Effective marketing strategies for lawyers to build a successful law firm brand


Law firms have to find new and creative ways of getting potential clients to remember them, especially in this digital age when everyone’s attention span is short. One way of doing this is by implementing effective marketing strategies for lawyers.

There are many ways to build your law firm brand and establish yourself as an industry leader. In this blog post, we will discuss some legal marketing strategies that law firms can use to build a successful law firm brand and increase their client base.

Lady Justice (©Tingey Injury Law Firm)
Lady Justice (©Tingey Injury Law Firm)

Define your brand.

The first marketing strategy for lawyers to implement is to define their brand. When you begin thinking about building a successful law firm, it’s important that you take the time and effort necessary in order to create an overall vision of who your ideal clients are, why they need legal services, how their life will be improved by receiving them and the kind of experience they should have when they are with your firm. Once you’ve created this overarching vision or story for potential clients, you can move on to the next legal marketing strategies for lawyers.

Brand identity is also an important aspect to consider. It’s not enough for your firm to simply have a logo or slogan. Law firms need an entire brand identity that they can use across all of their different channels of communication. Your marketing should fit into this overall vision you’ve created in regards to defining your firm’s brand.


Create a strong social media presence and content strategy to engage with potential clients.

Have your marketing defined before implementing appropriate strategies that will help build up and establish your firm’s brand. The first legal marketing strategy lawyers should consider is utilizing social media channels like Twitter or LinkedIn to engage with potential clients. Law firms can use these platforms as a way of demonstrating their expertise by sharing interesting content related to legal topics but not necessarily law while also responding to comments other users make on these posts.

Following legal blogs is another great marketing strategy for lawyers which has been shown to be effective when trying to connect with potential clients who may need assistance from a lawyer one day.


Develop an email marketing campaign that provides value to your target market.

Email marketing is an important marketing strategy for lawyers to consider. Not only can it help you establish your firm’s brand by engaging with potential clients over time. Email newsletters are a great way of providing value and demonstrating expertise that intrigues potential clients enough that they want to learn more about your law firm has to offer.

Your email campaign should be tailored around the overall brand identity you’ve defined. It may include specific content related to different sub-topics within the main niche or subject area as well as any other relevant information like upcoming events that your target market might find interesting.


Build relationships with influencers in your industry and create opportunities for collaboration.

Reach out to the influencers in your industry on social media, via email or through a platform that they prefer. Make sure that every content or information you send them or ask from them provides value either through education, expertise or entertainment.

Once there is an established relationship between you and someone influential within your target market, it’s possible that they’ll mention or share your firm’s content over time. This will help establish its reach through word-of-mouth advertising.


Leverage the power of video by creating short, engaging videos on YouTube or Facebook Live.

Video marketing is one of the most powerful and effective strategies for lawyers. Videos can be used to demonstrate expertise, build relationships with potential clients and help you establish your firm’s brand all at once. Since videos are highly shareable across different social media platforms, they can reach of a lot of people very quickly.

When producing videos either on YouTube or through Facebook Live streaming content live online, make sure that they fit within the overall vision you established earlier for your ideal client. Remember that educational video can go a long way towards demonstrating expertise while entertainment value will keep audiences coming back again and again and sharing these videos.

Categories: BLOGS, legal matters

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