People-Focused Marketing for Lawyers and Law Firms

Creating a marketing plan for your law firm can sometimes seem like a bear. However, it’s essential to attract new clients. So, if you’re going to do it, make sure you do it right. A rising trend in legal marketing that will certainly continue throughout 2024 relates to “people-focused marketing.” Make sure you’re putting your potential clients first in your marketing pursuits.

What is People-Focused Marketing?

The concept is kind of like the phrase sounds. People-based marketing places your clients and potential clients in the spotlight. Consumers in the U.S. have a plethora of options when it comes to choosing goods and services these days, including legal services. Potential clients want you to treat them as real people with real concerns. If your marketing has any indicia of treating someone as a case number or a dollar bill, he/she is simply going to move on to another lawyer. People-focused marketing has to reach out and speak directly to the emotions of your marketing audience.

How Can I Effectively Put People First?

One of the best ways to put potential clients first is by ensuring them that you understand their particular situation and needs. For example, if you run a personal injury firm, don’t place your case results or jury awards at the very top of your website. Of course, this information is important, and you should highlight your past success in your web content. But before you get to it, let a reader know that you understand the plight of an injury, including the pain, anxiety, fright, and stress associated with an accident.

Place your feet in a potential client’s shoes. Try to feel the emotions they may experience or try to sense the questions they may have. You’re marketing will grow more successful with every layer of specificity that calms those emotions and answers those questions.

Avoid blanket marketing strategies that tend to lump people together in one big category. People are sensitive and expect individualized attention. Grasp that concept and deliver it to them.

Can I Offer Something of Value?

Yes, and it’s a terrific way to let people know you care about them. Information is the most valuable thing that lawyers can provide when marketing. Attorneys should consistently post blog and social media posts that answer people’s questions. They should also include a “Resources” or similar page on their website that provides clients/potential clients with the means to accomplish legal tasks on their own.

For example, if you have a bankruptcy practice, provide a breakdown of the Chapter 7 bankruptcy process. If you are an immigration attorney, discuss on your website how a person can renew or replace a green card. Some lawyers shy away from this because it’s providing advice for which they could otherwise bill. However, it’s highly likely that the potential client that uses your free information will require an attorney in the future. Nine times out of ten, the person will run to the lawyer that provided something for free.

Contact LegalLuster Media for Top-Notch Legal Content

Let an attorney deliver the legal content you’re after. Our legal content writers have actively practiced law for at least 15 years, and they’ve been writing marketing pieces for almost the same amount of time. They understand the legal industry and the need and goals of legal marketing. LegalLuster Media provides free consultations to all its clients and we’re here to assist in all facets of your marketing strategy. Focus on helping your clients and let us assist in building your business. Contact us today!.