What are law firms doing to incorporate digital marketing into their businesses?
What are law firms doing to incorporate digital marketing into their businesses?
Every law firm owner wants to know the secret to internet success. However, most of the time, the "secret sauce" isn't a secret at all. It all comes down to the fundamentals. Even the most recent and best marketing plan can fail if you don't have a solid foundation. As a result, it is critical to establish the main elements of your marketing strategy from the start. For example, law firms that want to increase organic traffic and leads are based on how potential customers research and interact on the internet via Google and social media, using paid advertisements and captivating content. To be successful in a highly competitive market, your company must have four components at the heart of its legal advertising strategy. Let's go over what these are.
Why Does Every Law Firm Need A Digital Marketing Plan?
The first step is to discuss why a digital marketing strategy is critical to the success of your law firm. Many lawyers experiment with various strategies, such as posting on Facebook and using Google Ads. Unfortunately, these efforts usually end up wasting your money (or taking up your time) if you don't figure out how to incorporate them into a larger strategy.
A plan entails taking the time to consider the type of information your potential customers are looking for, how they interact with online content, and how you can entice them to join you. This entails investigating the best platforms for your specific business model and which strategies will give your company the most competitive advantage. In this article, we'll start from the ground up, so you know exactly what you need to do to set up your law firm for success from the start. These are the four main elements of digital marketing that every law firm must have to generate more leads and traffic consistently.
- Digital Marketing Gathers Potential Clients
You may not believe it, but digital marketing comprises practical strategies that can dramatically attract prospective customers to your company. So what exactly is digital marketing? Digital marketing encompasses any marketing or advertising effort that makes use of internet-connected devices and the internet. Based on the terminology used, you can see how technology has transformed how businesses advertise their products and services and legal services.
- Local SEO is the key to your marketing success.
The art of using the proper techniques and keywords to boost your site's ranking is not going away. With the proliferation of content on the internet, SEO is more important than ever. Make sure that you target specific keywords (including local and regional ones). When optimizing a website, categorize each page and include alt text, images, and other page elements.
Local SEO (search engine optimization) is a hyper-localized digital foundation that your company needs to be discovered when internet users begin with a specific location. Users may also search online for lawyers or lawyers in their area. Using keywords strategically and by best practices, as well as developing a local-friendly website, your company's expertise, professionalism, and image are communicated to those in need of your services. Keeping these essential locally-focused aspects at the forefront of your marketing efforts will allow your company to not only be at the forefront of your mind but also the top of localized Google search results!
- Paid Ads Reaches Client at the Right Time
Your company can afford to pay for specific practice-related advertisements sourced from the marketing budget when customers click them by utilizing a Google Search pay-per-click (PPC) advertising campaign. As a result, you're only paying for views on searches that aren't relevant to your expertise. Your ads will appear on the first page of a Google search and are designed to catch the attention of people who intend to contact an attorney. Because 72 % of people searching for an attorney online-only contact one firm, a strong, constantly optimized paid advertising strategy can be a wise investment. Ads that appear in the Google Display Network and on social media function very well as internet billboards for your business in a more focused, impression-based advertising style. Indeed, the Google Display Network reaches approximately 90% of all internet users!
Promote Your Business Using Digital Marketing Strategies
Marketing your law firm's services is a time-consuming and laborious process. There is a tendency to get lost in spreadsheets that don't appear to be capable of getting you anywhere, and marketing the law practice in 2021 may be more complex than it was ten years ago. However, this does not have to be the case. You can manage the direction of your company's marketing strategies in the face of modern technology if you have the right legal firm marketing plans in place. As a result, you can expand your client base and increase your earnings. But where do you begin when it comes to online legal marketing? Here are some things to keep in mind when marketing your company.
Marketing on Social Media
Social media marketing has become a segment of marketing that most lawyers are aware of, but it is an area that is widely underappreciated and underutilized. Although there are numerous social media platforms such as Facebook, Twitter, Instagram, LinkedIn, and others, not all of them are created equal. The platform you choose will be determined by your users and how they interact with your content.
The use of social media for marketing is an example of attraction-based marketing. Even if users are not actively looking for your business, it will help to attract potential customers' attention. By sharing eye-catching content on topics relevant to your customers, you can gain followers, establish trust, and attract more customers if they are ready to hire an attorney. Don't fall into the trap of posting random cat-related or pop-culture articles in the hopes of increasing "engagement." Instead, focus on topics that you believe your prospective clients will be interested in. For example, if you're a family law attorney, you could write about family issues, dealing with the burden of divorce, what to do if there's a custody dispute, and so on. To encourage your followers to engage with your posts, mix in light topics and ask thought-provoking questions.
- Email Marketing
The majority of law firms send out emails to clients regularly. However, email marketing is much more than that. It is a method of establishing relationships with current and prospective customers through automated email sequences. A compelling series of emails that provide informational, educational, and engaging information to the appropriate audience at the proper time is highly effective.
What happens to your company when a potential customer seeks you out? What happens to customers who haven't contacted you in over a year? Many businesses, in our experience, fall through the cracks due to a lack of communication. Making contact and then following up with those who have lost business could result in new revenue. Email marketing can help with this. Putting a system in place requires some effort at first. You can, however, outsource it to reduce the time it takes to exit your business. If you decide to do it yourself, there is a wealth of helpful information and tools available to assist you. Once it's in the system, it will promote your company on autopilot, even if you're not in the office. The emails can be sent at predetermined times, and the follow-up emails can also be automated based on the user's behavior. As a result, email marketing is an excellent way to expand your business at a low cost.
- Search Engine Optimization.
AccuRanker's 2017 research study discovered that the legal industry is the most competitive in terms of SEO. The study found that law firms face the most challenges in driving traffic to their websites after analyzing the results of over 300.000 SERPs from various industries. This means that a successful SEO strategy is required and that local SEO is critical for law firms and attorneys. Law firm SEO necessitates a tailored approach to traffic generation that considers the unique challenges that attorneys face in attracting local clients. Local businesses (those with clients or customers in a specific geographic area) require SEO to attract clients in their area. Since most law firms serve customers within their county, city, or even the state level, they must have local SEO to remain competitive against other local businesses.
Conclusion
Law firms and lawyers can enhance their marketing strategies by adopting digital marketing. Though the ideas can be complex, like SEO, the best way to improve positions is through keyword research, and experts in digital marketing are readily available to assist. Today more than ever, digital marketing can help lawyers and law firms to expand the number of clients they serve, get more active on the internet and communicate their expertise in the field of law with their intended audience.
