The marketing of legal services is a continuous process. It’s suggested that business-to-consumer brands should be spending up to 15% of their revenue on marketing. We must accept that estate planning and private client firms need to continually adapt their marketing strategies in order to remain competitive and one of the most common pieces of advice we give to legal firms is that they should engage in multi-channel marketing. Whether you are a law firm or a legal marketing agency like Legal Growth, effective marketing is essential to staying competitive in the private client sector.
In this article, we’re going to give practical examples of how various businesses within the estate planning and private client sector are using innovative marketing strategies to grow their brands, attract clients, and enhance their reputations.
- Meridian Private Client: Networking to Strengthen Relationships Meridian Private Client has recognised the power of in-person events in forging connections and building long-term relationships. Partner Mark Abrol is a fantastic marketer of their business. Recently, the firm hosted a networking event in Birmingham, bringing together over 100 partners. Events like this foster strong connections among key stakeholders, allowing Meridian to engage face-to-face with decision-makers and referral partners in a relaxed setting.
Networking events are more than just a social occasion—they are a powerful way to solidify relationships, build trust, and generate leads in a sector where personal connections can significantly influence decision-making. For firms looking to strengthen their presence in the private client space, hosting or participating in networking events is an invaluable tool. Today’s Media do this well as we do. Legal Growth hosts a quarterly Beers N Business event for legal professionals and moves it around the country. Reach out to Tom if you’d like to attend one in the future.
- Wilkinson and Fox: Sponsorship to Position Expertise Sponsorship is a tried-and-tested strategy for increasing visibility and building authority. Wilkinson and Fox have demonstrated this by becoming the headline sponsor of the upcoming STEP Tax and Trust conference in London. They have also used this strategy and were the headline sponsors of the Legal Growth Conference and Awards back in March. Not only does this give the firm extensive exposure to a key audience, but their founder, Bill Wilkinson, also takes to the stage as a speaker to share insight and industry knowledge.
Through sponsorship, Wilkinson and Fox position themselves as leaders in the field, aligning their brand with high-profile industry events. Sponsorship of relevant conferences, seminars, or trade events allows firms to showcase their expertise while reinforcing their presence within the industry.
- Caroline Sandiford: Embracing AI and Social Media for Client Engagement Caroline Sandiford has embraced the digital technology by working closely with Countrywide to implement AI into her client services, optimising the client journey and improving user experience (UX). Caroline has also adopted TikTok as a platform to engage with potential clients, building a following of over 3,000 people. This is just two of the marketing strategies she’s implemented and her business continues to grow as a result.
This dual approach illustrates the value of adopting new technology and innovative platforms to engage clients in unique ways in ways that her competition aren’t. The integration of AI has streamlined processes, while her growing presence on social media appeals to a younger, more tech-savvy audience. Firms looking to engage new clients and improve services should explore the potential of AI for personalisation and platforms like TikTok for reaching broader audiences. For those thinking that TikTok isn’t right for their brand, note that there are 1 billion worldwide users on TikTok and law firms and legal businesses ARE getting business from the platform.
- Laurelo: Building Relationships Through Email Marketing Laurelo has successfully leveraged email marketing to maintain regular contact with their partners and introducers. With a newsletter subscriber base of over 1,500, Laurelo keeps their audience updated on company news, industry insights, and probate developments.
An effective email newsletter can be a valuable asset for firms, allowing for consistent communication with clients and partners. By sharing relevant updates and industry trends, Laurelo strengthens its brand’s presence and fosters a sense of community with key contacts. Email marketing continues to be a powerful tool for law firms to build long-term relationships with clients and professional partners alike.
- Confidence Wills: PR and Awards to Build Trust and Credibility Confidence Wills has invested in raising its profile by entering numerous awards over the past two years. Naturally to stand a chance, the firm has been working with Legal Growth on multi-channel marketing, by working on internal systems and has supported thousands of clients. This put them in a great place to strategically enter and win over 10 prestigious awards including the British Wills and Probate Awards, then using public relations (PR) to celebrate these achievements through local press coverage.
Awards offer more than just trophies; they signify credibility and excellence. Showcasing these accolades in local media not only raises awareness but also instils confidence in potential clients (if you excuse the pun). For legal firms, entering industry awards and leveraging PR is an excellent way to differentiate themselves and establish authority in a competitive market. If you didn’t enter the British Wills and Probate Awards this year, be sure to next year.
We hope that this article gives just a glimpse into how you might build your business, and that’s before you’ve even spent a penny on paid advertising.
For legal marketers, the principles remain the same—regardless of whether you are promoting your law firm or a legal marketing agency like Legal Growth. Innovative marketing remains the key to success in the estate planning and private client sector, and firms that embrace these strategies are well-positioned to thrive in an increasingly competitive market.
