Law Firm Rebranding Ideas

There are a number of reasons why you may not be the premier law firm in your geographical area, and it has absolutely nothing to do with your legal prowess.

Your attorney group understands every aspect of the law, and the ever-changing precedents, codes, and procedures that come along with your profession. You are fantastic at what you do. Your firm has the credentials, the case studies, and the partners to prove that you are the best in the business. So why isn’t everyone using your firm for their legal needs?

There are a number of reasons why you may not be the premier law firm in your geographical area, and it has absolutely nothing to do with your legal prowess. Unbeknownst to you, the firm’s brand may be turning prospective clients away, simply through irrelevance. It becomes frustrating, because you may not be doing anything that particularly harms your brand. But you also may not be doing anything to help it either. The core issue is, something is lacking from point A, you being an attorney, to point B, clients not beating down your door to reap the benefits of your expertise. What’s the problem?

The good news is, you are trying to determine where the disconnect lay. Even if you are not marketing savvy, it isn’t hard to understand that your billings aren’t exactly causing your accounting department to clock overtime. If you look closer, you may determine the answer extends to your firm’s brand or lacking brand identity.

Determining whether your law firm is due for a rebranding campaign can be accomplished in a few short steps. But, first, you must understand exactly what a “Brand” is, and how it affects your business growth.

Understanding Your Current Brand

Think of your brand in terms of what other people see. Your logo and corporate materials, your website and advertising campaign, along with media placements and community involvement all encompass your firm’s brand.

What you don’t see is your brand equity, and it is a large part of your success. Brand equity is the commercial value that prospective clients derive from your name based solely on perception, rather than a personal experience. Simply put, brand equity is what people think of your firm based on your image alone, even though they haven’t had any interaction with it personally.

Brand equity is important because prospective clients may have a negative connotation of your firm based solely on your existing brand, and that affects your bottom line. Evaluating your brand in a few simple steps will allow you to determine how you are perceived by the public.

An honest evaluation should begin with a few short questions:

  • Is your brand recognizable by your logo and corporate identity alone?
  • Is the public aware of your brand, and what your firm offers, as a result?
  • Does your brand communicate and deliver value?
  • Does your brand allow you to expand your reach, without reintroducing your firm from scratch?

Individuals who search for an attorney already have a need: Legal representation. Your firm provides this service. Why should they choose you? Your brand should answer that question.

If your brand isn’t currently driving work through your office doors, rebranding can help change that. Rebranding provides the opportunity to refresh your look, remain relevant and create streamlined marketing efforts that will demand a presence in the industry.

Rebranding Ideas: Start with the Basics

TechTarget.com describes the rebranding process as “The creation of a new look and feel for an established product or company. The usual goal of rebranding is to influence a customer’s perception about a product or service or the company overall by revitalizing the brand and making it seem more modern and relevant to the customer’s needs.”

When you think of rebranding your firm, do not immediately jump to the conclusion that a new logo and tagline is going to make the difference in your billable hours. Rebranding should focus on communicating and delivering the values of your brand.

The need for rebranding can be the result of outside influences that cause the ineffectiveness of the current brand, or the result of growth, focus, and change.

Rebranding factors can include:

  • Repositioning the firm’s focus
  • Eliminating a negative image
  • Focusing on a new market/client profile
  • Introducing a new legal expertise
  • Losing/gaining a partner
  • Moving to a new location
  • Differentiating from competitors
  • Regaining lost market share
  • Staying relevant
  • Bettering your overall image (eliminating a poorly designed logo, or weak appearance)
  • Streamlining your overall identity and marketing efforts
  • Broadening appeal, or scope of services
  • Updating personality

Historically, law firms were exempt from marketing concentrations, allowing their attorneys to focus on their clients’ cases and the laws that applied to them. Twenty years ago, if someone needed an attorney, he or she would simply open the phone book, find a firm, and inquire within. Now, online communications, starting with each firm’s website, legal search applications, review sites, and social media outlets open the doors to finding a plethora of legal options with a few taps on the keyboard.

