Influencer Marketing for Law Firms: An Introduction

Traditionally, influencer marketing has been viewed very much as a vanity expense, but increasingly, influencer marketing is becoming important to law firms. Using influencers effectively can significantly enhance the prestige of your brand, whilst also potentially introducing you to a wider network of influential people within the legal market. 

Influencer marketing is a great USP for law firms. It helps you differentiate your brand from similar competitors and helps mark you out as immensely credible. It also gives you access to trusted experts who can help with furthering your ambitious thoughts and ideas.  

Key Considerations for Influencer Marketing for Law Firms

Some key aspects that law firms need to consider when running influencer marketing campaigns include:

fact_checkSet Aside Misconceptions

Influencer marketing in the legal sector has been a slow burner because it is often viewed as an unnecessary expense. People question how influencers can be different and whether audiences actually listen to them or not. In reality, influencers are extremely powerful even if you don’t realise it. 

If your law firm can boast that you’ve collaborated with well-known names within the legal industry, you instantly mark yourselves out as unique against other firms that have not. Furthermore, if customers researching your law firm see you working with reputable industry organisations, they instantly are going to feel more assured that your law firm is the correct choice. As a result, influencer marketing can actually be an extremely powerful lead generation tool.

fact checking - influencer marketing for law firms

mic_noneThe Right Voice

Getting the right voice for your company is the cornerstone of influencer marketing for law firms. Although influencer marketing is an extremely exciting venture, it can be very easy to get it wrong by talking to the wrong people. What’s more, this can quickly add unnecessary costs which become a larger burden for your business. If you waste all your money down the wrong avenues, that can put you at a serious disadvantage when you actually do have to negotiate with the perfect match. 

Spend time conducting detailed research on your potential influencers to make sure they are the perfect fit, both commercially and personally. You’ll want to develop a strong working relationship with them, so it’s critical that you feel they are the right fit for your law firm. 

right person speaking on mic - influencer marketing for law firms

articleCreating Content

Once you establish contact with your influencer, it’s important to make sure that you pitch topics that they will be interested in and have profound knowledge in. Influencer marketing for law firms tends to focus on three key areas – legal expertise, socio-political factors affecting law, or the advent of technology into the industry. 

Assuming you’ve spent time researching your influencers properly, you are going to be talking to the right voices. It’s then up to you to work out how you pitch. It can be through either mutual benefit, offering financial remuneration – after all, legal influencers are often field experts and have multiple opportunities to do this, so getting them onside is crucial – or longer-term tangible benefits. Be clear with whatever you are offering and write up a formal agreement so it is always available for reference.

shareDistribution

Once you’ve created quality content, the next stage of influencer marketing for law firms is to distribute it effectively. Focusing on original and unique content will help mark you and your law firm out as subject matter experts that are looking to try and expand the legal canon and also place you in good stead for being able to engage further on the topic. Ideally, you and your influencer should both be prepared to spend time engaging with and responding to anyone else who joins the conversation – and don’t be afraid to encourage further discussion. 

The biggest thing to remember is not to completely overload and overwhelm your audience. Concise, consistent snippets of useful information in a digestible way is better than an absolute deluge of detail. Above all, be prepared to spend as much time and money promoting your content as you did creating it, so it gets shared to as wide an audience in the legal sector as possible.

promotional leaflets - influencer marketing for law firms

trending_upLong-Term Vision

Influencer marketing for law firms shouldn’t just be about expecting an instant glut of enquiries once you post your first piece of content. Like SEO, influencer marketing is a strategic activity that focuses on long term gain and growth. 

In fact, for small and medium law firms, engaging with a reputable influencer can help you shape the long-term business strategy for your own practice, as you’ll be speaking to someone who has much greater experience and depth within your chosen market and consequently is more likely to spot future potential legal trends and opportunities.

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Other Marketing Services For Law Firms

In addition to offering influencer marketing for law firms, Boss Digital can also support you with a range of other digital marketing services:

“For the cost of one internal marketing manager we’re able to have an entire team of content and digital experts, and without any of the overheads. Our results across social media, SEO, PPC and email have been transformed. It’s the beat money we spend each month.”

– Rick Miles, Head of Recruitment for Ark Teacher Training.

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The Benefits of Influencer Marketing For Law Firms

Engaging with legal influencers, particularly prominent names, can seem extremely daunting for small and medium law firms. However, if implemented effectively, influencer marketing will bring a range of benefits to your law firm, including:

In a competitive industry like the legal sector, perception is hugely important. Being able to associate yourself with a trusted industry expert or specialist via influencer marketing hugely increases the credibility of your own law firm. You can use the influencer’s knowledge and influence to jointly push the benefits of using your legal services, which in turn will also help to differentiate you and mark you out as superior to other mid-market legal competitors.

Influencer marketing for law firms effectively means that a prominent voice within the industry will advocate and partner with you and your legal services. As a result, this builds trust within your target market (who will look to these prominent voices for reassurance) and maximise the chance of you successfully generating a lead. When you extrapolate this against the actual cost of the influencer initially, you get an extremely positive correlation within the legal sphere.

By working directly with legal influencers, not only are you able to present your law firm as extremely respectable, but you also impact your personal brand. Through their influence, your name will become more recognisable within your chosen legal market and this will help to build your own influencer and reputation as a respected legal thought leader. This in turn opens up opportunities for you to collaborate with other names in the legal industry and mark yourself out as an influencer in the future.

Influencers have an extremely prominent role in shaping and developing the discourse and discussion within the legal market. They help to formulate industry trends and also identify the prospective challenges and opportunities for law firms. Legal influencers also usually have a much larger audience than a traditional mid-to-local market law firm, and consequently, when you partner with them, you have a better chance of being able to speak to the wider industry audience.

Additional Considerations for Influencer Marketing in Law

Boss Digital are well-equipped to support ambitious law firms that are looking to get the most out of influencer marketing. Some additional considerations we encourage law firms to consider include:

paidSetting Know your budgets

A common misconception about influencer marketing is that it is hugely expensive. Although legal influencers are more likely to care around the quality of the engagement and speaking about their specialist subjects, it’s important to remember that you can’t take them for granted. It’s silly talking to a prospective influencer if you know you can’t afford them, in the same way, it’s silly to speak to a prospective influencer who specialises in the wrong market. Have a clear idea of what you can and can’t afford for influencer marketing, and shape your decisions around this. 

learning how to budget

business_centerUniqueness

Many modern legal influencers are breaking boundaries and bucking trends, and digital transformation has only accelerated this. If you are a very classic law firm, you may want to stick to more traditional values, but more modern firms should embrace the depth and variety of different characters and personas within the market. What’s more, don’t be afraid to engage with ‘rising stars’ as their potential for growth and future impact is often significant.

unique influencer

live_helpB2B or B2C

The traditional view of influencer marketing is a negative one, perceiving it to be a B2C activity involving a few sponsored Instagram posts. In reality, influencer marketing is shaping every facet of people’s lives in a manifest variety of ways. Whether you specialise within a B2B or B2B legal sphere, there will be voices in your industry that help shape thoughts and attitudes, and these are the influencers who you want to harness successfully to promote your law firm. 

questioning

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Resources

Check out our ultimate guide to marketing for Law Firms, along with other handy legal resources to enhance your firm’s digital marketing. 

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