The Six Best Ways to Market Your Estate-Planning Law Firm
Estate-planning services are essential for a lot of people, which is why so many competing firms exist. If you are going to grow your practice and find new clients, you need to separate yourself from the competition and demonstrate the value of your service to people that may not necessarily understand why they need estate-planning in the first place. That is why it is so important that you have a clear marketing strategy in place, but a lot of estate-planning law firms do not know where to start with this.
Fortunately, there are some simple changes that will make all the difference. Thinking carefully about who your target audience is and which platforms you can use to reach them will help you to target your marketing efforts at the right people. These are the six best ways to market your estate-planning law firm.
1. Identify your target audience
The biggest mistake that an estate planner can make is failing to identify their target audience before launching a new marketing campaign. You need to figure out exactly who you want to market your law services to and what those clients might look like. You need to be incredibly detailed here so do not just think in terms of general age or wealth demographics. For example, do you want to be an estate planner for young to middle aged couples with children and a home that are looking to protect their assets? Perhaps you want to work with older clients that have built up a lot of wealth and are making plans for their family after they are gone?
When you are deciding on a demographic, it is important that you understand the people that are around you. Consider the general demographic of the local population, and look at things like average age, income, and family situation. Then, you need to take a look at the other law firms operating in the area. It is important that you find a gap in the market and target clients that your competitors are not currently dealing with. If you simply offer the same service as all of the other estate planners in the area, you will find it a lot harder to grow your practice.
2. Invest in content marketing
Content marketing is an incredibly effective strategy for estate-planning law firms because it is a way to demonstrate your knowledge and expertise to customers and answer questions that they may have about estate-planning. By offering clarity about estate-planning, you can demonstrate why it is important and while also positioning yourself as an expert that can meet the needs of the client. There are some common misconceptions about estate planning and if you can address these questions, you demonstrate a lot of value to potential clients.
Many clients state, ‘I don’t want a Health Care Proxy / Durable Power of Attorney for Health Care’ because they think that it means giving up control over their own medical decisions,’ but this is not the case. Decisions will only be made for the client if they are incapacitated and unable to communicate, for example, if they are in a coma.
A lot of clients also say that ‘I have my mom or dad’s Durable Power of Attorney, so I can execute documents for them.’ Again, this is incorrect and a durable power of attorney can only make decisions if the person who is granted power of attorney is no longer living.
The biggest misconception that people have is that ‘I have a Will, so my estate will not need to go through Probate proceedings.’ However, as Attorney Lauren Caisse explains, it is not just people that die without a will that need to go through probate proceedings and the will acts more as a letter of instruction for the probate court, who then has to process and execute those instructions.
If you create content that addresses these big misconceptions about estate planning, clients will understand the need for it and as you are the authority that is correcting their misinformation, you will build trust. Content marketing is also an incredibly effective way to drive traffic to your website because clients that are unsure about estate planning will search online and find your content, which then directs them to your site.
3. Take advantage of social media
In the modern age, you need to rethink your direct-to-client marketing strategy. The traditional approach tends to lean on dinner seminars and presentations, but this strategy doesn’t cut it anymore because people interact with businesses in different ways, often using digital platforms. That is why every successful estate planner has a strong social media presence. It is a great way to stay in touch with existing clients and reach out to new ones. You can also use it as a way to promote your content marketing and generate even more traffic with it.
When using social media, it is important that you consider the platform and find the right one for your purposes. Things like Snapchat and Instagram may be good for marketing a restaurant or a fashion brand, but the user base on those platforms are not likely to have an interest in an estate-planning law firm. Twitter can be an effective way to reach a younger audience and it is the best place to promote content, but if you want to find valuable clients for your law firm, you need an active presence on LinkedIn.
LinkedIn is the best platform for marketing an estate-planning law firm because the user base is made up of working professionals that are more likely to be interested in estate-planning services. If you make a premium account on LinkedIn, you can connect with over 500 million members. By making regular posts about the importance of estate planning, you can generate a lot of interest and start to build trust on the platform. You can also leverage news events like the deaths of notable celebrities and use this as a way to discuss estate planning.
4. Encourage reviews and testimonials
Explaining the importance of estate-planning and outlining the ways that you can help clients is important, but you have to remember that people will naturally be distrustful of any marketing materials that you put out. You are trying to get their business so, of course, you are going to tell them that estate-planning is important and you are the best firm to assist them. Content marketing and social media campaigns can go some way to building trust, but you also need to encourage reviews and testimonials from your existing clients.
Potential clients want to see real life examples of ways that you have helped people with their estate-planning. They also want to be reassured that the lawyers they work with will be dedicated to their case, and they will be approachable people. If you can get your existing clients to write short reviews and testimonials about your service, you can display these on your website and they will carry a lot of weight.
5. Start a referral program
Reviews and word of mouth marketing are incredibly effective, and you can capitalize on that if you start a referral program. First, you need to make sure that you are providing an excellent service to your clients. This should help you to get a lot of natural referrals from clients and you can foster these new contacts by improving communication via email and over the phone.
You can also partner with other businesses and create a referral program that is beneficial for both of you. For example, if your estate-planning business is partnered with a funeral directors, they can point clients in your direction if a family member passes away and they are unsure how to proceed next.
6. Focus on local marketing
The majority of law firms get most of their business from the local area. It is a lot easier to compete with local law firms than it is to go up against the big national ones, so you should direct a lot of your efforts towards local customers, and there are a number of ways that you can do this.
Firstly, you need to be more location-specific with your online marketing because people will often use local searches to find a law firm. If you focus on location-specific online marketing, you will rank higher on those searches and get more business. When creating content, try to use keywords that include the city or state that you are in. You should also add a map and address to your website if you do not already have one, and register your law firm with Google My Business.
Hosting local community events and partnering with local charities is also a great way to get your name out there in the local area and build a relationship with the local population. If you can cement yourself as an important part of the local community, you will be the first port of call for local people that are in need of estate-planning services.
These six methods should help you to find a lot of new clients and grow your estate-planning practice in no time.