When you first decided to open your own estate planning practice, marketing was probably the last thing on your mind. As an attorney, you were trained in the nuances of wills, trusts, and asset protection – not social media and search ads. But in today’s digital world, having an online presence and strategy for marketing for estate planning is essential for reaching clients. According to Echofish, the two most in-demand digital marketing skills are digital advertising, at 45%, and content creation and curation at 42%. Here are four tips to help you get more comfortable with marketing your estate planning services.
1. Get Specific About Your Ideal Client
Rather than trying to appeal to anyone and everyone needing estate plans, get clear on who you most enjoy working with. The demographics and psychographics of your perfect client will inform how and where you market your services. For example, if you specialize in estate plans for blended families, own that niche. Use your content and messaging to resonate with others in similar situations.
2. Spotlight Your Experience and Expertise
Don’t be afraid to showcase your background and how long you’ve been practicing estate law as you complete marketing for estate planning. Highlight specific skills like wealth transfer, probate litigation, elder care planning, etc. Establishing yourself as an authority in these concentrated areas builds trust and credibility. Share your knowledge through educational blogs, workshops, news interviews, and more.
3. Simplify the Complex Stuff
One of the best ways to attract clients is by breaking down complicated topics in estate planning into understandable concepts. Explain legal terminology and processes in simple terms. Use analogies and examples people can relate to. Make the value of your services tangible. This content marketing approach both educates and reassures.
4. Leverage Client Success Stories
Sharing inspiring, real-world examples of how you’ve helped clients is highly effective. While respecting privacy, tell the story of the family worried about taxes who now have protection thanks to your guidance. These stories provide “social proof” and demonstrate tangible outcomes. They show you understand clients’ emotional needs as much as financial ones.
Implementing even a couple of these tips can make a big difference in how many, and what type of, clients you attract. The key is to infuse your marketing with authenticity and human-centred values. If you’re ready to start the process of marketing for estate planning, we can help. Reach out to ProCounsel Marketing today for more information.
