You’ve started your law firm, you have a couple of clients (but they’re not coming in consistently yet), and your marketing budget is almost nonexistent. You know you need to market yourself and get your firm out there but the question is, “How?”.
We’ve organized a list of the top ways to market your firm completely for free.
Email marketing is a great option to prove to your potential clients that you are the real deal and show them just what you offer. By creating an opt-in, or lead magnet, you can build a list of people who are genuinely interested in what you have to offer. As long as your lead magnet is something that is relevant to your law firm, this is a great way to show your expertise on the matters they really care about and grow a list of potential clients that you have full control over. The key to email marketing is to be consistent and always provide valuable content that engages the reader and leaves them wanting more.
Social Media Marketing
Marketing yourself on social media is a free, organic way to expose yourself to people who haven’t signed up for your email list yet. Utilizing relevant hashtags and posting engaging content that provides value are the two best ways to boost yourself up on social media. The more that your potential clients engage with and/or share your content, the more important it seems to the social media algorithms and allows you to reach more people.
Ask for Referrals
If your clients are telling you that they love your work or that you have helped them in some way, encourage them to refer you! There is no shame in this – they already love what you’re providing them! You can also create a small offering or discount to those that refer you to new clients.
Start a Blog
Starting a blog is beneficial in many ways. One, it proves that you are an expert in your field if you provide value in your posts. Blogs are often turned to for advice and people love a good list post! Two, blogging helps boost your website’s rankings in Google searches by adding more content and keywords that you can rank for. If you aren’t familiar with SEO, read up on it and learn the basics of ranking for keywords in Google searches.
LinkedIn is the professional social media. Networking here is certain to find your connections that will better your law firm – even if those connections aren’t your ideal client. Everyone knows someone and the more you network, the more likely it is that you will find clients through those connections. People that are on LinkedIn are looking for those connections, so it’s not like you’re spamming your family and friends on a personal social media page. Add valuable content here (this can be recycled from other sources) and engage with others to build your network and find your ideal clients.
UGC, or User Generated Content, is great to encourage similar to encouraging referrals. The difference is, these are posts made by clients who love your services and genuinely want to brag about you. You can encourage this by sharing the UGC with your social media following and asking for others to share their own story about the work you’ve done for them. UGC is a really valuable marketing tool because people love to see genuine reviews and are more likely to hire you if you have them.
Bloggers in your niche need content and you need eyes on your content. Collaborate with influencers to either guest post on their blog (you write the content) or provide them a service and ask for an honest review post written about it (they write the content). This is a really great way to get yourself in front of a new audience!
Contribute to Forums and Facebook Groups for Your Niche
Facebook is full of groups. You can find a group for just about anything, including your legal niche. Business groups or local networking groups are other great options to focus on. Joining these groups and staying active through engagement on others’ posts and posting yourself is yet another way to position yourself as an expert, provide value, and encourage new eyes to check you out. Steer clear of groups that encourage spamming, though, because you won’t find value and people are too busy promoting themselves to even care about what you post.
Add Your Business to Web Directories
Does your city have a directory of local law firms? Get yourself on it! Find a site that lists out law firms in your niche? Get yourself on it! People often turn to lists and directories to help them find what they’re looking for. They can’t find you if you’re not on those lists!
If you’re comfortable in front of the camera, videos are a great way to build the Know, Like, Trust factor of yourself and your law firm. People love to watch a quick tutorial video or a snippet into your behind the scenes. You can upload these to YouTube or simply add them to your social media for a quick way to make yourself stand out.
Be a Guest on Podcasts
How often do you listen to podcasts? We love podcasts here at Back Office Betties (check ours out here!) and listen to them regularly. Our favorite podcasts to listen to are interviews with experts who provide a little bit of value to the host’s listeners. You can truly gain so much knowledge and expose yourself to some really fabulous experts by listening! We highly recommend that you get yourself on a podcast to share what you’re good at and offer advice to the host’s audience. This exposes you to a whole new pool of people and allows them to connect with you if they want to learn more about your firm or services.
Do you use any of these free marketing tools for your law firm?
Agree with our list or have something to add?