Law firms that want to increase their caseload and aim for sustainable growth look for ways to expand through marketing. Be it traditional strategies like TV, radio, and billboards, or digital marketing methods like PPC and SEO. If you’re an ambitious attorney, you have to find the right fit for your firm and location. Part of this segmentation and sometimes the most significant untapped opportunity lies within the local Hispanic community.

If you follow our blog, you are familiar with the importance of Latinx and Hispanic marketing for Law Firms, no matter the practice area. While things might look more manageable and more straightforward for Attorneys who speak Spanish, there is still a significant percentage of attorneys who would like to attract more cases from Spanish-speaking clients without being bilingual. Does this mean they should forget about their potential with their Latinx community? Definitely not. There are several options for those who want to get into Hispanic legal marketing but don’t speak Spanish. Today, we’ll look into these and give you actionable tips on how to make the most out of your potential.

There are two main approaches to consider; the first lies within your personnel’s capabilities, and the second in outsourcing. Let’s break them down.

1.Law Firm Capabilities

Tip: Transcreating your documents can be your first practical step towards success with US Hispanic clients. This will make your processes seamless and the onboarding smoother. Combine it with e-signature software to maximize your chances for new clients the first time they call you

2. Outsourcing

There are two sub-categories here as well, but they both share common ground. Hire an intake provider specializing in the legal vertical and US Hispanics. This will allow you to attract prospective Latinx clients and then decide how you want to proceed with your strategy.

Tip: Whether you handle intake internally or externally, you should have processes and an intake checklist for your Law Firm in place. These will allow you to ensure a smooth customer experience throughout the complete journey.

Why should you care about your local Hispanic community?

Below are a few of the reasons. If you want to learn more, you can refer to our eBook on Hispanic Marketing (soon to be published in a hard copy with extended chapters).

  1. They represent the fastest-growing demographic in the US.
  2. They are digital-native, meaning that when they search for goods or services, they prefer doing it online.
  3. They are heavy users on social media platforms. That creates significant potential for targeting through networks like Facebook or Instagram.
  4. They tend to click on ads when searching on Google, creating an excellent opportunity for showing Spanish Google Ads. These have (on average) lower CPCs than the comparable ones in English.
  5. A significant percentage of US Hispanics are Spanish-first. Even within those who are bilingual, a significant portion prefer using English only for transactional purposes.
  6. They tend to live in multi-generational households. This is an important point to consider as younger individuals tend to assist the older members, and if they require your services, they will most likely search online.
  7. Latinx are super mobile users. They consume mostly on mobile devices, and that’s vital as mobile search and traffic shows higher intent and increases the chances of conversions.

Time for our key takeaways:

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