Thanks to the ever increasing number of law firms, attorneys are turning to digital marketing to stand out in a crowded field. Following up on the success of our popular 2020 article Digital Marketing For Law Firms: Five Key Elements, this guest post provides an up to date view on the top ten things law firms need to do now to increase their visibility and grow their business on the web:
1. Focusing on a Strong Online Presence
The main goal of a digital campaign is to ensure that your law firm has a solid online presence. Like any other business, a law firm needs high visibility to succeed. More people check for services online than traditional mediums like newspapers and TV.
Creating a website aligned with your law firm and customers is a good start. The website must reflect the professionalism and expertise of your law firm. Ensure you correctly add all the required details like name, address, and phone number (NAP).
2. Building a Strong Brand Identity
To stand apart from the hundreds of law firms in the area, your firm should work on building an identity of your own. Creating a consistent brand image across all your marketing collateral is vital to success.
Identifying your brand positioning by highlighting your unique selling proposition can help. Ensure that you have a visual identity like a logo and a color swatch that aligns with your brand. Once you’ve established all these brand elements, you need to be consistent.
3. Optimizing Website for SEO
When discussing digital marketing, we should also mention search engine optimization (SEO). SEO is a powerful way to leverage search engines to ensure your website ranks higher. However, SEO involves many techniques you need to use to get the desired results.
Keyword research is one of the essential parts of an SEO campaign. Keywords are how search engines identify what potential clients are searching for. Ensure that your website includes these keywords in the content.
When creating a website, ensure that you have easy and intuitive navigation. Ensure you optimize videos and images to load quickly. Check the content for grammar errors and other issues before posting on the website.
4. Working with Social Media
Social media is one of the biggest digital platforms of our time. Major social media websites like Facebook, Instagram, and LinkedIn have billions of users. Businesses have leveraged social media to get great results for branding and reach.
For example, see how this law firm is promoting their website on Twitter:
When using social media for business, identify the right demographic for your law firm. Social media gives you a lot of tools to sort your audience. This includes age, gender, location, and interests. Ensure that you interact with your audience regularly, as this helps build engagement.
You can also use paid advertising on social media to deliver ads to a specific demographic. It can amplify your brand message and get you ahead of your competitors.
5. Creating Powerful and Relevant Content
High-quality and engaging content is what drives people to brands. Content is a powerful way to get a lot of potential leads for your law firm. However, creating content that resonates with your audience is easier said than done.
The first step before content creation is to find the right tone. Since you’re an attorney, content should be aimed at more serious readers. Identify their pain points and create content that addresses them.
Instead of talking only about your services, provide actionable information they can use. You can also get your message across through various content mediums. These include blogs, social media posts, videos, and infographics.
6. Using Email Marketing for Leads
Something that is rarely mentioned but is still a powerful asset is email marketing. Emails have generated leads for decades; even today, it’s a force to be reckoned with. However, several regulations prevent spam. Today, you need to be more careful with email marketing.
The first thing to do with email marketing is to build your mailing list. You can create an email list through opt-ins and signups from your website. A targeted email list has the addresses of potential clients interested in your services.
Ensure that you create a compelling subject line before sending an email. This is the first thing that a recipient sees. It needs to be different from the thousands of emails in their inbox. You should craft an email subject that encourages readers to click on the email.
7. Leveraging Video Content Marketing
With high-speed internet and powerful mobile devices, video has become the choice of the masses. Videos get more than five times the engagement of text, and so it is used by businesses worldwide. Law firms benefit from this because professionally made videos establish authority and credibility.
Ensure that you change up formats of your videos. If you only stick to one type of format, people might get bored. For law firms, this could be videos explaining nuances of specific laws, Q&A sessions, and testimonials, just to name a few.
Don’t forget to promote your videos. Creating a video is only half the task – you get the most out of your video by promoting it. It is also important to measure and analyze video performance with your audience.
8. Tracking and Analyzing Marketing Metrics
As digital marketing evolves, metrics grow in number and complexity. There are more metrics used by digital marketing agencies today than five years ago. Tracking and analyzing these metrics can help improve your digital marketing performance.
Several tools can help you analyze marketing metrics. The most popular ones are Google Analytics, Ahrefs, and SEMrush. While these are easy to pick up, they’re hard to master. When dealing with metrics, the best thing to do would be to opt for a professional digital marketing agency.
9. Staying Ahead of Your Competitors
Staying ahead of your competitors in the legal industry can be challenging. This is especially true in the fierce competition in the digital age. However, by staying on top of the latest digital marketing trends and best practices, you can create a competitive edge for your law firm.
Marketing is a dynamic industry, and things can change in an instant. Keep your digital marketing funnel aligned with new trends in the market. It also helps to keep tabs on digital marketing resources to know how the industry changes over time.
10. Hiring a Digital Marketing Agency
Getting a digital marketing agency on your side is a huge advantage for your law firm. You can get a turnkey digital marketing campaign customized to your specific needs. If you want to focus on your core expertise, saving people’s lives, then hiring a professional digital marketing agency is the way to go.
Choosing the right digital marketing company can be challenging. Agencies that have worked with law firms before can understand and overcome challenges unique to this niche. Before hiring an agency, ensure they have previous experience with a law firm.
Another thing to keep in mind is the budget. Stretching your budget too much can lead to problems later in the engagement. Work with a budget that you are comfortable with. Before signing the deal, ensure you’ve gone through the entire contract. Setting the right expectations is essential when hiring a digital marketing agency.
Key Takeaways
- Build a strong online presence through branding and marketing.
- Focus on creating content that is actionable and helps your audience.
- Engage with your audience regularly on social media channels.
- Optimize your website and make it mobile-friendlier.
- Create video content with high production values that is relevant to your audience.
- Develop a consistent style for your brand and messaging.
- Track and analyze your marketing metrics to improve them.
About the author:
Cristian Ward is the Co-founder and CEO of Sandiegoseo.company With a strong data analysis and strategy development background, Cristian specializes in helping businesses increase their online visibility and drive sales through targeted campaigns.
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