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You are here: Home / Marketing Strategy for Law Firms

Marketing Strategy for Law Firms

To understand marketing strategy for law firms, lawyers need to appreciate the concept of the customer journey. This should be easy to get to grips with because lawyers are consumers, like everyone else and behave in the same way. Their pre-purchase behaviour, whether they are buying a holiday, insurance or a new TV is just the same as the rest of us (shock, horror!)

Marketing Strategy for Law Firms

Once you understand the logic of the customer journey, then the marketing strategy has a context and a relevance in which to fit.

No one like to make a fool of themselves

Buying a new TV and buying legal services have more in common than you might think. Both are likely to be irregular purchases, and neither is particularly cheap. That being the case, by human nature, we want to get ‘up to speed’ with the latest developments, so as not to look, dare I say it a ‘numpty’ in front of the experts when we talk to them.

This is where browsing the internet comes into its own. The internet provides a safe environment to ‘get up to speed’. We all research websites, to find out what we are looking for specifically and then leave. This explains why, in the case of law firm websites, the dwell time is low despite the visitor numbers often being high.

Once people have the information they need, their confidence is greater and they can move onto the next purchasing stage: cost and value.

This is where a divergence appears between the TV and legal services example. It is far easier to compare TV prices. That said, there is a greater transparency of law firm costs, certainly for private client services.

With the knowledge and cost boxes ticked, the purchaser is prepared to reach out and make an enquiry. They may ask about availability and costs specific to their circumstances. This may be the first time a new client has had direct contact with a law firm. They will be seeking ‘head and heart’ signals that your firm is the right choice for them – the chemistry.

Relating back to marketing strategy for law firms.

How do the previous paragraphs link back to marketing strategy?

  • They show that a law firm should expect a new client to have several (and up to six) passive touch points before you have any direct contact.
  • Understand that a new client is starting with an empty box that they want to fill with the information to become confident about their purchase. The marketing strategy needs to set out what information a new client is likely to want and in what formats they want to take it.
  • Realise that if people are coming to a website at different stages of their customer journey to provide a fastrack mechanism to reach the information they need.
  • A website should be used as a way to progress as much of the information gathering as possible. Law firms do not make use of online forms in their client acquisition process anywhere near as much as other service providers.
  • The content of any successful marketing strategy needs to fulfil that requirements of showing the firm’s: competence, personality and transparency.

Read more…Marketing for law firms

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I used Nick and Tracey from Sixth Sense Marketing to update and train my team on how to use and to get the best out of... social media. Nick and Tracey were responsive, professional and hit the brief completely. We are now a team filled with confidence and enthusiasm, and buzzing with ideas to get started.read more
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Nick and Tracey have done a lot in the community and the quality of their work is great. Nick and I have also been... working together both from a marketing perspective and also to help local business owners. I have always been impressed with the value Nick adds and the quality of the work.read more
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Nick has been a valuable source of marketing advice and support. He has given me a clear strategy for growing the... following on my Gut Health Facebook Page and has also improved the quality of the delivery of my marketing messages, campaigns and webinars. Nick is a fantastic sounding board, easy to work with and I’d recommend him without hesitation. Working for yourself can be difficult at times and having someone like Nick to bounce ideas off was worth every penny.read more
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“Nick has been a significant help to me in developing Target Tutoring and growing the profile of the business. The... website that he and Sixth Sense Marketing built continues to draw favourable comments from those who visit it and I know it is a high ranking site for private tutoring searches locally. I highly recommend Nick and Sixth Sense Marketing.”read more
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Our client Bespoke IT Solutions asked us to design and develop a new website for them and we worked very closely with... Nick as he had been engaged as their Marketing Consultant. Nick gave us a thorough brief and was very hands-on throughout the process. He provided us with clear direction, timely attributes and with his creative input we have managed to produce a site that our client is delighted with. Having had the opportunity to work with Nick, we will ensure to keep in touch and pass on recommendations in the hope we will be able to complete further projects together in the future.read more
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Sixth Sense Marketing have really helped me and my business in an area that I knew little about. They are so easy to... do business with! Clear strategic marketing plans are in place and the manner of working has established strong trust levels, that for me, are critical when making decisions outside of my own areas of expertise.read more
Mitch Lucke
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23:51 31 Jan 20
Once again Nick at Sixth Sense Marketing has come to the rescue. Not only does he come up with great ideas and... strategies to help me to take my company forward. He's always ready to help me with any problems I might have with my website. Would highly recommend.read more
Jason Dalton
Jason Dalton
21:34 31 Jan 19
Sixth Sense Marketing is a thorough and effective marketing support tool, which every business should consider. The... variety of services offered, provides a full 'virtual marketing team' to support my (and your!) business. Nick and Tracey provide really useful guidance and support. The marketing knowledge and experience, each of them provides massive confidence to the quality of service to expect... and they do not disappoint. I have used several aspects of the marketing expertise, including blog writing and proof reading, with some really useful advice and support on my website planning and marketing plan. Highly recommended. Jason Dalton Safe Hands Bookkeeping Ltdread more
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Tracey provided the clarity that I needed in building my brand, setting out a plan and giving good, relevant... suggestions on what to do. She is a delight to work with, asks good questions and is pleasantly persistent! Just what you need! I thoroughly recommend her!read more
Tom Ashton
Tom Ashton
10:36 09 Jan 19
Nick is a capable marketer and likeable person. He is quick to grasp key issues and is an asset in creating content on... behalf of our mortgage business. For any business looking to raise their professional profile, I would highly recommend Nick and Sixth Sense Marketing.read more
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