Wondering how to get more of the right type of client to your law firm’s website? Have you considered sector-based marketing? Read on to find out more…
Most law firms have a modern website with engaging and relevant content that ranks well in Google. Some also support their website with paid advertising. A combination of these efforts will be bringing in a steady stream of enquiries, but what more can you do to further improve your website’s performance as a source of profit?
In this blog, we explore the benefits of introducing sector-based marketing to your existing activity to help get more of the right type of client to your law firm’s website.
What is sector-based marketing?
Sector-based marketing involves marketing directly to particular industry sectors. This means leveraging your experience and expertise in these sectors through your marketing and, in doing so, you can talk to decision-makers in a way that resonates with them and significantly boost returns.
Why choose a sector-based marketing approach for your law firm?
There are five significant benefits to marketing your services to niche markets:
- You don’t need to be a ‘jack of all trades’
- It’s easier to identify your target customers
- It becomes a point of differentiation – you understand the client better
- You build a track record/reputation in that sector and become a ‘go to’ for their needs
- It’s easier to identify marketing opportunities (e.g. trade press, industry associations)
Having a sector-based marketing approach allows you to add depth to your site through targeted content, increase your presence through paid advertising and SEO, and implement email campaigns that target specific sectors.
Three steps to implementing a sector-specific marketing approach
1. Identify your key sectors
You should base this on several factors, including your experience, competition, and changes within the sector that could create opportunities for you.
2. Understand your sector
Become as knowledgeable as possible about the sector and the challenges it faces, then tailor your marketing (this may mean rebranding or introducing sub-brands). You will need to tailor your messaging to speak directly to this new audience and to suit the particular sector.
3. Build trust & compound your reputation
Both case studies and testimonials are powerful indicators of experience and trust. You may also find it useful to:
- Identify key influencers in your sector – individuals, magazines, associations and online groups are all important here
- Build your referral network
- Identify other businesses in this sector to whom you can refer work and vice-versa
- Update and edit your website to include appropriate messages
Implement a sector-based marketing strategy for your firm today
Sector-based marketing provides the opportunity to be targeted in your marketing efforts. In doing so, you can bring in more of the right type of client. If you would like to chat about how we can help your law firm put in place a sector-based marketing strategy, call us today on 0333 344 2722 or fill in our enquiry form.
