Your law firm is a brand. What do you want that brand to be?

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 Ask clients for online reviews

 Forge connections through social media

 Create videos to build your brand


When faced with a legal issue they can’t solve on their own, many legal consumers find searching for an attorney to be an intimidating and daunting job. After all, researching law firms isn’t something most people want or have time to do. That means you and your firm need to make it as easy as possible for legal consumers to not only find and connect with your firm, but also understand why your firm is their best option. 
 

Looking for an effective way to reach, communicate with, and win over prospective clients? The solution lies in using an integrated digital marketing approach to quickly, clearly, and succinctly let your brand attributes take center stage.  

Here are three components of law firm branding that can help you meet prospective clients where they’re at and quickly capture their attention. 

1. Ask clients for online reviews

Legal consumers want to know what it’s like to work with you and your law firm. Online reviews have become a go-to resource for people who are trying to evaluate whether to contact your firm or a competitor down the street. This is where having a trove of positive online reviews can really set your firm apart. In fact, statistics reveal that 81% of consumers turn to Google to evaluate local businesses 

Take steps to help your firm get more and better online reviews by asking for reviews as part of your client communications process. When you email clients about their matter — especially as their case is wrapping up — invite them to provide feedback about their experience working with your firm and to leave a review. Do your part to make this process as easy as possible by providing links to your firm’s Google My Business and Facebook pages. 

Digital marketing strategies for law firms: Unlocking the power of your brand to attract clients

Leveraging your law firm’s brand through digital marketing strategies is essential for targeting and attracting your ideal client base. Watch our branding webcast to learn more.

2. Forge connections through social media

Your law firm’s social media channels are one of the best opportunities to really let your brand voice shine. Be authentic on your social channels and use content and images that legal consumers will find informative and useful. For example, appeal to potential clients by posting assessment tools, simple FAQs on relevant legal topics, interactive polls and quizzes, helpful downloads, and videos.  

You can also use your social media channels to paint a clearer picture of your firm’s brand by posting photos and content about news events in your local community, local causes your firm is involved with and supports, quotes your firm loves, and awards or special accreditations attorneys at your firm receive. Collectively, these types of posts speak volumes about your firm and can help foster feelings of connection and trust with prospective clients. 

3. Create videos to build your brand

What better way to express who you are as an attorney and what your firm is about than to actually show it? Video provides an avenue to fully bring your firm’s brand to life — and lots of people, including legal consumers, are hungry for this medium. In fact, statistics show that 500 million people are watching Facebook videos every day and YouTube is now the world’s second largest search engine. So how can your firm use video to your advantage?

Grab short attention spans with this visual medium by creating easy-to-digest videos on specific legal topics. For example, videos with titles like, “4 things to do after a traffic accident” or “3 things to say to kids during divorce,” appeal to potential clients because the topics covered are helpful in nature and relevant to the intended target audience’s needs.

With video, it’s important to keep in mind that it’s not just about what you say, but also how you say it. Be mindful that your tone, expressions, and body language align with your brand and are expressing the messages you want to convey.

Let your brand work for your law firm

Ready to quickly express your brand and win over legal consumers? Discover how FindLaw’s Brand Advocate can help your law firm forge strong connections with potential clients.

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One of the most profitable ways to portray your law firm’s brand in the legal marketplace is through social media. Learn how developing a strategy can help maximize your investment of time — and, in some cases, money.

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