It doesn’t take a rocket scientist to see that when you put generic marketing materials out there, people largely distrust the legitimacy and validity of your claims. It’s just common sense these days. That’s why businesses brand their materials- when you personalize your attorney marketing, you’re seeking to present yourself as a more legitimate business because there’s a face, a brand, and a name associated with it, not just stock photography.
But today, many law firms still don’t get it. Many law firms release attorney marketing content that is nothing more than stock photography and vague promises that their firm is the best, they set up sites that look spammy and generic, and they establish social media which looks equally generic. What these law firms fail to see is that consumers have less trust in generic looking attorney marketing than they do in personalized or branded attorney marketing. So how do you personalize your attorney marketing? Let’s examine the best practices now.
Personalize Your Attorney Marketing
Legitimacy and trust isn’t easily obtained from consumers. In fact, many businesses can’t beg, borrow, or steal trust from consumers. For attorneys, it should be a primary focus of your attorney marketing. Because if your law firm can engender trust in people, it has a better chance of converting these consumers into paying clients. Think about it from a consumer’s perspective. Would you hire a law firm that you couldn’t trust? How do law firms encourage trust in consumers? They do so by personalizing their attorney marketing. Your law firm can do this in a number of ways, including:
• Branding your attorney marketing. When you brand your attorney marketing, you put your law firm’s name and reputation behind your materials. Your law firm can personalize your attorney marketing by focusing on your brand- your firm’s value and culture, its logo, location, and pictures. Branding your attorney marketing materials in this manner puts a face and a name to the attorney marketing, making it appear legitimate and trustworthy.
• Tieing your attorney marketing in with your social media. Does your attorney marketing encourage consumers to check out your law firm’s website and its social media? By including social media in your attorney marketing, you encourage consumers to get to know your law firm in a more personal manner. You also encourage them to reach out and connect with the firm. Now, more than ever, social media has become a primary method for search by consumers. When your law firm ties its attorney marketing to its social media presence, it encourages consumer trust and can convert clients easier. You also gain the ability to share your law firm with your fans’ other friends, increasing your exposure overall.
• Claim authorship of your content. With the advent of Google Authorship, it’s easier than ever to put a human face to your law firm’s content. When your law firm puts out items like blogs, adding a face to the blog encourages consumers to equate your law firm to real people, not just stock photos that are often used to correlate with the writing. This is a great way to show consumers that you stand behind your attorney marketing content. Claiming authorship is an excellent way to encourage consumer trust.
These are just a few of the many ideas that your law firm can use to encourage more consumer trust in your law firm’s attorney marketing. If your law firm is still pursuing generic marketing, you could be missing out on opportunities to connect with savvy consumers looking to solve their legal problems. If you’re looking for some guidance to personalize your attorney marketing, call the team at eLaw Attorney Marketing today.