South Florida is a great place to practice law. However, only the most successful attorneys know how to successfully market their South Florida firms to attract new clients and break into an oversaturated market. Ever since the pandemic, many attorneys have had to change the way they market their firm and rely more on digital platforms & solutions to reach their target audience. We've put together a list of 11 effective marketing tips for attorneys to stand out from your competition and get the lion's share of South Florida's legal work.
Make Your Website Stand Out
The first step to marketing yourself is standing out from the crowd. This isn't easy when you're a law firm competing with hundreds of others in a crowded marketplace, but it's doable. One way to make your website stand out is by using videos and other multimedia features that allow potential clients to get to know you before they call or email you. Miami is a very multicultural community, and potential clients will appreciate having the opportunity to learn more about you in their own language.
A bonus tip is creating a website with multiple language localizations. Miami is home to many people who speak Spanish, Portuguese, and French. Creating a website that caters to these potential clients will give you a significant advantage over your competitors.
Another way to stand out is by offering potential clients something that they can't find on any other law firm's website... CONTENT! We live in an age where content is king, and potential clients are looking for answers to their legal questions. If you can provide them with helpful, informative articles, blog posts, or even podcasts, you'll be much more likely to convert them into a trusting client.
Miami is a big city with lots of people coming and going every day. Don't limit yourself to online advertising when there are so many other venues that can work for your Miami business. Take Miami's transit authority, Miami-Dade Transit (MDT), for example. For just $1,000 per month you can purchase an ad that will play on the MDT system multiple times a day for four months.
Again, South Florida is very saturated with law firms, so it's important that you get creative with your ad campaigns. You can also purchase ads on local radio stations, TV stations, and in print publications. And don't forget about billboards! Billboards are a great way to reach potential clients who might not be using the internet to search for an attorney.
Don't Forget About TV Advertising
TV is still one of the best ways to reach people in many Miami communities. Miami is a major metropolitan area, so you can reach a lot of people through Miami TV commercials, but there are even more opportunities if your Miami firm has a physical location in Miami Dade County. Consider advertising on Univisión to get the word out about new openings! Channels like WSVN and Local 10 news are also great options for reaching potential clients.
Learn About Miami Business Organizations
Miami business organizations are a great way to connect with other Miami business owners and professionals. Miami Dade has dozens of local Chambers of Commerce, so you can find one that suits your firm perfectly! Miami business organizations often offer discounted advertising rates or sponsor networking events that can be very helpful for your business.
Remember, you're building a long-term brand, so it's important to get involved in the community and make lasting connections.
Don't Overlook Radio
As with television advertising, radio advertising is also a great way to reach Miami communities. Miami has AM and FM stations in English, Spanish, Creole, Portuguese and Haitian French. Miami's greatest concentration of commercial radio stations is on the FM dial; if you want to get into commercial radio but don't have an ad budget of $1,000 per month, consider going with a radio station that features Miami-specific programming.
Come Up With Miami Marketing Ideas
You decided to open a firm in South Florida for a reason, right? Whether it's because you have a personal connection to the area or you just think it's a great place to do business, you can use that knowledge to come up with Miami marketing ideas that will make your firm stand out.
One way to get started is by branding your firm with local landmarks or themes. If you're located in Downtown Miami, consider using the skyline or the Miami River in your marketing materials. Use the beautiful area to think of creative ways to market your firm!
Consider Hiring a Miami Marketing Firm
Even the most seasoned of Miami attorneys can come up short on marketing ideas and expertise at times. If you find yourself getting stuck, consider finding a Miami marketing firm to handle law firm marketing for you. Miami business owners who don't have staff to handle internet marketing, email marketing or social media management can also benefit from Miami SEO experts, link builders and other digital marketers.
A dedicated marketing firm, especially for a busy attorney, can be a game changer when it comes to online marketing in Miami.
Get Connected with Miami Business Owners
Miami is full of professionals just like yourself. Whether you're a South Florida business owner or South Florida professional, chances are there's another South Florida business owner or professional who could benefit from knowing about your business! Reach out to other South Florida business owners and professionals and invite them to join you at South Florida networking events. You should consider making a LinkedIn, or updating your current LinkedIn profile to include your Miami business information.
Try Miami Co-Marketing
If you're looking for Miami co-marketing ideas, consider teaming up with other Miami businesses. For example, you could form a buying group with other Miami law firms and offer discounts to all members of the group if they recommend your firm to their clients. You could also team up with marketing agencies in Miami or even other South Florida business owners!
Take Advantage of Miami Business Calendars
Miami has several business calendars that are great for finding special events in the Miami-Dade County area. The Greater Miami Convention & Visitors Bureau offers a comprehensive calendar of South Florida events, including expositions, festivals, conferences and conventions! Other well-known sources include VISITFLORIDA.com and VISITMIAMI.com, which both provide calendars of Miami area events and other useful travel tips.
Learn About Government Resources
Government resources can be a great help to your Miami business! For example, the U.S. Small Business Administration's website has information on small business loans in Florida, as well as special programs for veterans and women-owned businesses. The U.S. Chamber of Commerce Foundation also has a small business grants search tool that you can use to find federal, state and local grants for small business owners and entrepreneurs in Miami!
Learn More About Attorney Marketing
We recently published a book on a basic level introduction to Web Design & Digital Marketing for Attorneys. The goal of this book is to introduce the basics of web design, digital marketing, and how it applies to attorneys.
However you end up approaching digital marketing, the most important thing is to get started. The sooner you start, the sooner you’ll start seeing results.
There are many ways to market your law firm in South Florida. Attorneys in Miami can use multimedia, internet marketing, and social media management in South Florida to promote their law firm. It's up to you to come up with your marketing ideas and then execute them! If you’re wondering how to market your law firm in South Florida and don’t know where to start, contact Gold Penguin Marketing today! We wish you the best of luck in your South Florida Digital Marketing journey!