4 Ways Law Firms are Using Online Marketing to Their Advantage

June 2, 2017

Any business that isn’t utilizing an online marketing strategy is undoubtedly missing out on a sizable chunk of business, as well as countless opportunities for expansion. Law firms have historically been aggressive at marketing because building a robust portfolio and resume is an extremely important way to sway clients in their favor. It seems as though every major firm has a well-designed site and a marketing team to take care of lead generation on a full-time basis. Even smaller firms are investing considerable budgets into enhancing their online presence and increasing outreach. With that said, here are four ways in particular that law firms are using online marketing to reach their full potential.

1. Targeting a Specific Audience

While TV and radio ads are usually aired for anyone watching or listening to the channel to see or hear, online ads are tailored and displayed to be shown to an audience that is likely to need the firm’s services. In fact, law firm marketing from firms like Berbay has become an advertising niche in and of itself and there are even marketers who specialize in this form of promotion.

2. Becoming a Pillar in the Community

Most law firms will try to stay active on social media, forums, and blogs to become an authority on the topics and types of cases they usually deal with. This allows people in the firm’s immediate and extended network to become familiar with them as a source of help and resources if they have questions. After establishing a reputation in their communities, firms often enjoy a steady flow of clients from referrals and ongoing exposure.

3. Displaying Expertise and Experiences

Having a strong online presence typically entails sharing tips and info via blog posts, social media, updates, forum responses, webinars, and other forms of online content. After all, a law firm’s promotional material has to center around something, so it makes sense that attorneys and their associated marketers would place an emphasis on highlighting relevant skills and knowledge

4. Spreading Brand Awareness

Law firms usually take a dual marketing approach – promoting both their individual attorneys and the firm’s brand as a whole. That way, even if someone has never heard of a particular lawyer there is a good chance that they will know about the law firm, and the crucial component of brand awareness automatically boosts the desirability of each individual attorney that works for the firm.

Savvy Clients Making Industry More Competitive

Nowadays, people are more inclined to look for a second, third, or even fourth opinion on a subject before they make a final decision. While the internet has equipped law firms with the ability to reach a huge number of prospective clients in a short time, it has also equipped clients with the ability to compare dozens of options at their fingertips. There is also a lot of free advice and consultation given on forums, so law firms have to be more prepared to deal with people who know what they are talking about.


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