The average daily time spent on social media is 142 minutes a day – this is not a marketing channel you can ignore (attorneys included).
The effectiveness of social media for the legal industry is proven, and as more law firms start ramping up their social efforts you need to make sure you know how to stand out.
In this guide, we will be covering:
One thing is for sure: This game has to be strategically played with a properly laid out plan.
Luckily, you now have a direct look into the strategies and methods we use with our law firm marketing clients, which I will share with you now.
The American Bar Association (ABA), through its 2019 annual Legal Technology Survey Report, established one very interesting reason why social media for lawyers is up and running. In essence, the ABA found out that 67% of lawyers use social media for networking.
Networking? I thought we we're talking about marketing...Already going a little out of left field right? Wrong.
In our business (digital marketing services) social media is incredibly valuable for networking – through Facebook groups I have personally met 3 business partners, life-long friends, and most of the employees that work at SERP Co.
Out of the total surveyed, 49% use it for client development. This involves everything having to do with engaging current clients and attracting more.
And just from our conversations with a large number attorneys our team has worked with in the past, that number is only scratching the surface of how many of you law firms should be using it more.
How do I know this? Because pretty much everyone is. Here's some context that will blow your mind again:
Mind-blown again? I think so.
So let's get to some spoilers – your new best friend & necessary social network of choice: Facebook.
Depending on the type of law you practice, you will certainly need to adjust your advertising strategy but the key here is to put out content that is Valuable, Engaging, Persistent.
Fact: more Americans are using social media year over year, and adoption is continually growing, especially with older adults.
Also Fact: I just Zoomed with my dad the other day. Never thought I'd see the day. He'll probably launch an IG profile soon...
YouTube and Facebook stand as the most widely used networks, with Twitter, Pinterest, Instagram, and LinkedIn trailing by a rather ample margin.
You can use Linkedin for posting on social media, networking, and even automating your brand awareness by connecting with, and messaging, people in your community. Be sure you do this in a way that isn't sales-y.
Provide value first, and introduce yourself as a helpful resource.
A 2018 study found that potential clients are increasing their use of social media to make informed hiring decisions - including hiring lawyers. More than half of the users interviewed stated that they are more likely to hire an attorney with a social media presence.
Why? It's a sign of trust.
At this point, it's almost mandatory that if you exist on this Earth you have a social media presence. And that's true for everything from business to dating. No social media? What are you some kind of creep?
Interestingly, this same study revealed that out of the lawyers interviewed, 96% use social media, but only 7% consider that it has been directly responsible for attracting new clients.
Why the disparity? ...ATTRIBUTION.
Whenever you are thinking to hire a company to help with marketing your law firm, you need to have attribution on the tip of your tongue.
This is what most marketing companies miss (not us) and the reason why most campaigns don't scale well (not ours). Knowing where your leads are coming from, and tracking their entire lifecycle from first touch to purchase allows you to make ROI profitable marketing decisions.
Without proper attribution (aka analytics & tracking) your marketing campaigns may seem like a waste, but really be working... or they may feel like they are working but actually are setting you up for a pretty nasty surprise.
Your marketing efforts without proper attribution:
Let’s begin by exploring the value that social media for lawyers will have for your practice.
Is it real? Will it really generate conversions for my firm?
We posted this one first because it is the core of a business, law firms included.
The 2018 survey by the American Bar Association (ABA) mentioned above represents a great opportunity to use social media without breaching ethical and legal obligations.
Your potential cases are on social media – everyone is. Get in front of them and start acquiring brand awareness/mind share.
Concentrate on your geography and produce relevant content that you know people will get help from.
For example, if you are a PI lawyer you can post & comment about items in the news and give your commentary on it. Your neighbors will see you as an educator (trusted authority figure) and will have no choice but to think of YOU if a similar situation has happened to them or someone they know.
You can also decide to serve these ads in white-collar or blue-collar areas of your city (hint: think workplace injuries).
Want more tips for marketing your personal injury law firm?
People do business with people they know, like, and trust.
And to be totally honest, if you just hit that first one you're already 90% of the way there.
Social media is the perfect place for establishing the "know". Post content & queue up the proper ad type and you can get your brand in front of thousands (yes, literally thousands) of people for a couple hundred dollars. And if your segment those users to people who visit or interact with your ads and re-target them you can stay in front of them for just dollars. Not even hundreds.
It is SO cheap to stay in front of your customer's viewpoint with social media that if you aren't doing it right now you need to stop reading and contact us so we can give you a game plan.
Seriously, please do yourself a favor – if you do nothing else today at the very least – contact us – so we can hook you up with some easy brand awareness tips.
Well, also don't forget to eat and stuff like that.
Social media provides an excellent platform for not only interacting with friends and family but with brands too. It also offers an opportunity to learn and be educated.
Social media for lawyers allows practitioners to become informative, interact, engage, and answer law-related questions.
