Effective marketing and business development strategies are fundamental to all law firms looking to attract clients. Intellectual property (IP) and patent law firms are no exception.
A robust marketing plan to enhance your firm’s reputation and lead generation streams is essential, particularly in a competitive space like patent law.
This guide will introduce five marketing ideas that IP and patent attorneys can use to get clients signed up quickly and effectively. Continue reading to explore more.
1. Leverage Your Website’s Potential
A practical way for patent attorneys to get more clients is to use their websites. This informs potential clients precisely the value your law services can bring to their business.
Consider having separate pages to address various services you offer. For example, you can dedicate your landing page to the following topics:
- Licensing (copyright, trademarks, patents, etc.)
- Patent search
- Litigation and infringement
- Provisional patent applications
While you may specialize in all of these or only a subset of patent law, dedicate an entire page to discussing each in detail. Remember to include rich content to introduce the subject and how to apply the law.
You can build the second set of pages on your website for the industries and sectors you serve. For instance, you can create a page for any industry that you specialize in, such as:
- Computer science
- Software
- Biotechnology
- Energy, oil, and gas
- Pharmaceutical
- Food & beverages
- Cosmetics
Include the popular categories of applications, challenges, and solutions you offer in these industries for each page you build.
2. Implement a Comprehensive SEO Strategy
While most clients seek new IP firms through referrals and word-of-mouth, search engine optimization (SEO) is still helpful. In fact, local SEO is essential because a significant chunk of your clients may search for your services in their local areas.
You should invest in long-term SEO for your website to rank in local and national search results. Consider some factors like backlinks to your website from legitimate sources, keywords, high-quality images, and website and mobile optimization.
Outsourcing this strategy to experts is advised because Google SEO constantly changes. Experts will plan a solid, thorough plan and frequently track campaigns to ensure the best SEO for patent law.
3. Take Advantage of Social Media Channels
Through business-savvy platforms like LinkedIn, you can boost your brand awareness, improve SEO strategies further, establish your law firm as a thought leader, and engage new and existing followers.
However, don’t try to build your online presence across every social channel. Pick channels that your target clients gather the most. And remember not to use your social profile as a billboard to promote services.
Instead, treat it as a networking area to connect with your clients and answer their queries.
4. Publish Relevant Thought Leadership Content
Content marketing is a highly efficient way to increase the number of new files you open monthly. It also ties in with SEO and social media marketing strategies, so you must generate content in multiple formats and topics.
Some content formats include blog posts (long and short-form), infographics, case studies, whitepapers, social posts, videos, and more. According to Statista, how-to articles are the most common format (77%), followed by news and trends (49%) and ebooks and guides (47%).
And some areas you can cover through this content are:
- Patent types and their differences (design, utility, provisional, etc.)
- US and international patents
- Legal opinions on IP (validity, infringement, right-to-use)
- Patent application process
- Reexamination
- Disputes regarding domain names
You can search in powerful resources like Google, Reddit, and Quora for new content ideas. You’ll find troves of topics and ideas to produce content by searching for patent law keywords.
5. Use Email Marketing
Email marketing is designed to keep in touch with many clients with minimum cost and effort. Email ROI (Return on Investment) is an impressive $36 for every $1 spent.
Building a quality email list is your campaigns’ first and foremost step. Consider using gated content (offering visitors high-quality materials in exchange for their email addresses) and placing sign-up forms on your landing pages.
Then keep nurturing your email list by sending legal-related newsletters, breaking down complicated concepts, and answering their concerns.
Time To Get Ahead of the Competition
While marketing seems like a time-consuming part of running an IP and patent law firm, it’s a critical ingredient for lawyers who want to generate more clients at a steady pace.
It’s better to experience and test all the marketing ideas above to find the most appropriate for your firm. You know your law firm can offer the best IP and patent services — now is the time to showcase them. Take your marketing plan up a notch with the tips mentioned in this article.
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