Originally published in the National Law Review.
With the end of 2020 in sight, it’s natural to start wondering what the coming year will look like--especially for small law firms. Hopefully, next year won’t require you to get as creative with your budget and marketing strategies as it did this year. But even so, it’s wise to consider a few strategies for the coming year that won’t cost you an arm and a leg.
A strong biography is a surefire way to earn a prospective client’s trust off the bat. Not only do you want to highlight your experiences and credentials as an attorney, but you want to engage the reader as well. It certainly doesn’t hurt to invest in a well-crafted biography. It’s important to make sure that online biographies are completed to a high professional standard.
Your biography should include a professional photo and open with a strong statement. Make sure to include all your credentials, such as your educational background, awards, published cases, publications, speaking engagements, and any professional organizations that will make you stand out.
If one of your small law firm’s main objectives in the coming year is to generate more leads, consider timing the release of new publications and other resources to get the most bang for your buck. For example, if you generate enough new leads in the span of a quarter, send a free web-based resource to your new clients, such as a white paper, to thank them for taking an active interest in your firm and also to update established clients on what your firm is doing.
Giving back to your clients is a great way to foster relationships but sending them free resources every day is a quick way to get sent to the spam folder. Instead, review your online metrics before sending out a freebie; it may give you an idea of who your target audience is and what areas you need to focus on specifically. Sending out a digital publication, ebook, or even a one-page overview of something that is proactively interesting to your audience is a great way to stay connected.
Clients love seeing businesses that are involved with the local community, and law firms are no exception. Although it’s a bit trickier in the era of COVID-19, it’s still possible to collaborate with other businesses in the area to strengthen community ties and generate good publicity for your firm. The businesses you choose to work with may differ depending on your law firm’s sub-practice areas. For example, if you’re a family law attorney, you could partner with a local school program or food shelter for a holiday campaign that supports families in need. You can then partner with a different organization for themed giving in the Spring. This is just enough time to stay present with your current, potential, and past clients without overwhelming them.
Socially distance giving is an easy way to give back and support your law firm's brand in a socially distanced world.
Clients like to see businesses that are active and engaged with their clientele. An easy, free way to keep your clients updated on what’s going on at your law firm is through blogging. Blogging can be designed to build natural web traffic through search engine optimization (SEO).
Relevant and credible blog posts attract potential clients who are already in need of your services. They also support the health of your law firm’s website through the addition of regular content. Again, you don’t need to flood your firm’s website with dozens of miscellaneous blogs; just one to two per month will be enough to pique and maintain interest without squashing it.
Read the full article at the National Law Review.