Digital Marketing Strategies That Make Sense: Tactics for Bankruptcy Lawyers
The pandemic made most people believe that more companies will be filing for bankruptcy. Fortunately, the opposite happened. This might be due to the government’s effort to give money to people who lost their jobs and businesses on the verge of closing down.
Thankfully, things started to normalize, and bankruptcy cases continued to decrease. While this shift is welcome news, it also made the people unsure of what’s to come. Despite what happens in the future, what’s certain is that lawyers helping people with bankruptcies must draw up a solid plan to bring clients on board.
Here are a few strategies you could explore if you want to be one of the high-ranking law firms on different search engines.
Offer Bankruptcy Resources for Free
Some legal practitioners say that bankruptcy is the legal world’s Wild West. This concept means it’s only for lawyers with solid bankruptcy knowledge and background.
Asset liquidation, debts, garnishment, and other bankruptcy-related matters are complicated for some lawyers, let alone non-lawyers. Therefore, as you gather clients, remember that they’re people hoping to understand their options better.
One of the best ways to reach these potential clients is by offering free resources to help them understand bankruptcy better. It would help if you focused on their pain points. Discuss federal and state bankruptcy exemptions, ways to allow people to keep their properties, and other defenses.
Other topics you could include are the following:
- How different types of debts that can make one bankrupt
- How divorce or marriage relate to bankruptcy
- Whether or not you can discharge student loans or credit card debts
- What happens if you pay off higher-interest debts first
- Debt consolidation
- Trustworthiness and credibility of debt relief agencies
Only share high-quality, original, and relevant content on common issues. Also, remember to share legal updates and programs that could help people with bankruptcy.
If you still need a blog, consider this an excellent opportunity to start one. Consider this move as an investment to improve your law firm’s online visibility and further your existing SEO strategies. If you need to gain experience in this area, you can work with SEO agencies specializing in legal marketing.
Apart from blogging, you can also share your resources through these channels:
- Your website’s FAQ page
- eBooks
- Document downloads
- Social media pages
- YouTube videos
- Live coaching sessions
- Pamphlets and hard copies
Be a Subject Matter Expert
Bankruptcy is a foreign and intimidating process for most businesses and individuals. The anxiety brought by financial hardship can make the subject matter even more challenging to tackle. This nerve-wracking topic makes people experiencing it vulnerable. That is precisely why they need to seek help from someone trustworthy and competent on the subject matter.
As a bankruptcy lawyer, this could be an opportunity for you to secure a client. However, before you can do this, these prospective clients must first view you as a leader or expert in the subject matter.
You can schedule online webinars or workshops where you share helpful information on the subject. Solicit questions from your audience and use the webinars to offer sound advice. Use these webinars to introduce yourself. Capitalize on your credentials, knowledge, and experience.
Discuss the different bankruptcy chapters and their meaning to anyone filing for insolvency. Instead of using legal terms, make an effort to simplify the discussion. Use layperson terms and real-life examples that your attendees can relate to.
After the webinar, offer your attendees notes they can take home. Again, use this opportunity to market yourself and your law firm. However, keep the marketing pitches down to a minimum. If you sound too promotional, your audience might think you’re “ambulance chasing.” You can hold traditional seminars and in-person learning sessions to avoid going down the digital route.
Don’t just stop after one or two webinars. People can easily forget, so you must be consistent. Make a follow-up to develop a good reputation. Offer follow-up sessions wherein you continue where you left off. You can do this through a podcast that people can play, pause, and relisten to at their own pace. Pick a schedule that works for you and keep the pace by being consistent.
If you have more time, try working with a local news agency. You can schedule a radio or TV show where you answer bankruptcy-related questions. It could be a part of a series or a one-time show offering relevant insights. Your exposure to these shows can help you establish rapport with the community. In the process, you’re also adding credibility to your already broad bankruptcy experience.
Take Time to Craft Your Marketing Materials
It’s an understatement to say that the repercussions of bankruptcy are serious. Small businesses can lose their livelihood. Bankrupt individuals risk losing their cars, home, and other prized possessions. Some practitioners may take advantage of these fears.
In that case, it would be easy for them to craft forceful messages urging these prospective clients to contact the firm. Don’t be that lawyer who preys on other people’s vulnerabilities. You can attract clients better if they feel your sincerity about offering help.
Instead of crafting messages that capitalize on a person’s hardships, write one that shows compassion. Messages that recognize the severity and realness of the situation sound best in this case. These types of messages make people feel like you’re offering them hope.
A classic example of a forceful message is this – “Contact our law firm today or lose everything you own!” This type of message may build urgency, but it’s instigating fear rather than trust. Instead of writing that message, try this: “Are you anxious about losing your properties because of an impending bankruptcy? We’re here to help. Reach out to us now.”
Both messages encourage your audience to contact you, but one shows compassion and understanding. The other is just feeding on people’s fears.
Explore Google Pay-Per-Click (PPC) Advertising
People are more inclined to research bankruptcy lawyers online than in other practice areas. This scenario happens because the subject matter is already intimidating. Apart from that, no one goes through bankruptcy alone because they’re unfamiliar with the process.
As a bankruptcy lawyer, you should use this opportunity to start a public and extensive marketing campaign. Help people understand that the legal system provides relief to those facing financial difficulties. Most of them may need help to discuss their finances. They might even feel embarrassed opening up about the matter, even to their close friends. This part is where you come in and add value.
Be the first lawyer people seek when they’re looking for representation and answers. You can do this by improving your online visibility. If you rank better on online searches, people will contact you first. This method is an excellent way to get ahead in the competition.
What’s good about PPC ads is they complement your search engine optimization (SEO) strategies. PPCs help you develop better control over your target market. You also gain valuable insights about your campaigns. With this helpful information, you can choose the messages that resonate well with your target audience.
You can use platforms like Facebook Remarketing, Microsoft Advertising, or Google Ads for your PPC campaigns. Don’t be afraid if you’re new to PPC ads. You can always learn the basics or entrust the task to a professional. Help and valuable resources are readily available online.
Be There When Your Prospective Clients Look for a Bankruptcy Lawyer
Online visibility and reliability can get you ahead of the competition. Like other online businesses, reaching your target audience and converting them into paying customers is part of the goals of legal practitioners. However, you must separate yourself from lawyers who engage in unethical “ambulance chasing.”
When expanding your legal practice, keeping ethics, credibility, and respect in mind is essential. Incorporating marketing techniques tailored toward the nuances of your firm’s specialization can help you reach more clients — giving a powerful boost to business growth.
More elements may be involved in a well-put-together marketing plan. But incorporating these practices we shared can help you achieve your goals.