If you want to compete with and outperform your competition, attract your ideal clients, differentiate your offer, and grow your law firm, you need a marketing strategy. The form this takes will depend on your business goals and objectives, but a robust, well-considered strategy will help you achieve them more efficiently and cost-effectively. As professional services marketing industry experts, we know that this is never one-size-fits-all - we help you get your investment in marketing right the first time.
We provide experience-led marketing strategies to help build your law firm’s reputation, attract your ideal clients, and surpass your business goals. You can trust us to act as your marketing department, keeping results high and costs low.
You want your law firm to stand out from the crowd and regularly attract high-quality clients, and a robust, well-crafted marketing strategy can do that for you. Whether you’re a boutique commercial firm looking to attract ambitious start-ups and entrepreneurs or a long-established high-street firm wanting to shake off your ‘old school’ reputation and usher in the next generation, as former in-house marketers, we have the experience and know-how to help you achieve your objectives.
How it works: your law firm’s outsourced marketing department
When it comes to growing your legal practice, we understand that budgets and time constraints can make it challenging to build an in-house marketing department. This is where outsourcing your marketing efforts to an agency like Cal Partners can be incredibly beneficial. With our team of experienced former law firm marketing managers and partners, you have access to expert strategies and valuable insights without the need for a significant investment. Whether you're looking for digital advertising campaigns, social media management, or content creation, we have the expertise to help you achieve your goals effectively and efficiently.
Marketing strategies for law firms
Using our combined years of experience in legal marketing, we work directly with your partners, leadership team, and even your existing marketing manager to build a marketing strategy that speaks directly to your ideal client, using a combination of relevant tools and tactics. We’ve worked in law firms before, so we know what works and how to communicate this internally and externally. No two law firms are the same, and our approach is tailored to getting to know you and your law firm and helping you reach your business goals as cost-effectively as possible.
To maximise the success of your firm, it is essential to implement a comprehensive marketing strategy that combines both traditional and digital approaches. This includes utilising a mix of offline tactics such as PR, print advertising, and in-person events alongside innovative online methods like search engine optimisation (SEO), pay-per-click (PPC), social media marketing, and conversion rate optimisation (CRO). By integrating these strategies effectively, you can reach a wider audience of potential clients and establish your firm as an industry expert in the legal field.
Outsourced marketing for law firms
Looking for a marketing strategy tailor-made for your law firm and delivered by industry expert CIM Chartered Marketers? Get in touch to explore growth, differentiation and innovation in your business.
FAQs
Why does my law firm need a marketing strategy?
What tactics should my law firm use in its marketing?
Each law firm is different, and your marketing strategy directly relates to your business goals and objectives. Effective law firm marketing plans use an integrated approach that usually covers a combination of digital marketing, social media, content marketing, PR, CRO, and traditional marketing. With our extensive experience of marketing professional services businesses, we deploy the most impactful and cost-effective tactics to highlight what makes your firm stand out in the marketplace, both to existing and prospective clients and the best talent.
Why do law firms outsource their marketing?
Budget constraints, limited time, and lack of marketing experience and expertise are common reasons why ambitious law firms outsource their marketing to an external agency. By putting your strategy in the hands of marketing experts, with proven in-house and agency experience of helping law firms and solicitors' practices grow their business and attract their ideal clients, you can benefit from a complete, highly skilled marketing team without worrying about hiring a new employee (or more). Instead, you can focus on the ‘day job’ of fee-earning, managing and growing the business.
Why is an integrated approach to marketing important to my law firm?
It pays to be where your clients are looking. Google is increasingly focusing on its updated E-E-A-T (experience, expertise, authority, trust) framework, which it uses to rank all content to choose what is shown on search results pages. By showcasing your expertise across your social media pages, website, third-party websites, via PR, and at events, Google – and your future clients – will start seeing you as the go-to name in expert legal advice. Having industry experts like us on your side enables your business to navigate and thrive in this constantly evolving arena and, through an integrated marketing strategy, never risk being left behind.
Marketing Services for Law Firms
Utilising social media platforms like LinkedIn, X (formerly Twitter), Instagram, Facebook, and even TikTok can be an incredibly powerful tool for connecting with and directly engaging your ideal client. Maintaining a consistent and recognisable presence on these platforms that your target audience frequents is not only a good idea; it should be a fundamental component of your firm's overall marketing strategy.
We specialise in helping law firms establish and grow their online presence through effective digital marketing strategies. Our team will work with you to create a tailored content strategy that resonates with your target audience, increases traffic to your website, and ultimately builds trust in your brand.