An increase in social media presence has an important correlation with an increased search engine ranking. Not only this, but social media can improve your visibility and increase traffic to your website.
Traffic to your website, likes & shares on your posts, and visitors interacting with your content are all good signs to Google that your website is known, liked, and trusted.
See how that works? SEO is basically just brand awareness for web crawlers, insteaf of people
Search engines will always rank authoritative sites better than those with less trust, and when you utilize social media to leverage your expertise you are attracting more prospective clients who trust your authoritative input.
Now that we have established the why let’s get started with the how. You are not to be part of the majority that is doing it wrong.
In order to reap the benefits mentioned above, here are some best practices for launching a successful social media campaign.
Start by searching for your brand to find out what other people are already saying about you. These are called "mentions".
Mentions help you understand what people's view of your practice is, and help when it comes to filling in customer experience gaps.
Consider every time you see your name out there an opportunity to educate, influence, and most importantly – interact with those people.
53% of consumers expect brands to respond to reviews, however, 63% percent say that a business has never responded to their review – the same principle applies to social media.
Respond to people’s comments, questions & conversations about your brand to build trust.
Look through your Facebook, Yelp & Google Business reviews and reply to them.
Additionally, head over to Twitter and search for your name and your law firm. If no one is talking about you, is this an indication that you are not influencing anyone? This is the time to change that.
Social media has a basic formula that works the same for pretty much any company. So, these are the first things that you should be able to understand.
Decide what kind of content you want to create and how often you will post.
Now that you have started to get your toes wet, one fundamental principle for you to remember is that your social media for lawyers only works when you have your target client in mind.
This is probably going to be the easiest part of the process for you if you have been practicing for any amount of time at all. Look at your data - who is your demographic / custom avatar.
Remember, everyone is on Facebook. So, as long as you know your ideal customer you can target them on Facebook to put your content, messaging, etc. in front of that person.
This is more of an organizational / productivity tip, and can be applied to everything in life. Planning & batching your content strategy and creation process will allow you to create all the posts, articles, etc. that you will need for a given week or month all at once.
Once it's made it is much easier to hand that off to an Associate / Assistant / Administrator in your office to make sure it gets posted on your channels. We call that the Triple-A-Power-Play for Attorneys. And yes, the A stands for Awesome.
But anyways, let's get back to business – make your cause known, and then roll up your sleeves and get creating.
73% of all adults in the UA use YouTube
People love to watch informational videos (much more so than reading at least).
And the best part about video is they significantly increase your perceived authority. There is a much stronger inherent trust when you see & hear someone speaking confidently and knowledgeably about a topic
Another great thing about creating videos is that they can be easily syndicated all over.
Make the video once, then easily:
Need ideas of content to create?
Visuals are very important in social media, as they are what will "stop the scroll" of someone online. You are competing for attention, so make sure you start with somethign eye-catching.
Need more ideas of content to create?
When people think about law firms, they hardly connect it with humans.
Why are you in business? Do you help people? Personify your practice, or at least highlight & display the good you bring to the community.
Utilize social media to propound your message.
Need EVEN more ideas of content to create?
Another way to say this is to respond to comments and answer questions.
Remember that the main purpose of social media is to make connections and promote engagement. Most consumers rely on social media to communicate with brands.
Social Sprout found that 40% of consumers reach out to brands through social because they have a question about the product or service.
I know I do this personally. Mostly to complain about customer service to be honest, but almost every-time I do, the situation gets remedied. Any idea why? Because many companies outsource their customer service overseas to people who don't give a shit about your problems and aren't well trained... But guess who is running their social media? Someone domestic who cares about the reputation of the company they work for!
Here's an example:
Guess what happened? I DM'd them, and the problem got solved. Boom! Now I've been turned from hater to brand advocate for Streak.
Do this in your law firm.
It work's incredibly well because people use social media to vent. When they are pissed off they will post about it – and that give you an opportunity to rectify the situation. And, on the flip side, when they are happy about something they will post too, which gives you an opportunity to grab a screenshot of that digital pat-on-the-back and use it in your marketing collateral.
At some point, managing social media accounts can become overwhelming, plus your responsibilities at work don't magically disappear because you decided to focus on your marketing. Wouldn't that be nice?
There are tools out there that can help you manage this extra workload.
Or, if you are too busy for that you can always hire a law firm marketing company.
Just keep in mind that automating for too far into the future might be counterproductive. Circumstances change and so you might need to tweak to adapt to such changes.
It's about tine you chose your social media channels, and got to work.
Out of the hundreds of platforms out there, here’s a few of the ones we recommend starting on:
The social network for businesses is the one preferred by lawyers due to its professional nature and opportunity to connect and educate.
Currently, LinkedIn has nearly 690 million users and 29 million monthly active users.
LinkedIn lets you connect with professionals, potential clients, current clients, and referral sources.
With over 2.5 billion users worldwide, Facebook is the largest network. Pretty much everybody is there, so the chances of your content being seen and shared are rather large.
