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For the modern human, we spend the majority of our days online. Whether it's browsing on a mobile device, working in front of a laptop, or using a smart tv at home, we remain plugged in for the majority of our daily activities.
This constant reliance on the Internet has come to impact every aspect of 21st-century life - from socialization to purchasing our products. Undoubtedly, it affects how businesses attract, engage, and delight customers too.
So in an age of digital marketing, is there still a place for gathering leads and building customer relationships offline, face to face? Not only is this lawyer marketing strategy still useful, but it could also be the secret formula for success against your competition.
Make no mistake - marketing has become digital in nature. In fact, Google went so far as to declare the terms "marketing" and "digital marketing" to be one in the same. While you want to keep the mindset of being where people are today (and that's online), humans still desire face-to-face opportunities. For instance:
In addition, the Content Marketing Insitute published a report stating that 75% of their members find in-person events to be the most effective content marketing strategy.
In-person events can make powerful, lasting impressions on audiences - especially when an individual's well-being is at stake. This is so often the case in potential legal situations when individuals are seeking out representation options.
Take advantage of this by working in-person events into your law firm marketing strategy.
While trade shows and product expos provide perfect in-person opportunities for traditional products and services, lawyers need to find ways to connect with audiences on a more local level.
A law firm's potential clients usually come from word of mouth. Create familiarity in your community by being a part of your community!
Look for every opportunity available to establish your credibility as a legal expert. Taking this step will help establish an important level of trust for individuals, whether they remember your firm in a future time of need or refer a friend or loved one who needs help now. Some examples of potential in-person events could include:
All of the above examples provide the most important result of in-person events - exposure. With a single event your firm can demonstrate their industry expertise, provide value to a target audience, and build the seeds of a future attorney-client relationship.
When planning an in-person event, there are ways to maximize leads and ensure a positive audience experience. While you'll need to adjust your approach based on the type of event, build a positive experience for attendees by remembering the following:
If you're hosting a Q&A session on tenant law for renters, make sure to frame your presentation to meet your objectives. Is your goal to introduce your law firm to an unfamiliar community? To walk away with scheduled consultations? To identify untapped practice areas in your surrounding area? Go in with a plan and make sure your presentation fits the objective.
Create Time for Feedback:
A wise person once said "don't talk nearly as much as you listen." There's truth to this. People come to events because they want to be a part of the experience. When presenting on legal topics, your audience will undoubtedly have questions on how your talking points relate to their own experiences.
Growing a law firm is a challenging venture, and no one marketing strategy will deliver results on its own. Remember to diversify your efforts, and don't make the mistake of assuming the only way to generate leads is through digital means. Be the lawyer people can see, hear, and shake hands with in-person. Your physical presence can go a long way in building the connection needed to fill out your client pool.
Learn more about marketing your law firm by checking out our blog just for legal professionals.
If you're looking to partner with an experienced, friendly, and results-driven team to help your law firm's growth, check out Rizen Inbound.
We're a gold-tier, Hubspot-certified inbound marketing firm focused on removing the mystery of marketing and replacing it with cold hard numbers.
Connect with us in the car or while cooking dinner by checking out our "Inbound Academy" podcast. We publish a new episode every week, always filled with advice that will help you grow your law firm using inbound marketing.