Estate Planning Marketing Ideas: A Comprehensive Guide for Attorneys

Sep 30, 2023

Patrick Carver

Patrick Carver, CEO & Founder, Constellation Marketing

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In a world where every estate planning attorney seems to offer similar services, identifying ways for your law firm to stand out from the competition is paramount.

Welcome to the new frontier of legal marketing solutions, where innovation is the key to unlocking endless potential and unprecedented success. Forget cookie-cutter approaches where your firm gets lost in the shuffle!

It’s time to embrace a marketing strategy that is as unique and forward-thinking as your estate planning business. Why settle for ordinary when you can be extraordinary?

Let’s explore the marketing ideas that will set your law firm apart and elevate it to new heights.

Why Estate Planning Marketing Is Unique

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Estate planning clients are a thoughtful bunch. Unlike other practice areas, they take their time, weighing all options when they choose an attorney.

This deliberative nature is your golden opportunity. Statistics show that 74% of clients engage with a brand after consuming branded content. So, by crafting top-notch educational material, you’re not just advertising; you’re building relationships.

Slow and steady wins the race, so start building those connections today to grow your estate planning practice!

8 Creative and Effective Marketing Strategies for Estate Planning

While SEO and advertising are two of the most effective marketing strategies, your field has a unique twist: content marketing is king here! It’s all about creating connections and nurturing relationships with valuable content.

According to Content Marketing Institute, 72% of marketers say content marketing increases engagement. So, go beyond ads and SEO and watch your estate planning firm thrive!

Let’s check out several avenues for delivering content marketing to prospective clients and a few other outside-the-box marketing tactics below.

1. Search Engine Optimization and Search Advertising

We can’t ignore the incredible power of search engine optimization (SEO) and advertising.

Why? There are two reasons:

  1. Law firm SEO is the single greatest growth channel for legal marketing because it ranks your site higher on search engines.
  2. Google’s Local Services Ads (LSAs) provide the best value for estate planning attorneys. Advertising your estate planning firm provides leads that are 82% less expensive than on some of the most popular platforms.

Simply put, search engine optimization and advertising are your fastest track to new clients because they connect with people when they are ready to choose your estate planning services.

2. A Top-Notch Estate Planning Website

As an estate planning attorney, your website is your digital handshake.

Did you know that 47% of users expect a webpage to load in two seconds or less? It’s time to polish your online presence!

An attractive, easy-to-navigate estate planning site that loads quickly is essential. It’s not just about looks; it’s about accessibility. By making it easy for potential clients to reach you, you’re halfway there.

3. Educational Content

Educational content marketing is another key to your success. Estate planning blogs, guides, ebooks, and whitepapers display your unique value to prospective clients.

According to HubSpot, 70% of marketers actively invest in content marketing. Why? Because it works.

Sharing essential information with your target audience builds trust and helps you meet new people. As a bonus, you can achieve excellent SEO results for competitive estate planning keywords when you optimize your law firm’s content.

Start showcasing your expertise and watch potential clients come knocking!

4. Effective Email Marketing

Email marketing can be an incredible ally for your estate planning firm. With targeted campaigns, you can reach prospective clients needing your legal services and stay top-of-mind for your existing clients.

So, how can your law firm make the most impact with your email marketing efforts? Check out our expert tips below:

  • Personalization. This strategy tailors parts of each email based on information about each recipient, making each message feel individualized.
  • Segmentation. Email marketing segmentation divides email recipients into groups based on behaviors, demographics, or interests. According to Campaign Monitor, segmented campaigns drive a 760% increase in revenue!
  • Automation. This tactic makes each email more persuasive by sending them automatically based on subscribers’ behaviors.

estate planning marketing ideas measure success

5. Webinars

Have you ever provided a free educational webinar on estate planning for potential clients? It’s a trust-building goldmine!

Use this unique marketing strategy to offer insights, build relationships, and watch potential clients lean in. In fact, reports that webinars can convert up to 40% of attendees into qualified leads.

And, with platforms like Google or Facebook, you can really draw in a crowd. Set up an estate planning webinar and let the connections flourish!

6. Social Media

Here’s a statistic that may surprise you: approximately 82% of baby boomers are members of one or more social media platforms! What’s more, they spend around 27 hours online weekly.

If this tells us anything, it’s that your potential clients are online—often!

While people may not search on social media platforms specifically for estate planning attorneys, these sites are excellent for building a rapport with your target audience, sharing your unique insights, and building your estate planning law firm’s credibility.

Social media is a can’t-miss opportunity for estate planning lawyers!

7. Guest Speaking for Local Organizations

Guest speaking (for local organizations like nursing homes or assisted living facilities) is more than simply talking and answering questions; it’s an excellent opportunity to gain new clients.

You showcase your expertise and cultivate client trust by providing free, educational insights on estate planning. So grab that mic, share your wisdom, and watch your client list grow!

8. Client Reviews

Did you know that 97% of people go online to find local businesses? And 90% report what they decide to purchase is influenced by positive online reviews.

As an estate planning attorney, having poor (or no) reviews is detrimental to your practice, so garnering glowing reviews from previous clients is crucial.

The way to get more online reviews is to simply ask. Most satisfied clients are happy to leave a review for your law firm, and each one helps to increase your estate planning law firm’s credibility.

5 Tips for Staying Up-to-Date on Estate Planning Marketing Trends

The future of any marketing strategy depends on adaptable professionals willing to research trends and step outside the box to reach prospective clients. As an estate planning lawyer, take these steps to identify the marketing trends that affect your practice area:

  • Subscribe to industry newsletters
  • Follow relevant legal marketing blogs
  • Engage with professional networks
  • Attend webinars and conferences
  • Monitor social media channels that focus on estate planning and legal marketing

Transform Your Estate Planning Practice with Innovative Marketing Ideas

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The world of estate planning marketing is ripe with opportunities for attorneys willing to embrace new strategies. From harnessing the power of educational content to the effectiveness of webinars, the path to standing out in the legal landscape is clear and actionable.

As an estate planning lawyer, your next step is to align these insights with your law firm’s unique goals. If you need help implementing the outlined strategies or have questions, feel free to contact our team. As you embrace creative marketing tactics, your estate planning practice will begin to thrive in a way that resonates with more clients!

Patrick Carver

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