Attracting high-value clients requires you to learn a few strategies to stand out. These clients want the best, and so you should also know how to show them that you can give them what they deserve.
Let’s look at different digital marketing and PR strategies to help you attract high-value legal clients.
Image source: Andrea Piacquadio
Social Media Marketing
Let’s be honest: everyone is on social media nowadays. If you want to appeal to high-value legal clients, then you have to reach their social media feeds. Modern marketing for legal professionals, however, needs an ethical approach. The nature of this industry requires you to thoroughly research everything you post online.
Social media marketing is also more than just posting whatever you want. It’s also about learning how to appeal to your audience for the best leads. This is why it’s important to carefully choose your posts depending on which social media platform you’re posting on.
For example, platforms like LinkedIn require a more professional tone, while you can go for a more casual, laid-back voice on apps like Instagram. Interacting with your audiences on these platforms can also boost your visibility so that you attract more high-value legal clients.
Search Engine Optimization
After marketing for social media comes marketing for search engines. People will almost always go online and search for the best options near them. This is where search engine optimization (SEO) comes in.
Targeting the right keywords and ranking for them will do wonders for your law firm. Always take time to do keyword research that indicates a potential client’s intent to hire legal services. Mix up short-tail keywords, long-tail keywords, and geo-specific keywords.
At the end of the day, you should be targeting keywords that people are searching for. If you don’t, then you waste all of your efforts. Your content and website may rank, but nobody is actually looking for them and they don’t turn into clients.
Content Marketing
Learning about the right keywords isn’t enough. Making sure that your content is well-researched and written is equally, if not more, important. Without good quality content, you risk losing your rankings.
Think about it this way: who would trust a website that spews out questionable content? Your content should always reflect your firm’s values and follow a consistent style and thought. Have a content style guide in place and refer to it whenever needed.
In addition, optimize meta titles, descriptions, and headers with primary keywords as well. These are what appear when someone searches for your website on search engines. If they are not the right length or if they’re not catchy enough, there’s a high probability that click-through rates won’t materialize.
Web Design
Web design also falls under SEO. You should make sure that your website’s design caters to the person visiting your website. Are your load speeds fast? People won’t stay on a page that takes seconds to load. This will also mean that they won’t even want to visit your site again.
Think about the elements on your website as well. It’s always best to work with an experienced UX designer to understand which parts of your website design can use some improvement. They know the best elements to add and remove so that your website stays engaging and appealing to your audience.
Lastly, don’t forget to optimize your website for mobiles. Everyone is on their phones these days and chances are, they are also going to look up your website on their phone. A website that isn’t optimized for mobile use basically doesn’t stand a chance against those that are.
Email Marketing
Email marketing is another great way to attract high-value legal clients. By going directly into your target market’s email inboxes, you can personalize your message to appeal more to their needs.
Try focusing on dynamic content when sending out emails. Use the recipient’s name and tailor content to their interests or industry. Customized CTAs also make it easier to target specific goals, such as scheduling a consultation or downloading a relevant resource.
When doing email marketing, don’t forget to track key metrics along the way. See which of your emails are actually being opened and which ones actually convert to actual clients. If the numbers are consistently low, then you may want to dig deeper and see what strategies aren’t working.
Client Reviews
You should never ignore what other clients are saying about you, especially in the legal profession. These positive reviews can help build your brand and establish your reputation so that you can attract more high-value legal clients.
When it comes to this strategy, it’s important to collect reviews from other high-value legal clients as well. When you successfully close a case, try asking for a review. This will build your firm’s credibility, so make sure that the process of leaving a review is as easy as possible on their end.
There are also multiple platforms on which you can post client reviews. It’s best to utilize a few of these platforms so that you have more visibility online.
The Bottom Line
Attracting high-value clients requires you to adopt different digital marketing and PR strategies. These help you build a strong online presence so that you can establish trust with potential clients.
Remember to always be consistent in your strategies, no matter how varied. A careful and well-thought-out execution of these strategies can ultimately help you position as the top choice for high-stakes, high-value legal matters.
