Digital marketing has drastically changed how law firms advertise their services.
As the importance of direct communications with customers continues to increase, understanding how to diversify your law firm marketing strategy is essential to its continued growth.
From content and social media marketing to smart web design and SEO practices, the different components of digital marketing work together to create a complete strategy that gets results.
With so many aspects working together, it’s critical that law firms don’t focus all of their attention on a single area of marketing.
When law firms put their entire budget into one part of marketing, such as advertising, they’re setting themselves up to fail.
Not only do you need a way to generate traffic for your website, but you also have to have a well-designed site with the content that your audience is looking for.
Whether you’re just starting your digital marketing efforts, or are looking for better results, you’ve come to the right place.
We’ve put together this post to show you how to diversify your law firm marketing strategy to make the most of the time you’re investing into it. If you have any suggestions of your own, don’t forget to leave a comment below.
Before you can start marketing your law firm to attract a specific audience, you need to know who they are. This process is more involved than simply saying you want to help people who have experienced personal injuries.
You need to know everything about this potential client, creating a persona you can clearly identify. Developing this picture – figuring out who they are, what they want, what you can do for them, and so on – is the most important part of your marketing strategy.
Now that you have a solid idea of your ideal client, you have to make sure your website is in the best shape possible to convert them.
There are a number of steps you can take to improve your website and by focusing on the user experience you’ll automatically begin ranking higher on Google search results.
Some of the ways you can improve your website are having biographies for your team, including detailed and easily understood service pages, making contact information easy to find, avoiding legal jargon that confuses visitors, and incorporating testimonials and case studies.
Using a frequently updated blog with relevant topics is also a great way to encourage repeated visits and a higher ranking on Google.
Because so many people are judging your practice on your website, you need to make sure that it looks professionally designed. This includes making sure the images are all high-res, the content is free from grammar mistakes, all of the links are working, and making navigation user-friendly.
The people coming to your website are smart and can quickly identify a poorly-designed website or an out-of-date one.
Another important step of developing a modern website is making sure that it has a responsive functionality so your audience can view it on different sized screens.
Now that your website is in better shape, you need a content strategy that will bring in conversions.
This content strategy should include blog posts, videos, podcasts, and anything else your ideal client is interested in. The purpose of these pieces of content is to get the attention of your target customer and create an authority for your law firm.
Even as people’s awareness of marketing continues to rise, they continue to search out valuable content they care about.
Nothing will turn your target audience away faster than if they feel like they’re being sold to. Yet, if you’re law firm provides information that the person you’re trying to convert wants, it’s much more likely that they’ll be interested in your services.
Some of the pieces of content your law firm should create include answering commonly asked client questions, debunking misconceptions in the legal system, and explaining complicated terms in easy-to-understand blog posts.
The important thing to remember when it comes to creating content is making sure that the advice you give out doesn’t become outdated over time. This means that you should be providing information that is always useful, no matter when a potential customer is looking for it.
You should begin by writing for a blog on your law firm’s website because this improves your ranking on Google while creating an authority within your industry.
If you pair your blog content with a well-designed email marketing strategy, you’ll quickly see your engagement rates and email subscriber list climb.
Now that you have a website setup and are creating content that your persona is interested in, you need to get the channels set up for you to share that content.
With so many people on social media, there’s a very good chance the persona your firm is trying to target spends their time on one platform or another.
It’s important that before you start creating social media profiles, you identify which channels your audience is on.
While most law firms need to have a Facebook page, not all practices benefit from a Twitter account. However, when you make those channels you have to make sure that you have a realistic content plan in place so they aren’t sitting empty.
Another important note when it comes to social media is having a Google Plus profile set up because this improves your ranking on Google search results and can be connected to your Google Business page.
Having a Google Plus page also makes it easier for past clients to leave a review about your firm. These reviews are a great way to engage with clients, as well as improve your ranking on Google.
Advertising is a great way to promote posts and reach a wider audience online. Whether through a pay-per-click campaign or Facebook advertising, there are a number of ways you can advertise your services so your target client sees it.
One thing to remember when pursuing advertising is that mistakes can be costly. You should always start with a smaller budget and choose a very targeted outlet that attracts people in your specific market.
These are just some of the ways that you can diversify your law firm marketing strategy to see an increase in results and a better ROI.
For more information about law firm marketing, reach out to us at Above the Fold Media. We’ve helped countless clients achieve real growth through creative marketing strategies and advertising campaigns.
David Sahly has spent his entire career working with organizations of all sizes to come up with practical digital media strategies that work. Before founding Above the Fold Media, he worked at Search Engine People as the Senior Manager of Business Development. He has his hands in every part of the marketing development strategy and is passionate about watching businesses thrive.