Add the explosion of the litigious spirit in the United States, and a highly competitive culture emerges with fury. This requires each firm’s brand to sell the expertise behind the partners and the logo, instead of waiting for the clients to come to you out of necessity. Studies show that 83% of individuals in need of an attorney use review sites to find a lawyer. What does your company profile offer at first glance? Does it reflect your entire brand, and deliver a committed, trustworthy appearance?

According to Vendasta, a marketing firm with a local concentration, the star rating is the number one factor used by prospective clients to judge a business. How many stars does your firm have on Yelp, Facebook or legal review sites? These ratings matter incredibly to your livelihood and the brand that travels with your public perception. It is time to find answers.

Your Current Brand Holds the Answers

Before you can rebrand your firm, you have to know why you are rebranding. The objective of the new brand is to create brand awareness in the community or regional areas where your firm focuses.

This awareness will create the security to which your other associations can attach, including spreading your marketing into new territories. If your brand is generating awareness in one zip code, it can spread easily to a new area thanks to word of mouth, concentrated marketing efforts and the equity that travels with it.

Once the community becomes familiar with your brand, it is up to your marketing efforts to create an attachment to your firm. This visibility will help your firm gain favorable consideration when they need legal representation.

How do you signal a commitment to the community, while expressing your firm’s allegiance to their legal needs? You rebrand.

Step One: Create Substance

The complication of remaining relevant in the legal industry takes work, and it is completely understandable that you – an attorney – do not have the time to do it. Remember when building a web presence provided the luxury of being found near and wide, with a single search? Those days are long gone, and every attorney reading this knows that to be true. The complication of remaining relevant in the legal industry takes work, and it is completely understandable that you – an attorney – do not have the time to do it.

Creating substance through renewed branding efforts signals to your target market that you take your work seriously, and you can be trusted to handle their case in the same significant light. Rebranding allows your firm to keep up in the community, and enjoy the one thing all firms require to be successful: Top of mind awareness. You want to be first. You want to be the go-to attorney in your legal focus. Rebranding can help accomplish that goal.

Creating Substance

A new logo does not create a new brand. A new website design does not create a new brand. A new brand enhances your clients’ experiences, and that is what you are accomplishing with a refreshed approach.

Before you can rebrand your existing firm, you must understand where you are failing as a brand now.

Failing brands can be attributed to:

  • Poorly designed logo and collateral
  • Lack of engagement in the community
  • Partners with differing outlooks
  • Scattered target markets
  • Inconsistent goals

Whether you are a two person team, or a one hundred person firm, everyone within your organization must be on board with your new branding initiatives. Giving the people what they want is not as easy as it sounds, but if everyone in your firm is “selling” something different, it is even more detrimental to your approach in creating substance behind the name.

Creating substance begins with:

  • Communicating information
  • Differentiating your position (from the competition)
  • Creating a reason to contact your firm
  • Developing positive attitudes towards the firm

This rebrand, the moment you begin discussing it, is all encompassing and includes a new outlook and new participation before the physical components of change even come into play.

Step Two: Create a Position

Positioning your company for rebranding includes building a clear proposal for identifying your target audience and how you are going to promote your services to meet their needs.

Take a close look at your competition to understand how your image and theirs are similar. Mid-market law firms often create homogenized looks that lack differentiation. If the public cannot tell the difference between your firm and one down the hall (street, or even a city over) from you, why should they choose you over your competitor?

Examining your brand against your competitor’s is a sobering experience, which is why everyone in the firm should be involved in understanding how important your actual position is in the community.

If you cannot distinguish the differentiating factors between you and the competition, you do not have a position to build from, and you must start there – now.

Next, create a promise that your brand will fulfill. In legal terms, you can’t promise to win a case “or get your money back!” However, there are significant approaches to “selling” a reason to believe in your position. Working on a contingency basis is a very popular approach in the legal industry, but it has also been adopted by most firms already – so you aren’t any different by offering the “If we don’t win, you don’t pay” approach.

Promises in character, customer service, and availability can deliver the difference between your firm and your competition. Evaluate your competition closely, and frequently. This will allow you to maintain effective positional promises that evolve with your firm, instead of working against your principles and meshing into the same offerings of the other firms nearby. This can be accomplished with a positioning statement.

