By leveraging the power of media, online platforms and personalized communications, law firms can stay competitive and successfully grow their practices.

In today’s highly competitive legal landscape, effective promotion is essential for law firms looking to stand out from the competition. Whether you’re a solo practitioner or part of a large firm, marketing helps you differentiate yourself, attract clients and build a strong, recognizable brand. A strategic approach to marketing not only raises awareness but also establishes your authority in specific areas of law, giving you the potential to turn leads into loyal clients.

This article will explore key strategies, both traditional and digital, that can elevate your firm’s visibility and credibility. By leveraging the power of media, online platforms and personalized communications, law firms can stay competitive and successfully grow their practices.

Traditional Media: Earned vs. Paid

Traditional media remains a powerful tool for law firms. Understanding the difference between earned and paid media can enhance your marketing efforts. Earned media, such as interviews, bylines and expert sourcing, positions you as a thought leader in your field. Being quoted in articles or providing legal insights on trending topics can significantly boost your credibility. It’s also seen as a form of “endorsement” when a media outlet publishes your writing or comments. However, you don’t have control over what is printed.

On the other hand, paid media, including advertisements and sponsored content, allows you to target specific audiences with tailored messages that you control. Both strategies, when used effectively, can complement each other and amplify your firm’s reach.

Expert Sourcing and Bylines

Positioning attorneys as experts in a specific practice area through sourcing opportunities or bylines in reputable publications can be a game-changer. By sharing your insights on legal trends, case law or industry news, you demonstrate your expertise to a broader audience. Regular contributions can lead to recognition and establish your firm as a go-to source for legal commentary.

Case Publicity

Publicizing significant cases and legal victories (when there are no confidentiality issues) can also be a powerful marketing tool. Highlighting your successes not only showcases your firm’s capabilities but also builds trust with potential clients. Just remember that it’s a 24-hour news cycle and timeliness is key. Many of the major news outlets will want to hear about case within 24-48 hours of the filing or resolution.

Awards

Additionally, applying for and winning industry awards such as Chambers and Partners or Best Lawyers in America adds another layer of credibility, distinguishing your firm from competitors and enhancing your professional reputation.

Blogs

There are several reasons why a law firm should have a blog or news page on its website. For starters, it’s a great place to share news about the firm that otherwise may not get picked by outside media outlets, such as company updates, milestones and awards. You can also reshare media coverage, like byline articles from your attorneys, for increased exposure. Additionally, it’s a great place for potential clients and job candidates to learn about your firm and get a sense of your company culture. Adding fresh content on a regular basis to your website also helps with search engine optimization (SEO).

Videos

After you take the time to write a blog, why not turn that content into a short video? While you may need the assistance of a video production specialist, a 30- to 60-second video is a great tool for grabbing attention on busy newsfeeds and even in an email newsletter – but we’ll get to that later. Videos can show everything from an intro to a lawyer or practice group to a Q&A about one of your focus areas or even a recap of your team at an event. They provide a human element that isn’t as easily conveyed on paper.

E-newsletters

Now that your team has generated valuable media coverage, written blogs and recorded videos, repurpose that content into an email newsletter. Not only does this increase exposure to your promotional materials but it’s also a great way to stay top of mind with your targets. By regularly sending newsletters that highlight firm achievements, client successes and attorney insights, law firms can keep clients and prospects engaged.

Social Media

Chances are that your law firm already has at least one social media account. At a minimum, LinkedIn is the best place for B2B marketing. But it’s not enough for just the firm to have an online presence. Your attorneys have their own connections and networks, and it’s important for your shareholders, partners, associates and the whole team to get involved with individual profiles. They can share company posts and repost their own media coverage, byline articles and videos.

The key to successful law firm marketing is creating a cohesive strategy where all elements—traditional media, blogs, videos, e-newsletters, and social media—work together to promote your firm’s strengths. Each piece complements the others, creating a unified narrative that enhances your firm’s visibility and positions it as a thought leader in the legal industry.

Jennifer Clarin and Michelle Griffith are vice presidents at BoardroomPR, a full-service digital public relations agency focusing on media relations, social media, video production, digital marketing and crisis management, particularly in the legal industry. They may be reached at jclarin@boardroompr.com and mgriffith@boardroompr.com.

Reprinted with permission from the October 17, 2024 edition of the Daily Business Review© 2024 ALM Global Properties, LLC. All rights reserved. Further duplication without permission is prohibited, contact 877-256-2472 or asset-and-logo-licensing@alm.com.