A large law firm needs to fire on all cylinders to be successful.

Whether you realize it or not, almost every business decision managing partners make ultimately affects the firm’s marketing. Deciding on a firm name, hiring a new attorney, participating in an event or opening a new office can all be marketing opportunities.

For example, hiring and retaining talented attorneys may be the chief responsibility of human resources. But for large firms, each attorney is an extension of the brand. The attorneys you employ can be leveraged as business development opportunities for your firm. They bring unique experience and talent to your firm, and that’s ultimately what your potential clients are looking for.

Similarly, internal communications and community involvement should be closely tied to your firm’s marketing efforts. Large law firms can use internal communication to encourage employees to act as marketing levers, and community involvement can boost your reputation and visibility.

Chances are, your firm is performing all of these actions in a silo and you may be leaving lucrative marketing tactics by the wayside.

Large law firms need to operate as brands, with a clear vision and a strategy for the effective use of both paid and organic marketing. Each marketing tactic should have a purpose and a place within the larger marketing plan that drives your business development efforts forward. In a perfect world, your law firm would keep a laser focus on its brand, mission and vision and incorporate all three elements into its day-to-day operations.

But many large law firms are operating at lightning speed, and marketing strategy may take a backseat to customer service, human resources or other business functions.

Perhaps the new attorney you hired months ago still doesn’t have their biography on the website. Maybe you’re involved in a local charity event and you’re unsure how it fits into your marketing or law firm PR strategy. Maybe that PR strategy is still sitting in an idea file somewhere and you haven’t gotten to it yet.

Maybe you can’t keep up with the interview requests from local media and you’re unsure the right way to pursue meaningful media exposure that will help generate new business for your firm. Your firm is thinking about expanding into a new geographic area or practice area but may not have a solid marketing strategy for generating awareness in a new market.

At Postali, we help large law firm connect the dots between marketing and other functions of the business to create a seamless and thorough plan for your firm to build a brand and attract more clients. We can be your entire marketing team or work alongside an in-house team to amplify their efforts.

We’ll help refine your marketing plan, set short and long-term goals and connect the dots throughout your entire firm.

We’ll also set your business up for continued growth and help ensure your intake department and other areas are set up to handle the increase in leads that your marketing efforts will generate.

Large Law Firm Marketing

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Branding & Differentiation

As a large law firm, it’s important to create a brand identity that compels potential clients to call you. However, large firms face many challenges when it comes to effective marketing.

Large law firms often span across multiple practice areas and geographic markets. Creating a unique brand voice that translates to your entire potential market of clients requires careful planning and execution. Your client base is likely very broad, so finding a voice that appeals to everyone can be difficult.

That’s where we come in. We’ll help establish or refine your law firm’s voice and help ensure it reaches your target client and also resonates with them.

A strong brand for a large law firm goes far beyond creating a logo, slogan and creating some branding material. It requires a strong foundation to be successful. Before jumping into tactics, we will spend time identifying your firm’s differentiation strategy.

Even if you are the largest, you’re not the only firm in your market. Your potential clients are researching you and the law firm down the street. They may even be considering a smaller, niche firm if they believe they might receive a higher level of service from your smaller competitors. You have to have strategies in place to convince them otherwise.

As a large firm, you may have an advantage when it comes to your marketing budget. You have the potential to reach more of your market with your message, but it has to be the right message. We’ll help you create branding that highlights what makes your firm unique.

Whatever your firm’s differentiating factor is, we’ll make sure it’s clear and consistent throughout all elements of your marketing, whether that’s logo design, website content, direct mail or digital advertising.

A strong brand for a large law firm goes far beyond creating a logo, slogan and creating some branding material. It requires a strong foundation to be successful. Before jumping into tactics, we will spend time identifying your firm’s differentiation strategy.

Even if you are the largest, you’re not the only firm in your market. Your potential clients are researching you and the law firm down the street. They may even be considering a smaller, niche firm if they believe they might receive a higher level of service from your smaller competitors. You have to have strategies in place to convince them otherwise.

As a large firm, you may have an advantage when it comes to your marketing budget. You have the potential to reach more of your market with your message, but it has to be the right message. We’ll help you create branding that highlights what makes your firm unique.

Whatever your firm’s differentiating factor is, we’ll make sure it’s clear and consistent throughout all elements of your marketing, whether that’s logo design, website content, direct mail or digital advertising.

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Support for In-House Marketing

Many large law firms have at least one person dedicated to marketing. So, what’s the benefit of having an agency if you already have someone handling your firm’s marketing efforts?

It’s common to vastly underestimate the time and effort that goes into the planning, execution and analytics behind a comprehensive large law firm marketing campaign. Oftentimes, an in-house marketing specialist just needs more support.

Whether it’s consulting on strategy or executing on tasks like social media ads, website updates and blogging, Postali can provide support for your marketing team. We can fill the gaps and complement your in-house skillset.

Marketing for large law firms takes an army. Our team is comprised of website designers, developers, SEOs, photo/video production crew and digital marketing specialists. Oftentimes we work with large law firms on the areas that they don’t have resources to handle internally.

Want to handle your firm’s PR and social media in-house but need help with website design, SEO and PPC? We can create a custom agreement that provides the right level of support to create the comprehensive marketing strategy a large law firm needs to be successful.

Marketing for large law firms takes an army. Our team is comprised of website designers, developers, SEOs, photo/video production crew and digital marketing specialists. Oftentimes we work with large law firms on the areas that they don’t have resources to handle internally.

Want to handle your firm’s PR and social media in-house but need help with website design, SEO and PPC? We can create a custom agreement that provides the right level of support to create the comprehensive marketing strategy a large law firm needs to be successful.

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Website & Content Development

As a large firm, your website is an extension of your brand. Potential customers will look to your website to learn about your attorneys, the history of your firm, your office locations and the practice areas your firm handles.

We’ll help create a website that reflects your law firm’s unique story through a visually-appealing design that incorporates branding elements. This may include video content, an interactive map of your office locations or a searchable database of your attorneys by practice area, location or name.

Most importantly, your website needs to present content in an easy-to-navigate manner. A large firm often needs a large site, including attorney biographies, a regularly-updated blog, pages that highlight each practice area and geographic markets. You may also want a section of our website to highlight your media coverage, videos or community involvement.

We’ll create a detailed, research-based SEO content outline for you to review and ensure your website is easy for users on all devices to navigate.

Most importantly, your website needs to present content in an easy-to-navigate manner. A large firm often needs a large site, including attorney biographies, a regularly-updated blog, pages that highlight each practice area and geographic markets. You may also want a section of our website to highlight your media coverage, videos or community involvement.

We’ll create a detailed, research-based SEO content outline for you to review and ensure your website is easy for users on all devices to navigate.

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Press & Media Relations

For large firms, there are two types of press that can benefit your business:

  • National Media Coverage – Even if you only operate in one state, it’s important to establish your firm as a thought leader in your field(s) of law, and national media coverage is one way to do so. We’ll help identify media opportunities in national news sites, legal industry publications or other relevant blogs that your potential clients are reading.
  • Local Media – Every firm, regardless of its size, needs to compete with other firms in a particular city or state. Even if you’re a multi-state firm, you need to appeal on a local level to the clients you want to reach. We’ll build local media relationships on your firms’ behalf to establish press coverage, local sponsorships or create buzz around your firms’ community involvement.
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