When you think of "marketing," what's the first thing that comes to mind?
Ads? SEO? Social Media?
What about:
Helping others?
Taking the lead?
Rallying around your community?
Need an example?
Learn from Bart Siniard at Siniard Law Injury Attorneys efforts to help rebuild Mary's Pit BBQ.
These efforts aren't about marketing.
They're about supporting a local institution.
They're about supporting a local family business.
They're about doing good.
But they also help the firm to do well.
How do you think these efforts make other people in the community feel?
Awareness? Sure.
Staying top of mind? Okay.
Being recognized as a community leader who cares about helping the community?
That's affinity.
It might not show up in your quantitative attribution models.
But make no mistake.
It earns business.
Why do so many law firms struggle to stand out in their communities?
The reality is that clients don’t just hire lawyers—they hire people they trust. And trust isn’t built overnight or through aggressive ad campaigns. It’s earned through consistent engagement, leadership, and giving back to the community.
The secret lies in being visible where it matters most—in your community.
Benefits:
Stronger client trust – Potential clients feel more comfortable reaching out when your firm is seen as a community leader.
Organic referrals – People recommend lawyers they know personally or have seen making a real impact.
Adopting a community-driven strategy eliminates the “cold lead” problem and establishes deep-rooted credibility that no ad can buy.
Here’s how to think about it:
• Your reputation isn’t built online alone—community leadership strengthens it.
• Clients want lawyers who care about their city, not just their case.
• Giving back isn’t just good PR—it’s a direct investment in your brand.
So, when you plan your strategy, here are five things to consider:
• What causes or organizations align with your firm’s mission?
• Are you actively participating in local events, not just sponsoring them?
• Does your content showcase your community involvement?
• Are you collaborating with local businesses and leaders?
• Are you making legal education accessible through workshops or Q&As?
Need some ideas?
Instead of only focusing on online ad campaigns, try this:
• Host free legal workshops at local libraries or schools.
• Join (or start) community initiatives related to your practice area.
• Sponsor and actively participate in local events (not just write a check).
• Share real community stories and client success stories on your platforms.
• Engage with local media to position yourself as a trusted legal voice.
Community leadership is the ultimate trust builder.
When people see your firm showing up, contributing, and leading, they don’t just remember your name—they trust it. And in legal marketing, trust is everything.
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