In this round of attorney marketing tips, we will focus on your website, brand, and the effective use of newsletters or e-newsletters. Of course, these tips need to be adjusted to your style and needs.
These tips are geared towards small law firms or solo attorneys. Larger firms usually have a staff to handle the website and deep pockets to hire additional talent. Here are some general tips, or reminders, for your website:
- Make sure it is clear how to contact you and easy to do the same. Generally speaking, the navigation of your entire website should be simple.
- Review it monthly – check links, spelling errors, do an overall review, and update accordingly.
- Have a photo, a recent photo.
- Add social media buttons. Make sure they actually link to your social media channels
- Add a blog.
- Consider adding video.
- Know your local ethics rules and follow them.
When we think of branding, far too many times, the focus is on colors, logos, and taglines. These items are important, but they do not define the brand. For lawyers, the customer or client experience defines the brand. We believe that each lawyer should create his or her unique brand – to do so, here are some tips:
- Do a self-analysis including strengths, weaknesses, values, interests, and passions.
- How can this analysis fit into your practice, areas of expertise, and client service delivery? Write down a personal brand statement.
- Promote your brand. And live it. Your client will reject your brand or “rebrand” you if you do not live up to it.
- All of your actions need to reinforce your brand. So become your brand and incorporate it into all your client interactions.
We like to call websites, social media, and blogging, as examples, reactive marketing. Basically, this means that clients, prospects, and referral sources need to find you on their own. We like to mix in some proactive marketing. As such, this is where a newsletter, or an e-newsletter, enters the picture. Clearly, we recommend sending newsletters – here are our tips:
- Mail v. email – Email is cheaper, faster, and easier to track effectiveness. Save the snail mail for special occasions.
- Send your newsletter at least quarterly, monthly would be better. 6-12 touches per year is a good goal.
- Include news, accomplishments, successes, articles, media mentions, blogs, testimonials, contact info, social media buttons, appealing imagery, and a call to action.
- Keep it short and simple so it is easy to scan and read.
- Stay on brand – visually, in tone, and in style.
- Use a CRM program so you can get data such as open rates, unsubscribe information, etc. What does the data tell you? Do certain topics resonate with your audience?
- Increase subscribers by sharing on social, your website, at presentations, etc.
These attorney marketing tips are general suggestions and can be implemented by every lawyer. However, you should tailor it to your practice and style. If you have questions or do not have the time to implement these tips, and others, let us know. We can help you in an affordable way.