Lawyer Monthly Magazine - September 2021 Edition

66 WWW.LAWYER-MONTHLY.COM | SEP 2021 Should I Just Do What the Other Law Firms Are Doing? What Marketing Channels Are There? Unequivocally, this would be a no. Like your customers, no two law firms are the same. Every law firm will be at a different point in their law marketing journey, so ensure that you plan for your firm and that you do not simply copy other law firms who may have different goals to you. When marketing a law firm, you should make sure to consider: • Practice area • Size of the law firm • Company goals • Client acquisition targets • Types of marketing activities that the firm is currently engaged in • How much time the firm has to invest into their marketing To put this into an example, if your organisation is a brand new personal injury law firm, you will be at a different stage of your marketing journey compared to an established local family law firm. A well- known legal practice specialising in family law will likely already have a strong referral network, a website and a current marketing strategy that includes a social media presence and maybe a blog, but a new firm operating in a different market may not have a website or social media channels and is unlikely to have cemented a reputation yet. Planning where to spend the legal marketing budget for each of these firms will require a different and tailored approach, potentially using different channels. There will also be different costs that will need to be considered depending on the practice area. Using the example above, personal injury law is traditionally more expensive and requires a much higher CPL (cost per lead) whether you are marketing online or offline. Family law is renowned for being a much lower cost area of law marketing, thus requiring less spend. • Website development • Content marketing/blogging • Pay-per-click advertising • Online Reviews and referrals • Video marketing • Podcasts • TV advertising • Radio advertising • Branding • Print advertising • Billboard advertising • Referrals online Offine Right now there is, frankly, a huge amount of marketing channels available to law firms – some would say a daunting number for your consideration. Below are a few of the key channels that you should at least be considering as you map out your legal marketing strategy.