Any business faces the challenge of properly promoting its services. While it doesn’t matter the market you’re in, legal services for estate planning can have some roadblocks, as there are people out there that don’t want to talk about what’s going to happen when they’re no longer here or that don’t think they have enough assets to leave behind. A significant percentage of Americans don’t think they qualify for estate planning, and it’s your job to prove otherwise.
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The Importance of a Strong Online Presence
While you’re not in the tech sector or part of a big corporation, you need a strong online presence. Consumers want to do their own research and see for themselves why they should use your services. This means prioritizing having a clear and concise website, and being present on social media. Focus on highlighting the value propositions of your business and letting potential customers know who you are and why they should work with you.
Creating a website doesn’t have to be expensive. Many free or low-cost website builders are available, and if you write good content, you can do most of it yourself. Keep the website simple and concise.
Leveraging Social Media
Social media marketing involves platforms like LinkedIn, Facebook, and Twitter. Create a social media calendar and create posts aligning with your mission. Your goal is to engage your followers and reach your target audience. Hiring a professional social media marketer will give you the best chance of earning the media’s trust, too.
The Power of SEO
A highly effective marketing technique is SEO (search engine optimization). You can increase your website’s standing in search engine results by using relevant keywords related to estate planning. When someone is researching estate planning, you want to be the first name they see. A professional digital marketing company will do all the SEO legwork for you!
Educating Potential Clients
Offer educational information for your potential clients. This can be in the form of a blog, video, or even an in-person seminar. Many individuals would benefit from services they don’t know exist. Try to create specific, targeted materials. For example, many are unaware of the benefits of a Spousal Lifetime Access Trust (SLAT). A SLAT will allow an individual to remove up to $12.06 million from their estate and place it in an irrevocable trust for their spouse.
Providing educational content not only proves value but also catches the attention of people that are unsure if they need estate planning. Consider that only 32% of American adults have a will, trust, or estate plan in place, even though a much higher percentage should. While there are many reasons for that statistic, many are ignorant of what’s available.
Focus on Customer Service
There is no substitute for good customer service. If someone has a pleasant experience working with you, they’ll want to tell others. In today’s world, where online reviews heavily influence consumers’ decisions, you want people to be happy with your services. Keep in mind that this goes further than being pleasant. Clients should leave your office feeling that they are in safe hands. They also need to know why they should use your services.
Dispelling Common Misconceptions
One in three Americans with no will or living trust claim they don’t have enough assets to leave behind. Therefore, highlight the importance of estate planning for all income levels. Once they know that, it not only ensures their assets are distributed the way they want but also provides for their healthcare and guardianship of minor children.
Another misconception is that only wealthy people need an estate plan. Even those who think they have nothing to leave behind would be surprised if they sought legal services for estate planning. Use this to your advantage and develop a strategy so people of all backgrounds want to work with you!
Many people don’t think they need estate planning legal services, which is why a strong marketing and promotion strategy is vital. Use social media, SEO, and excellent customer services to increase your client base.
