It’s no surprise that most firm owners want to discover the secret to online success. But most of the time, the “secret recipe” is nothing more than the basics.
Even the most cutting-edge marketing approach can fall flat if it isn’t built on a solid foundation. That is why you must establish the main factors of your marketing strategy from the start.
These factors are based on how potential customers search and interact online. Social media and paid ads are all relevant when it comes to marketing for law firms. But compelling content for law firms trying to generate more organic traffic and leads is always the core foundation to it all.
So we’re going to check out what you need to know if you’re a law firm looking to improve your digital marketing. But first, let’s explore a little deeper into the question of why law firms need digital marketing.
Why Law Firms Need a Digital Marketing Plan
Many lawyers experiment with a few methods here and there. They might try posting on Facebook, running Google Ads, and so on. Yet, these efforts can end up squandering your time and money if you don’t figure out how they fit into a larger strategy.
Having a strategy entails thinking about who your target audience is looking for and how they interact with information online. Plus, you’ll want to learn what would entice them to collaborate with you.
The process entails determining which platforms are ideal for your business model. You also need to find out which initiatives will provide your company with the most competitive edge.
Now let’s look at the vital factors you need to address to make a solid digital marketing plan for your law firm.
Search Engine Optimize (SEO) Your Content
SEO is the key source of organic traffic for law firms and most other companies that want clients to find them online. Clients seek lawyers in their area mainly through Google, the world’s largest search engine. If you’re not showing up on Google, competitors may drown out your company.
Since the goal is to acquire new clients already searching for services like yours, SEO for lawyers is critical. If a potential customer searches for “injury lawyer in Miami,” and you meet the criteria, you’ll want your website to appear towards the top of the search engine results pages (SERPs).
How to Achieve Strong SEO?
Keyword research is the core of any SEO plan. It is the process of determining what key terms your target audience uses to look for law offices like yours.
You may find these terms using SEO tools like SEMrush, for example. The terms rank higher or lower depending on how many monthly searches they generate and how competitive they are.
So, you’ll strategically use strong keywords to improve your chances of ranking for these terms in search engines across your site. Another excellent practice is to employ location-specific keywords to reduce competition and optimize your local listings and increase traffic.
Pay Per Click (PPC) Marketing Strategy
Pay Per Click advertising entails running sponsored display ads to increase your legal firm’s visibility and create more leads. You pay a price for each user that clicks on your adverts, as the name implies.
PPC is more expensive than other forms of marketing. But, you’ll see significantly faster results and collect a lot of valuable data in the process.
If you want your business to expand in a sustainable way, you’ll need to invest in SEO. But, it may take anything from a couple of weeks to a few months to see results. Thus, many legal firms invest in PPC at the same time to generate leads straight away.
Running Google Ads is also a must in highly competitive areas, as they are often above organic search results. If you see that your competitors are running paid advertisements burying your site in the organic search results, you should consider running sponsored ads of your own.
Social Media Marketing
Most lawyers have acquainted themselves with some form of social media marketing. Yet, many still misunderstand its power, and so it’s an undeveloped field that needs exploring in law firm marketing.
There are many social media networks to choose from, such as LinkedIn, Facebook, Twitter, Instagram, and others. But not all of them are created equal. You should determine the platform you use by your target audience and how they interact with material on the internet.
Users may follow and connect with your social media profiles for weeks and months before they are ready to contact you. So it may be a long-term marketing strategy. As a result, your goal should be to nurture your audience so that you become their first choice if and when they need a legal firm.
Say if you are a family law attorney, you may write on family difficulties, coping with divorce stress, what to do when a child custody battle arises, and so on. To encourage your readers to connect with your material, vary it with lighter themes and publish thought-provoking questions.
Hire Law Firm Marketing Experts
As you’ve now read, many efforts are needed to market your law firm well in virtual marketing. Of course, you can do this yourself well, but do you have the time? And if you hire someone in-house, you might end up paying more than you need to.
Instead, a sure-fire way to get the ball rolling is to hire law firm SEO experts. When you do this, you can focus on what you do best with the knowledge that your marketing needs are being taken care of.
Law Firms Need Digital Marketing
Law firms need to commit to a digital marketing strategy to stand out in such a competitive industry. High-quality content fed through your site, social media, and paid ads are the way forward. Make sure you get it right, and the rewards will soon show.
So many thanks for reading through this post, and please check out more quality content on our blog.