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How to Create a Legal Marketing Campaign

Andrew Adams

When a politician runs for office, she launches a “campaign.” The campaign (usually) ends on Election Day and has a specific goal: get votes.

Likewise, law campaigns have limited time frames and what is known in marketing-speak as a “call to action” - the thing you want people to do.

Legal marketing campaigns are often developed and flow from a legal marketing strategy and a legal marketing plan. A campaign may feel like a mini, focused version of a law firm’s overall strategy and plan.

Like legal marketing strategies and plans, a campaign will include:

  • Something to promote
  • A targeted audience
  • Strategic activities and tactics to reach that audience
  • A budget
  • A team with defined roles and responsibilities
  • A timeline
  • Goals and ways to measure them

Why Would a Law Firm Launch a Campaign?

There are a number of services, products, and messages a law firm may want to promote on a narrow basis. Some examples include a limited offer of free consultations, an email subscription list, or attendance at an event. A law firm may also design and launch a campaign around a new practice area, a unique or timely service, or a newly hired partner. A campaign could also be focused on efforts to increase brand awareness or a response to negative press reports.

Launching a Legal Marketing Campaign

Knowing where to campaign requires some research and thought. As a politician will limit her campaign to the district, city, state, or country she is running, geography is always a great place to begin. A personal injury attorney may focus on one part of a large city, or maybe several cities that are located near each other. Once the geographic focus is established, identify the people to reach within those boundaries. A trusts and estates attorney who wants to promote an informational seminar to people with special needs uses different tactics than one who wants to promote his services to senior citizens.

Knowing who you want to campaign to and where will help you decide the activities and tactics to use in the campaign. A personal injury attorney could consider billboards or a public relations campaign to get quoted in the local newspaper. A trusts and estates attorney may use paid social media to promote a seminar for people with special needs and ask local in-home care service providers if they have a newsletter in which to promote their services to senior citizens.

The Call to Action

A legal marketing campaign’s goal is generally to get people to take action. When using a campaign to build business, that goal is pretty simple: entice potential clients to call or email. But, as discussed above, there are other actions that a campaign could focus on, from signing up for marketing emails or an event, or even changing people’s perceptions.

There is no one-size-fits-all call to action and people usually will not complete the desired action unless there is something in it for them. Including a “contact us” form on an email or a subscribe link on a social media post helps make the call to action clear to your audience, and those both generate measurable results. The campaign messaging must be catchy and clear to lead the audience to perform the desired action.

Monitor the campaign as it goes and adjust as needed to help achieve the desired results. Be sure to study how it performed to identify opportunities to make the next campaign even better. From implementing a strategy to executing creative messaging vehicles, Scorpion helps law firms launch effective, successful campaigns.

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