Early in my marketing career, I learned that people hire law firms based on emotions, not facts. Numerous studies support this concept, including research by Harvard Business School professor Gerald Zaltman, who found that 95% of our purchase decision-making takes place in the subconscious mind.
Most lawyers recognize the power of “knowness.” We see this consistently when helping law firms grow their business through digital marketing. As we often say, familiarity breeds trust—the more known you are in your market, the more trust you acquire. For law firms interested in reaching more potential clients, this concept is crucial.
What is grassroots marketing?
Grassroots marketing is typically a hyper-focused strategy that aims to build loyalty within a tightly defined community or niche audience. For example, if you’re a car accident attorney, your grassroots efforts might target chiropractors, auto repair mechanics, and pain therapy clinics in your area. These niche entities naturally align with your client demographic as they “swim in the same ponds.” The more known you become in these “ponds,” the more likely you are to receive referrals when someone needs a car accident lawyer.
How does grassroots marketing bring value to my law firm?
The value of grassroots marketing lies in its relatively low cost and ability to foster connection and trust. However, we often see law firms that have leveraged grassroots marketing for decades fail to transfer these efforts to the internet. They fall short of telling their story to the masses online.
To magnify your grassroots efforts, ask yourself: “Have we recycled these efforts online?” For example, if you’re hosting an in-person seminar for local chiropractors, find ways to share that effort online before, during, and after the event:
- Add a descriptor page on your website promoting the event (either as a blog post or a dedicated webpage for recurring events)
- Share the story on your firm’s social channels and personal profiles, including photos or videos
- Tag event participants to maximize online reach and exposure
- Promote these activities on your Google Business Profile (GBP) through “What’s New” and “Events” posts, which help manage and update your local profile
The key is to ensure you’re not leaving opportunities untapped. Firms invest considerable time and money in their local communities because they understand the importance of increasing brand familiarity. As you pursue grassroots marketing opportunities, consider how these stories can be told online. Consult with your in-house marketing team or digital marketing agency—they likely have additional ideas for maximizing exposure.
Feel welcome to talk with Consultwebs if you are considering your next grassroots marketing initiative. We would be honored to strategize the most effective way to earn confidence and reach more potential clients in your market area.
