Why can’t we talk about online marketing strategies for lawyers in the same breath as other domains? Primarily, since the way online marketing should be done for legal entities is different. It’s a domain that requires vertical knowledge in the legal firm marketing techniques rather than just have come knowledge about Digital Marketing techniques.
Sadly, law firm marketing is often an ignored area or something of least priority in law firms. Trends show that the potential clients of law firms usually search for their legal situations on search engines and not necessarily a law firm. Since the search tendency of potential customers is so different, lawyers feel clueless about how to find the right way to market their practice online. Even if they find a digital marketing agency, it must be one which has enough experience of working with legal clients.
The 7 best ways (out of all) that will work to attract new clients to the law firm – well, here they are.
1. Local SEO
Lawyers located in both small towns and metropolitan cities need high rankings on local search engine results. Digital Marketing agencies focus on SEO rather than Local SEO, which can deliver faster results for lawyers. Unfortunately, there are attorneys who don’t consider local SEO at all. If the Local SEO strategy is planned and executed properly, it will help law firms to appear in both local search results (Google map results) and organic results as well.
You need a specialist who can help you with creating a local Google+ account, keeping detailed business listings, and developing a useful local content. Online ratings and reviews are also critical to drawing potential customers to your website.
2. Paid Advertising
Pay-per-click or social media paid ads can work well for lawyers if done the right way. Legal search phrases or keywords are the most expensive so you need a carefully planned and well-executed paid campaign that can yield high returns for the efforts and the money invested. Paid search like a Google AdWords campaign is an opportunity for lawyers to target potential customers based on local service locations and display at a time that is most suitable for users searching the key phrases.
PPC can help the lawyers with precise targeting, which means, precisely matching the keywords that are being searched. If PPC campaigns and social media campaigns (advertising on Facebook, Twitter, LinkedIn and other suitable social media channels) are not managed effectively, they will lead to a high revenue loss.
3. Listings on Lawyers Sites
Submitting the law firm details in high-quality law firm listings can also help in boosting the SEO for lawyers. There are some popular lawyers’ listings such as Lawyer Legion, Avvo, Justia’s Lawyer Directory, and Chambers and Partners to name a few.
You must ensure that the profile must be fully optimized with complete information, be in the right category, and be also optimized with the right keywords. There must be pictures of the office and people so that your listing is creditable. Consistency is the key to listings and your law firm must be listed on all the relevant lawyers’ listing websites.
As per Search Engine Journal, reviews are to be the most prominent ranking factor in local search, and can help businesses to rank well even if they have low quality link profiles.
There is no doubt that reviews are powerful. If there are reviews from previous clients, then all the better. Experts believe that more than 90% of potential clients read reviews before finalizing a lawyer in their location. It is critical to follow the state bar guidelines when asking for reviews but if the legal firm does get positive client feedback, it means a lot grow the business. To obtain that not only do you require superior services but there’s also a need to maintain strong relationship with the clients.
You’ll hit a jackpot if your review contains they keywords that you are targeting and your location.
Blogs have multiple benefits like educating the potential clients and helping with your SEO ranks. It’s a good practice to develop 2-4 blog posts every month that should be engaging for the users. If you’re confused about the topic of the blog, think of the client questions that you face. If your advice is worthwhile, you’ll be a trusted source for legal needs.
Blogs are considered as lead magnets. Popular blogs can dramatically improve your rankings on search engines.
6. Q&A Websites
Q&A websites have been gaining a lot of popularity. It’s a great marketing, ranking and brand effort to answer questions on popular Q&A platforms. If your answer is popular (ranked higher by users), then user will perceive you as an expert in that area. Therefore, it is particularly useful for lawyers to post answers to legal queries of their expertise area. There are different kinds of Q&A platforms like social (that focus on social interactions), standard (to get specific answers), How to guides (if someone is interested to learn new things), and Q&A search engines (to search for specific questions).
The trend on Google is also to ask questions rather than searching for keywords. For example, people will search for how to restart an iPhone rather than just searching for iPhone. Q&A platforms are ranked high in organic search results. Some of the popular Q&A platforms are Quora, Avvo, Justia and Yahoo! Answers amongst others.
7. AMA (ask me anything) Sessions – Reddit
Reddit is an independent social community with a huge audience. Many experts (including lawyers) utilize this platform to hold AMA sessions. It is in the form of an interview that happens between the user who hosts the session and other users who wish to get answers to certain queries. There are over 15 million subscribers on AMA and there are several experts from different domain. It also has a community specifically meant for lawyers.
Once you have a successful online marketing strategy, potential clients will start sending their queries through calls, emails or even your social media channels. Make sure that you have resources or a professional digital marketing firm to be responsive and share appropriate answers promptly.