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How to create a legal practice or law firm marketing system that acquires clients on auto-pilot without spending a fortune or getting a masters degree in advertising

The Ultimate Guide to Law Firm Marketing is a comprehensive guide of modern marketing practices that will make your legal practice stand out, get noticed, create clients and leads effortlessly, and all with less time and resources than you are probably spending now.

Marketing has changed, the consumer has changed, the way you present your law firm to potential clients needs to adapt to those changes or you will be left behind.  Generic lawyer marketing services are no longer enough.  This guide will give you all the tools you need from branding to SEO, Website Design to Re-Marketing, that will get you the clients you want, the way you want.

What makes a good law firm marketing strategy?

A good law firm marketing strategy has 4 major parts:

The first step in creating an effective law firm marketing strategy is defining your customer or client journey.  What are the steps a client takes to find about you? Once they learn about you or your brand how do they learn more about you?  How do they contact you? How do you follow up with them after that initial contact to turn them from a potential lead into a client? And how do you turn the client into a source of referrals and future revenue?

Second is identifying the tools that will address each of those steps.  Where will potential leads first see you or your brand?  TV?  Search Engines?  Facebook?  How do you want them to learn more about you and your practice?  A website?  A downloadable resource?  A Youtube video?  Hire a lawyer marketing service?  Once they contact you will you follow up by phone, email, text, messenger app, paid advertising, or all of the above?  And finally what resources will you use to get happy clients to become active advocates for your brand?

Third, is clearly identifying your brand, message and offer.  You can reach the right people in the right way, but if your offer isn’t clear and your brand isn’t memorable it’s going to be a lot more work to get them to become a client

Fourth is putting it all together in a cohesive manner with systems in place to automate as much of it as possible.  You can’t forget to follow up with a potential client if you already have systems in place to do it for you, and you can’t forget to prospect or network if you have systems in place reaching out on your behalf.

What lawyer marketing services are available to make this process easier?

Once you have defined a clear marketing strategy for your law firm, there are many tools and companies you can turn to execute the strategy for you.  Paid media companies that place tv commercials, newspaper ads and online ads for you are one example.  Software as a service companies that can automate client management, prospect management, and sales are another.  From social media management tools to automated email systems, SEO firms to Facebook Ads Agencies, there are tools and services that will make your law firm marketing more effective and a lot less work.

About the Ultimate Guide to Law Firm Marketing

This is a comprehensive resource of concepts, tools, and best practices that will make your law firm more present, more appealing, more responsive, and more effective at making money.  While the focus of this resource is on marketing, many of the tools and practices you will learn inside will also make your practice more efficient, more profitable, and more professional in the modern marketplace.  Each chapter will cover one idea in an in-depth manner, including concepts, best practices, tools, and ways to get help when you need it.  Strategies will help beginners through seasoned marketing professionals as we discuss foundational activities that are evergreen practices and modern strategies that have only become available more recently.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_row_inner][vc_column_inner width=”1/4″][vc_column_text]Chapter
01[/vc_column_text][/vc_column_inner][vc_column_inner width=”3/4″][vc_column_text]

Client Avatars: The forgotten secret to successfully marketing your law firm

The first step in any successful marketing campaign is getting clear about who you are marketing to, where you will find them, and what actions you want them to take.  If you market to anyone and everyone, you will get anyone and everyone as a lead, wasting a lot of your time.  If you campaign in the language of your ideal client and place that message where your ideal client is giving their attention, you will get your ideal client.  If you aren’t perfectly clear about who you want, you will never be successful in acquiring them as a client through your marketing efforts.[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=”1/4″][vc_column_text]Chapter
02[/vc_column_text][/vc_column_inner][vc_column_inner width=”3/4″][vc_column_text]

Law firm marketing strategies:  Creating a path for success

In Chapter 1 we will discuss how to outline the ideal client journey.  Taking a client from never having heard of you through becoming an advocate for your brand and lifelong source of revenue.  This foundational chapter is critical to your success as you will identify how you will initially acquire leads for your business, the steps that will convert them from leads to clients, and what you will do once they are clients to assure they continue to provide a stream of continuous revenue.  This outline will make every other marketing investment you make more effective and will create a clear picture of what is necessary to bring someone from never having heard of your brand, to being a strong advocate for your brand.[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=”1/4″][vc_column_text]Chapter
03[/vc_column_text][/vc_column_inner][vc_column_inner width=”3/4″][vc_column_text]

Law firm branding: clarifying your brand and your message for maximum profitability

