In learning about the digital marketing guide for law firms, there are so many doors to unlock.
Focusing on just one of the digital marketing strategies may not bring you much, but deploying all the tactics discussed in this marketing guide is a sure way to rank-success.
This is a complete and comprehensive digital marketing guide for law firms. You should make the most of it!
What is Digital Marketing?
Digital marketing is the process or act of promoting a business or organization online.
In a nutshell, it involves the promotion of any business using mobile phones, computers, websites, social platforms, and other digitally-enabled software.
It is a widely used marketing strategy which works perfectly in this digital age.
Unlike in the traditional marketing era, a lot of people these days are online for various reasons. Reaching them through any of the digital media is perfect for business growth.
How to Market your Law Firm Online
1. Build a Law Firm Website
Every law firm must have a good website. Businesses these days cannot thrive offline alone, there has to be an online presence.
Your website is the best way to develop an online presence. It is your virtual address which makes it very easy for your audience to reach you.
A good attorney website is an important part of a digital marketing guide for law firms simply because what your potential customers are looking for is a bespoke website that describes your services.
2. Take Advantage of Law Firm SEO
Search engine optimization is the activities carried out to improve website visibility on an organic search engine result (unpaid search results).
It is not enough to have a good website. What makes the difference is having a website with traffic.
Your clients can only find you when you optimize your website.
If you are wondering why you have very low visits to your website, you might want to work on the various types of SEO.
1. On-Page Search Engine Optimization (SEO) for Law Firm Website
This type of search engine optimization is concerned with improving site visibility by optimizing content.
It is the focus of many business owners and is one of the most popular types of SEO.
As effective as on-page SEO is, you increase your chances of visibility to a very high percentage when combined with the other types.
2. Off-Page Search Engine Optimization (SEO) for Law Firm Website
These are the activities carried out outside your website to increase your chances of visibility.
The off-page SEO is different from the on-page SEO in the sense that all the optimization activities are done outside the website.
For example; backlinking, sharing posts on social media, guest posting, audience engagement, and other similar activities carried out to increase traffic.
3. Technical Search Engine Optimization (SEO) for Law Firm Website
This is a very important type of SEO.
How well your website is optimized technically affects the general rank on the search engine results page (SERP).
Technical search engine optimization is the first optimization process done at the point of building your website.
It involves all the measures put in place to have a user-friendly and responsive site that is easy to navigate.
4. Local Search Engine Optimization (SEO) for Law Firm Website
Local SEO places emphasis on more specific geographical searches.
Instead of ranking in generic searches, it gives results based on geographical location.
3. Tryout Search Engine Marketing (SEM)
Search Engine Marketing is a digital marketing strategy that promotes websites and increases their visibility on the SERPs through paid advertising.
When a user searches, the relevant results which are displayed with an ’ad’ tag is a paid result.
Usually, advertisers bid for spaces for relevant keywords in which their website should be displayed. This easily helps them increase traffic.
SEM is also used to refer to pay per click advertising (PPC). This is a digital advertising system where payment is made only when you click on the ad.
The major difference between SEO and SEM is that the former deals with ranking naturally.
A law firm that wants to rank with this paid option should carry out keyword research.
Your keyword research should be adequately done for better results. With SEM, it is easier to rank for highly competitive words.
Nevertheless, most paid searches are temporary unlike ranking organically.
A combination of both organic and paid systems (SEO and SEM) is still the ultimate.
It helps you get your firm to rank top longer and increase traffic as well as sales.
4. Utilize Email Marketing
Email marketing is the process of sending emails to current and prospective customers to convert them to loyal customers.
It is a very effective way to boost sales and patronage.
To carry out this form of marketing, the first thing you need to do is to give your customers something in exchange for their emails.
It could be an e-book, a coupon, or even a free trial, just something that would fetch you the necessary information.
It is best to create content mostly in the form of a newsletter.
Keep in mind that people get a lot of emails these days and so you need to come up with really creative newsletters.
Your newsletter should most importantly, have a catchy headline. It needs to capture the attention of the readers.
Hence, it should be concise and easy to understand.
Once you’re able to ensure that your email content is persuasive enough and catches attention, you’re good to go!
5. Build Awareness with Content Marketing
Content is King! It is one very easy way to attract audience attention to your Law firm.
Creating valuable and insightful content contributes to building your target audience’s trust in you.
For positive digital marketing results, you should optimize your content with the right keywords.
Once a searcher requests for information concerning Law firms, your content will be displayed if it’s well optimized.
Law Firm Marketing is always more effective when you use value to communicate.
This means the more value you give your audience through your content, the more they trust you.
6. Leverage Social Media Marketing
This involves the use of social media platforms to create contents that can build brand awareness and increase sales/ patronage.
Social media marketing can help you connect with your audience through content they can relate to.
There are different social media platforms like Facebook, Twitter, Linkedin, Instagram, YouTube, and a lot more.
These platforms have different kinds of audiences and this helps in knowing what kind of content to create.
Linkedin, for instance, is a formal setting and so the majority of its users are working-class or business-minded people, hence the tone of contents created for Linkedin should be mostly formal.
This platform is great for getting clients as a law firm. The reason is that a lot of entrepreneurs and professional individuals are present there.
Twitter on the other hand is dominated by young people and so the contents created for twitter should be those they can relate to.
A law firm’s communication tone should be formal and informal. It is also a great space to find your audience.
It is possible to use all the social media platforms for marketing, as long as you know the best kind of content to create on each platform.
Note that your audience is found all over the different social media channels. Creating business pages on multiple pages can get you started.
However, it is not enough to be on multiple digital platforms if you can’t manage it.
Content is king but consistency is the crown. What is a king without a crown?
This is why you should prepare adequately to manage your business’s social handle.
You also need to plan to engage with your audience as it is one of the fasted ways to build and trust.
7. Steal your Audience Attention with Video Marketing
Video marketing is one of the most important pieces of any digital marketing guide for law firms.
Hubspot reports that 78% of people watch online videos every week, while 55% watch every day.
This means out of your target audience, there are many who would most likely watch your video.
A law firm can create high-quality video content on a relevant subject or campaign to create awareness.
It also increases engagement as well and encourages prospective clients to hire you.
A few years back, creating videos was a very expensive option for brands. This is because high-quality cameras are super expensive.
However, things are a lot easier now and there are wider options for devices that can give you a good video quality.
Another huge benefit of having a video on your website is that it is great for SEO.
Google appreciates videos because it keeps visitors longer on your site.
With a video on your site, there’s an increased chance for you to rank top for that search.
Final Note on Digital Marketing Guide for Law Firms
This digital marketing guide for law firms when adopted correctly can get your clients to find and hire you easily.
Your target could be just creating awareness, and by implication gaining clients.
Similarly, these digital marketing strategies can also help you in reputation building which is highly fundamental for law firms.
It is understandable that utilizing these tools is one thing and effectively utilizing them is a bigger deal.
Hence, you can make it easier by getting a digital marketing expert like The SEO Hive to handle your online marketing activities.
The ultimate reason why every law firm markets digitally are to increase the client base.
This can easily be done with a strategic combination of effective digital marketing strategies.