As an employment lawyer, it’s important to get your marketing right as this is what determines how much lead and cases you get and convert.
The goal is not only to get the crowd, but also to sieve them and retain the ones you want to work with.
In this article, we’ll discuss the various strategies you need in place to take your marketing to the next level as a lawyer or as a law firm.
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Identify Your Audience
Your employment law form marketing can also be effective if you already know and understand the people you serve. You can do this by first identifying and classifying them by age, gender, or location.
Understanding this seemingly little information will guide you in your marketing plan. In your plan, you must consider factors such as the pain point of your target audience and come up with an effective game plan to tackle eac pain point individually and collectively.
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Expand Your Network
The saying that your network is your net worth applies to you as a lawyer. The more network of partners you have, the better your chances of getting cases for your firm.
Here’s how you can expand your network:
- Attend legal networking event
- Become an active member is local bar association
- Word of mouth
- Build a legal personal brand on social media
- Try starting a DM conversation with attorneys in other practice areas.
3. Create High-Quality Content
Content remains king. It stays at the center of your employment law marketing. Great content will not only get you traffic, but also increase the curiosity of your target audience. The implication of this is it keeps your law firm on top of their mind. Even if they do not hire you immediately, they would do so when they need to. It’s a win for you, either way.
Take out as much legal jargon as you can to rid your content of complexities. Your target audience will relate better when they understand your content.
4. Claim and Optimize Your Google My Business Profile
So many stranded employees in your location are searching for your services. Getting your business in front of them on the Google Maps Pack is a good marketing edge to help you get potential clients from that channel.
Google My Business (GMB) is a free tool that lets you manage how your law firm appears in local search results and on Google Maps. Optimizing your GMB profile can help you rank higher locally.
Remember to use keywords and ask old clients for reviews from old clients
5. Build a Strong Social Media Presence
Many people spend time on social media Most lawyers have a personal brand on social media. You will be closer to your target client when you have a strong personal brand.
Share valuable content around employment laws your audience can relate to or learn from. Consistency is key. The more you share helpful content overtime, the more you keep them engaged and interested in your services. Converting this audience when they need your service wouldn’t be difficult for you.
6. Use Email Marketing to Stay in Touch
Email marketing is a cost-effective marketing method with the potential of increasing your monthly leads and conversion by building your email list and nurturing them through content.
Email content can range anything from updates, news, case studies, and client testimonials. With each content, especially, case studies and client testimonials, your target are moved an inch closer to your sales funnel.
Overtime, sending emails to your audience builds trust and confidence in them. Working with you will be a walk in the park when you have gained their trust.
7. Invest in Pay-Per-Click (PPC) Advertising
To get leads fast, consider investing in PPC advertising. The good thing about it is you only pay for leads that lead to cases, which make this marketing method cost-effective for employment law firms like yours.
Here’s how to approach it:
- Use Google Ads: Target relevant keywords like “employment lawyer near me” or “workplace discrimination attorney.” or any other keyword that you know your target audience can use to search for your services. Everytime, they use these keywords, your Google ad will pop up on their search results. And because it’s an ad, it stays up, giving more conversion opportunities.
- Target specific locations – Focus your ad on a specific location, specific geolocations as this will help you maximize your ad investment. Clearly defining the locations you offer employment law services for can improve your ranking.
- Monitor your ad performance: Monitor your ad clicks and conversion. These are important metrics that help you understand what’s working and what’s not so you can fix it accordingly.
8. Develop Partnerships and Referrals
As mentioned earlier, you can’t take partnership out of your marketing strategies. The idea is to have every channel maximized for leads and conversion. While your online campaigns are running, prioritize offline marketing too. Start by
- Networking with other attorneys: Connect with lawyers who practice in different areas and refer clients to each other. They will be willing to refer clients they do not serve to you.
- Join local business organizations: Make it a priority to attend networking events and join organizations where you can meet potential clients or referral sources.
- Offer referral incentives: Consider offering incentives to other professionals in return for client referral.
9. Leverage Online Reviews
Client reviews are one of the most powerful tools for building trust and credibility. Potential clients want to see what others have to say about your services before they reach out.
- Ask for reviews: After a successful case, ask your clients to leave a review on Google, Yelp, or Avvo.
- Respond to reviews: Whether the feedback is positive or negative, respond to reviews professionally. This shows potential clients that you care about your reputation.
- Showcase reviews on your website: Display client testimonials on your homepage or create a dedicated reviews page.
10. Create Video Content
Video content is becoming increasingly popular and can be an effective way to showcase your expertise and connect with potential clients on a personal level.
Find a platform that most suits you and start cheating videos. Make it as engaging as possible for maximum impact.
For your video content ideas, you can create content that answers the burning questions of disgruntled, cheated, or stranded employment. The idea is to plug in your services as their ultimate solution.
Social media reels are effective in this regard, but ensure you have a YouTube that caters to this as it remains the largest search engine video-based platform.
11. Optimize Your Website for SEO
Your website is a crucial part of your marketing strategy as it is responsible for pulling your target audience, sieving them, and drawing your potential clients into your sales funnel.
Use relevant keywords – Make sure you’re using terms like “employment lawyer,” “workplace discrimination attorney,” and “employment law firm” throughout your website. This is because most of your target audience search for your services using such keywords.
While you use keywords on your website, don’t leave out optimizing your website for speed and mobile friendliness.
Optimizing for speed and mobile friendliness will enhance their experience while they are on your website. This will in turn encourage them to spend more time. This is where the conversion begins. But if you have a slow loading speed, they will go for your competitors instead.
This has 2 negative effects on your website: it increases your bounce rate which has a negative impact on ranking, and conversion would not be achieved.
12. Track Your SEO Performance
When it’s all said and done, you need to know if your SEO strategies are effective or not by measuring them. Not only does this help you adjust your campaign accordingly but also givs you an edge over your competitors.
Here’s how you can track and measure your SEO effort.
- Use Google Analytics: Track how much traffic your website is getting, where it’s coming from, and which pages are most popular.
- Monitor your keyword rankings: Tools like SEMrush or Ahrefs can help you track where your site ranks for your target keywords.
- Analyze conversion rates: Measure how many website visitors turn into actual clients. If your conversion rates are low, you may need to adjust your strategy.
Conclusion
Employment law is a fairly competitive niche, but you can stay ahead of your competitors by getting your marketing right. These strategies are what you need to increase your leads and cases to keep your law firm in operation.
However, it can be overwhelming doing all of this by yourself, especially when you have to attend to your duty as lawyer.
Nothing to worry about, Legal Bridge partner will help bring all these marketing fantasies to life while you do what you know.
Get in touch now let’s pump more clients into your sales funnel with our bespoke employment marketing.