Create a Positioning Statement

A positioning statement is a summation of your focus, and how your clients should perceive you. This statement delivers the totality of your integrity and promise to your clients, and is used for internal purposes.

Writing a positioning statement will take time, simply because you want it to fully reflect the following components:

  • Clear and concise difference between you and your competitors
  • Unique value of using your firm
  • Focus on past, present and future client satisfaction
  • Motivational and memorable
  • Consistent and easy to understand
  • Credible and believable
  • Effective marketing and branding copy

Once you craft a positioning statement that you can stand behind fully, honestly and effectively, you can move on to reflecting that statement in your firm’s behavior. This will be the statement that you, and your employees, begin the work day practicing.

Step Three: Practice What You Preach

Rebranding provides a fresh approach to company behaviors, policies, and administrations. While you are busy representing your clients in the courtroom, your office will be busy upholding your new commitment to quality, professionalism, and client focus.

These behaviors begin with the attitude of the person answering the phone and progress to the time it takes to return the message left from the call. It extends into every communication effort thereafter and is followed by a commitment to satisfy the client’s needs based on your new positioning statement.

Attorneys provide a service, which means the satisfaction level is dependent on the firm’s interaction with its clients. This achievement is now measured in the reviews the firm receives online, which is a marketing tool for future clients to explore. The connection between the attitude of your receptionist to the accuracy of your billing practices and the advice that is administered during consultations is the compilation of bottom line results.

This aggregate of components to your firm’s success only underscores the importance of everyone understanding the company’s position and putting it into practice successfully.

Step Four: Promoting Your New Image

A clear positioning statement and the positive approach in delivering it going forward will begin to change the culture of your firm for the better. It is time to position the appealing, relevant and committed approach to your physical marketing efforts. The consistency in your message and identity streamlines your marketing efforts.

These efforts can include:

  • Logo
  • Tagline
  • Position statement
  • Corporate colors
  • Corporate identification (Business cards, letterhead, envelopes, invoices)
  • Corporate collateral (Brochures, printed informational pieces)
  • Website
  • Images
  • Billboards
  • Online advertising
  • Directory listings
  • Correspondents (Email signatures, digital communications)
  • Social media platforms
  • Signage

The consistency in your brand will drive your commitment to the community, the law, and your clients’ personal cases home. Regulating these materials, whether in print or electronically, regularly is important and necessary to continue your commitment to rebranding properly.

These changes may begin with your positioning statement, but they should continue throughout your office. The corporate culture, including the office and employee appearances, requires the same review as your identity in print and online. Your firm is one business, with multiple moving parts. It cannot run like a well-oiled machine if you are only administering lubricant to some of its pieces.

Building Brand Equity

The equity involved in rebranding your firm is tangible. The attitude and commitment that goes along with your cultural overhaul, resulting from the top down changes for the better are too, even though you cannot put them in a box or weigh them physically. Rebranding isn’t just about changing. It’s about building a better brand than the one you had before.

If there is a magic formula for rebranding, whoever has it could be a billionaire upon releasing it. If we had to put it into an equation, care and quality control would be the top two elements behind the process. Rebranding your firm will take time, and should happen with both care and quality control in mind at all times. Stripping the paint off the walls will not change the attitudes around the office. Getting a new logo will not suddenly make your attorneys friendlier and exceptionally responsive. The majority of the changes rebranding will drive is 80% behind the scenes. They go completely unseen by the populace because they are cultural. These changes translate into trust, commitment, and quality, which develop client relationships that last.

BrandExtract declares, “It is important to have the entire team on board with a rebrand. The purpose must be clear, and the communication concise, otherwise you are wasting a lot of time, effort and money. Then, what’s it all for?”

This does not mean that your visual communications should not evolve with your rebranding efforts. Make a list of everything that has your logo on it, from email correspondences to signage and websites to directories and implement a plan to update the brand accordingly for each. This, too, will take time, and requires a focus from your external marketing partners.