Over the years, Instagram has become a major social network. It has a total of 1 billion monthly active users.
Most businesses make use of Twitter as part of their marketing campaign. With 330 million monthly users, this is one of the first social networks out there.
YouTube has also become one of the favorite social media for lawyers. There are currently 2 billion users consuming, sharing, and creating visual content.
This is a great platform to place all your instructional, inspirational, and promotional videos. Or really just all your videos.
In their own particular way, all of these networks can easily help you generate traffic, improve SEO, expand your social reach, and improve your ROI.
As a lawyer, you are to portray all the integrity expected from your viewers. Your behavior, online and offline, must consider ethical obligations proper of your career.
Whenever you select a social media channel, make sure you act accordingly to the channel. This doesn't mean you always have to be in a suit with your hair perfectly combed (probably only on LinkedIn), it means that you should understand the context & mindset your viewers are in on that channel. Want to post more professional, educational stuff? Use LinkedIn & YouTube. Want to display more of your personality? Turn to Instagram.
Of course, don’t forget to consider the laws of your state or country relating to issues of your posts resembling “in-person” and “live telephone” contact, which might be subject to liability in some cases.
Are you interested in getting more people to learn about your practice? Get social.
There is no doubt that lawyers and law firms can greatly benefit from a solid online presence.
Social media has the ability to project an image of professionalism and humanity at the same time. Take the time to seize these opportunities to connect, inform, and grow as a lawyer and law firm.
Yes, it will require some initial planning and smart execution, but with focus and dedication you will see the fruition of your efforts. There has literally never been an easier time to get your face, brand & message in front of people than with the tools and platforms we have now. Don't ignore it!
One crucial element that will help you build a strong brand for your legal practice is to come up with a professional logo.
You want your clients to recognize you, remember you, and tell you apart from competitors. Professionals in the legal industry often go with the traditional gavel and mallet.
Fortunately for you, this article will help you come up with a more novel, eye-catching great idea for a law firm logo that will set you apart.
Colors have meaning and evoke emotions. Your logo color is important because it communicates your brand message and speaks to your target customers.
It is imperative, then, to realize what emotion is every color linked to.
Colors & emotions:
Do you want to be seen as a strong litigator or be perceived as a partner that will be with them throughout the entire legal process?
Spend a little time thinking about the colors you will need to represent what your law firm stands for.
Depending on the brand personality you want to convey, you can choose to use either modern or traditional fonts.
Before making a pick, take these short tips into consideration:
It is okay to do away with the traditional gavel, justice scale, or law book design. In fact, if you want to come across as unique, we highly recommend it.
Your potential clients will typically search for the words “law firm”, "attorney", and "lawyer" when searching for help with their case. They are not really looking for those traditional symbols mentioned above.
Once they visit your website, they want to see content that paints you as a professional law firm.
Your logo should be clear and recognizable, no matter the context. Consider the following pointers prior to sitting at the design table:
Simply ask yourself if your logo can endure the test of context and adapt to any environment. If the answer is no, then it is time to redesign.
A logo that showcases your expertise with specialty law will catch people’s attention. Consider designs that demonstrate your unique value.
For instance, if you specialize in personal injury, a logo with an art showing a person wearing a cast would very powerfully describe what it is that you do. A family attorney would have a representation of a family on its logo. Just remember to keep it stylish and modern.
Think of ways in which your design will tell clients if you either specialize in one of the two mentioned above, or divorce, elder, tax law, environment, or whatever the case may be.
In the legal industry, reputation is the name of the game. And people relate your reputation to your firm name. Make a strong statement by displaying the name of your firm in your logo in a distinct way.
In the future, once your logo has earned its reputation, people should be able to connect your logo with your name, without even having to read it. Consider what do you want people to think about when they see your name in the logo or only the art design on it.
As long as you did research your color scheme, you can get creative and add in non-neutral colors. As you probably know, some colors do not really match and can make your logo look stuffy and/or overwhelming.
Apply the rules of complementary colors to decide which will be your best combination. We do not recommend using a large number of colors. Two to three colors in the same design should do just fine.
A logo is powerful if it clearly tells your clients what you can do for them just by simply looking at it. This also helps build positive perception to your brand when they associate your logo with positive connotations.
Fashion Law Institute’s logo communicates the business message of the company in a simple yet succinct way.
At first glance, It looks like a hammer. But if you look closely, the head portion is actually and thread and the handle is a needle.
Simple, clear, yet creative.
LGBT Law Center wanted a logo that communicates its goal of nurturing justice across time, societies, and sexual orientation.
That messaging is reinforced by this choice of typeface. The rainbow-colored polygons also make their logo stand out from the typical law firm logos.
This logo of TE Law Offices is in a geometrical shape put together using the letters ‘T’ and ‘E’. The letter ‘T’ at the center and the small blue lines also make the logo look like a scale, which is one of the symbols of justice.
