant or menial, but you could be losing hundreds of thousands of dollars by letting high-value cases slip through the cracks because of faulty forms. It won’t take long to do, and you can listen to a podcast from your favorite thought-leader or listen to a business audiobook to make the most of your time.
Ideally, your website guides people to either 1) contact your law firm or 2) request your report/book offer. Between contact forms, live chat, and click-to-call options for mobile, there are several forms on your website for potential clients to easily use, and the number will only grow.
Whether you have five forms or twenty-five, if even one of them isn’t working you are hindering the client experience and potentially losing a high-quality lead.
Everyone wants the simplest experience possible. If a potential client fills out a form and receives an error, they’re not likely going to spend the next five-ten minutes of their life clicking around your website to find a link that actually works. You need to make it easy for them.
Even worse, a potential client could fill out a form and believe that the request went through and is never contacted again by your law firm. This could be because the something isn’t connected correctly in the automation sequence or the alert is sent to a person who no longer works for the firm. No one appreciates being ignored, whether intentional or not. A slighted website visitor is at-risk to leave a negative review, which can be detrimental to your firm.
2. Write Your Free Report or Book
Educational-based marketing is leveraging your knowledge to educate potential clients on a particular topic to generate leads and clients. A long-form piece of educational content is so valuable to potential clients, that they’re willing (and excited) to give you their contact information in exchange for the knowledge. From there, you can place the potential client on a follow-up sequence, which is where the marketing magic really happens.
If you currently don’t have any offers on your website, writing a report is your first step. By writing a 10-14-page report it compels potential clients to raise their hand and contact YOU. Once you have a report written, you can use it as an outline to expand upon to write a comprehensive book.
The book is your ultimate business card. It’s what immediately and significantly sets you apart from competing lawyers. When you author a book about car accidents in Florida you are establishing yourself as an expert on the subject matter. Potential clients naturally believe you have more credibility than other lawyers because they are not doing it.
- Don’t focus on the length of the book. That could lead to you taking out important information or trying to fluff the paragraphs with unnecessary information.
- Record yourself. Create an outline for the book and then set aside 1-2 hours to record yourself talking through the subject matter. Then, get that audio transcribed (we use rev.com) and get a staff member to reformat the content into a book.
- You don’t have to create a physical copy immediately. A physical copy of your book is more powerful than digital-only, however, it’s also a much larger investment. If you’re you can’t spend the money right now, start with a digital-only book and focus on a print copy later.
3. Create Video Content
Videos are a necessary component in your marketing. Videos are an engaging tool that appeals to a much larger audience than text-only content. In fact, the vast majority of consumers prefer to learn about a product or service through a video.
Whatever your idea for an acceptable video for your law firm is, throw it out the window. Reality is you do not need fancy equipment and complex editing software to film and publish an effective video. You can film right now using your iPhone.
The best at-home video to film are educational videos/FAQs. If you keep it short and sweet, you won’t need a video editor at all. Write down the key talking points you want to over in the order you want to talk about them, prop up your iPhone, and hit record.
Webinars are a severely underutilized tactic in law firms and lawyers are quick to dismiss the efficacy of a webinar. However, my law firm has been using them for many months now and can track over six-figures of profit from clients that got into our funnel by attending a webinar.
Your first webinar can be live and then, if you are happy with the results, you can use that video over and over again without having to use any more of your valuable time. Select a process that client goes through for a specific legal matter and walk webinars attendees through the process and consider having a live Q&A at the end.
4. Write SEO-Rich Content
In addition to writing long-form content, take this time to invest in short-form content for your website, like articles and blog posts.
Aiming to rank for “[your practice area] [your city]” will leave you feeling frustrated and wanting to give up entirely on improving your SEO. Instead, focus on long-tail keywords by writing articles on specific topics and questions related to your practice area.
People don’t always know that they need an attorney to help with their issue and they are merely Googling a question that they need to be answered. By answering their question, you are not only building trust and credibility, but you are also entering their mind before they realize they need an attorney.
When they come to realize that they do need a lawyer, you will be front mind. Especially if you capture their contact information by placing your report or book offer at the end of the article with a well-written call-to-action.
Content Writing Tips:
- Be specific. The more on-target your content is to answer the question, the higher it will rank.
- Be consistent. Google likes frequent updates and additions to your website. Try to post a new piece of content at least once a month.
- No legalese, please. If it’s boring, people will quickly click away. You’re not in a courtroom so explain the answer that is easy-to-understand.
- Don’t assume the reader knows what you know. We often forget that some words used daily in the legal world can sound like a foreign language to the average person. It’s best to give in-depth explanation of common phrases and processes that relate to the topic.
- Start with FAQs. Not sure where to begin? Start by making a list of the most commonly asked questions and answer them.
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.