Digital Marketing

Cover photo of blog post that reads: Marketing Strategies for Law Firms in 2024.
Posted On: By Postali

What separates a thriving, successful law practice from one that’s struggling to get off the ground? Oftentimes, it simply boils down to the effectiveness of their marketing strategies. Indeed, marketing tactics are crucial in helping law firms attract new clients and maintain existing relationships. They can also help practices stand out in the highly competitive legal landscape.

That said, what works for a big law firm won’t necessarily pan out for its boutique counterpart — and that’s okay. Their target clients are vastly different, so it makes sense for their marketing tactics to contrast. In this blog, we explore four marketing strategies for law firms of all sizes with insider tips on how to get started. 

As you read, remember that marketing isn’t one-size-fits-all, and the strategies below work best in addition to a foundational marketing plan and strong digital footprint. 

Make sure to watch Postali’s CEO, Jenna Saponaro, share her insights on these legal marketing tactics on YouTube or at the end of this post.

Start running Google Local Service Ads.

Local Service Ads (LSAs) are a great marketing tactic because they help law firms easily connect with individuals searching for legal services in their area right when they need them most. LSAs are a type of Google Ad where you pay per lead instead of pay per click. That means you only pay if a customer contacts you directly through the ad’s call to action, such as call or chat. For instance, if somebody Googles “personal injury lawyer in Columbus,” sponsored Google Business profiles will populate at the top of the search page, making them hard to miss.

LSAs have been available to law firms since 2021, so they aren’t necessarily the shiny new thing. However, they usually produce high-quality leads since the people searching are actively looking to make a hiring decision. Kicking off LSAs is easy to do, and there’s a low barrier to entry — simply sign up, set your budget, and get started. Don’t forget that you’ll also need an up-to-date Google Business Profile with optimized information and images. Additionally, you’ll need at least five company reviews, preferably positive ones. While you can run LSAs on your own, working with a marketing agency that specializes in LSAs for law firms can help optimize your campaigns to improve your results.

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Experiment with video marketing.

If a picture’s worth a thousand words, just imagine a video’s value. According to research from the American Bar Association, only 24% of firms incorporate video into their marketing. You can strategically promote your services by using videos at your firm, giving you an advantage over competitors. The great thing about videos is that they can be leveraged in so many different ways. Need a succinct “about us” on your website? Video. What about a new FAQ page? Again, video. Video’s multifaceted power can engage users like anything else — just be sure to include subtitles with all videos to enhance their accessibility.

Video marketing is an excellent strategy for law firms who want to connect with their prospective clients authentically. Through video, lawyers can come across as altruistically-minded advocates, vying to seek justice on their clients’ behalf. If you’re using video effectively, it also has SEO benefits. Google’s algorithm doesn’t just crawl your website for text — it also searches for different kinds of media, according to SmartBug Media. Videos can help increase website engagement by keeping visitors on your page for longer. By thoughtfully incorporating videos, you can also make your website more appealing and user-friendly, leading to lower bounce rates. If you’re new to the video world, consider working with a professional agency or video vendor to help you develop high-quality videos. An iPhone shot’s okay for social media, but it’ll only get you so far. 

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Market to your existing and past clients.

It’s somewhat of a cliché, but it’s a fact nonetheless: it’s much cheaper for your practice to grow an existing client account or win return business than it is to acquire new ones. For that reason, law firm marketing strategies shouldn’t focus solely on winning new business. Rather, they should also serve to nurture the existing relationships you’ve already established. That said, what steps (if any) are you taking to market your firm’s legal services and solutions to the pool of people you’ve already worked with? If your answer is “none,” then our following tips and tricks are an excellent way to start.

To begin, it’s best to identify a list of clients for whom you produced a positive result. They’re more likely to be receptive to your ongoing marketing efforts than, say, an unsatisfied client. Also, consider sending a monthly client newsletter with up-to-date information to keep the conversation going and stay top-of-mind. Another tactic might involve sending direct mail flyers, routinely reminding recipients of your legal offerings. That way, they’ll be more likely to use your services for future cases or pass along your information to a friend or family member in need.

Referred clients are valuable to law firms and are usually quick to convert. In fact, referral leads convert 30% better. Consider sending an SMS text to your database for a more immediate marketing effect, encouraging past clients to leave reviews on your Google Business Profile. That way, you’re reminding them of your services while also improving your online presence.


Get involved locally.

Oftentimes, law firms are pillars of their local community. They live, work, and play in the same place where they practice law. Law firms provide essential services and support that positively impact local residents’ well-being. For that reason, law firms can build some of their marketing strategies on a foundation of community involvement, be it through sponsoring a neighborhood sports team or creating a scholarship for the area’s high school. Law firms can utilize community involvement to their advantage in myriad creative ways, ultimately bolstering their brand image in the eyes of individuals, businesses, and organizations alike. These tactics often lead to a high-quality backlink to your website, which boosts your website’s credibility, positively impacting your law firm’s SEO efforts. 

In addition to sponsorships and scholarships, law firms should also think about local advertising avenues through mediums like magazines, newspapers, and billboards to complement their digital marketing tactics. The more visibility to the local community, the better. When it comes to community involvement for law firms, the sky’s truly the limit.

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Leverage the experts to propel your marketing strategy into the future.

In 2024 and beyond, law firms of all sizes can benefit their businesses by embracing new marketing tactics that help to strategically separate them from their competitors. Must-have marketing strategies like local service ads, videos, client nurturing, and local involvement can all help set a firm apart. Ultimately, the goal is to capture attention and engage potential clients in meaningful, memorable ways.

It’s important to remember that the right marketing strategy will differ from firm to firm. That’s why law practices should consider hiring a professional legal marketing agency to leverage their specialized expertise, innovative ideas, and industry insights. Additionally, law firm marketing agencies can help teams stay up-to-date on industry trends and Google’s ever-evolving algorithm. Since they have the inherent know-how to craft targeted, impactful campaigns for their clients, they also free up valuable time for lawyers to do what they do best — practice the law.

If you’re looking for a partner to help your law firm grow its business through holistic digital marketing strategies, contact Postali.


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