Geometric shapes are made of patterns that are regular and provide a feeling of order and structure. The best part is that these patterns are easily recognizable. The fact that these shapes are regular gives a feeling of efficiency and organization.
The Jacob Law Firm’s logo incorporated unique elements such as the tip of a pen, green stems, and leaves. It is non-traditional in terms of symbols and colors and adds a tagline to further communicate what the firm does for its clientele.
A tagline is a short text that describes everything you do. In three to four words, you must be able to give your audience a complete scope of your purpose, mission, and vision. A tagline will help clients feel more connected to your firm.
Have these ideas in mind when coming up with a tagline:
It does sound like a challenge, right? Take your time to collect your thoughts and come up with something brilliant. Remember to search Google if your tagline is not already in use.
Pannu Law added a modern twist to the traditional shield commonly used in logos. Distinctive cuts were added to divide the shield into two portions.
Two shades of blue were also used. This color is usually associated with intelligence and friendliness. This is a great way to show that you can be conservative and modern at the same time.
The trend in design right now is going towards making flat logos. To make your logo stand out, you can add a gradient to it. Benakem Law’s copper gradient made its logo look even more elegant.
One important thing to consider is to not make the gradient the main point of your logo. It should only be used to give it an extra flair. This accentuates an already strong logo.
The classic typography of ‘L’ in gold is used as the centerpiece of Lahmann law’s logo. It exudes a strong sense of elegance, achievement, and prestige.
This is yet another example of simplicity with elegance.
Russell Law Firm was able to incorporate the pillar and the letter ‘R’ for its logo. This is another example of how you can add a creative twist to traditional law firm logos while making it memorable.
Keep in mind that shapes must portray elegance, regularity, and simplicity. Do not try to force a shape into a design. This might only make it appear too loaded or make it difficult for clients to understand it.
Monograms never go out of style. Why? Just because they work. If you create a balanced, eye-catching monogram for your logo, it is a good way to add credibility to your overall brand image.
Looking at this logo from Dickson Law Firm, you can see that the main symbol used is a shield. But it’s more than just that. They were able to integrate the founder’s initials MDD into the shape of the shield with a subtle reference to the baseball history of the founder.
A meaningful logo shows individuality. It helps clients connect the person with the brand, which is very important in this line of work.
Goldman Law’s logo is another example of integrating letters into a pillar symbol (just like what Russell Law Firm did with theirs in the example above). This logo was able to execute this creative trick in a more subtle way.
As we have mentioned before, keep it simple and understandable. Pay attention to details such as balance, space, and symmetry.
In the legal practice, the longer you are there, the more people trust you and your expertise. Mckenzie Law Firm made sure to include their date of establishment in their logo to show clients that they have many years of experience.
Kennedy Payne is a solo practitioner and decided that her full name will be conveyed in her logo in a straightforward way. It is also supplemented by her initials on the left-hand side. This logo is simple, clean, and easy to understand.
Thompson DC Law had another creative way of using the pillar symbol. They were able to incorporate the letter ‘T’ in it. The angled edges at the end of the lines also make the symbol more modern.
To this point, you are probably wondering if you have it in you to come up with your own creative ideas. Since this is a profession you chose because you love, it is easy to tap into that to get a logo that will tell others what you are about.
Here are some quick ideas to get those creative juices flowing:
In this logo, Alexander Law Group combined to traditional yet strong law symbols - justice scale and a sword. Creating an original symbol out of classics is not easy to pull off but once successfully done like this, it can greatly benefit your law brand.
As we have mentioned earlier, sometimes, less is more.
Your logo would be easily remembered and recognized by potential clients if it is easy to understand and look at.
Avoid having too many complicated symbols that people will most likely not remember. We recommend that you choose a simple logo that is straightforward in communicating who you are and what you do.
Hire a professional designer to do your logo for you-just like you would advise your clients to hire a lawyer instead of representing themselves.
Your legal practice’s logo will represent you moving forward in your professional practice. You have one shot to make it right. Changing logos along the way will hurt your brand image more than help.
Here are some benefits of hiring a professional designer to design your law firm logo:
If you want to hire a professional designer but don't want to break the bank, here are a couple options:
Before we get into details about guerrilla marketing for lawyers, a quick note about what this marketing actually is!
The term 'Guerilla Marketing' was first coined by the American business writer and author, Jay Conrad Levinson in 1984. He came up with the idea of having a marketing and advertising strategy that was not only creative and witty, but also cost effective.
His book, also named Guerrilla Marketing, has been so influential, it is required to be read in MBA programs across the world.
Guerrilla marketing is all about coming up with new and interesting marketing and advertising ideas for your company and the services/products you offer.
Creativity is at the heart of guerilla marketing, utilizing humor, imagination, and unconventional methods to target customers/clients.
