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
- If you don’t personally speak Spanish, you can look into the options available within your existing personnel. It might be your front desk officer, your paralegal, or an associate attorney. If you are used to having the first and final say on all decisions, you can think about a more decentralized approach that could benefit you. If you have someone in your law firm who can establish the necessary connections with your local US Hispanics, you shouldn’t hold off. On the contrary, take the initiative.
- If that’s not the case, and nobody in your law firm speaks Spanish, consider hiring bilingual employees. This works for a wide range of positions, from the front desk to paralegals or an associate attorney. Depending on your choice, you can follow the path of handling the case-specifics by yourself with the bilingual employee’s help or have your associate take the cases in Spanish under your supervision. You can start with small steps, hiring part-time and then expanding your collaboration.
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
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.
- Handle the cases internally. Once the intake specialists gather all the information and case details, you’ll be able to review the case and decide how to proceed with it. Going back to our previous tip, having your documents transcreated and ready to be signed electronically will help.
- Refer the cases. Referring cases to other attorneys can sometimes prove to be a great path to take. It allows you to get in front of the Hispanic community without having to rush on personnel decisions and without restrictions on practice areas. For example, if you mainly handle Personal Injury cases, you can still get in front of Latinx who need Immigration services and refer them to a trusted partner. That way, you create the fundamentals of a long-term relationship with your clients, as US Hispanics are known for their loyalty and preference towards collaborations that last.
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).
- They represent the fastest-growing demographic in the US.
- They are digital-native, meaning that when they search for goods or services, they prefer doing it online.
- They are heavy users on social media platforms. That creates significant potential for targeting through networks like Facebook or Instagram.
- 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.
- 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.
- 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.
- 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:
- Getting in front of your local Latinx community can be one of your greatest opportunities. Not speaking Spanish shouldn’t limit you.
- You can find solutions within your existing personnel or hire bilingual employees, either on a part-time or full-time basis.
- If hiring new staff isn’t an option, you can look at outsourcing. This can broaden your possibilities without limiting you to your in-house team.
- PPC for your law firm in Spanish is your best option to attract prospective Hispanic clients.
- Depending on your strategy, handling the cases internally or referring them out to collaborating law firms can both be viable options.