Digital Marketing Law Firms

Law firms are essentially no different from any other service business in that they have a target market and a reputation in the community. That reputation is your brand. That comes as a surprise to a lot of people who think your brand is your logo. It’s not. That’s part of it, but your brand is what people say about you when you aren’t there. So, every person in your office has a personal brand that contributes to the overall firm brand. How you answer the phone, how many cases you win, how prominently you figure in community projects and initiatives…all of that is your brand. First, we determine the type of clients you market to and what is visually appealing to their demographic. Then, we look at what you are currently doing in the office, in print and online. Then, we look at what competing law firms in your area are doing. We compare their website, social media posts, and a few of their blogs with yours. We then begin branding you to look up-to-date, informative and visually better than the competition. Brand-building is a process and takes a long-term commitment and attention to detail to be effective.

We build a monthly content marketing strategy, including posting blogs, posting on social media, and developing email campaigns, all of which link to your website. Additionally, we perform strategic law firm SEO on your website. We also recommend making updates to your website, and asking clients for online referrals and reccomendations, along with social media follows. A law firm needs to have a comprehensive strategic digital marketing approach to drive business to their website. On the back end, we will suggest and set up marketing automation that helps you stay in touch with clients and manage new inquiries in a consistent and professional manner.

Hiring an agency allows you to get expert help and professional brand and digital marketing talent without the enormous overhead of hiring someone in-house. To match our agency’s capabilities, you will have to hire more than a someone…you will need many someones, and a lot of years of experience! at a minimum, a firm would need a marketing director, a designer, social marketing manager, blog writer, web designer, and SEO expert.  The salary overhead for this team would be well over $250,000 a year. Only really large firms can justify the cost of an entire marketing team–and most don’t see the sense of having that kind of staff, anyway. To help your firm keep up with the successful firms, hiring an outside consultant to develop and implement a strategic marketing plan is your best option. BackBurner Marketing has the resources to actually do the work of an entire marketing team, allowing your lawyers and staff to focus on serving your clients. 

Absolutely! Unless you are the only attorney in town–which is unlikely–marketing is a necessity. There is competition in every industry, and the law is no different. Simply hanging your shingle on the front of your building is NOT marketing, and it probably won’t get you many clients. The next step for most attorneys has always been a Yellow Page ad (and, remarkably, some still do that) and a billboard. Yellow Pages are historical footnotes at this point, and billboards are expensive and only as effective as the traffic flow where they are placed. In the past, that is as sophisticated as most law firms got. Today, the options are many and the competition is fierce. Attorneys are not marketers–you went to school for the law, we went for business…that’s why we are both experts in our fields! We totally understand how confusing the marketing landscape is for someone who is not a marketer. Fortunately, you don’t have to become an expert in another field. Together, we will drive success to your firm.