It is very common these days that law firms spend more and more time and money investigating what they can do to attract new clients, or in any case, suitable clients, a concept that depends on their particular expectations. Well, it is necessary to underline that people are not entirely interested in how much an attorney knows, but how they can solve something specific and surely very individualized. Clients seek help to improve their legal results, or to solve a legal problem, either personally or professionally, and this is usually more relevant to them (in general terms) than the lawyer’s career or CV.
And how could you prove to a potential client that you are their best option? How could that potential client see in the services of your office the solution you are looking for?
The first step in developing a lawyer’s marketing strategy is to thoroughly reflect on who your potential client is. If you want to provide an excellent legal service, you must put aside the generalities and position yourself as the expert in your specialty, as clients increasingly seek specialists. Think that those people who need your services urgently will trust you rather than a general lawyer.
When the content you generate is well focused and managed, you are on the right path to becoming a magnet for your potential customers, that is, customers will come to you as a result of the attraction generated by your valuable and useful message. Currently, digital platforms offer an interesting variety of opportunities for a brand to become stronger, and, definitely, the name of a law firm is no exception. The truth is that few firms have an assertive plan that manages to capture opportunities that really become clients.
It is also necessary to highlight that many Lawyers use LinkedIn and Twitter, to cite perhaps the most used social networks in this professional sector, but most frequently fail in the content strategy and, consequently, harm positioning and customer acquisition. Other law professionals regularly blog, and while they may be very valuable and interesting content, most use (very) legal language that far from impressing or helping, generally ends up chasing away their audience at the speed of a click of the mouse. “close” button.