Smaller law firms may not have substantial marketing budgets of larger, more established law firms, but they share the same goal—to attract and retain a steady stream of clients. Without the considerable financial resources of larger law firms (which also may have their own internal marketing departments or in-house professionals), how can your small law firm expect to set and achieve your digital marketing goals? According to the U.S. Small Business Administration, businesses (including law firms) should expect to spend between 7 to 8 percent of their gross revenue on marketing efforts. However, just because you spend money creating a law firm digital marketing strategy does not guarantee that these efforts will yield you your desired results.
There are so many variables that influence the success and impact of content marketing for law firms, and digital marketing strategies should not be viewed as a one-size-fits-all model. Instead, it’s worth seeking out the assistance of an experienced digital marketing firm that specializes in the unique needs and goals of small- to mid-sized law firms. As you work with a knowledgeable content marketing for law firms specialist, you can feel more confident in your investment and track the success of your customized digital marketing plan to ensure that it is on track to accomplish your goals. Let’s take a look at some of the factors that may influence your law firm’s digital marketing budget and how working with a highly qualified law firm content marketing expert can help you maximize your return on investment (ROI) while growing your law practice steadily and sustainably.
Budgeting For Customer Acquisition and Client Retention
Most smaller law firms share a similar goal—to attract and retain more clients in the community. Essentially, any marketing strategy for law firms comes down to two distinct efforts: Attracting new clients and retaining existing clients. It’s important to recognize that the practice areas your firm offers may determine whether your content marketing efforts would be better suited to attracting clients or retaining existing clients. A criminal defense lawyer, for example, is more likely to focus on appealing to new clients, while a business law attorney hoping to forge long-term relationships with companies may find more success investing a larger portion of their marketing budget focusing on retaining existing clients. Both of these goals require certain strategies, which we will explore in greater detail below.
Attracting More Potential Clients in Your Area
The success of your law firm depends on a steady stream of incoming clients. So, how can you reach these individuals who have likely never heard of your law practice? As you approach your digital marketing strategy for acquiring new clients, you will need to define your target market in order to determine how to reach them effectively. For instance, if you are an estate planning law firm hoping to serve younger clients who are early on in their careers and starting families, you can use demographic information (i.e., ages, income levels, primary languages, etc.) to tailor your digital marketing strategy to accommodate and appeal to these considerations. Generally speaking, young professionals tend to frequent social media platforms like LinkedIn, TikTok, and X (formerly Twitter), so you can design your marketing strategy to align with these platforms and engage potential clients in digital spaces where they are already spending their time. Law firms hoping to engage with new clients should also devote some portion of their marketing budget and strategy to SEO efforts, such as voice search optimization, organic keyword research, and other strategies that boost their website’s visibility and rankings on search results pages (increasing the likelihood that a searcher will click through to their website).
Find out where you stand with a local keyword report.
Retaining Existing Client Relationships
Just as it’s important to consider the most effective way to attract new clients, focusing on how to retain current clients is essential for the longevity of your smaller law firm. When it comes to client retention and maintenance, finding ways to prioritize the client experience is the primary concern. Ultimately, your hope is that a client is so satisfied with their experience working with you that they refer others to your law firm. Personal recommendations are valuable, as are online reviews from clients who can share their kind and positive experiences with others. Law firms interested in tailoring their content marketing for attorneys strategy to strengthen existing client relationships should consider implementing streamlined processes for clients leaving online reviews. Sending a short, appreciative message with a direct link to the review site can encourage satisfied clients to take the time to write you a meaningful review. As more clients leave you reviews, the search engine algorithms will consider your business to be more legitimate, trusted, and respected—thereby boosting your search rankings and visibility to anyone searching for legal services in your area.
When to Consider Digital Marketing Campaigns for Your Law Firm
Smaller law firms with a specific and measurable goal may benefit from investing in a pay-per-click (PPC) marketing campaign to generate high-quality leads within a relatively short period of time. When a PPC campaign is well-designed and adapted according to your specific needs and goals, these targeted advertising campaigns can draw the attention of searchers looking for legal services in your local area. Essentially, PPC campaigns involve running a series of intentionally crafted advertisements on major search engines (i.e., Google, Bing, Yahoo, etc.), which display at the top of the search results. Because of their more prominent placement, searchers are more likely to click on these links instead of scrolling down the page for other links or results. The dedicated team of digital marketing for law firms professionals at LegalRev are ready to help you create relevant, compelling, and impactful ads that appeal to the specific needs of your target audience. We encourage you to give us a call today to learn more about how we can help you take your digital marketing needs to the next level while remaining budget-conscious along the way.
As a smaller law firm, you deserve exceptional and results-driven marketing strategies that deliver you the metrics you’re after. At LegalRev, we know from experience and data that focusing on your practice area, your market size, and how soon you want to see results will help us identify the best way to achieve your content marketing goals. Give us a call today at (800) 893-2590 to book a 15-minute call with one of our digital marketing for law firms specialists.