Branding and messaging are what will set your law practice apart from everyone else that shows up in Google or on a billboard on someone’s commute home.  Having a clear, memorable brand and message is the difference between being a temporary thought and a driving one in a potential client’s mind. In this chapter, we will not only talk about the basics of your brand and messaging but also how to create clear calls to action that literally walk potential clients and exist clients down the path you just created.  By creating an easy to follow roadmap, prospects will take the journey faster, accelerating their transition from lead to advocate, and accelerating your profits.[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=”1/4″][vc_column_text]Chapter
04[/vc_column_text][/vc_column_inner][vc_column_inner width=”3/4″][vc_column_text]

Lawyer marketing as prospecting:  how to get in front of prospects before the competition

In this chapter, we will discuss the various ways in which you can promote your legal practice to “cold” prospects i.e. people that need your services but have never heard of you before.  In the marketing world, these are frequently referred to as “top of Funnel” strategies, and these are the strategies used to get in front of the right people in the right way, before your competition.  These are the techniques that get you noticed first, and make you stand out in the crowded world of legal marketing.[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=”1/4″][vc_column_text]Chapter
05[/vc_column_text][/vc_column_inner][vc_column_inner width=”3/4″][vc_column_text]

Search Engine Optimization for lawyers: getting your firm to the top of Google

In this chapter, we will take a more in-depth look at one of the most effective Top-of-Funnel strategies for lawyers and law firms, SEO.  Structuring your website and your marketing outreach efforts correctly will assure that you show up consistently and accurately in search results when someone is looking for your business.  Although constant algorithm changes within the search engines make this strategy too inconsistent to rely upon as your only marketing tool, it is one of the strongest tools you can have in your arsenal, and in most cases, the first one you should focus on.[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=”1/4″][vc_column_text]Chapter
06[/vc_column_text][/vc_column_inner][vc_column_inner width=”3/4″][vc_column_text]

Social Media Marketing for Lawyers:  staying relevant online without a massive investment

Social media marketing is no longer an option for any business, including law firms.  It affects everything from how you are perceived online by potential clients to your search engine rankings and also provides some of the best paid-media opportunities.  The regulations of the legal industry create special challenges in social media marketing, so in this chapter, we will discuss tools and strategies to create a relevant and engaging presence, without a massive investment of time or money.[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=”1/4″][vc_column_text]Chapter
07[/vc_column_text][/vc_column_inner][vc_column_inner width=”3/4″][vc_column_text]

Website Design for Lawyers: what really gets clients to call

Gone are the days of just creating an attractive website and the phone ringing.  Customers are savvier and less patient, and your competition gets smarter by the day.  User experience, structuring your website for optimal Search Engine Ranking, having clear branding, and guiding the prospect with calls to action are more critical than ever.  In this chapter, we will not only discuss typical website design aesthetics, but also the more critical and often over-looked factors like page speed, call-to-actions, creating a clear path for prospects, and setting up your re-targeting strategies.[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=”1/4″][vc_column_text]Chapter
08[/vc_column_text][/vc_column_inner][vc_column_inner width=”3/4″][vc_column_text]

Remarketing for lawyers: How to follow up with leads on auto-pilot

Now that we have your social media and your website under control, it’s time to combine the two for powerful results.  Re-marketing describes marketing to people you are already familiar with, in a personalized way that gets significantly better results than one-size-fits-all marketing.  This can be marketing to someone based on a specific action they took on your website, a specific page they visited or article they read, or how much of a promotional video they watched.  When done well, remarketing will get you the most ROI for your marketing investment, with the least effort.[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=”1/4″][vc_column_text]Chapter
09[/vc_column_text][/vc_column_inner][vc_column_inner width=”3/4″][vc_column_text]

Facebook Marketing for Lawyers: Paid media strategies that create results

In this chapter, we dive more deeply into one of the most effective paid media platforms available to your practice at all stages of the customer journey, Facebook.  We already know they know everything about us, and they know everything about your prospects too, so why not put that data to the best use we can?  We will discuss Facebook marketing strategies that will accelerate acquisition and profitability for your firm at every stage of the customer journey.[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=”1/4″][vc_column_text]Chapter
10[/vc_column_text][/vc_column_inner][vc_column_inner width=”3/4″][vc_column_text]

Email marketing for Law firms:  how to keep clients from turning into past clients

This chapter will cover the importance and best practices of follow-up messaging.  Message marketing including email, text, and messenger app marketing can accelerate your results at every stage of the customer journey, and create unique opportunities to acquire new clients as well.  This often underutilized strategy is one of the highest return on investment activities you can invest in for your practice, and we will show you why.[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=”1/4″][vc_column_text]Chapter
11[/vc_column_text][/vc_column_inner][vc_column_inner width=”3/4″][vc_column_text]

