As a dedicated estate planning lawyer, your first focus is on providing top-notch service to clients. But your career can’t thrive and your firm can’t grow if you aren’t bringing in a steady stream of business. That’s why effective legal marketing is crucial to success in your field.
Marketing a law firm is a specialized skill. It involves more than just posting a few billboards or Facebook ads — especially in the Internet age when so many people search the web to find a wealth of legal options at their fingertips. Effective marketing starts with building a brand and developing an authoritative presence, which can be harder than it seems.
The good news is, you don’t have to develop a marketing plan on your own — or even devote endless hours to managing your advertising strategy. You can put these important tasks in the hands of the professionals at the American Academy of Estate Planning Attorneys.
The Academy offers a comprehensive array of marketing services that get proven results for Academy Members. If you are an estate planning lawyer interested in growing your practice and reaching a wider audience, the Academy has what it takes to help you succeed.
Why is Marketing Your Law Firm Crucial for Estate Planning Lawyers?
In today’s day and age, competition for clients is fierce. Not only does your firm have to stand out from other estate planning attorneys but you also have to convince clients that the value-added services you provide are worth paying for in the age of software that makes self-planning easier than ever.
You can’t embrace stale marketing tactics in today’s marketplace. Instead, you must develop an understanding of your target audience. You must meet them where they are and show them how the services you offer can help them to better protect their own future and the lives of those they love.
What’s Involved in Successful Marketing for Estate Planning Lawyers?
Successful estate planning firms attract clients by building a brand, defining law firm mission statements, and developing a comprehensive marketing plan to introduce themselves to customers who are a good fit for their services. Marketing also involves fulfilling your brand promise to satisfy current clients and earn referrals and repeat business.
Your marketing plan could involve:
- Live and virtual workshops
- Optimized, customized websites
- Ads and mailers
- Lead magnets and email nurturing
- Prospect and client letters
- Comprehensive content marketing strategy
- Postcards
- Social media marketing
- Media Interviews
- Google Business Profile optimization
- Law firm brochures
- Video marketing
- Strategic partnerships
- Client reviews and reputation management
And these are just a few of the many tools you can use. Ultimately, the most important aspect of marketing isn’t the specific materials you use but that you are reaching the right audience with a message that works to establish your firm as a trusted advisor.
What Law Firm Marketing Services Does the American Academy of Estate Planning Attorneys Offer?
The American Academy of Estate Planning Attorneys works to make marketing the easiest part of your practice. We do this by arming you with the tools you need and showing you how to use them effectively.
From harnessing the power of the Internet to maintaining regular contact with past clients, we work with you to implement a variety of strategies that will accomplish your goals for growth. Our services include the following.
Developing and Implementing a Comprehensive Marketing Plan
Effective marketing starts with a plan. The Academy works with you to define your firm’s brand, identify your communication pathways, clarify what sets you apart from the competition, and clearly establish your goals.
A good marketing plan is focused on short-term and long-term objectives. It takes a big picture view and aims to position your firm as the trusted resource clients turn to when making important life decisions and protecting the people they love.
It also reaches clients that are good candidates for your services and speaks to them in a language they understand so you can make a strong connection. The Academy marketing plans accomplish these goals, which can set your firm up for explosive growth.
Proven Marketing Systems
The American Academy of Estate Planning Attorneys has decades of experience helping countless estate planning attorneys with practice building.
Our marketing techniques and tools aren’t hypothetical — they have worked in the real world to drive a steady stream of business from multiple sources.
Whether we’re helping start-up firms get off the ground or established firms reach a new customer base, the marketing strategies we help you implement have been proven effective in driving firm growth.
Advertising Collateral
Academy Members have access to more than 400 professionally written and designed marketing materials at their fingertips. Marketing materials your firm can use include customizable postcards, mailers, inserts, and ads that you can personalize to reflect your firm’s brand.
Not only does our database of marketing material save you time and money since you aren’t starting from scratch, but it’s also part of our proven system of attracting new clients to member firms.
Seminars and Speaking Materials
Conducting seminars and giving speeches can help you reach new audiences and establish yourself as an industry-expert — both of which can drive new business. And with the support of the American Academy of Estate Planning Attorneys, it’s easier than ever to host public events and share your expertise.
Academy Membership includes dozens of two hour programs you can present to other professionals or to the public, as well as customizable 30-minute presentations designed for small groups. There are handouts; ghostwritten articles on relevant topics, slides to present, and even scripts to follow so preparing for presentations becomes virtually effortless.
By tapping the Academy’s tools, you can speak on a wide array of topics including:
- Legacy wealth planning
- What to do when a loved one passes away
- Estate planning with IRAs
- Estate planning for farmers and ranchers
- Basic estate planning
- Lawsuits and asset protection
- LGBTQ estate planning
- Medicaid planning
- Special needs seminars
Our materials are developed by legal professionals and designed to be informative, engaging, and instrumental in attracting new clients to seek out your services.
Online Marketing Services to Help Your Law Firm Grow
A strong online presence is essential for law firms looking to attract new clients and grow. That’s why the American Academy of Estate Planning Attorneys provides Members with both education and implementation support when it comes to online marketing.
Academy Members have access to training, best practices, and ready-to-use marketing resources designed to help you confidently manage your firm’s digital presence on your own.
For those who prefer a done-for-you solution, the Academy also offers the Online Marketing Group (OMG)—an optional, add-on program that provides hands-on support from a dedicated team of digital marketing professionals.
Learn more about the OMG program and how it can support your firm’s growth.
Online Marketing Services Include:
- Custom Law Firm Websites
Professional, mobile-friendly websites tailored to your firm’s brand and optimized to generate leads - Search Engine Optimization (SEO)
Tools, guidance, and services to help your firm appear in local search results - Social Media Marketing
Educational content and campaign ideas to keep your firm visible—or let OMG manage your posting and engagement - Blog and Video Integration
Showcase your knowledge with content that builds trust and connects with your audience - Analytics and Performance Tracking
Understand what’s working so you can make informed marketing decisions - Technical Support
Get help maintaining and updating your site, whether you’re managing it yourself or through OMG
Whether you’re looking to take a DIY approach with the Academy’s support or want a team to implement everything for you, we offer flexible options to fit your goals and resources.
Contact the American Academy of Estate Planning Attorneys Today for Help With Your Marketing Plan
When you’re ready to take your legal marketing efforts to the next level, the American Academy of Estate Planning Attorneys is here to help.
