Over the last few years, many law firms have learned that marketing themselves to specialized areas like social security, personal injury or auto accident has generated a lot more leads for a lot less effort. This is a smart method, primarily because when you’re only advertising to prospective clients with specific needs, and they call, they know exactly what they’re looking for and what they’re getting. No more time or money wasted on screening cases you can’t take!
Niche marketing is simply more cost-effective. Gone are the days where lawyers brag about their wide array of practice areas. The fact is, the more focused your advertising, the better chance you can reach a customer on a personal level. Those are the prospects that come back.
Meaningful leads for less money.
Niche marketing positions you as an industry expert. The law industry is hyper-competitive. Just being a good lawyer isn’t enough anymore, you have to set yourself apart. And the best way to do this is to establish yourself as the local authority on a specialty area. You want your firm to be synonymous with your niche. If someone is in an auto accident, they should think of you. Without even thinking about it.
Once you’re considered an expert on a specific area, you can demystify that area to the general reader. Most people coming to your blog, see the law as guarded secret, hidden behind a barrier of jargon and law degrees.
Your job as a publisher, editor and writer is to make the complex simple and explain its relevance. If you can simplify complex legal issues, you will demonstrate your understanding of them and that you can communicate effectively. Feel free to pick a complex topic, but make sure you explain succinctly why it matters and how. For instance, you could write that “the Jones v. Smith case seems to affect jurisdictional issues that only lawyers care about, but in reality it will prevent many litigants from having their day in court because….”
Niche marketing levels the playing field. Several years ago, only the monster firms could tout a “specialist” because they were the only ones with an advertising budget that could afford to be that focused. However cheaper digital advertising, any small firm or solo practitioner can establish themselves as an expert and suddenly stand toe-to-toe with the big guys.
If you’re having trouble generating ideas to fit into your niche — start digging!
Find others with great news, information, stories and insight regarding your niche. Follow their blogs and news columns. Monitor keywords and key phrases in feeds from Google News.
Share what you’re reading and tell your audience why. Pull block quotes, paraphrase what the other party is writing adding your insight, or weave the content into your own story.
The Fair Use Doctrine allows you to make liberal use of third party content. Not only should you not feel guilty “referencing” other’s content, it’s the highest form of blogging. You’ll be engaging and, in time, meeting thought leaders and reporters. You’re also showing off that you stay up to speed.