What are the essential law firm marketing arteries that every solicitor or lawyer should be using to grow their law firm?
Most law firms only need two or three of the law firm marketing arteries, put in place and automated or outsourced, to grow beyond six or seven figures in turnover.
Do you have them in place AND automated or outsourced in your practice?If not, which automated marketing arteries do you currently have in place and which are missing?
The Law Firm Marketing Arteries
There is a reason that the ones below are the law firm marketing arteries that can provide the flow of profits to your law firm that you are looking for: they are all part of my Easy Life Client Attraction model for solicitors.
Easy Life Client Attraction = your ideal prospects finding you at the precise moment in time that they are looking to buy your legal services.
Let’s look at each of the main law firm marketing arteries, then you can decide which one you need to add to your mix.
Artery 1 – Monthly Email To Clients And Prospects
Are you sending an email to all of your clients and prospects each and every month?
If not, start now and do it every single month.
How? Outsource it so that it happens with or without you.
This is one of the easiest things to outsource to ensure that it takes place with or without you.
You can find someone to set up and run the email marketing software for you, and someone to write the content for each newsletter (see Artery 2).
This is such a simple thing to get going and keep going. Even if you are a niche firm offering one service it works. You will receive recommendations from family and friends, and you can join up with other niche law firms to refer work you cannot handle between each other.
If you are a business to business firm and you are not using email marketing, I conservatively estimate that you are one third to half the size you would be if you started it!
Artery 2 – A Website That Grows Each And Every Month
Arteries 1 and 2 work hand in hand.
Both Google and your clients like a website that grows each and every month.
A client/new prospect visiting your website and seeing that it is current and added to regularly with articles/blog posts will believe that you really are the experts that they are searching for.
Perhaps equally importantly, Google will see that you are a serious player, working on your website every month, and reward you with more visitors.
Every one of my content marketing clients sees their website visitor numbers and client enquiries rise month on month when we add content consistently to their websites for them.
Five new pieces of content each month will move the needle in terms of visitor numbers and client enquiries after three to six months, depending on the age and strenght of your website before you start content marketing.
The good news is that you can then use this content again for your email marketing in Artery 1!
Artery 3 – Do You Send More Prospective Clients To Your Website Each Month With Google Ads?
Now that you have a decent website, let more people who are at that precise moment in time searching for a solicitor find it.
Google Ads/ PPC for solicitors is the medium.
It is still one of the best marketing methods for all of my consultancy clients.
Once again, it can be completely outsourced so that it happens with or without you (WOWY marketing I like to call it).
Artery 4 – Regular Referrals
Finally, do you receive regular and consistent referrals from other solicitors or other businesses?
I am not talking one referral every few months, but five or more every month from three or four different sources.
Do you regularly interact with these referral sources to ensure that the relationship stays strong and lines of communication stay open to ensure that you continue to receive these regular referrals?
If not, this is another method you should be using. It is perhaps the least WOWY method of marketing, because it is likely to need you or another member of staff to keep on top of the relationship, but for the volume of referrals that you can receive, it can be a very powerful marketing artery.
Which Arteries Are Missing?
Which of these arteries are missing in your practice?
Working your way down from Artery 1 to 4 in priority, if all are not in place, start from the top and work your way down, adding the Arteries that you do not currently have in place and watch your practice grow.
If you have all four in place, can you do more of them or optimise each of them?
If one email a month is working, could you send two?
If Google Ads/ PPC is working, can you spend more?
If you are adding one article a month and your website traffic is growing each and every month, could you add two, three or four pieces of new content.
If you have referrals from three sources, can you get a fourth or fifth in place?
Your job is to consistently look at your figures, your key performance indicators and to improve them each and every month. Above is a formula that will allow you to do this.
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