Originally posted on: https://www.bestmarketingforlawyers.com/best-marketing-strategies-for-employment-law-firms/
Regardless of whether your law firm represents employers, employees, or both, reaching potential new clients to grow your business should be a top priority. In order to do this, you need a successful marketing strategy. Traditionally, the idea of marketing was a foreign term when it comes to law firms. Unfortunately, marketing is not an unfamiliar term for your competitors who are utilizing successful marketing campaigns to grow their employment law firms. If you’re thinking that you need to spend a lot of money to go up against your competitors, think again. A successful marketing strategy has little to do with cost and much more to do with strategy.
You may be wondering, where do I even begin? Have no fear, because below you will find the best digital marketing strategies for employment law that you can implement in order for your law firm to become more visible, more credible, and more approachable. The tips below will help you develop targeted marketing strategies that address your ideal clients, implement the best digital marketing tools, connect with more possible clients, and generate more leads.
Be specific with who you are targeting
If you don’t know precisely who you want to target with your digital marketing campaign, you are essentially throwing money away. It is important to be very specific with who your target audience is, as everything that follows depends on it. Just saying that you are an employment law firm is too general and not specific enough to help you bring in more clients. A great example of this comes from an employment law firm in Houston that specifically targets oilfield workers who have not been paid wages for overtime. The first page of their website highlights that they handle wage-hour-disputes, discrimination, and sexual harassment as well.
Being specific like this not only helps potential clients find you when looking through search results, but gives them more of a reason to choose your employment law firm since you specialize in what they are looking for. As you are building a clear picture of your ideal clientele, consider the following: demographics, specific requirements, and online behavior. Having a good understanding of these three factors will set your marketing campaign up for success.
Focus on building a brand, not just a website
When creating your marketing campaign, it’s important to be in the right mindset. By focusing on long-term success instead of short-term success, you will ultimately be more successful with your marketing strategies. Building a brand is a crucial aspect of an effective marketing campaign, as it helps separate your employment law firm from the others. Your website and your overall online presence should be what your firm wants to portray to the world, as it is their first impression of your business.
To create a brand, you must first figure out what makes your employment law firm unique. What aspects of your business makes it special compared to your competitors? Is it experience? A particular belief that drives your law firm? These questions can be helpful when trying to figure out your brand. To set yourself apart from the competition, figure out what your employment law firm consistently does better than other employment law firms in your area.
Credibility and demonstrating results are key
When potential clients are visiting your website, they want to know right away if your employment law firm can help them with their problem or not. The aspect of trust is important in pretty much every industry, but is especially important when it comes to legal matters. When people are searching for employment lawyers, they want to find a credible attorney that will get them their desired results. Your website should demonstrate your employment law firm’s abilities, as this is an essential part of a successful marketing strategy.
A great way to demonstrate your employment law firm’s credibility is through reviews and testimonials from past and current clients. Reviews from real people come across in a very genuine manner, which helps potential clients see your law firm as credible. People trust other people more than they will trust you, so it’s important to include testimonials instead of just saying great things about your own law firm. When it comes to SEO and search rankings, Google reviews are also very helpful. Getting featured in “Google My Business” sections for searches is considered marketing gold for employment law firms. The more positive Google reviews your business receives, the more likely it is that your business will be able to take advantage of this free, lead-generating publicity.
Highlight your practice areas through the use of power pages
The field of employment law covers many areas. Some employment law firms cover every aspect, while others choose to focus on specific niches. Regardless of which applies to your firm, you should still break your practice areas down and create “power pages” for each. These pages will help your employment law firm become an authority in your particular areas of practice and will also build a library of resources, once again boosting your credibility.
In your main menu, you should have a drop-down list that includes the practice areas your employment law firm deals with. The more detailed you are, the better, as it is not only great for visitors but great for SEO purposes as well. Some firms choose to highlight their main practice areas on their homepages, which is also another great marketing strategy.
Practice area “power pages” are pages on your law firm’s website that delves deeper into each practice area and ultimately addresses many of the questions potential clients may have. These pages will help your employment law firm demonstrate its expertise in different areas of employment law. For each practice area power page, try to go into as much detail as possible. If you can, try to get each page’s word count up to 1,000, as longer content tends to help websites show up in search results.
Make your law firm a trusted authority when it comes to employment law
Along with practice area pages, authority can also be demonstrated through other content marketing strategies through both your website and through social media. People visiting your website are most likely looking to better understand their options before making an important decision what employment lawyer will represent them and their legal issues. If website visitors see your firm as experts in employment law, they are more likely to choose your firm to handle their legal matters. Some strategies to demonstrate authority and expertise include FAQs, knowledge centers/libraries of resources, and blogs.
The best way to ensure that your employment law firm’s marketing strategies are as effective as possible is to hire a digital marketing expert. Hiring an expert will make life much easier for you, as successful marketing campaigns can be very time-consuming.
