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We are all relieved to see that 2022 is starting off better than the past couple of years. This fresh start is a great time for your law firm to focus on its marketing strategies. After being quarantined and spending so much time apart, your clients and potential clients are looking to connect. As a result, your legal marketing strategies should center around reaching out and connecting with people. Below are a few marketing strategies to consider:

Draw Attention to Yourself

Whether you are used to being in the spotlight at a trial or work behind your desk drafting contracts, it is critical to use social media to draw attention to your law firm. As evidenced by the extreme popularity of Tik-Tok and YouTube, short videos are the future of legal marketing.

Videos appeal to the public’s short attention span and they humanize the attorneys in your firm. Being able to see your face, hear your voice, and understand your story, are all ways a video is a more authentic way to connect with potential clients. Telling your story removes the salesy tactics that most people hate, and allows your audience see the people behind the brand.

Lawyers have a lot of stories to tell. Whether it is about yourself, your law firm, your legal victories, or even something funny your dog did, every story is a way to bond with your audience. Even better, a video takes very minimal time to record and post!

Personal Attention

Internet users want to be heard and valued by brands. The days of one-sided marketing are gone. Your law firm will be more successful by creating a community. One of the best ways you can create an online community is to provide legal guidance. Whether it is answering legal questions or simply providing targeted content discussing legal issues that matter to your audience, the key is to engage. Respond to comments, send emails, and find other ways to show your audience that you care.

Client-Centric Approach

As lawyers, you know it is all about the client. You may not consider your office or your staff as marketing tools, but they are a large part of your brand. Understanding the ideal client for your firm and putting marketing efforts into practice to attract that client, are very different. Your reputation as a skilled lawyer can only get you so far. Clients want to feel important in every contact with your office. Whether that is the receptionist answering the telephone or the initial meeting with an attorney, your firm must provide excellent customer service. Creating a culture and brand around your clients will increase your retention rate and referral rate.


Your website is one of the most influential tools in legal marketing strategies. The design, efficiency, and ease of use is critical to the user’s experience. Your website is often the first perception a potential client has of your law firm. You want the colors you use, the images you post, and the content you provide to your audience to create a positive and memorable experience.

You are probably already aware that content is key. The content on your website pages, blogs, newsletters, and in your communications with potential clients are the best ways to connect and build trust. You want your audience to view you as the source for answers to their legal questions. Even by seeing you answer other people’s questions, users are seeing that you care and that you have the answers they need.

Remember, quality matters more than quantity. Posting content for the sake of simply having content is a waste of time and money. Don’t take a shortcut that could end up damaging your brand. Listen to your clients, understand what type of content is needed, and make thoughtful posts.

The Rainmaker Institute Can Help

If you are ready to create strong and effective legal marketing strategies, The Rainmaker Institute can help with videos and much more.

People hire attorneys they feel a connection with. If a visitor cannot locate or doesn’t connect with your website, then chances are they aren’t going to call you. We focus on boosting your visibility online and converting browsers into believers.

To learn more about how we can take your legal marketing to the next level, contact us using our convenient online form or call us at 480.347.9800.