The plan is to always come at your target clientele in the most unexpected ways, leaving them curious and interested. This form of engagement creates more buzz and excitement as compared to conventional marketing, making guerilla marketing more effective.
You will be surprised to know that the most successful marketing campaigns in history were initiated and completed with very little funds. Guerilla marketing is all about marketing on little to no budget. What you lack in finances, you make up for it with ingenuity.
The goal is to surprise the audience in a way that generates word of mouth; something that gets them talking. Thanks to social media, this can be done much more easily and quickly than before.
So, does guerilla marketing work for lawyers, the answer is a resounding YES!
Even though most advertising campaigns focus on products rather than services, guerilla marketing can be shaped to cater to law firms.
Even lawyers need to market themselves to spread awareness of how they can offer advice and representation in legal matters.
So why not utilize the most powerful form of marketing there is?!
Marketing for lawyers does not have to be expensive. Even though you can throw as much money as you want at your firm's marketing campaign, there’s really no need to.
With the world going digital and the power of social media within your grasp, you can get a lot more outreach with much less money.
It has become crucial to harness the power of the internet into guerilla marketing so as to target your specific audience.
In order to get started with guerilla marketing, the first step is not to worry about your finances. As mentioned before, you don’t need a huge budget. All you need is to prep your mind and let your imagination go wild so you come up with the most creative marketing ideas.
The most successful guerilla marketing campaigns demand some out-of-the-box thinking. You need to do something that sets you apart from the rest. Of course you have to stay within the confines of the law and make sure it's not something offensive.
So, if you want the world to know about how good a lawyer you are, here are some ideas to get you started:
One of the best ways to get people's attention is to give them your time. By volunteering at events, workshops and conferences, you can give the attendees an idea of your expertise.
Depending on the type of event, you can share strategies and offer helpful information. Let them know that you have an active online presence such as a website, Facebook page complete with pictures and information related to your law firm.
You can also give out media kits to the attendees containing your credentials, bio and your law firm's mission. This info can be vital for them to understand what you specialize in and whether you can help them with their specific legal issue.
Build your network by getting yourself involved in local events. If there are no events coming up, why don’t you host one of your own!
Getting a fundraiser campaign for a good cause or having a canopy at the county fair, this is the best way for you to get the attention of the local 'movers and shakers'.
By being a part of such organizations and boards, you will be assisting them with your knowledge and skills as a lawyer. This is something that is greatly treasured by everyone.
Remember NOT to give a sales pitch during these events as people respond more positively to valuable information.
Quite similar to affiliate marketing, you pay someone for sending business your way. You have an arrangement with referrers who know about your work and when they meet someone who needs your specific services, they send them your way.
This does not cost you money as you only pay the referrer when you actually get paid from that particular business.
The ideal people to get referrals from are your fellow attorneys at law.
For instance, you work with criminal law cases but don’t handle divorce law. However, there are times when criminal cases require divorce attorneys.
You can take advantage of this by making an arrangement with another lawyer to send referrals your way and vice versa.
Create a guide and send it to your local attorneys so they can send those referrals your way.
Even though you will hear how a lot of people are opting to leave social media behind, there is no denying that it is the largest guerilla marketing platform today. By riding the social media bandwagon, you can reach more people than any other platform.
There are always people on Facebook and Twitter looking for lawyers to handle their legal battles. There might be someone on Twitter right now who was charged with DUI and is looking for an attorney who can take on his/her case.
If you are a divorce attorney you can get the attention of someone who might be going through a tough marriage. This results in that person instantly becoming your potential client.
With more than 2 billion social media users, it would be foolish to not take advantage of this medium for marketing your law firm.
You can create your profiles for free, followed by posting information on various legal issues where you and your fellow lawyers can help.
This is a great way to save money while connecting with more clients. Think about other law firms whose services complement yours in your area.
For instance, while you specialize in Family Law, you might know some firms in other practice areas such as Estate Planning, Bankruptcy, Criminal etc.
By collaborating with such firms, you can avoid considerable printing and mailing costs. And by sharing your own network with them, your law firm also emanates a sense of involvement in the legal community.
If your legal business has you traveling a lot, capitalize on it. Get a bright yellow box and put a couple of non essential items in it. Put your firm’s branding on the box’s outside, with your name, contact number and website.
Better yet, also add a tagline, like “Having trouble with a business deal? We can help!”. When the box comes around the belt, let it ride around for a while.
Nowadays, almost everyone goes online to search for people, brands, products, you name it!
By having an online profile, you can let potential clients view your achievements, both educational and career wise. This also gives a sense of trust to the potential client as they know where and how to reach you.
With social media, you have the chance to not only stay connected with your clients, but also gain new ones by being available online for some Q & A.
If you are willing to spend some money, you can also post ads on various social media platforms. These ads will be shown to your target audience to capture their attention towards you regarding their legal issue.
If you wish to succeed in this competitive world, you need to consistently focus on marketing your services. Whether you have a budget for marketing or not, you need to be consistent in finding ways to grow.
