A Lesson from the Shopping Mall: How Your Internet Marketing Can Enhance Your Value

December 16, 2015
Daniel Decker

Millions of Americans will visit the shopping mall this month. And their purchasing decisions can teach us a lot about the power of an effective brand.

Many shoppers will pay a premium for a shirt with a Nike logo on it, even if it’s otherwise exactly the same as a generic competitor’s product. The same goes for a Chanel purse or a Rolex watch. These companies have built premium brands and as a result can command premium prices from their customers.

As a lawyer, you can apply this concept to your marketing strategy. You can establish a “premium brand” which will make you more attractive to potential clients, help you stand out from the competition, and even allow you to charge higher rates. There are many things that your market will likely pay a premium for, including:

Your expertise. Your prospective clients need to know that you’re an expert (even if you can’t use that word) in your practice area and that you thoroughly understand their legal issues. You can use the internet to “prove” your expertise. Write blog entries providing practical information. Use video to address common questions that your clients have. Create reports and white papers on your area of practice and make them available for download. Prove that you’re great at what you do by creating content that showcases your expertise.

Your focus. Specialists significantly out-earn generalists in almost every field. Brain surgeons vs. family doctors. Toxic waste disposal experts vs. garbage collectors. Don’t be afraid to focus your marketing message around your specific focus. Your website, your social media presence, your email newsletter, and any other marketing communications should reflect your focus.

Your approachability. Most non-lawyers are intimidated by lawyers. And many of the situations that lead to the need for a lawyer are stressful in their own right. This means that many of your potential clients are very nervous during the process of selecting an attorney. If you can put potential clients at ease, you’ve got a significant advantage. You can use your internet presence to convey a tone of friendliness and approachability. Social media is one forum for these types of communications – and video is particularly effective at establishing trust and creating rapport.

Your motivation. Fairly or unfairly, most consumers are skeptical of lawyers and their motivation. For example, an ABA study found that a full 69% of consumers surveyed believe that “Lawyers are more interested in making money than in serving their clients.” You can gain an advantage over the competition by sending the opposite message through your marketing – by making it clear that you are passionate about solving problems for your clients and improving their lives. Use your website content and your communications to deliver practical, helpful information to your audience and to demonstrate that your concern is serving your clients, not cashing their checks.

Your internet marketing can create a premium brand for your law practice – helping to differentiate you from the competition and enhancing your marketplace value. We’d love to help you accomplish this… click here if you’d like to schedule a call with our Solutions Team to discuss your options.

 

 

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Daniel Decker

Daniel Decker is a co-founder and Partner at Spotlight Branding. In addition to helping lawyers stand out from the crowd, he spends his time writing, dreaming up new marketing strategies, and coming up with catchy subject lines. In his spare time, Daniel enjoys playing sports, guitar, politics, and Minnesota sports.