You might not think the fields of bankruptcy law and marketing have a lot in common, but you might be surprised at the similarities. As a bankruptcy attorney, you are likely accustomed to putting yourself in your clients’ shoes. In the marketing field, we do the same. For both professions, it is important to be understanding, empathetic, and compassionate to the clients’ positions.
In order to fully serve your clients on a professional level and an emotional level, a bankruptcy lawyer must build a dedicated team of professionals. Most of your potential clients are in a great time of crisis, and you need to be easy for them to find and contact during this time.
How To Choose The Right Marketing Tools For Your Firm
In this economy, bankruptcy can happen when your clients are least expecting it. It is important for bankruptcy lawyers to be at the top of your potential clients’ minds so that you are the first ones they contact. Keep in mind that the goal should not be aimless advertising. Your bankruptcy marketing needs to benefit the specific interests of your firm. Not sure what kind of advertising your firm should be doing? Here are some of the most popular forms of marketing for bankruptcy lawyers:
- Search engine optimization (SEO)
SEO is a broad term, but it has become one of the most powerful tools in digital marketing today. It is especially powerful for bankruptcy law firms. In fact, many marketing experts like the ones on the team at Scorpion have dedicated their careers specifically to legal SEO.
One of the reasons that SEO is such a popular marketing tool for lawyers is that up to 96% of people use a search engine like Google to find a lawyer. Although bankruptcy legal SEO takes time, with the right team behind you and the right level of persistence, it can pay off massively in the long run.
If you are just starting out with legal SEO, there are two main strategies you should consider: organic and local SEO. Organic and local SEO go hand-in-hand with improving your ranking in your local search. All lawyers should have an emphasis on local search, but especially bankruptcy lawyers.
Even though bankruptcy laws are federal laws, there are a few variations from state to state. Plus, when someone finds themselves in a dire situation like bankruptcy, they will want to work with a lawyer who is nearby. They might find themselves typing things like, “bankruptcy lawyer near me.” Some of the ways you can improve your site’s ranking include:
- Publishing relevant, informative, and authoritative content
- Updating blog posts and content pages regularly
- Updating metadata and meta descriptions
- Google Business Profile
Building a Google Business Profile will also help improve your ranking. It improves your chances of being in the local 3-pack, which is the listing of the first three businesses, but that is not all it accomplishes. Your profile will help ensure that when your potential future clients are looking for products and services in their local area, they have a chance to find your page. This can serve as a convenient sneak preview into what clients can expect from your website and your services in the future.
When thinking about marketing tactics, online reviews might not be the first one that comes to mind. You might think this is something your clients choose to do rather than a form of advertising. The truth is that online reviews have become one of the most powerful forms of advertising today. For many years, the most common way to find a lawyer was through word of mouth. Nowadays, people are relying more on their own online searches, but what your previous clients say still holds weight.
- Targeted social media ads
Targeted advertising has been around as long as advertising itself, but social media has made it much more accessible. Some of the best social media platforms for targeted social media ads include Facebook, Instagram, and LinkedIn. Let’s go through some of the ways that you can use each for your bankruptcy firm:
Facebook will show your ads to people who are likely to find your ads relevant, which makes it a perfect choice for bankruptcy lawyers. The platform provides three tools to target your ad delivery: core audiences, custom audiences, and lookalike audiences. Core audiences allow you to define an audience based on data like age, interests, and geography. This means that you can target your ads towards users who are in your area and who have been researching the topic of bankruptcy.
Much like Facebook, Instagram gives you the option to target specific genders, age ranges, locations, interests, behaviors, and more. Essentially, you can target your ideal audience on Instagram in the same way you would on Facebook. The main difference is the kind of digital marketing goal you want to achieve. If your goal is to gain more traffic to your website or engagement with your content, Facebook might be your best tool. If you are looking at the bigger picture and want to increase awareness of your firm and establish your online presence, Instagram is a great route.
What sets apart LinkedIn targeting from these other platforms is that it allows you to specifically target individuals for ads based on their profession. As a bankruptcy lawyer, this means that you can target executives whose companies might be more prone to bankruptcy, such as retail and financial service businesses. While it can be hard to predict who might go bankrupt, it won’t hurt to put your business in front of those who are more likely to end up in that situation.
- Email marketing
For lawyers of all kinds, email marketing can be an excellent approach. Legal marketing is all about relationship building, and emailing your clients and potential clients is a great way to stay in touch. You can include blog posts from your firm, highlight members of your team, recent verdicts, or mention some volunteer work that your firm has done. If you want to go the extra mile, you can even send out birthday messages and holiday messages. When you are sending out emails periodically, this helps you to stay at the top of their minds. Most people are reaching out to bankruptcy law firms when they are in a bind, so they are likely to reach out to the first firm they can think of.
With pay-per-click, or PPC ads, the advertiser pays a fee every time one of the ads is clicked. In this case, the advertiser would be your law firm, and Google Ads would be your most likely avenue. Google Ads can appear above or below search results on Google search, on Google Maps, and on Google search partners like YouTube. Keep in mind that this form of advertising tends to be a bit of an investment. On average, the cost-per-click (CPC) for Google Ads is between $1-2. That is why PPC advertising is typically best for lawyers who do not have the time or energy to invest in other forms of marketing that could attract these searchers without actually paying for their clicks like the ones above.
When it comes to bankruptcy marketing, it is important to make sure your dollars are going to the right place. As you can see, there are so many forms of advertising to choose from, and you want to invest in the ones that will truly make a difference for your firm.
The marketing team at Scorpion can help make sure your bankruptcy marketing strategies are directed to the right places. Our cutting-edge software will allow you to track your progress and see exactly how your efforts are paying off. To learn more, contact our team today.