When a politician runs for office, she kicks off a “campaign” with a clear goal: to get votes. A law firm marketing campaign works much the same way—it has a set goal and a limited timeframe.
At its core, a legal marketing campaign focuses on achieving specific results. It’s a mini version of a law firm’s overall marketing strategy with a clear call to action—the specific action you want potential clients to take.
A successful law firm marketing campaign includes:
- A specific service or message to promote
- A clearly defined target audience
- Strategic activities and tactics to reach that audience
- A budget
- A dedicated team with defined roles
- A timeline
- Measurable goals
Why Would a Law Firm Launch a Marketing Campaign?
Law firms may choose to launch a campaign to promote a special offer such as free consultations, grow an email list, or invited people to attend an event. A campaign could also introduce a new practice area, promote a timely service, or highlight a new partner.
Campaigns could also raise brand awareness or address a negative news cycle. Whatever the goal, the key is to create a focused approach that drives attention to the specific message or service.
How to Launch a Law Firm Marketing Campaign
A law firm needs to think carefully about the “where” and “who” of the campaign. For example, a personal injury attorney may choose to focus on a specific neighborhood or region. A trusts and estates lawyer who wants to promote services to senior citizens will have to use different tactics than the ones used to promote an informational seminar for families with special needs relatives.
After understanding the right audience and geographical focus, law firms can decide which activities to use. In those previous examples, a personal injury lawyer might consider using billboards or getting quoted in local newspapers. Meanwhile, a trusts and estates attorney could use social media ads or partner with local service providers to reach a senior citizen audience through their newsletters.
Crafting a Clear Call to Action (CTA)
The goal of any law firm marketing campaign is to encourage action—whether it’s getting potential clients to call, sign up for an event, or subscribe to marketing emails. The CTA should be clear, direct, and motivating.
There’s no one-size-fits-all CTA, but you also don’t have to reinvent the wheel with each one. A simple “Contact Us” form or “Subscribe” button on social media can make it easy for potential clients to act. These CTAs not only drive engagement but also give the law firm measurable results.
To ensure the campaign succeeds, you need to monitor its progress and adjust strategies as needed. You can then take the time to review the campaign’s performance and identify opportunities for improvement in the next campaign.
At Scorpion, we help law firms launch successful marketing campaigns that drive results and meet business goals. If you’re ready to start your next law firm marketing campaign, let’s talk.
