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Overview: All offline and online client acquisition options for lawyers & tax consultants
As a lawyer or tax consultant, you are constantly on the lookout for new clients. But how exactly do you go about it? In this blog post, you'll learn how to attract new clients as a lawyer or tax advisor. Follow our guide and you will soon enjoy a full appointment book!
The importance of client acquisition for lawyers and tax advisors
Advertising is fundamental for lawyers and tax advisors. Without the right client acquisition, no business goes over the counter. Through advertising, you can target your audience and positively highlight your company in comparison with other law firms. The right advertising ensures that your law firm evokes positive associations from the very first contact with a client and that the client immediately realizes that he or she is in the best hands with you.
Law firm marketing is not only a valuable tool for client acquisition, but also for retaining existing clients. Whether it's print media or digital media like social media, advertising can help spread the word about your services in the marketplace and attract the attention of potential clients.
For lawyers and tax consultants, this means: The better organized advertising efforts you plan, the greater your chances of successfully attracting clients. With a professional approach, you can prove to clients that you are qualified in your field.
Promotional activities that pay off
You have decided to tackle your client acquisition/law firm marketing. However, you are probably asking yourself the following question: What type of advertising is worthwhile? In most cases, it is best to implement a combination of online and offline advertising measures. This way, you can take advantage of both methods to reach as many clients as possible. In this blog post, we will show you what advertising activities are available for a law firm and how they can be implemented.
Online client acquisition
In today's digital world, it is essential for law firms to strengthen their online presence to attract new clients. With targeted online marketing, you can better reach your target audience and stand out from the competition. Below, you'll learn which methods can help you raise your brand's profile online and attract new clients.
A) Search Engine Advertising (SEM)
Search engine advertising is all about ranking first in search results with ads or organically for your law firm. With the right campaigns, you can drive more visitors to your website and thus attract more prospects to your legal services. In our experience, this method works best for all classic areas of law (labor law, traffic law, etc.).
B) Ads on social networks
Social media ads are also an effective means of attracting new clientele, as was demonstrated, for example, during the diesel scandal or in the wake of the affair surrounding online casino clawbacks. The goal here is to address relevant users with the right targeting and to communicate to them how your law firm can help.
C) Email marketing
Emails allow you to connect directly with prospects and personally inform them of your offerings - whether it's to acquire new customers or to provide updates on pending cases to encourage customer loyalty.
Offline client acquisition
Offline marketing is a great way to attract new clients to your firm. There are several offline marketing activities you can do to find new clients and build your network. Here are some ideas for promotional activities:
1) Event marketing
Event marketing is a great way to connect with potential clients. Be it a lecture, conference or seminar - use this opportunity to talk about your service and expand your network.
2) Networking
Networking is an essential part of offline marketing. Take the opportunity at networking events and meetings to talk about your firm and make contacts.
3) Direct marketing
Direct marketing is still an effective way to connect with potential clients. It can take the form of advertisements, low-cost postcards or flyers - use this option to provide more information about your company and reach more clients - for example, companies in need of employment law advice.
4) Print media
Print media is still a very effective tool in offline marketing. Place ads in local magazines or newspapers and also run radio or TV commercials - this will help you reach many more people than just your immediate catchment area and make you better known!
5) Promotional products
Another way to advertise your law firm offline is to use promotional products such as bags or notepads with your law firm's logo and contact details - this way people will remember you! However, from our point of view, this is one of the most inefficient options and therefore we do not recommend it as a central pillar of your law firm marketing.
With all this offline marketing, you can ensure that more people learn about your law firm and thus build new client networks. Use these strategies to generate even more revenue through new client acquisition!
Search engine optimization (SEO) as a key means of client acquisition
In today's world, search engine optimization (SEO) for lawyers and law firms is one of the most important, if not the most important tool, for client acquisition. We recommend this online marketing method to almost every law firm for client acquisition. SEO involves the use of specific techniques and strategies to improve your law firm's visibility on the World Wide Web to achieve a higher position in organic search engine results. Using SEO, you can ensure that your profile appears on the first page of results when potential clients search for a lawyer or law firm in your area.
Effective SEO client acquisition starts with writing high-quality content. This should contain relevant information that relates to the specific needs of your target audience. It is essential that you position yourself as an expert in your industry and provide value to the reader. By placing keywords and phrases correctly, you can help search engines index your content better and make it clear what the article is about.
It is essential that you position yourself as an expert in your industry and provide value to the reader.
When it comes to search engine optimization, the right keywords and short website loading times are two important factors that should not be neglected. The keywords should not only be relevant to the topic of the law firm, but also frequently searched for by potential clients.
One way to find the appropriate keywords is a keyword research. Tools such as Google Keyword Planner or SEMrush can help here. It is also important to pay attention to long-tail keywords, i.e. longer search queries with several terms. These often have less competition and can therefore be found more easily.
Another important role is played by the loading time of the website. The faster a page loads, the better it is rated by search engines. To improve the loading time, images can be compressed or unnecessary plug-ins can be deactivated, for example.
Overall, a good SEO strategy can help potential clients become aware of the firm and ultimately decide to work with it.
How consumer protection law firms use social media
Social media is also an important tool in law firm marketing and can help some (but not all) lawyers attract new clients. Sharing content on social media can raise the profile of the law firm and thereby gain more exposure. In addition, social media provides an opportunity to connect with people with whom you might not otherwise connect.
However, effective use of social media requires some strategic considerations. First, you should decide on which platforms you want to present yourself particularly well and keep the choice of networks to a minimum. Facebook, Twitter and LinkedIn are widely used platforms, but there are many other options, such as Instagram and Tiktok. These options are particularly suitable for consumer protection law firms, e.g. in the context of the diesel scandal, PKV recalls or online casino recalls.
Furthermore, a clear strategy is one of the most important prerequisites for success in social media. It is important to think in advance about which target group you want to address and which content is suitable for this. A good approach, for example, is to regularly publish interesting videos or blog posts that deal with current legal topics.
In addition to publishing content, law firms can also place targeted advertising to increase their reach. However, the costs should be kept in mind here, as high amounts can quickly become due, especially for highly competitive target groups.
Another important factor for success in social media is engagement with the community. This means not only posting content yourself, but also actively responding to comments and questions and participating in discussions. This creates a personal relationship with potential clients and strengthens trust in the firm.
Overall, therefore, social media also offer a promising opportunity for law firms to attract new clients. With a clear strategy and a committed appearance, you can address potential clients and convince them of your services.
Summary: Client acquisition made easy
Just as for traditional companies, modern online and offline marketing also offers law firms a number of different methods for acquiring new clients. Not all of them we recommend; on the contrary. Except for search engine marketing, which is a good option in over 90% of cases, many advertising methods for client acquisition are only suitable for specific legal fields, niches, regions or positioning. Therefore, you should contact an expert who will work out an individual strategy that will put your law firm on the growth path. We would be happy to assist - contact us today - we look forward to hearing from you.
