Law firm marketing can cost a lot of money, especially for smaller firms with limited budgets. The world of legal advertising is also incredibly crowded and competitive.

These are two of the main reasons why it is so important for firms large and small to aim for a strong return on investment (ROI). You need to make sure the results of your advertising not only cover your costs, but also generate significant revenue.

You can improve your marketing ROI by employing proven, cost-effective strategies. For small law firms, cost-efficiency helps ensure they do not waste precious resources. For bigger law firms, being cost-efficient helps ensure they are not missing opportunities to reach potential clients.

PMP has been working with law firms large and small for more than 15 years, helping them get the most from their marketing dollars. We have uncovered proven strategies to reach law firms’ target audiences and increase case counts.

Contact PMP today to discuss our advertising services and learn how we can partner with your firm to help more clients. Our marketing professionals are trusted by law firms all across the country.

Low-Cost Marketing Strategies for Law Firms

There are many marketing strategies that have lower financial barriers to entry such as:

Claiming Your Law Firm’s Google My Business Profile

Optimizing your Google My Business profile is relatively straightforward and does not take that much time to do. This is one of the first steps with local SEO.

Some potential clients may be intimidated by a larger firm. If they see an informative Google My Business profile for a smaller firm, they may be more likely to review it to learn more about you.

Maintaining your Google My Business listing also helps you get reviews and get your firm listed on Google Maps.

Claim Your Directory Listings

Law firms are listed in numerous business and legal directories. If you take the time to add your firm to these listings, ensuring each listing has the correct information, it can help boost your website’s local SEO.

Get More Client Reviews

These days, many people read reviews before deciding to use a product or service, including law firms. People want to know about others’ experiences working with your firm and whether you secured a favorable outcome.

Law firms need to build client reviews into the process of working with clients. Ask for a review when the case concludes. You can include a link to your Google My Business profile in emails to clients to help make it easier.

You can also ask clients if they would like to do video testimonials. You can post these on your website, on social media or use them in your advertising.

Networking and Community Involvement

Taking part in local events, legal aid clinics, or state or county bar association events can help increase your visibility in your local community. Taking steps to humanize your firm in the minds of potential clients can pay dividends later, such as through referrals and word-of-mouth.

Email Marketing Campaigns

This can be a cost-effective strategy even without automation. An effective email marketing campaign can help keep your law firm on the minds of your potential clients. You can use email campaigns to share insights, case studies and firm news. Emails can help cultivate relationships with current and prospective clients.

There are many affordable email marketing tools that you can use to personalize and automate your campaigns.

Social Media Marketing and Engagement

Lawyers can connect with their community on social media platforms like LinkedIn, Twitter, Instagram and Facebook for free. Lawyers who regularly post engaging and useful content can develop a following on social media. This can help improve your credibility in the minds of potential clients. You can also share posts from other relevant pages to encourage engagement with your firm.

Content Marketing

While this is a strategy that usually requires firms to hire a marketing company, it can still be cost-effective for smaller law firms. Sure, search results pages are dominated by paid ads, but search results pages for blogs often do not have any ads. If you create evergreen content that provides useful information to potential clients, these pages can generate significant organic traffic to your law firm’s website. This can help increase your visibility, as well as build trust in the minds of potential clients.

You can also share blogs and other website content on social media, generating more engagement with your firm.

Make sure to incorporate location-based keywords into your content, meta descriptions and titles. This practice helps search engines understand where your firm operates and improves visibility in local search results.

Link Building

Building links from local businesses, directories and organizations can improve your local SEO. Backlinks are a vital part of SEO, especially when they come from local sources. Participating in community events or sponsoring local activities can also help your website secure backlinks to your website.

When you have a limited budget and are competing with larger firms with more resources, using low-cost marketing strategies is essential. This is one of the few ways smaller firms can gain a competitive edge over their larger competitors.

While these strategies are particularly important for smaller firms, larger firms can also use these strategies to generate similar results. However, larger firms have the advantage of more financial resources, so these strategies can be supplemented by paid advertising on Google and social media.

PMP has more than 15 years’ experience with these strategies and a proven history of results. Review our success stories to learn how we have helped law firms reach their marketing goals.