Beyond Se Habla Español:
How Lawyers Win the Hispanic Market
Our book is out now
and is officially a best seller!

Beyond Se Habla Español: How Lawyers Win the Hispanic Market
Our book is out now and is officially a best seller!

How to Leverage Online Messaging for Your Law Firm


How to Leverage Online Messaging for Your Law Firm

Law Firms, and every business in general, are constantly looking for ways to get in front of prospective clients, engage with them, sign them as new cases, stay connected through the course of their “lifespan,” and keep them happy with the services and the outcome. Among the various options out there, professionals sometimes disregard the effectiveness and value of messaging as a marketing method, outreach, general communication, and simplification processes.

You’ll often hear us talking (among others) about the value of Google Ads for attorneys, how SEO in English and Spanish can help your law firm grow organically, the significance of intake, and the opportunities you can create through Social Media. That’s all super important and can lead you to long-term success if you invest in them carefully and execute them properly. Still, lately, we’ve felt that we haven’t paid enough attention to one of the most meaningful and often overlooked tools out there. That’s no other than messaging, which you can use as a marketing tool, an intake opportunity, and a vital companion for follow-ups, retention, and community outreach.



Let’s get started with some stats and data.

According to Hootsuite’s annual report on digital trends, 2b users use WhatsApp making it the most used social messaging app, 1.3b use Facebook messenger, and 1.2b use WeChat. All these, combined with the increasing usage of smartphones, show a trend for engagement and interaction through digital and social messaging channels, transforming the way we conducted business so far. 

  • Online Messaging as a tool for intake.

Law firms focus on their intake processes, following client intake checklists and best practices for pick up, empathy, and conversation techniques. Additionally, call tracking is another vital component that can help identify pain points and opportunities. There is, however, another critical aspect that sometimes law firms forget about, and this is messaging as part of intake processes. You might wonder why we’re making it a point here, so let’s explain it with an example. Imagine that you’re an attorney handling immigration cases in Texas. It’s expected that several of your clients (current or prospective) don’t reside in the US but on the other side of your border. If you’re investing in Google Ads in Spanish, for example, and display a US phone number, it might create hesitation due to potential international call charges. On the other hand, if you create a “message us” call to action and provide a WhatsApp number (that they can also call), it opens up a blue ocean of opportunities for new cases and signed clients. 

We often talk and discuss Social Media ads, their importance, and the gains a law firm can expect from them. In the previous months, we’ve put together several guides on Facebook ads, just like the one on ideal placements for law firms. Still, we haven’t covered the potential and opportunities we see in messenger ads. Facebook messenger is one of the most widely used apps out there, utilized even by people who don’t spend a lot of time on the network. Through ads displayed there, you can reach prospective clients in their inboxes. Instead of leading to a landing page or having a tap to call option, the call to action offers the opportunity to get in touch straight away through messaging. That can help you capture the interest of target audiences that are more likely to convert. For example, those, for example, can be younger generations that prefer texting over calling, people who are high-intent and ready to convert, and, as previously mentioned, prospects that live outside of the US. But it doesn’t stop there. The “send message” CTA can also be applied to stories, where people can initiate a chat with you or a law firm representative. Think about it that way. Suppose you’re an attorney handling criminal law cases, and you’re running a Facebook ads campaign that includes stories. You’ve created a QnA session and launched it on the platform. Leads watch your ad and have their questions which can simply send by clicking on the CTA. That creates a direct approach, builds momentum and meaningful connections that can lead to a potential new case. 


  • Messaging as a tool for community outreach, retention, and growth.

The third pillar of the value we see in digital messaging for law firms goes around the personal touch messaging offers compared to emails. Let’s consider, for example, that your law firm is hosting an event that could be of interest to your local Spanish community, sharing insights about US Hispanics and the practice area your law firm handles. Following the privacy policy procedures and best practices, you can collect phone numbers available for digital (or traditional) texting and social media accounts that use messenger. Instead of the more impersonal approach of an email or the more conventional advertising flyer, you can invite your guests through messaging or even thank them for attending. Additionally, texting is excellent for follow-ups and quick but effective communication with existing clients. Suppose you’re handling a PI case, and you have an update to share. Instead of sharing it through an email that can go unnoticed, you can send a message. And instead of just having your assistant call, you can show the client that you are the one getting in touch from your account or phone. If needed, another communication through phone can happen, but such a personalized experience is always valued. Finally, we also see it as part of onboarding, where you can use it for reminders of missing documents or signatures needed. And if you use a CRM (we use HubSpot), you can set up automatic reminders and follow-ups. 



Time for our takeaways:

  • Social messaging apps are constantly gaining popularity and are nowadays considered mainstream tools of communication. WhatsApp and Facebook messenger is just a couple of the most prominent examples.
  • Facebook messenger campaigns can help you get the visibility you need, raise brand awareness while offering a different CTA. People who will message you are likely to have a legitimate interest and develop a relevant question. 
  • Intake is another aspect that can receive the benefits of messaging, as through social messaging apps, you can get in touch with people outside of the US, who could potentially be discouraged to call. 
  • Community outreach and overall growth can also receive a substantial boost by the effective use of a strategy involving digital messaging and texting. Simply put, a touch of personalization, combined with the ability to communicate quickly and efficiently, can do wonders for your presence within local communities and existing/prospective clients. 

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Book launch on July 13!  Beyond Se Habla Español: How lawyers win the Hispanic market.