Often times, when high profile or legally fascinating cases get some media attention, the lawyers not handling those cases will be left wondering: how did THAT lawyer get THAT case?
While a lawyer's personal reputation and personal network still has quite a bit to do with it, there's no magic bullet to attracting the cases and clients you want in the modern world we live (thanks internet!). But like winning the lottery, it's not going to happen unless you buy a ticket. Basically, to get cases you think are cool or interesting using online marketing, you need to be marketing to the types of cases you want to handle, and your marketing needs to be optimized for the clients that have those cases. Wishful thinking, and liking posts, will not suffice.
Market to Issues That Fascinate You
If you are fascinated by a specific type of case, like public employee whistleblower cases, then you need to get your name out there as someone who is knowledgeable about this area of law. You need to build your reputation as an attorney that can handle those matters, even if you haven't handled a single one before.
Include helpful resources on your website and online, like links to relevant statutes, or better yet, plain English explanations of those statutes. Your website, blog, and any other online media you create, should reflect your interest in the issues you want to handle. Writing about the details of current or major cases will clue consumers in to the fact that you are on the cutting edge of this legal issue, even if you are not handling these cases. Lucky for you, anyone with a website or blog can easily become a knowledge leader.
Market to the Clients You Want
In addition to creating content that your desired potential clients will want to consume, you need to make sure those same individuals will find your content. If you want to represent specific individuals, your marketing needs to get in front of those specific people.
If you want to represent athletes and your network doesn't go there, logically, you get a billboard in plain view of the "players' entrance" at your local stadiums and hope. If you want to represent Millennial entertainers though, you need to go where there are: Online. So, you might want to start with making sure you have videos and ads on Youtube, Facebook, Snapchat, Twitter, and every other major video service or social media outlet.
Fortunately, online advertising can be rather targeted, which means money is better spent. A good online marketing campaign can not only limit the geographical range of where your ad runs, but also you can limit it to other demographics (though this can sometimes become much more costly).
Optimizing Your Marketing
As a solo attorney, or member of a firm, your brand matters. Brand recognition is important because when a potential client searches for a lawyer, if they've seen a firm's name and logo a half million times before, they'll be more likely to call, especially if it's a cool logo, or you have a catchy slogan.
Want more information on effective advertising? Let the experts at FindLaw's Lawyer Marketing give you a hand.