Plan a meeting with each marketing representative that has a hand in your firm’s applications. Everyone from your designer to your online marketing group, and explain the cultural changes you are embarking on. These professionals will help you build a plan to create a consolidated and rational approach to rebranding your materials.

Developing Solutions, Galvanizing Commitment

Solutions take time but begin with clarity and focus. Creating a strategy to rebrand your firm will take work, but it will deliver results.

Start the process by meeting with your partners, office employees and even contract workings, where applicable. Talk to courtroom employees, marketing partners, and even community activists to understand what they think about when your company’s name is mentioned.

Honesty is not only the best policy, it is the only policy when it comes to rebranding. If you don’t know what’s broken, you certainly cannot fix it. Solicit real comments and concerns from your clients, partners and the public. You may not like what you hear, but you have to understand where you are falling short.

Before even thinking about making a design change, take the time to understand the following:

  • What do people think when they hear your name?
  • What are your strengths?
  • Who is your audience?
  • What is your legal expertise?
  • Can you deliver niche representation that sets you apart?

When you can answer those questions, or survey others to provide honest answers for you, you will be better equipped to take a rebranding approach that is successful.

Rebranding is the perfect approach to delivering consistent and streamlined marketing efforts that will end up in front of your target market. What works for one firm may not work for another, so concentrate on your practice and how to differentiate your appeal from the masses.

Creating a top of mind awareness in your community may take time, but it will allow your firm to evolve into a relevant source for legal representation for years to come. Do not wait until you absolutely have to accept the fact that your firm is not creating the business you need it to before getting started.

During his the twenty years as CEO of General Electric, the incredibly successful Jack Welch always said, “Change before you have to.” Get in front of your marketing efforts by making a commitment to be the best legal representation available in your community. These rebranding efforts will set you apart from your competitors, allowing your bottom line will develop with your growth.

It is time to take the bull by the horns and create a positive environment within your firm that everyone can get behind. Go call a meeting. Share this article with your office, and allow everyone to provide feedback on how you are going to proceed with a clear, concise and exceptional message that leads to rebranding your firm successfully. Now is the time. Let’s get started!

Five Tips to Getting the Most Out of Your TV Advertising Online

On July 1, 1941, the very first paid television commercial advertisement aired. Bulova watches paid somewhere between $4 and $9 for the spot, which simply showed a modified watch face and hands, and the Bulova logo and tagline. As time marched on, so did the evolution of television advertising, and the costs associated with its placement. The Statistics Portal listed television ad revenue at 73 billion U.S. dollars in 2016, with growth in the offing at an estimated $81.7 billion in 2020.

Forbes Magazine lists the amount of overall ad revenue spent by attorneys for the same service in 2015 at $892 million; a figure that grew 68% from 2008. No matter what type of law your firm practices, or who your target audience is, television advertising is still very much alive and well as a way to reach potential clients.

The question isn’t whether television is still a viable advertising source for attorneys, as the revenue accompanying the figures are continuously growing. The question is, how does your firm get those advertising dollars to evolve from ad viewers to converted clients? We have a few tips to help get you there.

Tip One: Convert Television Commercials to Direct Ads

IAB Research states that 78% of US adults who watch television use another device while doing so. These devices provide access to the internet, combined with the ease of searching anything and everything that pops into one’s head. That type of search power supports a separate study by Management Science Journal states that 37% of internet users reported that a television advertisement prompted them to conduct an online search for the company’s services currently displayed on their larger screen.

As the survey’s results came into focus, Kenneth C. Wilbur, one of the study’s contributors, concluded that “In a multichannel environment, brands and marketers need to think carefully about how customers will respond to offline advertising…Whether this was the aim of the ad or not, TV campaigns will drive spikes in search activity online.”

Simply put, access to online campaigns, including landing pages, website, microsites, social media accounts and review sites offer an immediate response mechanism for viewers of TV ads. When the jump is made from your firm’s television commercial to your online platforms, the continuation must be consistent throughout the marketing channels. This leaves little room for confusion by the viewer and delivers a cohesive message to your audience.

