Many people think of Marketing as some mystical and dark art but when it comes to it you can understand Marketing with the following definition:

“Marketing is the art of communicating with your prospects and customers. It’s all encompassing and includes, branding, advertising, market research, and communication. It’s the process of achieving measurable growth through structured communication activity and delivery of outcomes against measurable targets.”

- Tom Stansfield (Founder - Legal Growth)

Don’t confuse advertising and marketing. Advertising is part of the wider proposition but there are over 250 types of marketing and NOT ALL are focussed on advertising.

If we remember that before a prospect ‘knows, likes and trusts’ us enough to part with their hard earned cash on our products or services, they need to have been exposed to our brand on average 6 times. We call this the 6 touch strategy and it’s often these touches which convince the prospect that we are the firm they should be choosing to help them solve their legal problem. These 6 touches can come in the form of multiple marketing methods.

We have listed 17 commonly used marketing methods utilised by legal professionals: (some include examples)

Social Media Marketing

This is pretty self-explanatory. Social Media has seen a massive rise since the early 2000s with new channels being created all the time. Many people will be familiar with Facebook, Twitter, LinkedIn, TikTok, Instagram, Google My Business etc. Social Media Marketing exploits the use of the social media audience through wither organic traffic or paid social media marketing. Each platform has their own nuances and here at Legal Growth we can explain how to make the most of Social Media and how using this marketing method as part of your marketing strategy can deliver business growth.

Referral Marketing

Another self-explanatory marketing method. The idea here being that others drive business to us. In some cases they do so in return for referral income.

Inbound Marketing

This is the process of having prospects come to us having realised that they know they need what we offer. Often, there is work done in the background to subliminally convince the audience that we are the firm that they should approach. This is often a result of multiple marketing methods including, content marketing, Search Engine Marketing and Brand Marketing.

Telemarketing

This is a form of outbound marketing whereby your business (or a telemarketing firm) calls/telephones prospects to introduce your business, your offer, or a solution. Telemarketing is an effective method when looking to expose new prospects to your brand.

Word of Mouth Marketing

It’s great when our business grows organically as a result of other people talking about our brand and what we do. Typically if someone receives terrible service they will tell 10 people about it but if they receive good service, they will tell 3 people. That makes it infinitely harder to grow our business but using effective word of mouth marketing techniques, we can grow our business quickly and without great expense.

PR (Public Relations) Marketing

This is the art of creating a favourable public image. It the process of influencing the opinion of our audience. Take an influencer or someone considered to be a position of authority. They will have likely undertaken PR Marketing techniques to convince or influence their audience. PR Marketing is a great way to build brand advocates.

Traditional Marketing

There are a number of types of traditional marketing including leaflet drops (direct mail), offline marketing, print etc. Marketing types have cycles and the effectiveness varies. Covid19 seems to have brought about a new cycle increasing the effectiveness of some traditional methods.

Digital Marketing

Digital communication and the powers of online media enable us to expand our reach. Technology has enabled us to achieve all manner of business developments and the power of digital mediums give us the ability to communicate with our prospects and customers.

Search Engine Marketing

The art of increasing your visibility on search engines.

Content Marketing

Blogs, E-Mags,

Video Marketing

The marketing industry constantly innovates and evolves and we’re seeing more trends involving video marketing. Whether it’s social media, part of an email sequence, influencer marketing, reviews… Lots of these techniques use videos to communicate a message.

Email Marketing

This has to be one of our favourite marketing methods. When we think about the raw essence of marketing (communication), emails allow us to reach over 50% of the population. Email marketing has a number of vital functions including sequencing, re-marketing, information capture, e-newsletter etc.

Influencer Marketing

Building brand advocates

Brand Marketing

Partner Marketing

Event Marketing

Remarketing