It's no secret that the market for legal services is oversaturated and very competitive these days. Almost every law firm, no matter their size, has a common issue, which is struggling to find new clients. Every firm relies on clients in order to succeed. The more clients you have the more successful, as well as the more profitable your law firm will be.

However, in this modern digital age, law firms must embrace a digital approach in order to stand out and gain a competitive advantage. Fortunately, digital marketing can help you achieve that. Digital marketing continues to evolve alongside technology and consumer behavior shapes around the newest market trends.

Even law firms that are maintaining a professional and traditional vibe in every sense must realize the importance of keeping up with these latest trends. In other words, law firms must develop an innovative approach and utilize various marketing tactics to acquire more clients these days. That being said, here are a few law firm marketing tactics to attract clients.

Search engine optimization (SEO)

SEO has become a very important marketing strategy for any business and not just law firms. The purpose of this tactic is to build visibility, awareness, exposure and credibility for your company online. It's safe to say that SEO is now mandatory instead of just optional. The main reason is that SEO can help your firm stand out in a natural and organic way, thus cut through all the noise and even help you outrun competitors.

Another reason is that clients will want to go online to inform themselves and they will rely on search engines to provide them with relevant information. With that in mind, SEO helps you rank on search engines and appear on the first page of search results for specific consumer queries, i.e. related keywords. In addition, 93% of online experiences begin with a search engine and 75% of consumers never look beyond the first page of search results.

Social media presence

Nowadays, social media has become a vital part of every marketing effort. The fact of the matter is that social media platforms allow you to directly engage with your target audience. What's more, consumers prefer to interact with businesses over social media and 95% of millennial consumers expect from brands to at least have a Facebook page. Aside from that, social media can help your law firm build awareness, visibility and authority, among other things.

In addition, you can establish relationships with potential clients and nurture them through engaging and relevant content until they convert into clients. Moreover, you can provide your prospects with incentives such as a prepaid visa card or some other meaningful gift. Other businesses do so as well through contests and giveaways, but no one said law firms cannot engage in similar activities on social media. After all, the key is to find an innovative way to engage your prospects and attract their interest.

Word-of-mouth marketing

The legal sector is a specific industry where client reviews and opinions hold sway. Consumers in need of legal assistance are more likely to ask for referrals from someone they know rather than take their chances with an advertisement. Luckily for your law firm, you can leverage satisfied clients and turn their reviews into a marketing tactic. As a matter of fact, 91% of consumers today read online reviews. What's more, 88% of consumers trust these reviews as much as personal recommendations. This is vital for law firms, as legal assistance is not something that should be taken lightly. If you favor positive reviews from clients, you will undoubtedly manage to attract even more through referrals and word-of-mouth marketing. In other words, satisfied clients will recommend your firm to their friends and family while their positive reviews will serve as a promotion, as well as an advertisement for other potential clients.

Publish relevant content

It's no secret that consumers would like to do business with a law firm that's reliable and credible. Convincing potential clients that you can walk the walk is not so easy. However, there's always a way if you're willing to make an effort. Content marketing is one of the most efficient ways to not just portray your credibility but also to attract additional clients. However, the content you publish must be highly informative and educational, and most importantly, highly relevant to consumers.

Consider developing content that will focus on the most common legal issues your firm specializes in. Write about these issues and how consumers who experience such issues can deal with them and which options are available to them. You can post content on your social media pages, website or blog, as well as choose to guest post on other relevant sources. The more content you publish, the more interest you'll generate from potential clients.

Law firms have it difficult when it comes to attracting new clients. Modern technology and trends disrupt how law firms operate, which is why it's important to properly adapt. With the right marketing tactics, your law firm can easily stand out from competitors and attract new clients efficiently.