Potential conversions can be lost through the lack of synchronization between offline and online advertising messages and the channels in which they are found. The incredible fact is, it is not just television commercials that are driving legal-focused searches. Forbes found that 78% of the top 100 Google terms searched are associated with litigation, which means the online usage of the audience in need of attorney services exists at an exorbitantly high level.

Much like your overall attorney brand is important to create top of mind potential in your practice areas and geographical markets, so is the agreement between your television advertising and online presence. Do not take the audience’s attention to your campaign likeness for granted. Also, do not assume that everyone is going to immediately seek your firm out based on the commercial’s airing. From a television commercial’s airing, an accomplished and successful approach to driving traffic to your site is directly related to your firm targeting the proper audience.

Tip Two: Target Your Audience

When a TV-promoted product or service is targeted to the accurate audience, the conversion rate is known to increase two to five fold. Two to five times growth potential is nothing to sneeze at and certainly should get your marketing department or partner’s attention. Targeting the proper audience means more than focusing on an advertising time slot. After all, your media placement will be determined by a plan you have already signed off on, so the focus on when your commercials will air is predetermined. You know when the commercials are going to run, but how do you know they are successful?

When a potential client reaches for their electronic device, whether it is a cellphone or tablet, the effective communication transfers to your firm’s online mechanics, including:

  • Properly designed landing pages
  • Optimally constructed websites
  • Mobile performance friendly websites
  • Enhanced legal focused Search Engine Optimization (SEO)
  • First rate legal focused Pay Per Click (PPC) Marketing
  • Superior social media presence
  • Age appropriate content and communication tactics (i.e., hashtags, verbiage)
  • Easy to use contact forms/links

Second screen usage, and the audience behind the glow, is paramount to target market success. Second screens are described as the devices the aforementioned 78% of people are using as they watch television. These are the devices they will use to look up your firm, while your commercial is airing.

Mobile website optimization is important to your audience’s success in finding you, and navigating your services properly – without confusion or frustration in load times or resizing complaints. These devices vary depending on the age of your target market. Millennials and Generation X gravitate towards smartphones as their second screen, while elderly individuals prefer tablets. While the difference may seem insignificant in the physical screen size, it is critical to your web design and optimization requirements. Just ask anyone who has visited a site that is not optimized for mobile use. Chances are they closed the tab almost immediately.

Outside of the individuals who are openly seeking an attorney for a specific need, the secondary goal of your legal advertising, and the online presence behind it, is to drive useful litigation to those who may not currently understand they have a valid claim. Your television ads deliver a social connectivity to those who may have never considered legal services as an answer to their physical or psychological needs, possibly caused by the negligence of another. When these prospective clients arrive at your online profiles as a result of viewing your commercial, be ready to use your presence as a virtual law office and celebrate your services appropriately.

Tip Three: Deliver Virtual Legal Solutions

Just as internet shopping allows the world to order everything from dog food to running shoes, and food delivery to rental cars, individuals seek legal representation in the same manner: by typing in a few keywords into the search bar and hitting the search/return button.

With a dynamically designed and optimized website, your firm can – and should – deliver legal solutions before personal contact is even made. Captivating ads that transfer from television to online success carry your target market through the message, delivering an immediate comfort level where they seek a call to action once they arrive.

This call to action can be presented a number of ways, including:

  • Compelling landing pages
  • Microsites
  • Creative campaign statements
  • Video of TV commercial (ensuring they have found the correct attorney)
  • Simple contact forms/information
  • Share buttons
  • Links to social media sites
  • Positive rating and reviews

Research has determined that 60% of the adult online users in the United States, or approximately 110 million people, have sought an attorney at one point in their lives. What’s more is that 32% of those users, or approximately 58 million, sought legal representation in the past year alone. Your virtual law firm is selling a service, and it has to be easy to maneuver and understand. The audience has arrived. Now what do you want them to do? Optimizing the user experience from search to conversion gives you the opportunity to reach an audience who needs an attorney, and has yet to make a decision on which firm he or she is going to choose. Whatever the purpose of their visit is, your ability to provide a solution should be unmistakably clear.


Tip Four: Continuity in Communication

Whether your call to action is an online contact form, or a phone call initiated from the prospective client, it is only possible to be the legal answer they are looking for with continuity in communication.

