By Nico Strydom
A legal practice is still a business, which means new clients have to be canvassed and other business processes also have to take place.
It is therefore also important to market your legal firm because this affects your legal practice’s image and could attract more clients to your business. Successful marketing can also help to let your legal practice stand out among the competition so that clients will want to use your services.
There are different ways of marketing your legal practice. These may include advertising, a web page as well as social-media marketing.
Before you start marketing, it is important to get your legal practice’s trademark right. Ask yourself questions such as what message your trademark conveys, what makes your legal practice unique, what is your target market, and how are you going to stand out against the competition.
The first point of contact with clients will probably be your legal practice’s web page after they had been looking for a specific service or advice and found your legal practice’s web page. Your web page must be clear about what services are offered, who is part of the team and what their specialities are.
Furthermore there could also be a site where successes are shared or where information is given about important or topical subjects. Articles about different legal subjects will help to make people looking for specific information divert to your web page more easily.
Social-media platforms are the perfect way to reach an even bigger market. Articles on interesting or topical subjects can be shared here, which again diverts people to your web page. For example, an employee at the legal practice may write an article in which legal advice is given on how to handle a specific event or situation. If such an article is shared widely on social media, it will lead more and more people to your legal practice’s social-media profiles.
Legal practices may also use their social-media platforms to share important news about the practice or to boast about successes. It is also a place for talking to potential and current clients. More and more people are using social media to obtain products and services and if your practice reacts fast and professionally to enquiries on the platforms, it could lead to more clients and also more referrals.
Marketing is an important part of the activities of any legal practice. It helps to create awareness of your trademark, attract prospective clients, get into touch with your target market and build relationships with them, and to establish your legal practice’s authority.