When you have a new client, make sure they know your firm is the best for their needs. This requires you to be personable and efficient in meeting with them.
Create blogs, videos and infographics to answer common estate planning questions. Also, consider sponsoring events that are related to your practice area.
1. SEO
Search engine optimization is the foundation of any estate planning attorney marketing strategy. Conduct keyword research to identify the phrases that potential clients use when searching for your services. Write content based on those keywords to ensure that you appear in search results.
Include online reviews on your website to give prospective clients social proof that you can help them. Encourage past clients to leave reviews on Google, LinkedIn or Facebook.
Invest in local SEO to increase your visibility and connect with clients who are looking for estate planning services near them. Obtain consistent citations in local legal directories and backlinks to boost your credibility. Also, enable message-to-call on your Google Business Profile to increase your chances of converting potential clients.
2. Social media
The right marketing strategy can help estate planning law firms position themselves as thought leaders in their field. This can establish brand consistency and build trust with prospective clients.
Social media can be used to promote blog articles, answer questions from prospective clients and share relevant information. This is especially useful in the upper part of the funnel, where prospective clients are researching their options but not yet ready to contact an attorney.
Encourage your clients to leave online reviews of your services. These can be incorporated on your website, on your service pages or in a dedicated review section. Also consider claiming your Google Business Profile and using niche local directories to boost search engine visibility.
3. Content marketing
Estate planning attorneys must work hard to differentiate themselves in a crowded market. They can stand out by promoting their expertise and experience through marketing strategies. This includes optimizing their website, content creation, and social media management.
Using blogs to address common questions and concerns about wills, property, probate, and estate taxes can be an effective strategy. It can also help establish an authority and trust with potential clients.
Video interviews, e-books, and webinars are other methods of digital marketing that can help an estate planning attorney gain more clients. Retargeting ads can also be used to target individuals who have previously visited the firm’s website. This can generate a short-term boost in web traffic.
4. Google Business Profile
The Google Business Profile is a powerful tool for connecting with local customers online. It allows you to create a 750-character description that illustrates how your firm’s services can help customers with their specific needs. It also provides tools for managing reviews, adding attributes, and displaying events on the map.
When developing your estate planning attorney marketing strategy, you should consider using SEO techniques to optimize your Google Business Profile. This will help potential clients find you and establish your firm as an expert in its field.
In addition to boosting your visibility, creating helpful blog posts and FAQs that address common search terms can help you connect with prospective clients. Similarly, sponsoring local teams and charities can help you build brand awareness and connect with the community.
5. Directory listings
Directory listings are websites that allow businesses to list their contact information, products, services, and operating hours. Listings are usually free and are ranked by search engines like Google on the basis of relevance and authority.
Testimonials and trust badges are effective marketing strategies that help potential clients determine whether to hire your firm. Posting testimonials on your website helps to establish credibility.
Attorneys can also leverage email marketing to communicate with existing and prospective clients. This strategy can be used to send legal tips, blog updates, newsletters, and other useful content. The key is to keep your emails relevant and informative so that your target audience will continue to engage with your content.
6. Email marketing
Email marketing campaigns are a great way to keep in touch with clients and prospects. Creating monthly newsletters with articles from your blog or stories from past estate planning clients, as well as announcing seminars and other events, can help establish your firm as an expert in the industry.
Using local service ads to connect with potential clients is another way to bring in business. Ads can be customized and targeted to specific locations, interests, demographics, and other data points. This type of advertising works best in conjunction with a robust SEO strategy. Legal directories are also an excellent way to attract local traffic. Having a profile in these directories can help prospective clients find your business when they search for “estate planning attorney” or similar terms.
7. Video marketing
Creating informative, video-based content is a great way to promote your estate planning law firm. For example, you can create video interviews with clients or hold accessible webinars. This helps attract prospective clients and also boosts your search engine ranking.
In addition, a lead magnet can help draw new clients to your estate planning attorney marketing. These are especially effective in the upper part of the sales funnel where prospects are researching estate planning but may not be ready to hire an attorney. The content in your videos should be focused on solving their problems and establishing you as a trusted source of information. This is why it’s important to use the same branding across your video content.
8. Sponsorships
The legal industry is highly competitive, especially for firms that specialize in estate planning. Having an effective marketing strategy is essential to attracting new clients and growing your firm.
One of the most effective marketing tactics for estate planning attorneys is to create content that is useful to your target audience. This includes educational articles, videos, and eBooks. It’s also important to stay on top of any changes in the law or zeitgeist that may affect your client base.
Another way to attract new clients is to sponsor local events and organizations related to estate planning and probate law. This will give you the opportunity to speak about your expertise and build relationships with potential clients.