Your brand transfers from the viewer’s introduction to your firm through a television commercial, streams to your online presence, and manifests into personal interaction. If the stability your brand upholds through the final phase is punctuated by non-responsiveness or unfriendly phone communication with your staff, you will lose a lead that made several chosen steps to get to you. Speaking on behalf of most consumers, this could be taken as a personal slight. And, despite the positive approach between awareness and contact, would not use you firm. In fact, when consumers feel slighted by the final steps of service correspondences they may be compelled to say something negative about your firm – even though they have not used your services. Continuity in communication is that important.

Branding is equally important to a law firm’s success, simply because it places their name and marketing efforts at the forefront of the public’s mind when they consider their need for an attorney. A robust online presence will keep these individuals engaged and connected to your services, while allowing them to share your information readily and effortlessly within their social networks online or in person.

Your firm’s communication practices should reflect the trusted online appearance that led a client to personal contact. These communication tactics will vary based on your target market’s age, and your legal areas of focus.

If you are a divorce attorney, your contact form may differ from a contract attorney’s in an effort to respect the discretionary needs of your client. Knowing your audience and communicating with them accordingly is critical, and including your client’s personal needs in these options will only deepen their trust in your discussions. This positivity creates more than a trusted working relationship. It creates a physical marketing tool in the person who is satisfied with your service.

As your firm grows, it is important to evolve with your audience. Your communications, and especially online interaction and relevance, will need to be evaluated often to ensure you are not leaving any prospects on the outside looking in. Individuals who are in need of legal representation often feel as if they have nowhere left to turn to solve their issues. It is important that their concerns are at the forefront of your advice.

Tip Five: Evolve with Your Audience

Your target audience will be the first indicating source of necessary change where your marketing and communication tools are concerned. Currently, there are three age groups/ audiences that require three different types of communication focuses, based on personal contact preferences and interactions:

Baby Boomers (born between 1946 and 1960)

  • Face-to-face meetings
  • Telephone conversations
  • Voicemail message

Generation X (born between 1960 and 1980)

  • Email
  • Instant/Text messaging
  • Cellphone heavy (not face-to-face)

Millennials (born between 1980 and 1994)

  • Social media
  • Instant/Text messaging

Text messages outrank phone calls as the dominant form of communication among Millennials. If they are your target audience, adding a Short Message Service, or SMS, feature to your online contact options is a perfect way to communicate and remain relevant as a legal source to this particular group. SMS is a text messaging service component that crosses phone and online platforms, allowing contact options beyond phone calls or emails.

Although email is a great option for a broad audience, studies show that it takes the average person 90 minutes to respond to an email, but only 90 seconds to respond to a text message. The latter has an open rate of 98%, while email has only a 20% open rate. This makes a significant difference if you are targeting a younger audience.

Generation X, while not exactly as motivated to make or take phone calls as they once were, are the middle generation who is willing to communicate via email, messaging and social media alike. They are closely tied to their cellphones, and like the idea of being within reach at any time.

Joline McGoldrick, Research Director at Millward Brown Digital points out the critical disparity between age groups stating, “Millennials and Baby Boomers have adopted different screen habits. Understanding these differences is critical for successful targeted marketing.”

Boomers generally prefer phone conversations, with voicemail messages as their favorable contact channel when unavailable to take a call. This means proper phone etiquette, and clearly composed messages are imperative to a firm’s success in dealing with the older generation’s legal needs. In the end, the marketing message is the same: Consumers are dictating their communication channel preferences. It is up to the service providers, attorneys included, to keep up with these predilections and fine tune them accordingly.

While the difference is audiences is significant, marketing to any of these audiences requires the same detailed, concise communication efforts. It is never okay to skimp on information, no matter the format it is being delivered, especially when the focus is legal. Although you may need to adjust your message, and its complexity, it must be thorough and deliver the necessary information sought by the requestor.


Tracking & Fine Tuning

By necessity, chance or design, fine tuning your legal message and the brand that is behind it requires constant consideration. Whether you are examining your media plan, or tracking new clients by asking how they heard about your firm, your company deserves marketing function and focus.

