There are approximately 450,000 law firms in the U.S. and over 1.3 million lawyers. So, what makes you special? When choosing a law professional, there are certain criteria that are expected: advanced education, experience, objectivity, integrity, confidentiality.

Communicating these integral characteristics of your practice to customers through tools such as on hold marketing is important — but even more important is illustrating your unique, diversified set of values that sets you apart from the competition. Let’s take a look at the four pillars of a marketing strategy that puts its consumers at the center of its conversation.

Thought leadership

Find Your Thought Leadership Niche

Do you have expertise or a service that is not ubiquitous to all law firms? Are you savvy in Blockchain and Bitcoin technology? Are you well-versed in Environmental Law or Animal Rights? Does your firm handle Immigration cases? All of the above are increasingly relevant services and should get prime space in your on-hold message.

TikTok Marketing StrategyLean Into Social Media

Choosing a lawyer on TikTok…sounds a bit dicey at first. But, with an average 1 billion users a month, many of which have a love for fun educational content, it’s the place to be for professionals right now. Make sure you direct waiting callers (aka your potential clients) to all of your social media platforms such as YouTube, Facebook, Instagram and LinkedIn for more information.

Create a Strong Content Strategy

Beyond just hiring a professional, consumers today are craving a better understanding of their legal circumstances and options. Does your firm provide educational videos, webinars or events focused on hot button legal issues like tax laws, cybersecurity, public health, independent contracting and more? Direct callers-on-hold to your website for details and registration.

Default to Customer-First Messaging

Whether it’s buying a home, planning an estate, or getting compensation for an injury or accident, if someone picks up the phone to call a lawyer, there is undoubtedly a lot of emotion involved. So, it’s not just the words that count, it’s the tone. Do you want your message to sound warm and friendly, confident and professional, soothing and encouraging? All of these options will send the right message, establish your firm’s persona, and distinguish you from the crowd.