Nine Practical Marketing Tips for Private Client Services Attorneys

Date: April 21, 2022

As an attorney, if you practice in private client services, you know that your marketing goals are different from the typical legal practice. Not only do you offer a very specific type of service for a niche group, but a significant percentage of your client base comes from referrals. You don’t have to rely on word of mouth alone, however.

At 9Sail, we know a thing or two about law firm marketing strategies. We have taken years to understand your unique clientele, and we are confident in our ability to help you grow your business. 

Whether your law firm can only handle a few clients or you have room to take on hundreds, we have plenty of ideas to help you reach your goals. Keep reading to learn more about ten of the most practical marketing practices you can use to get more clients for private client services.

1. Thought Leadership/Content Marketing Program

The goal of any thought leadership or content marketing program is to build credibility. It is a critical tactic that content marketers use to earn recognition as leading experts or go-to resources in their specific field and is all the more important for attorneys seeking to position themselves as thought leaders when demanding their high-value billable rates. 

You can efficiently utilize this practice in your private client services law firm by creating educational content to promote throughout  your client community. The most common examples of thought leadership content include LinkedIn and other social media posts, speaking engagements at conferences, bylined articles, media mentions, eBooks, podcasts, and blog posts. However, there are many different options that your marketing agency can help you explore.

2. SEO and PPC

How much time and money have you spent on your website? Now, how many visitors do you actually get? Without a carefully planned search engine optimization (SEO) strategy, even the most beautiful websites won’t get you any more traffic. SEO is the process of improving your site to increase its ranking on  various search engines. SEO is typically achieved through a combination of linking, site structure, keywords, and content.

While SEO is generally a long-term investment, PPC results often happen more quickly. For that reason, the two initiatives work well together. PPC stands for pay-per-click, and it is a marketing campaign targeted to reach your desired clients faster through advertisements and sponsored posts. 

3. Media Appearances and PR

If you want to have access to high-end clientele, then you really need to work hard to set yourself apart as a leader in your field. In addition to thought leadership content, you can also book yourself for media appearances to reach a broader audience. That doesn’t mean you need to go big and try to land a commentator slot on CNN. You can accomplish a lot with a local news network.

There are plenty of other PR opportunities aside from live media appearances. You might also consider contributions to Bloomberg, The Wall Street Journal, and other local business or trade journals in your area. If you are working on a high-profile case that you’re at liberty to discuss, cooperating with the media is a great way to get your name into these outlets.

4. Networking with Referral Sources

Referral sources are people, organizations, or channels that direct potential clients to your law firm. When you take the time to invest in relationships with these referral sources, you can build a rapport that will also grow your client base.

Why are these relationships so meaningful?

They are mutually beneficial to both parties. If a prospective client comes to you when you are too busy or conflicted out of taking on the work, you can agree to refer them to another law firm. The same would be true if someone were looking for services you don’t offer. In turn, those referral sources can send clients your way when they can’t assist with their needs. Networking events and conferences are great places to find referral opportunities.

5. Website Optimization (UX)

Similar to search engine optimization, website optimization is an important tactic to help increase and retain visitors. After your SEO efforts guide prospective clients to your page, the last thing you want them to do is to click out of it. Unfortunately, broken links, poor navigation, and confusing designs can lead to just that.

If you’ve noticed that your website has trouble retaining visitors, it would be worth considering your user experience (UX). A marketing firm can audit your website and identify any problem areas that could be causing clients to exit your web page. 

6. Social Media with a Focus on Facebook

Social media is still as powerful as ever in the marketing world. However, not all social media platforms are suited for law firms or attorneys catering to private clients. Therefore, we recommend that you steer clear of TikTok and put more emphasis on Facebook or LinkedIn. Though it might not be the latest trendy network, Facebook has been holding steady in the advertising space, so it should not be overlooked.

7. Email Marketing to Nurture Leads

How many times have you had someone sign up for your email list or inquire about your services only to never hear from them again? It happens to everyone, and it happens often. Fortunately, you don’t have to let those leads go cold. You can always nurture them with an email marketing campaign geared explicitly towards moving these people through their buyer’s journey. They should be automated but also personalized for the best results.

8. Google My Business

Have you ever Googled a business and seen its profile pop up? The profile typically consists of a small window on the right-hand side of the screen displaying the company’s address, website, phone number, and other business information, including, but not limited to:

  • CEO Name
  • Headquarters Location
  • Founder
  • Foundation Date
  • Subsidiaries
  • Parent Organizations
  • Social Media Profiles

These Google My Business profiles are a great way to verify your business while also providing your prospective clients with more information on your law firm. When you work with a marketing company, they can help you set up the profile.

9. Google Screened

If you want to add credibility to your name, it could be as easy as going through the Google Screened process. This simple little badge can be the difference between landing a client or not.

Why is it so important? 

It is Google’s way of helping its users identify legitimate service providers. They do so by conducting extensive background and license checks to confirm valid professional licenses and identities.

Find Out More About How to Market Your Private Client Services Practice

Are you interested in learning more about any of the marketing tips above? Do you need assistance implementing any of them? If you answered yes to either question, then you’ve certainly come to the right place!

9Sail is your leading choice for internet marketing services. We specifically cater to law firms, and we are located in New York and New Jersey, which means we have plenty of experience with local lawyers. In fact, we are confident we can help you advertise your private client services. You can call us or submit our online form to learn more about how we can help your law firm market your private client services.