Every good business needs to market its services and products to generate business, but as a lawyer, this can be particularly difficult. You may not be as good at “selling yourself” to prospective clients as you are at practicing law, but this is one of the ways that you gain a larger client base. Lawyers face a certain set of challenges that other industries do not when it comes to marketing; the competition of other lawyers, consumers who are uneducated, and ethical limitations.
Challenges Lawyers Face Marketing
Marketing as a lawyer presents unique challenges not found in other industries. For lawyers, it isn’t just about finding clients who you appeal to, it takes a lot more effort to win these individuals over. Here are some of the specific difficulties that come with marketing as a lawyer.
Competition
There are all different types of lawyers, and usually within a certain area prospective clients can find several who specialize in the same area. For example, if a business is looking for a bankruptcy lawyer in Philadelphia, they are going to come across several names including yours just in the city. The job of your marketing strategy is now to make sure that your name and practice stand out amongst the rest. This takes creative and sound planning, and it may require the help of a marketing expert to execute effectively.
Uneducated Consumers
Law is a complicated field, which is why people seek the advice of attorneys who have education and experience. However, this also usually means that your average consumer is not going to be very educated about what you offer and what makes you different from the rest. This also means that consumers who are in the market to hire a lawyer are simultaneously in search of information. This means that part of your marketing strategy must also be based on sharing information.
Ethical Responsibility
As a lawyer, you cannot play by the same rules as other industries that are executing marketing campaigns. There are a lot of ways that you can go wrong in terms of ethics, which could land you in trouble, and even worse censure or disbarment. All marketing strategies must be done in line with the Rules of Professional Conduct, which adds an extra layer of difficulty to marketing as a lawyer.
Marketing Tips
If you aren’t ready to hire a marketing professional, there are lots of helpful strategies you can implement to increase your marketing all on your own. It is also a good idea to review these options if you want to become more knowledgeable about what strategies are available before meeting with a professional. Here are some ways you can market to the public as an attorney.
Write Blogs for The Average Person
As stated before, people who are searching for a lawyer are also looking for information, and they want a lawyer who is going to be knowledgeable about the law. One great way to show that you are going to be helpful in their case is to have blogs concerning different legal topics on your website. If prospective clients can learn something about their legal matter from your website, they will be more inclined to trust you with their case. This will also improve your chances of attracting clients whose case falls under specialty.
Use Social Media
Today, one of the best ways that you can market your business on your own is through social media. You can also hire a professional or have an intern do this kind of work, but using social media helps you reach an audience that you wouldn’t be able to use other methods. Many lawyers already use platforms like LinkedIn and Facebook to network with other professionals, but this is not the most effective way to reach clients. Social media platforms like Twitter, Instagram, and even TikTok are going to give you access to an entirely new demographic.
Volunteer Your Knowledge
People are looking for someone they can trust when trying to find a lawyer, but vetting which attorney is best for them when everyone is using similar advertising can be difficult. One way to stand out from the crowd is to make your name known in the community. Volunteer your time and expertise by doing pro bono work, or in general. You can create a large network just by talking to people while participating at a soup kitchen or cleaning up the local park. Another option is to reach out to your local news outlets and offer to answer questions and provide a source of expert information. Consumers in your community will remember your name when you make a positive impact within the community.
Bio: Roni Davis is a writer, blogger, and legal assistant operating out of the greater Philadelphia area.