Every practicing lawyer comes to the moment when it is necessary to expand the base of potential customers, or vice versa, to completely change it. This is inevitable, because it is a consequence of the development of a specialist’s career. Then the question of how to find clients for a lawyer becomes relevant. The right approach to law firm advertising is very important for the effective promotion of your company. This is especially true now, when the Internet gives us many opportunities to implement all the ideas. Let’s try to find a few of the main factors that will influence customer acquisition nowadays.
Word of mouth: yes or no?
Everyone knows the concept of “word of mouth”, and many marketers recognize it as one of the most effective methods of developing a project, naming it Word of Mouth Marketing. However, the increase in target customers can quickly end. The task is to solve the question – how to attract clients of legal services that will bring profit, another “benefit”. Forming an audience of “their” customers leads to the fact that the specialist will acquire the image of an expert in a particular area.
The problem of how to attract clients to a lawyer began to be solved much faster when the Internet appeared. Today, people take advantage of it daily, and experienced marketers have long been effective tactics for promoting various services through the Global Network.
It is known – the overwhelming majority of users begin to search for a solution to their problem by opening a browser. Legal services are sought on a similar principle. Today, many consumers prefer to choose a specialist, assessing his professionalism, reputation, qualifications, and much more. Many people are interested to see a photo of the person to whom they later entrust the solution of the problem, then they will pay the money.
Here we go to what the chips from lawyers to attract clients. There are several of them, the first is to designate your expert presence. This is true for beginners, or those who seek to expand their own circle of “influence”, to prove to be a professional. Here, standard advertising methods (media, promotion of their own resource) will help, but they will not allow the user to assess the qualifications and reputation of a lawyer. Such advertising supports the image, but does not create it. Beginners need to be shown – they are competent, they can solve real problems, they deserve to receive remuneration for the work done.
What should be done when choosing this methodology? The main task is to demonstrate your level. Therefore, you need to give useful information to the reader. In return, he will give you attention. Before you begin, you need to know the consumer “in person” to understand the type of materials needed by him.
“Why do I have to share the knowledge that has been accumulated over the years so hard?” You may ask. The answer is – demonstration of them forms consumer confidence in your competence. By sharing information, you create an image of a person to whom you can turn to if necessary, who will definitely solve the problem.
Now, more specifically about the kind of sought information. You can’t just make a description of the problem – the consumer will miss such materials by himself, because he already knows what happened. It is permissible to briefly describe the essence of the matter, make an introduction, but no more. Expert data must contain a “medicine” that solves the problem of the user directly.
We offer to share these materials as follows:
- have a blog, your own portal;
- invite e-journals to open a legal section;
- record webinars, just videos (develop a channel on YouTube);
- create one-time info products;
- communicate in forums, revealing the various appeals of potential customers.