It is crucial to keep up with the changes and advances in the world of guerilla marketing. This is the key to not only ensure your survival, but also to give you a competitive edge.
Here are some of the things you can do:
Lawyers and law firms need to utilize each and every technological tool available to reach their target clientele. Let's get into the details a bit.
As you are aware, if your website is not listed on the first page of the search results, it will not be seen by the majority of the users. Search Engine Optimization, or SEO, is the most important aspect of having an online presence via a website, as it ensures that you can be easily found on Google searches.
Your website needs to be optimized so your website loads faster and has links on other websites leading back to your website.
You also need to ensure that you have a web design that is not only on par with today's standards, but also captivates the visitor into staying and exploring more about your law firm.
Believe it or not but great quality content is what sets your law firm's website apart in the vast ocean that is the world wide web.
By providing valuable and relevant information, you can let your target clients know about your expertise and skills on handling legal issues.
Post informative blogs and articles to drive scores of potential clients toward firm. You can also post as a guest on other law firm websites and have others do the same.
This will greatly help in expanding your reach towards new clientele.
The days of spending hundreds of thousands of dollars on expensive video and audio equipment are long gone. Today, all this can be accomplished with a smartphone, or much cheaper than before professional audio/video equipment.
Create a short video where you discuss the most common legal issues faced by your community. Expand on that and cover other topics.
Make sure to keep things simple by not going into details. People are more likely to watch videos that are to-the-point and short rather than going on and on about all the legal mumbo jumbo!
You can post these videos on your law firm's website, YouTube channel, Facebook, Twitter and Instagram pages. Connect all your accounts so it is easy for users to share and tag your videos across several social media platforms.
You can also create simple yet elegant graphics to work within your video to interest the viewers.
Most importantly, do not forget to smile!
Reviews can make or break your game!
Nowadays, it's all about going online and searching for reviews. People hardly ask each other about referrals or their experiences as now they are more likely to read reviews online.
Even anonymous ones are given weight and credibility, so having them posted on your social media pages and website can really boost traffic towards your law firm.
Make sure to feature the most positive reviews as they will naturally have a positive impact on the potential client. You can also ask your local community members to write testimonials which you can showcase as well.
If you have reached this part of the article it means you have a basic understanding of guerilla marketing for lawyers. Note that there is still a lot more to this form of marketing technique than what has been discussed here. For now you have a solid grasp of what it entails.
There is no one way to utilize guerrilla marketing for your law firm. You have to stay on your toes and wait for the most opportune moments to come up with something that is interesting and engaging.
There are chances you’ll probably end up using all of these, or perhaps some of these methods. The best way to go forward is to personalize your guerilla marketing campaigns to suit the needs of your law firm.
Guerrilla marketing is something that can really level the playing field for your law career. It can give your firm the competitive edge to get ahead.
With over 1.35 million lawyers to compete with, U.S. attorneys need to find new ways to stand-out and be remembered.
If you are one of these lawyers, you are probably wondering where and how to start.
Enter a timeless classic - your law firm business card.
A well-designed attorney business card will make you memorable to your clients, stand-out for first impressions, inspire confidence & promote your brand effectively.
You will want to reference your law firm branding guide-book you created for font choices, colors, logo, etc. but the design can still take many forms…. You did do your brand guidelines, right?
To make your life easier (no need for thanks, it's part of our job description) we have compiled for you 25+ best practices, tips, design ideas, samples & templates that will land your business cards in your client's wallets (and avoid their trash bins).
If you want to cut right to the chase and get a new business card, we recommend 99 Designs for the price and quality of look and feel.
Warning: If you don’t take this seriously – no one will take your brand seriously. And your cards will probably just be used as ninja star throwing practice.
So, without further ado and in no particular order ... Here are:
Don’t forget the most important element in a business card: your contact information.
Let your clients know where and how to reach you. Include your phone number, email address, office address & website.
We build beautiful websites for the legal industry - designed to WOW, and engineered to perform.
Listing your complete contact information also helps establish your credibility.
Clients will most likely take a look at your website, call you, and Google your reviews before contacting you.
If your business card is the first brand impression, your presence online will very likely be the second.
Your business cards should reflect your jurisdiction(s), or the states only covered by your license.
This will help clients know if you are licensed to practice law in the area where they need help.
If you have an office in a specific state but cannot practice there, it may be worth noting on the back of your card.
Information on your specialization will help filter inquiries to clients you are capable of servicing based on your practice – saving time for you & prospective clients.
Additionally, your specialization is your offer. There may be hundreds of lawyers in the area(s) you practice law, but not all of them serve the same types of cases.
Aside from that, a specialization under your name paints you as an expert of that practice. Clients will most likely choose you over other lawyers once they see that you are an expert in winning the case or situation they are in.
It is okay to do away with the usual justice scale, gavel, or law book in designing your lawyer business card - in fact we recommend it.
