Getting the maximum exposure is an important concern for law firms in the digital age. The proliferation of users on social media platforms or making Google search queries is a veritable gold mine for attorney’s looking to expand their client base. Marketing is of course a field that involves so many different intangibles: part PR, part aesthetics, part simplicity, and part fulfilling a niche. Add to this list of intangibles that fact that law firms working on immigration issues have the ability to work with clients from any State – and this is why developing an effective marketing plan is such a nuanced affair.
Here are some of the challenges that every Immigration Law Firm faces in their attempt to reach the most people in need as possible:
Make a great website: Populate a website with images of the attorneys, a detailed list of services, and a large testimonial section with feedback from clients that have been aided in the past. Pooling together the collective experience of a team of attorneys will create a sense of confidence and know-how in a prospective client. They want to know that the law firm has the skills to back them in their fight for status in America, and a great website needs to show exactly how the firm can help on a personal level.
Develop a niche within immigration law: The best thing a law firm can do is have each attorney specialize in a specific subset of immigration law. Take labor law for example. An attorney that is working in immigration law should make sure to develop an advertising campaign around this specific role. Being the most respected immigration labor lawyer is far more achievable than just casting a wide net for any and all kinds of immigration law services. Once a niche has been decided on it is time to cast the net far and wide – not before.
Geography matters: Digital marketing is all about zoning in on a particular location and extrapolating user data from it. This is particularly useful for an Immigration Law firm that wants to reach immigrants. The best place to begin marketing research is of course in the region surround the law office. It is then advisable to look farther afield into regions where immigrants reside. A great place to start is California, where over 2 million undocumented immigrants are thought to reside.
Immigration attorneys can represent anyone: Once a niche has been decided on it is of utmost importance to cast the net as far afield as possible. Immigration attorneys have the jurisdiction to represent anyone in the world, so take advantage of this huge market and start cultivating a diverse client list.