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Earlier this week, we mentioned a few ideas for dentists to improve their marketing efforts. Now, let’s talk about lawyers.

Lawyers are in a similar situation as dentists. They are trusted professionals in their field, but often overlooked in that they are also busy entrepreneurs and business owners.

And with that, here’s 3 marketing tips for lawyers to improve their firms’ marketing.

In this episode:

0:25 – Start building authority with content marketing

1:00 – How often do you need to put out content?

1:25 – The real driver of content marketing

2:20 – Let’s try this idea for automating positive and real referrals and reviews

3:55 – The unethical SEO strategies to avoid

4:40 – What makes good SEO?



We’ve got 3 quick tips for lawyers interested in marketing. First of all, you probably want to build your authority. And, that authority is most likely in a specialty; something you do best. You want to think of what you’re known for, what you want to be known for, and how can you establish that authority.

One of the best ways to do this is through content marketing. This has proven effective whether it be a small business or a Fortune 100 company. I have to say, I don’t see many lawyers engaged with content marketing. I think part of the reason is that there is a time investment that goes along with it. If you’re doing it all alone, it is a pretty substantial time investment.

At the same time of this being important, you need to balance what medium you are interested in communicating through. It’s more important to have consistency over frequency. Now, hearing from you once every 6 months or a year won’t give you any authority. You won’t have to worry about hitting the social networks every morning or even communicating on a weekly basis. But. when it comes to content marketing, the real factor is consistent value. You want to bring value to your visitors that come by your website or subscribe to your newsletter, you want to give content that builds credibility to you, helps you gain trust, and helps you to gain that authority.

Whether you want to create a blog, create  a monthly newsletter, make videos online, create a white paper, or any of the other opportunities, figure out what’s best for you and your goals. Just make sure to plan ahead to make sure it’s something you can do consistently and offer value with every time.

The second quick tip I have for you today is to automate your referral and review systems. You might have a strategy now on how to get referrals and reviews. If you do, great, but there may still be an opportunity to improve on that. Let’s say we have a system set up where you communicate via email with your client – so you have that on file. Now you can send them a piece of content that they might find useful – something from my first tip perhaps – that you created, whether a video or article or so on. At the same time, you may be in another situation where you just finished a case with a client.

Now you can send them an email encouraging a 5-star review and an incentivized offer along with that. Perhaps now you can build in an additional offer, a stackable incentive, for introducing a new potential client. So you get that review and referral as well. A quick “thank you” email can be sent out after that review is made so you continue to build that relationship for future cases, opportunities, and referrals.

All that sounds like extra work, but all that can be automated. If you get the right CRM software behind you (Customer Relationship Management software), then you don’t have to worry about sending these emails and tracking everything. It will send all the emails out for you and keep the communication going. And, it’ll save you time from doing this yourself.

Finally, create an SEO strategy. Now, you might hear about some law firms that have an SEO strategy that’s not so “well-established” methods. In fact, these are pretty risky. They may be buying links and trying to increase visibility through “gray-hat” or “black-hat” methods of search engine optimization. These things are likely to penalize you. Google is getting better and better at finding people using these methods.

Instead of setting a plan to climb the ranks like that, if you want to get to the top immediately, invest in Google AdWords. But if not, this is about an SEO strategy, so content marketing is a very important aspect of that. Google likes to see positive, valuable content and they are getting better at analyzing websites and figuring that out. So, if you went along with my first tip, that’s something that will already work in your favor.

Beyond that, you want to look at on-page SEO elements that have to do with internal link structures, how you link within your own webpages, as well as headlines. This is something you want professionals to look at. I hire people myself to do SEO work because you want an expert working on something technical like that. There are things you can look up as guides also if you want to get to work now yourself.

And finally, you want to make sure you have a system that runs your website in an optimized state for search engine optimization. We talked about the on-page elements, we talked about the continuous, beneficial, valuable content, and you also want an external strategy as well. That includes building links and so on.

The point is, you need a strategy. And not a short-term, quick win type of strategy. Don’t try to cheat the system, just put out great content and incorporate different components of good SEO and you’ll get there.

I hope you learned something today and got some good ideas. If you’re inspired to build that authority and SEO strategy, get to work. If you have any questions, feel free to reach out to me directly at David@PrimalDM.com.



David J. Bradley is the Best Selling author of Getting Digital Marketing Right and Managing Director of Primal Digital Marketing. He is an entrepreneur dedicated to the growth of his clients, his team, and himself. To learn more about David, click here.