Making sure your solo firm’s marketing sings in harmony
As a solo attorney, you’re an entrepreneur with a do-it-all mentality. Managing caseloads, taking care of administrative tasks, and meeting client needs while running a small business are all in a day’s work. That leaves you with little time to do the work that is the lifeline to new business: marketing your firm.
An integrated digital marketing plan can help – and that isn’t just marketing gibberish. Integrated marketing tools, when used correctly, help your solo firm to effectively reach your prospective clients and compete with your larger counterparts. This can mean the difference between sink or swim in a difficult economy.
What is integrated digital marketing?
It means using the power of multiple online marketing tactics to connect with prospects. It’s also ensuring you are communicating a cohesive message through all those channels to create a more impactful online presence. For example, if your website’s tone and style don’t match that of your paid social ads, an opportunity to build your brand is lost. Your firm becomes recognizable through consistency.
To determine whether your firm’s digital marketing strategy is integrated, ask yourself these four questions.
- Does the tone and style of your website match your other marketing initiatives?
- Are you regularly shining a spotlight on your firm’s unique attributes?
- Are you considering legal consumer behavior and aligning your strategy accordingly?
- Do your online tools work in harmony with and support your website?
If you were able to answer yes to all of the above, you’re on the right path. But to make sure your bases are covered, keep the following top four traits of a successful integrated marketing approach in mind.
1. Speak through your website design
Have you ever come across a website so poorly designed that it gave you a feeling of distrust or prompted you to question the company’s professionalism? Maybe it felt like they weren’t speaking to you and it didn’t make an impact, so you moved on.
A website is often compared to a storefront. Imagine a store whose signage is inconsistent, whose shelves are scattered with unrelated products and whose decor is a hodgepodge of clashing colors and styles. Would you continue to shop, or would you retreat and make your purchase elsewhere?
Your website’s design can have a substantial impact on the seeker’s impression of your firm. The colors, fonts, and images you choose may either attract or deter potential legal clients, so make sure they align with your firm’s unique identity and resonate with your target audience.
2. Secure a presence on legal directories
A far cry from the Yellow Pages, today’s online legal directories offer potential clients the ability to quickly and easily find your firm when it matters most. For your listing to be effective, make sure the directory you choose is reputable and correctly set up. It should include your contact information, practice areas, and links to client reviews. Done right, a legal directory is one of the best steps you can take to grow your online presence. FindLaw has four different directories to help you reach your audiences.
3. Utilize pay-per-click (PPC) ads
Secure a competitive advantage for your firm by investing in PPC ads. They afford you high placement on search engine results pages (SERPs) for a greater chance of being found by potential clients. For PPC to be most effective, work it into your budget and hire a professional familiar with PPC advertising’s complexities to ensure your best return on investment.
4. Employ chat and call-answering services
There are few things more frustrating than leaving a message that goes unanswered. It can especially be true for potential clients who are distressed due to unexpected legal trouble. Your lack of a response may quickly have them moving on to the next attorney on their list. If you are crunched for time and unable to respond promptly, consider employing chat and call-answering services. They allow around the clock availability so that those critical calls won’t go unanswered. They also help potential clients feel recognized, giving them peace of mind that their issues will be addressed, and preventing them from seeking help elsewhere.
Surviving in a sea of fierce competition during times of crisis can be a challenge for any solo firm. To learn more about how implementing an integrated digital marketing plan can help your firm, check out our new guide, Working smarter not harder: Using integrated digital marketing to enhance your solo practice.