Just like any other company, law firms are also trying to build their own community of loyal clients because that’s one of the surefire ways to establish their presence. As an aspiring lawyer, you need to resort to different marketing strategies that will help you accomplish that.
There are a variety of different options at your disposal as far as this is concerned, and one of them is direct mail marketing, which has been utilized for advertising purposes for many decades.
They are still very viable because they are able to perfectly complement any marketing effort. If you would like to know how your law firm can effectively integrate it into its marketing tactics, then these are the tips you should consider.
Is Direct Mail Marketing Truly Beneficial For Law Firms?
The answer is yes! Of course, just like with any other marketing strategy, you need to know how to properly use it in order for your law firm to have the best results. The outcome will depend on the message you’ll send out, along with the targeting.
If you want to ensure your marketing efforts are truly impactful and recognizable, then you need to create something that’s going to attract attention in a flash. This could be an enticing postcard, or brochure that’s packed with wonderful vibrant colors, and, above all, clear messaging.
Additionally, direct mail marketing is an excellent idea if you’re looking to reach a hyperlocal market. It can also be beneficial if you rely on the list of people who would potentially reap the benefits from your legal services.
To put it simply, if you are a personal injury attorney, you can create a list of all the people who recently sustained injuries, who are planning on filing a lawsuit anytime soon, and then find a way to reach out to them.
The point is that if you want your direct mail marketing campaign to be successful, then you need to take a couple of effective steps that will allow you to precisely track your results. But don’t worry! All these essential steps will be discussed below.
Consider Creating A Direct Mailing List
Before you create a direct mailing list, you first need to roll up your sleeves and do some research to uncover prospective clients who could make use of your services. These days, you can easily find affordable direct mail lists that will include people who may need some legal assistance, and they could incorporate factors like age, location, ethnicity, income, and other elements. By having them, you’ll have a complete picture of the individuals you’re supposed to target.
Lots of companies (not just from your industry) resort to them because they allow them not only to promote their services and products, but to establish a real connection with their audiences as well.
Unlike digital marketing ads, these are anything but generic, because they actually address recipients by their name, turning this whole interaction into something personal and meaningful, which most people appreciate a lot.
It’s All About A Wonderful Design
As a business owner, you need to understand that a vast majority of people are flooded with various types of mail on a regular basis, which can be pretty overwhelming for them. They are tired of consistently receiving items that are plain, boring, and look like something that they’ve seen a thousand times.
Although the content of your direct mail should always be prioritized, another aspect of it that’s important too is its design. You need to create something that’s going to resonate with potential clients, and, simultaneously, demonstrate the values and goals of your law firm.
If you want to immediately establish trust and engagement with the recipients, then you need to employ colors that actually evoke them, like gray, blue, black, and white. These are the colors that most law firms use for their marketing strategies.
Don’t forget that the design is not here solely to spark interest, but also to guide the recipient’s eye gradually through the content of your direct mail, and, concurrently, stimulate them to take action.
Do Not Overlook Younger Folks!
People who are generally familiar with direct mail are usually older generations because that’s a tool that has been widespread when they were younger. Although there are younger people who are familiar with it as well, bear in mind that younger folks are more interested in digital innovations.
However, that doesn’t mean that you won’t be able to pique their interest with something that’s a bit more conventional, but in order to do so, your law firm must invest time and dedication to make this happen.
So what are you supposed to do then? You should focus on creating a mail piece that’s personalized and that comes with a lovely design. Something that will stand up in a massive pile of direct mail.
There are a number of personalization elements that you can resort to that will boost engagement, and turn this mail piece into an omnipotent tool that’s going to help you build rapport with these individuals.
What Are Other Direct Mail Formats That Can Help You Make A Lasting Impression?
There are so many spectacular options at your disposal when it comes to direct mail marketing. Most law firms opt for letters and postcards, because they are a superb way to connect with their prospective audience.
But does it mean that they are the only ones that are efficient? Most definitely not! You can also consider sending brochures because they are a sensational way to spread the word about your company.
If you’ve never designed a brochure before, then you can either hire a skilled and talented graphic designer who’s going to put all your marketing ideas on paper, or you can simply opt for an online template. Your brochure should include the following:
- The name of the law firm
- Practice areas
- Contact information and location
- Your value proposition
To be frank, digital marketing still manages to drive phenomenal results, however, that doesn’t mean that it’s not the case with direct mail marketing. If you follow the tips that were given to you today, your advertising campaign will surely help you stand out from other law firms.