Integrated marketing for lawyers: Putting it all together

You have the strategies and you have the tools.  It’s time to put them all together into one cohesive, automated, machine that does the bulk of your marketing on auto-pilot.  You want to be free to be the best law firm you can be, not the best law firm marketing agency you can be, and this chapter will show you how.  Clients on auto-pilot, greater efficiency in your practice, and automated nurturing of clients and prospects alike are just a few of the benefits this chapter will provide.[/vc_column_text][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row el_class=”bottom-content”][vc_column][vc_empty_space height=”75px”][vc_row_inner][vc_column_inner width=”1/4″][/vc_column_inner][vc_column_inner width=”1/4″][vc_btn title=”Back to beginning” style=”outline” color=”sky” align=”center” i_icon_fontawesome=”fa fa-fast-backward” button_block=”true” add_icon=”true” link=”url:https%3A%2F%2Fideation-digital.com%2Flawyer-marketing-services%2F|||”][/vc_column_inner][vc_column_inner width=”1/4″][vc_btn title=”Start next chapter” style=”flat” color=”sky” align=”center” i_align=”right” i_icon_fontawesome=”fa fa-forward” button_block=”true” add_icon=”true” link=”url:https%3A%2F%2Fideation-digital.com%2Flawyer-marketing-services%2Flaw-firms%2F|||”][/vc_column_inner][vc_column_inner width=”1/4″][/vc_column_inner][/vc_row_inner][vc_empty_space height=”75px”][vc_row_inner][vc_column_inner width=”1/3″][vc_column_text]Chapter
01[/vc_column_text][vc_single_image image=”2717″ img_size=”250″ onclick=”custom_link” link=”https://ideation-digital.com/lawyer-marketing-services/law-firms/”][vc_column_text]

Client Avatars: The forgotten secret to successfully marketing your law firm

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02[/vc_column_text][vc_single_image image=”2717″ img_size=”250″ onclick=”custom_link” link=”https://ideation-digital.com/lawyer-marketing-services/law-firm-strategies/”][vc_column_text]

Law firm marketing strategies:  Creating a path for success

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03[/vc_column_text][vc_single_image image=”2717″ img_size=”250″ onclick=”custom_link” link=”https://ideation-digital.com/lawyer-marketing-services/law-firm-branding/”][vc_column_text]

Law firm branding: clarifying your brand and your message for maximum profitability

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04[/vc_column_text][vc_single_image image=”2717″ img_size=”250″ onclick=”custom_link” link=”https://ideation-digital.com/lawyer-marketing/”][vc_column_text]

Lawyer marketing as prospecting:  how to get in front of prospects before the competition

[/vc_column_text][/vc_column_inner][vc_column_inner width=”1/3″][vc_column_text]Chapter
05[/vc_column_text][vc_single_image image=”2717″ img_size=”250″ onclick=”custom_link” link=”https://ideation-digital.com/lawyer-marketing-services/seo-for-lawyers/”][vc_column_text]

Search Engine Optimization for lawyers: getting your firm to the top of Google

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06[/vc_column_text][vc_single_image image=”2717″ img_size=”250″ onclick=”custom_link” link=”https://ideation-digital.com/lawyer-marketing-services/social-media-marketing-for-lawyers/”][vc_column_text]

Social Media Marketing for Lawyers:  staying relevant online without a massive investment

[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=”1/3″][vc_column_text]Chapter
07[/vc_column_text][vc_single_image image=”2717″ img_size=”250″ onclick=”custom_link” link=”https://ideation-digital.com/lawyer-marketing-services/website-design-for-lawyers/”][vc_column_text]

Website Design for Lawyers: what really gets clients to call

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08[/vc_column_text][vc_single_image image=”2717″ img_size=”250″ onclick=”custom_link” link=”https://ideation-digital.com/lawyer-marketing-services/remarketing-for-lawyers/”][vc_column_text]

Remarketing for lawyers: How to follow up with leads on auto-pilot

[/vc_column_text][/vc_column_inner][vc_column_inner width=”1/3″][vc_column_text]Chapter
09[/vc_column_text][vc_single_image image=”2717″ img_size=”250″ onclick=”custom_link” link=”https://ideation-digital.com/lawyer-marketing-services/facebook-for-lawyers/”][vc_column_text]

Facebook Marketing for Lawyers: Paid media strategies that create results

[/vc_column_text][/vc_column_inner][/vc_row_inner][vc_row_inner][vc_column_inner width=”1/3″][vc_column_text]Chapter
10[/vc_column_text][vc_single_image image=”2717″ img_size=”250″ onclick=”custom_link” link=”https://ideation-digital.com/lawyer-marketing-services/email-marketing-for-law-firms/”][vc_column_text]

Email marketing for Law firms: how to keep clients from turning into past clients

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11[/vc_column_text][vc_single_image image=”2717″ img_size=”250″ onclick=”custom_link” link=”https://ideation-digital.com/lawyer-marketing-services/integrated-marketing-for-law-firms/”][vc_column_text]

Integrated marketing for lawyers: Putting it all together

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