Immigration law is a highly contentious subject and lucrative market. In the US alone, there are more than 1.3 million pending immigration cases, making immigration law firms some of the most sought-after legal services in the country.
With such a vast and varied potential client pool, implementing a solid marketing strategy is vital for a law firm's success. Marketing is an integral part of how lawyers reach prospective clients, regardless of what area of the law they work in. However, for an immigration law firm, it is vastly more important.
The following list of strategy and marketing tips is aimed at immigration lawyers who are interested in increasing their piece of a five billion dollar industry by attracting more traffic and ultimately more clients.
Why Is Marketing Important for Immigration Lawyers?
Before discussing specifics, here is an overview of exactly why an immigration attorney or law firm should be investing in high-performing marketing solutions. Of course, the ultimate purpose is increasing the client base and growing the business, but how does marketing impact that outcome for an immigration law firm?
Trust Is Everything
Many potential clients are in the throes of one of the most difficult times of their lives. Seeking legal guidance in a time of desperation is made easier when a firm can build trust from the outset. Finding a firm online is not difficult, considering there are more than 10,000 dedicated immigration lawyers in the US right now. However, finding a firm one feels can be trusted with your life circumstances is not.
Marketing gives firms the chance to show why they are trustworthy and to make potential clients believe they are the best choice for the task at hand.
Leads May Come from a Range of Locations
Some clients may be able to walk in off the street and meet with an attorney face-to-face, but many clients cannot. In immigration law, often a client may be overseas or have limited resources, which is why a varied and broad marketing campaign matters.
Assuming that a fancy office and impressive website is enough to ensure success is likely to leave a firm missing out on real clients with real needs, allowing other more active firms to expand their practice areas to things like criminal defense law or bankruptcy law.
Prospective Clients Respond to a Strong Web Presence
Everything is digital now. There are more Google searches every day than there are seconds in an entire year, meaning digital marketing should be the top priority for any business interested in success. The stronger a website is, the easier it is to find, and the more of the almost 7 billion daily searches end up at its homepage.
Studies show that most people do not look past the first several search results when seeking a service. If a law firm has limited website traffic, it becomes harder to secure new clients.
Fast Solutions are Essential
Urgency is the name of the game in immigration law. People are waiting to move on with their lives and require a firm with the same dedication and motivation as them. They may be in a rush to find an immigration lawyer and turn to the first service they find.
The best attorney marketing agency helps a firm to generate leads and find clients before they make these rash decisions. It also shows a proactive nature that is likely to impress a potential client and reassure them of a firm's competency.
Online Marketing Builds Brand Credibility
People like brands: it is a fact. Recognizable names with reviews and testimonials to back them up are on a clear path to success. A business with zero credibility and very little digital marketing to showcase who and what they are is doomed to vanish in the crowd.
When battling a complicated immigration case, people want to feel confident in the team they choose to fight on their behalf.
Marketing Strategy Tips for Immigration Attorneys
The first thing to remember about this type of case is that clients contact lawyers are very different stages of their cases. Sometimes, a person may be hesitant to reach out or unsure where to even begin the search. It is because of this that immigration firms must vary their marketing tactics to reach the widest possible audience and reach the people who need their help as soon as possible.
That said, here are some of the most effective ways to make it happen.
Build an SEO Strateg
Search engine optimization is a pillar of modern marketing strategies. Any business with a website- including a law firm- should be doing what they can to ensure they rank highly with popular search engines. Using keywords effectively with clear, easy-to-read headings and layouts can boost search engine optimization, as can backlinks and various other tools.
Deciding how to manage website content to ensure strong SEO is key to staying visible online. Law firms targeting immigration clients may want to consider hiring a marketing team member who specializes in this area.
Prioritize Website Design
SEO is only one part of what makes a business stand out online. Website design is equally, if not more, essential. The first thing a law firm website must do when traffic reaches the home page is to grab the attention of the viewer and make them want to stay on the site. Poor design can turn too many clients away from a great immigration lawyer, purely because the browsing experience was not enjoyable.
Focus on Content Marketing
Legal marketing can verge on the confusing at times if too much jargon is thrown in. While it is important to present a legal team in a professional manner, it does not need to become pretentious and long-winded. Streamlined content that focuses on the necessities and maintains a simple but assertive tone is likely to appeal to more clients and generate more leads.
Resist the temptation to pack a site full of complicated legal information that may overwhelm a reader and push them away. Content should be informative, yes, but also accessible. Balance the technical side with the human side, as every partner in a law firm is human- just like every prospective client.
Use Social Media as a Promotion Platform
Social media marketing is one of the best ways to attract new clients. Roughly half the world's population uses one or more social media channels, making this an ideal platform for promoting a service and building brand awareness for a law firm. A strong social media presence is the leading strategy for fast and effective marketing- legal marketing included.
An immigration attorney can benefit from social media networks because of how easily they can reach a wide audience from any point on the globe. There are almost no geographical restrictions with this type of digital marketing, making it a perfect channel for reaching more immigration clients who are currently overseas.
Network with Immigration Law Firms Domestically and Abroad
Networking has not become obsolete in the face of the digital age. Relationships and business connections with other lawyers are, as they have ever been, an essential asset for any law firm. Having contacts overseas is an invaluable tool for an immigration lawyer as it helps provide better services to clients and have the opportunities to work with more people.
Utilize Lead Magnets to Find the Right Client
Lead magnets are tools used by a law firm to gather contacts details for potential clients in order to reach out and establish connections. Examples include video marketing sharing a tutorial or learning series for people struggling with the ins and outs of immigration law, or a downloadable eBook with advice. These services bring people to a firm's attention and open a communication channel for a potential partnership.
Know the Power of Client Reviews
Testimonials are excellent for validation purposes. Clients want to know that the others who came before them left satisfied with the firm and its service. Sharing reviews and comments on a legal website is a quick and easy way to establish trust and get people to look further.
Contact a Digital Marketing Agency
A digital marketing company can elevate an entire strategy and take it to the next level. Online marketing is complicated, and the goal post moves regularly. Finding a digital marketing partner to overhaul a site and re-think any current plans is an intelligent and pragmatic move by any immigration law firm that wants to grow and progress.
Immigration Law Firm Marketing: Final Thoughts
The legal immigration system is overloaded with cases and requests. There are more than 30,000 people currently working for firms dedicated to immigration. Currently, no industry leader is enveloping all the cases and taking over the market, meaning there is plenty of opportunity knocking for whoever wants to open the door.
Marketing is the key to maximizing the impact a firm can have on the industry. If old methods are left unchanged, there can be no forward progression. Digital channels are the way of the future and the central focus of all 21st-century marketing plans- the legal industry must not get left behind.