The Most Effective Marketing Solutions for Attorneys

The Most Effective Marketing Solutions for Attorneys

By: Melanie Herschorn, Publisher and Book Marketing Expert

The Importance of Your Brand

When you hear the word “brand,” what do you automatically think of?

The Nike swoosh or the McDonald’s golden arches?

Fun fact: as an attorney with your own business, you, too, are a brand.

You write and speak in a particular brand voice.

You have a specific type of client you serve.

You operate your business in a certain manner.

You may also be the face of your brand.

As a brand owner, you are truly your own best marketer. This may seem unlikely since you are an expert in the law and not a social media marketing professional, but building your brand really starts with you.

It is therefore incumbent upon you to share about your business, to highlight your expertise, and to inspire and attract your ideal clients to hire you. The best way to grow your brand's credibility and visibility is through marketing.

If no one knows about you, they can't hire you, right?

Effectively Marketing Your Brand

To begin effectively marketing your brand, it is vital to develop your online presence. These days, if you don’t exist online, it’s almost as though you don’t really exist at all. Most people won’t even think about working with an attorney if they can’t find them on the internet.

Marketing your brand requires several elements to really make a lasting impression on potential clients. The first and most basic is your website.

1. Using a Website for Attorney Branding

When someone heads to your website, it should be very apparent to them what you do and how you can help them. Most people won’t spend more than a few seconds on your site and once they are gone, they likely will not come back if you do not catch their attention and let them know “what’s in it for them” immediately. You will see much more traction if your site is easy to navigate and offers several ways for a potential client to learn about and contact you. These pieces seem rudimentary but you’d be surprised how many websites are missing the basics.

1. Using Social Media Platforms for Attorney Branding

Another important piece to building your visibility is to develop a robust social media presence. While you certainly don't have to be dancing on TikTok, it is advisable to have an account on the social platforms where your ideal clients hang out and to post to these accounts regularly.

The types of posts that will catch the right people mid-scroll will vary from brand to brand, but in general, you will want to follow the 80/20 rule of providing value 80 percent of the time and selling 20 percent of the time.

In the case of social media, “selling” can mean inviting someone to a consultation call. “Value” refers to posts that provide helpful information, how-to’s or entertain. You can also share about how you help clients, cases you've worked on and the transformation that they had on your clients, as well as client testimonials.

But marketing on social media goes beyond posting. When you post and ghost, a.k.a. don’t engage with followers, they are not likely going to stick around. That’s why creating an engagement plan to grow your following is key. Here are three tips to get started on your engagement plan:

• When someone likes your post, feel free to thank them in the DMs to begin a conversation.
• When someone comments on your post, respond and ask a question. This can get a great dialogue started.
• Regularly seek out the accounts of ideal clients and engage with their content. If you are sharing helpful content, they will likely follow you back.

Remember that a lot of your ideal clients are just lurking and may never actually like or comment on your posts. But they are watching you, so try not to get discouraged. It can be a year before someone reaches out to you, but they will because your content truly resonated with them.

1. Optimization and Search Engine Advertisements for Attorney Branding

Many attorneys spend a significant amount of their marketing dollars on Search Engine Optimization or SEO. That’s the process by which you can get your website to rank on Google for certain keywords. The more specific your search terms are and the narrower your geographic area is, the easier it is to rank. It can be a slow process, but SEO ranking can also be boosted by optimizing your blog posts for these terms and posting a blog weekly.

To have a quicker result, attorney brands also utilize search engine ads. Studies show that most people only click on the link at the top of the page which is the sponsored one, so getting to the top can be a big boon for your business. But if higher quality versus higher quantity lead generation is what you are after, then there is another promotion strategy to consider beyond search engine ads: publishing your own signature book.

 

1. Publishing a Signature Book for Attorney Branding

Publishing your signature book can both build your brand and provide you with an endless promotion strategy. Your book will allow you to showcase your knowledge and insights so that you can differentiate yourself from other attorneys who offer similar services at their firms.

You can use your book as a lead generator. It becomes a powerful tool that educates potential clients as well as builds trust with them because it demonstrates your expertise and authority.

Having a signature book can also open doors to new opportunities to be a podcast guest and speak on stage. It is much easier to be invited as a guest on podcasts because your book instantly makes you a credible expert. Many speaking engagements are only open to authors, while non-authors are turned away. Sharing your message on stage helps you expand your reach and influence 10X.

If being featured in the media is of interest to you, a book can help immensely. Media outlets will choose the expert with a book over the expert without one when deciding whom to interview. Imagine being the go-to expert on your local news station…

Think of your book as a dynamic business card that works for you long after someone has received it. It provides visibility and authority, while acting as a testament to your dedication to your craft. People are much more likely to remember and recommend an attorney who has published a book because it sets you apart as a trusted advisor in the legal industry.

Conclusion

Have you been thinking about writing a book but don’t know where to start? I would love to help you develop an outline for it. Please schedule a complimentary call with me here: http://meetmelanie.vip/

 About the Author:

As a publisher and book marketing strategist for professionals, business owners, consultants, and speakers worldwide, Melanie is on a mission to empower authors to share your message with the world.
With her comprehensive background of over 20 years as a celebrity publicist, award-winning journalist in radio, print, and TV, as well as a clothing designer and entrepreneur, she is uniquely positioned to support authors to step into thought leadership and make a big impact with their book.
Melanie earned her master's degree in journalism from the University of Southern California, where she graduated first in her class. She grew up in Canada, has lived on both US coasts, and now resides in Arizona with her husband, daughter and son, her Cavalier King Charles Marty McDog and her Siberian cat Phoebe.

This post was written by a guest blogger. Although this article was thoroughly reviewed by NBI staff, the views, opinions and positions expressed within the post are those of the author alone and do not represent those of NBI. The accuracy, completeness and validity of any statements made within the post are not guaranteed. We accept no liability for any errors, omissions or representations.

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