Law firms have historically approached marketing from a 30,000 ft. view and this is apparent when you look at the typical law firm website. There’s contact information, a short bio for all the partners and a quick rundown of all the services the firm has to offer.
Unfortunately, all those websites look exactly the same to your prospects and if nothing catches their eye within the first 10-20 seconds, they’ll move on and look somewhere else. That’s what makes niche marketing so effective — it gives your firm a way to stand out from the rest of the pack.
The first thing you need to do is decide on what niches you want to target. A family law practice for example, might actually offer an array of unique services — divorce, child custody modifications, adoption, and prenups to name a few. Likewise, an estate planning firm has its own specialty services, such as wills, trusts, probate, and asset protection.
In niche marketing, you’re going to approach these practice areas separately and build a sales funnel around each one. Now, for specialized and boutique firms, you might already have a short list of niches you want to target, but if you have a general practice or a larger firm with several specialized divisions, choosing a niche might be a bit more daunting.
In these instances, the question isn’t which niche do you want to target; it’s which niche do you want to target first?
Here are a few tips to help you make that decision.
Start With What You Do Best
The simplest way to pick a niche is to look at what brings you the most business. What services or practice areas generate the most revenue? What areas seem to be growing? These areas represent your lowest hanging fruit and will likely be some of the easiest to cultivate with a niche marketing approach.
On the flip side, are there any practice areas that don’t produce as well as you’d hoped or that you feel aren’t getting the exposure they need to grow? Niche marketing might be just what you need to expand these areas of your firm, so add those to your list as well.
Add In What You Like to Do Most
Let’s say you’re a family law attorney that does a decent business handling uncontested divorces. It’s fairly simple and it pays the bills, but what you really enjoy doing is collaborative divorce cases or serving as a mediator or Guardian Ad Litem. If that’s the case, then those are niches that should definitely be explored.
Niche marketing gives you the ability to zero in on those very specific, very specialized services and finding a way to generate revenue while also doing something you enjoy is the perfect way to guard against burnout and ensure long-term growth.
See What People Are Searching For
A key component of online marketing (niche or otherwise) is search engine optimization, commonly referred to as SEO. And with SEO comes keywords. Keywords represent specific words or phrases that users are typing into the search engines and that also encompass your particular practice or service. Obviously, some keywords are better than others, so what you need is a way to measure the effectiveness and popularity of your chosen words and phrases.
There are a number of services and software programs (both free and paid) available to help you do this; we’re going to talk about two in particular here.
The first is Űbersuggest. This tool helps you craft those long tail keywords that really drill down your audience. You’re not just trying to appeal to people searching for “divorce” for example, you’re wanting people searching for divorce who also live in Houston. Even better would be people searching for divorce, living in Houston and wanting to know specifically about mediation or a free consultation.
The second resource we want to mention is WordStream’s Keyword Niche Finder. This tool boasts over a trillion keywords in their database and allows you plug in a general topic or area of interest and then see all the related niches based on top search requests.
To illustrate how this works, we searched “estate planning” and were immediately given 914 possible niches relating to our topic, such as estate planning attorney, estate planning trust, and estate planning tax.
What’s really useful about this tool is that it points out niches you may not have even considered yet.
For example, one of the sub-listings in our results was trust estate planning 529 plans. If you’re an estate planning attorney, then you know that this is a very unique vehicle that can help parents and grandparents shield savings for college tuition from estate and gift taxes.
And now you also know that your prospects are searching for it, making this a niche you’d definitely want to target.
Which brings up one more tip to help identify your niche…
The niches you’ll find within your practice area range from the very broad to the very narrow and ideally, you’ll want to explore as many of those as possible. The whole purpose of niche marketing after all, is to target a very specific need or topic, such as the estate planning 529 niche. This allows you to create focused content for that topic and establish your practice as the go-to law firm in that area.
Excerpted from the free ebooklet Attorney’s Guide to Niche Marketing by Kate Luther. Download the full ebooklet to for more tips on identifying and connecting with your market.
If you’re interested in a more comprehensive marketing campaign, contact us to find how we can help you connect with new clients through professional website design, search engine optimization, social media marketing, and more.