The way in which you present yourself online can make a significant impact on potential clients' perception of your law firm. It's crucial to have a strong online presence that showcases the valuable services you offer and establishes trust with those seeking legal guidance. By implementing effective strategies across various platforms such as social media networks like LinkedIn or Facebook and creating engaging content through blogs or videos tailored to address specific legal issues relevant to your practice area will help increase traffic to your site. This will not only attract more potential clients but also position you as an expert in the industry.
In today's competitive market where firms are constantly vying for attention from their target audience through online marketing efforts like search engine optimisation (SEO) campaigns or email newsletters targeting specific client segments - having a well-thought-out plan in place is essential for success. By knowing how best practices work together within this ever-evolving landscape of digital marketing tactics ensures that every effort put forth yields positive results towards achieving set goals efficiently over time.
We can work with you to ensure that search engine optimisation (SEO) is directing leads to your website and social media, any pieces of content – blogs, videos, podcasts, webinars - are optimised, and your pay-per-click (PPC) campaigns are relevant and effective.
Your law firm's future perfect client is seeking solutions to their legal issue through various channels - online, offline, and on social media. Implementing content marketing strategies ensures that you are seen as the firm to solve it. Your firm, partners, colleagues, and existing clients can serve as a valuable resource to establish your reputation, attract new clients, and showcase thought leadership within the industry. By creating hyper-relevant social media content, engaging blogs, informative webinars, captivating podcasts, insightful white papers, compelling videos, and interactive animations tailored to solving their problems, you can educate potential clients about your services while building trust and credibility. This approach not only helps in increasing visibility but also in converting leads into loyal clients who value the expertise and guidance provided by your firm.
Using our experience in the legal industry, we can help you identify and repurpose existing content and develop new and engaging pieces through a well-crafted content strategy.
To increase visibility for your firm, establish credibility with clients, referrers and intermediaries, and amplify your message, public relations (PR) should be an integral part of your overall marketing communications strategy. PR goes beyond traditional press releases to include digital media, thought leadership content creation, and building long-lasting relationships with relevant industry journalists and media outlets.
We can help you set your firm apart from your competitors, establishing your reputation as experts in the legal field, and attracting ideal clients through strategic PR efforts. Let's make sure your unique story gets the attention it deserves!
Establishing a compelling, appealing employer brand for your legal practice is just as crucial as developing your client-facing image. Your team serves as the face of your firm and interacts with clients daily, making it essential to attract the right legal and business support professionals to drive the success of your law firm. By showcasing your company culture and commitment to employee wellbeing through social media, spotlighting employee achievements and milestones, and promoting job opportunities, you can ensure that your talent pipeline is filled with the best, most appropriate candidates for your firm. Marketing plays a vital role in communicating the advantages of working at your firm to existing employees, ultimately aiding in retaining top talent.
By implementing a comprehensive recruitment marketing strategy, we can assist you in expanding your law firm from within.
Engage, excite, and educate your target audience by utilising engaging video and animation content. Whether it's a brief 30-second face-to-camera clip shot on your phone, an informative animation simplifying a complex legal process, or a compelling case study showcasing a client's success story filmed at their office, these strategies will set your firm apart from the competition. Enhance visibility, drive website traffic, and convert more clients through both short and long-form videos that effectively convey your firm's expertise and value proposition.
With our experience in digital marketing for law firms, we can assist you in identifying exciting video and animation content opportunities to enhance your online presence. Our proven strategies will help bring your vision to life and engage with your audience effectively.
You can lead potential clients to your website, but can you entice them to take action? With conversion rate optimisation (CRO), you can ensure that visitors are motivated to 'learn more', 'click here', ‘download now’ or ‘register here’ and ultimately convert into valuable leads. An effective CRO strategy guarantees that your website's user experience (UX) is optimised for maximum results, turning clicks into loyal clients and increasing your return on investment.
By analysing your website through user journeys and the user experience and employing innovative tools such as heat maps and A/B testing, we can understand why your clients are – or are not – converting and put a strategy in place to ensure higher conversion rates.
Your clients come to you for your legal experience, qualifications, and know-how, not your marketing skills, but that doesn't mean you shouldn't market your firm. Engaging with an outsourced marketing partner to develop and deploy a marketing strategy to build your firm's reputation, attract your perfect clients, and find and retain the best talent can ensure you play competitively in your field.
We work alongside you, your leadership team and any existing in-house marketing resource in partnership to refine your brand strategy and offer new skill sets, fresh perspectives, and innovation, all of which have been developed through our own experience and professional CIM qualifications.
Marketing for Professional Services
Cal Partners
The go-to strategic marketing partner for ambitious professional services