Choose a logo relevant to your specialization and add a twist to it.
Make sure that the logo, color scheme, and fonts in your attorney business card is consistent with what you use in all of your marketing platforms.
Consistency will build brand awareness and familiarity over time.
Workaround your brand elements to see what color, font size, and font style combination will work for a small material like a business card.
Keep clutter to a minimum – less is more (also there's a back side)
It does not have to be always black and white. Look into your brand colors and see which ones will look good once printed.
Add a short tagline that will briefly describe your brand promise or what you can do for your clients.
Including the words “best”, “top”, “world-class” in your lawyer business cards can land you in hot water.
Any claim you make about your law firm needs to be backed up by substantial proof/evidence or can be considered misleading, according to attorney advertising guidelines.
Oftentimes in all things design, less is more.
What not to do:
You don’t want to make your business cards to look like a promotional flyer for your law firm. Keep it professional and stick with the essentials only.
A business card is a valuable marketing asset at your disposal.
Maximize it by putting relevant information and branding elements on both sides.
You don’t have to stick with the traditional cardstock. There are specialty cardstocks available that will add texture to your cards.
If you want to exude credibility, you can choose a harder cardstock material and even have it silk-laminated.
Make your business card unique by trying the die-cut design.
For example, if the name of your law firm starts with the letter “M”, you can have your business card cut to an “M”-shape as well.
Don’t limit yourself to cardstocks, there are plenty of creative materials out there to choose from as well.
Material ideas for your law firm business cards:
Okay so for the record we don't recommend you use a meat business card, we just wanted to be thorough in presenting you with the options.
Give your business cards a more personality and youth by using a minimalist design. Choose sleek and clean-looking fonts like Museo Sans, Quinta, Simplifica, Gidole, or Quicksand to complete the look.
If your target clients are younger or are tech-oriented, you can embed a chip or include a QR code in your attorney business cards.
Once scanned, they will be led to a website or a page with more information about you and with an option to book an appointment.
Your business cards should always be neat and presentable. Store them in hard cases to avoid being crumpled or folded when inside your bags or pockets.
Use suede, linen, or have an embossed detail to add some texture to your business card.
Adding a call to action will differentiate your business cards from competitors. Only a few companies and professionals have this. It might also be the reason for a potential client to call you back for an appointment.
Instead of sticking with the usual ink for printing, add foil accents to make your attorney business cards look more elegant. Use copper foil instead of gold foil to achieve a more premium yet softer overall look.
Adding a touch of creativity to your lawyer business cards will help you stand-out. It is important to keep in mind that there are regulations that govern advertising yourself and your law firm.
Here are some rules of conduct to remember as you design your attorney business cards:
The services and level of expertise advertised on your business cards should match your capabilities.
Do not label yourself as a specialist or an expert without making sure that you are certified to use these titles in the state or states you are operating in.
Some states even require disclaimers. For example, in Illinois, if your business card describes you as a certified specialist, your card needs to have a disclaimer stating that the certification is not required to practice law in the state.
To be safe, make sure that your attorney business cards reflect the complete name you used upon licensure. There are some states that accept nicknames and variations as long as it does not result to a misleading identity.
Be transparent also in indicating whether you are a solo practitioner or part of a law firm. You cannot just add “& Associates” after your last name if you do not actually work with other lawyers.
Usually, attorneys would just indicate their website on their business cards if they don’t have a physical office.
This can mislead some potential clients to think that you have an actual office location. This is why it is important that your business card should indicate that the office is available “by appointment only”.
This is not just best practice in terms of design - Your business cards should reflect your jurisdiction, or the states only covered by your license to prevent misleading clients into thinking that you can practice in the area where you are advertising.
If you are not licensed to practice law in the same state that your firm is located, this must also be communicated on your business card.
If you indicate “Law Firm of Choice” or “Top Performing Lawyer” as tagline or website domain name, make sure that there is proof to back your claim.
These superlatives could violate the ethics rules that prohibit false or misleading communications.
Business cards help you make a good first impression to your potential clients. These are powerful marketing tools that you can carry every day.
In the process of designing your business card, make sure that you are mindful of rules covering your state and ethics that govern lawyers.
Remember that lawyers are always held to high ethical standards when it comes to their work and marketing.
Invest time in designing an attorney business card that is ethical, worth keeping, and is something that will make clients remember and contact you.
Not sure where to get business cards for your firm? We recommend you check out 99 Designs. They have a variety of affordable and premium packages that will guarantee a professional look for your firm.
Additional Recommended Reading:
The same old law firm branding & message is not resonating with potential customers anymore.
Branding evolves, marketing evolves, and so does your customer – and they expect better.
Traditional (maybe even boring) legal branding does not attract attention nor allow a firm to differentiate itself from a sea of competition (anyone else tired of seeing gavels & stuffy law libraries everywhere?)