An abbreviated contact request isn’t the only thing that has changed in communication channels. Individuals, no matter what service or product they are seeking, are not taking the time to type URL addresses into a browser to reach a website. They are now simply typing in keywords or search phrases to find what they need. This tactic stresses the importance of your firm’s SEO and online presence being in premier shape at all times.

As technology evolves, so do the ways individuals seek legal representation. Currently, rating and reviews are the latest source of finding an attorney online, which means if you haven’t started your campaign to gather reviews from clients, you are already behind the other attorneys in your area who have. Soliciting reviews on Yelp, Google Business or even Facebook delivers next level marketing exposure, and here’s why:

  • 88% of consumers trust online reviews as much as they do a personal recommendation
  • 83% stated they use review sites as a first step in finding an attorney
  • 70% of these prospective clients will travel to an inconvenient location to seek out an attorney who has better reviews
  • 72% of consumers admit that positive reviews allow them to trust businesses more than if there were no reviews at all
  • 80% of Americans agree that smaller companies place a greater emphasis on customer service than large businesses, and this is exactly the type of positivity reviews can provide

Positive reviews are strongly associated with trust in the legal community, and building that segment of your firm’s profile can make or break your business going forward. While this is a growing segment that requires focus, additional marketing channels are still equally important. Each of your firm’s marketing components should be examined regularly, including website design and optimization, SEO focus, and social media profiles and communications.

If your firm changes in any practical way, including adding a new partner or moving from one location to another, your marketing endeavors should change with it. The reflection of your firm should be all-encompassing in your marketing strategy. If you have news about your firm’s success, share it! Do not be afraid to let people know you are growing, moving or winning!

If you have case studies, reviews and rating that have prompted a change in your online standing, allow your SEO and website optimization teams to use that information in your favor. Everything that boosts your firm’s success is worth sharing with your marketing team, and those who help maintain your online presence and optimization.

Conversely, do not be afraid to make changes to elements that are not working. Your marketing efforts and goals are measurable, and should be evaluated regularly to understand what is working, and what isn’t. Those measurable segments can include:

  • Website traffic
  • Social media followers
  • Number of reviews
  • Search engine results ranking
  • Shared blog posts/social media upsets
  • Contacts made
  • Converted clients
  • Cases completed

Another easily accessible statistic is simply asking prospective clients how they heard of your firm. Keep track of those responses, and measure them against your marketing efforts.

Conclusion: You Are Not In This Alone!

Oh, believe me. It may feel like it. Marketing success is a fickle beast. One minute everything you are doing is absolutely working on all fronts. You can’t miss! Business is booming! And suddenly, your phone hasn’t made a sound all day, and it feels like it is time to question everything.

Although there is some evidence that certain legal representation needs are cyclical, like divorce filings in the spring – once the holidays are over, or DUI arrests over holiday weekends – due to increased checkpoints, there is year around success in focusing on your image.

Television advertising, online cohesiveness and an overall positive internet presence will help your firm develop into a consistently successful brand. Success will not appear overnight, and measurable segments cannot be obsessed over to understand whether or not they are working.

Allow your marketing partners to help your firm traverse the seemingly complicated world of SEO, website optimization, social media profiles and interactions, and reviews and rating procedures to get the most out of your budget. We can help you employ important trade tips that are budget-friendly, and highly effective, including PPC arbitrage methods that allow your firm to bolster its online presence at your competitor’s television advertising expense.

Attorneys focus on the law, and the world is happy to know that the legal professionals are keeping up with the complications within the courtrooms, so the rest of us do not have to. Owning a company is tough work on its own, with day-to-day operations and revenue stresses at every turn. Being an attorney who is charged with representing another successfully on top of it, only compounds the daily time requirements necessary to achieve greatness.

Attorney marketing is not only our specialty, but our passion. We can help you enjoy results in areas where your campaign is currently lacking by creating a personalized assessment designed solely for your firm. Do not allow the online world and its dictating force to overwhelm you. We are all in this together, and we are here to help. Let’s go!

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