Hometown Heroes Stand To Win The Legal Marketing Battle

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By focusing extensively on Search Engine Optimization and using commercials to bring in clients, law firms may miss out on perhaps the most important aspect of marketing: public relations. To remedy this potential shortfall, Legal Marketing Advantage has put together some important tips on improving one’s cache in the eyes of clients.

Earning a community’s trust needs to be the foundation upon which other marketing efforts rest

A vaunted reputation can be the biggest asset in a legal marketer’s toolbox, but garnering this reputation doesn’t happen overnight. Achieving community relevance is a hard-fought battle requiring patience, support by clients and one’s own legal peers, and of course, winning legal battles.

It’s easy to get hung up on SEO, content marketing, and social media in the modern world, and while those tactics are certainly important, Legal Marketing Advantage knows that such advancements can’t come at the cost of mishandling one’s reputation. Lawyers who look good are in a better position to do good for their clients.

Corey Burke, president of Legal Marketing Advantage, understands that careful reputation management must be woven into every aspect of marketing, and he explains the importance of such:

“The past few years have seen a dramatic shift wherein search engines are striving to bring searchers the most local-centric results possible,” said Mr. Burke. “As a result, it behooves law firms to invest in their communities if they hope to get their communities to invest in them. By establishing a presence across all sorts of local mediums, law firms protect not just their immediate interests but their longterm viability.”

Law firms struggling to make a dent in the local search space can improve their reputation with the following tips, and in doing, SEO and client acquirement should follow:

•Give Commercials Some Personality- The first step to any legal marketing endeavor is to spread word about the very existence of a firm. At such times, firm partners should let their personalities inform their media content rather than letting the common wisdom dictate the tone of voice they’re supposed to take. When partners act like themselves in communications, they come across as far less stilted and more willing to listen to the concerns of persons in need.

•Get Beyond Paid Communications- A firm that solely uses commercials eventually comes across as nothing more than a shill. Law firms should instead think about reaching out to local news stations, papers, radio programs, and web publications to lend a voice to matters of interest to the community. Put together a regular column, or at the very least, offer an expert opinion when topics affecting the legal realm arise. An environmental lawyer might, for instance, lend their authority to an interview focused on the air pollution implications of a new industrial complex.

•Be An Extrovert- Law firms that are visible have a better chance of being seen. Every community in the country has some sort of carnival, fun run, festival, or charity event happening at regular intervals. Law firms can become a more integral part of such proceedings by joining local chambers of commerce, making charitable contributions, and sponsoring events

•Client Spotlight- Every once in awhile, firms should take the time to turn the spotlight from themselves to their clients. With a client’s permission, a law firm may put together a sort of human interest story, outlining the tough legal situation a client was confronted with and demonstrating via video or text-based content how that person overcame the odds with help from the firm.

•Testimonials- The best way to get around any potential bias inherent in an advertisements is to get clients to speak about their experiences. These types of testimonials can be a valuable part of any advertisements distributed throughout a community. They’re also important for such sites as Yelp and Avvo (specifically, its Review a Lawyer feature), which can influence search rankings and act as a barometer of value for persons in need looking for a lawyer.

“Earning a community’s trust needs to be the foundation upon which other marketing efforts rest,” said Mr. Burke. “Being forthright and helping out in a way that only extensive experience in the legal realm affords establishes a mutually beneficial relationship with the community that will pay dividends in terms of SEO.”

Legal Marketing Advantage, one of the fastest growing internet marketing tech companies in North America, offers a diverse array of search marketing solutions to satisfy the needs and budgets of law firms across the country. Utilizing state of the art technology and innovative strategy, the company helps attorneys and law firms grow their business and reach their full potential. LMA develops customized internet marketing solutions that empower legal professionals with a simple and affordable way to attract qualified prospects who can then become clients. Check out the website for more information.

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