To stand out from the crowd, proper law firm firm branding is the first step you can take to create a powerful reputation for your legal practice.
Good branding attracts customers & creates strong emotional connections to your business, and marketing runs on emotion.
And if you're curious to where it comes from, here you go:
Notice the definition says distinctive wording or design – I'm looking at you Mr. Lawyer who puts gavels on everything. Everyone does that, let's strive to stand out.
But more than that, branding is being able to establish a positioning strategy. Identify your Unique Selling Proposition (USP) – what makes you different – and then marry that with how you portray it to your clients.
The end goal is brand equity for your legal practice - meaning the level of influence your brand makes in the purchasing behavior of customers.
By now, you should already realize that you do not have to limit yourself to the typical weighing scale, gavel logo, courthouse columns, etc.
We want to evoke EMOTION – think about exploring different font styles, sizes, and colors to come up with a creative (yet still professional, or even "formal" if you so desire) logo perfect for your law firm. There is more than one way to visually display justice, integrity, equality, etc.
The best way to start anything creative is to see what's out there, and use them for inspiration.
So, in the spirit of Pablo we have curated a list of our favorite law firm logos for you to check out and draw some inspiration from.
Law firms often select a target market, gather general information, and create a basic overview of the services they can provide to address the market's needs. But once again – everyone is doing that, so let's dive a little bit deeper & help your law firm brand stand out.
How? With a customer person (aka buyer persona, aka customer avatar)
A buyer persona helps you identify & improve your understanding of your ideal customer. What kind of cases do you want? What kinds do you NOT want?
The first step towards getting more of what you want is to be highly specific about that.
The process of creating buyer personas will force you to put yourself in the shoes of your potential clients & give you a better idea of how and where they find information when they need legal services.
As a result, you can start giving most of your attention to the types of clients you want to serve, and spending less time dealing with the leads/clients/cases that you don't want (you know what I'm talking about ... you probably even have a name for them at your law firm like "the crazies" or "time sucks" – guess what, that is pretty close to creating a buyer person for what you DON'T want, and you wonder why you keep getting those calls?
Your brand personifies your legal practice.
What you say and how you say things will determine your law firm's brand voice. Your voice communicates the firm’s values, identity and even opinions to the market. It is not just the way things are shown (logos, imagery, etc.) but also how things are communicated (vocabulary, tone, etc.)
The goal of having a brand voice is to be able to project a uniform positioning, personality, and image – across all channels of interaction. From your office decor, to your website, to marketing materials, etc.
Your firm’s unique selling proposition is really the actually differentiating factor between you and your competitors – branding is really the practice of communicating that.
Unless you can identify what makes your firm unique in a crowd of homogenous law firms, you cannot establish a unique brand successfully.
Once you have established your brand identity, it is important to consistently apply it across all consumer touch-points.
A consumer touch-point is any place / time a potential customer or client comes in contact with your brand (before, during or after they purchase something from your business).
You can do this by crafting guidelines for design and application. For example, your logo should appear the same in your business cards, websites, letterheads, and any other place where potential clients might come across your brand.
Remember, this is how your clients will get to know your law firm moving forward.
So, how can a law firm stand out? How do you establish a strong positioning strategy?
Start by identifying the following:
These are two to three elements that truly set your firm apart from the competition. They will serve as pillars of your differentiated brand.
Many law firms use basics as key messages in their advertorials and promotional materials.
Examples of these are integrity, client service, pro bono, etc. However, these are already basic expectations from a typical law firm.
All your competitors have them as well. Definitely, these should not be the ones you highlight.
Neutrals are attributes that do not necessarily have positive nor negative impacts to your clients. In short, they don’t seal the deal. An example of this is your law firm’s celebration of 100 years in the industry.
Tenure does not necessarily guarantee the achievement of your client's goals.
These are challenges faced by your law firm faces that branding cannot address.
In recent years, law firms have begun to understand and appreciate the need for branding, and more firms are now veering away from traditional marketing channels (frankly, not enough though).
Clients view attorneys as experts. They want to be educated, informed, and enlightened - not just to be sold to. Recognizing this client preference, law firms now gear towards content marketing (aka educating your consumer when they are earlier in the buying journey, building trust, etc.
Kind of like how you are reading this article right now, before you hire us are your legal marketing agency
Creating blogs, newsletters, videos, surveys and webinars will help you engage with potential clients and actually get them to initiate contact to inquire about your legal services.
Consumers are always looking for reasons to believe before they give someone their business. Really just searching for that one little push.
Content marketing will help you do this. Put out relevant content that answers their questions, helps put their mind at ease (legal issues are super stressful, so hit that emotional trigger). Publish case studies & case wins on your website that feature success stories to inspire confidence.
You get the picture.
Establishing a solid law firm brand takes hard work, thoughtful planning & a clear strategy. Understand your buyer, understand your goals, and work towards creating a consistent & central way to portray your law firms unique differentiators.