Digital Marketing For Law Firms

By Ivan Theodoulou

Lawyers today wear many hats besides practicing law including marketing, networking, public relations activities, people management, sales, new business development all to help the growth of their firm.

 

We live in a searchable world where people research online before meetings or hiring legal services. They want to ensure lawyers are credible and a good fit, making an optimized online presence critical for building trust.

 

An effective digital marketing strategy helps build that trust by making your brand more visible and accessible online. It allows potential clients to learn about your expertise, values, and track record, fostering a sense of confidence and reliability.

 

This is fine when working with a firm with the communications set up to get your name out there, far harder if you are a solo practitioner or working for a small firm.

 

Of course, you may decide to outsource your digital marketing function, yet the digital landscape continues to evolve. Doing it yourself means you get to learn new skills, understand how the landscape is glued together, and it's sometimes enjoyable; especially when positive results roll in.

 

For solo practitioners and small firms, outsourcing some functions seems realistic, with limited time and resources. However, understanding how digital strategies work together is still important and being hands-on with content creation and social media allows learning skills. 

 

This eBook summarizes the digital marketing landscape, guides on how to build a digital profile online, what to do and what not to do, and how to leverage free resources and giving you the knowledge to do it yourself.

• Language: English
• Publisher: Ivan Theodoulou
• Release date: Nov 17, 2023
• ISBN: 9798223178866

Ivan Theodoulou

Ivan Theodoulou is a public relations professional with extensive Asia Pacific PR experience.  For over thirty years, Ivan has helped clients build and enhance their public profile and reputation through media relations, brand and corporate reputation, thought leadership programmes, and digital communications. Originally from the UK, Ivan lives in Hong Kong.

Book preview

Prologue

Lawyers today wear many hats besides practicing law including marketing, networking, public relations activities, people management, sales, new business development all to help the growth of their firm.

Over the years, I’ve been fortunate enough to work for many law firms providing public relations counsel, media relations and helping practices, and partners enhance their profiles in Hong Kong and internationally.

I became an independent PR consultant in 2021, and although this eBook is geared to lawyers, the information and practices are those that I used to digitally market my own business.

My relationship with digital includes: first Amazon account in 2000, LinkedIn since 2005, Twitter/X from 2009, self-built websites for over 10 years, self-taught keyword research and SEO techniques since 2021 (still learning, always learning), self-published eBooks, achieved 206,000 impressions of my company website in the last 12 months.

Digital marketing is a skill to learn because everything is searchable. The first action people take before or after a meeting is to get online and search for the names of people in the room.

People do business with people they trust and the more information online, the more they feel comfortable in doing business with you.

An effective digital marketing strategy helps build that trust by making your brand more visible and accessible online. It allows potential clients to learn about your expertise, values, and track record, fostering a sense of confidence and reliability.

This is fine when working with a firm with the communications set up to get your name out there, far harder if you are a solo practitioner or working for a small firm.

Of course, you may decide to outsource your digital marketing function, yet the digital landscape continues to evolve.

Doing it yourself means you get to learn new skills, understand how the landscape is glued together, and it’s sometimes enjoyable; especially when positive results roll in.

This eBook provides