6 Digital Marketing Strategies Every Law Firm Should Be Using
Legal practice and consultation are one of the most competitive industries online. That’s why, if you own a law firm and you have an online presence, it is important to be one step ahead of the competition.
These days, staying on the first page of the search engine results page is a tough feat. However, time and effort is the key to maintaining your online visibility. Which means, it is also the secret to having a steady stream of potential clients.
From search engine optimization, social media marketing, content marketing to link building, planning a powerful digital marketing strategy can be overwhelming.
Lucky for you, you do not have to do everything to see results. All you need is to pick which one is the most relevant and beneficial for your law firm at the moment. That way, you can keep yourself from biting off more than what you can chew.
That said, here are six digital marketing strategies that can help your law firm’s website rank on SERPs and attract clients:
1. Search Engine Optimization
WebFX defines Search Engine Optimization (SEO) as “process of using the right words and online strategies to rank in search engine results pages.”
So, how can a law firm’s website benefit from SEO? Here are some quick tips:
- Target Local Keywords
Local keywords mean there are people in your area who are looking for your services.
Say, you are a corporate lawyer based in Dallas, TX. Targeting local keywords means that your website should appear on the Google search results when someone typed in “corporate lawyers in Dallas.”
Doing so can help your website appear on relevant searches, thus increasing your visibility and the chance to drive traffic and generate warm leads.
- Optimize Your Page
An optimized web page makes it easier for search engines to crawl and index your content for relevant terms.
According to Brian Dean, the anatomy of a well-optimized page has the following:
- SEO-friendly URLs
- Important keywords in the title tag
- Uses H1 tags for the titles
- Uses different types of media (images, videos, etc.)
- Uses ALT Text for images
- A healthy ratio of internal and external links
- Loads fast
- Incorporates keywords in the content naturally
- Easy to share on social media
- Categorize Your Website
If your law firm offers different services, then you should categorize your web content properly. That way, your visitors can easily navigate on your site to find what they want.
2. Mobile Advertising
According to the Global Digital 2019 reports, there are now over 3 billion active mobile internet users. Which means that you need to make sure that your law firm is part of your target clients’ mobile browsing experience.
Enter, mobile advertising.
Mobile advertising is described as any advertising that appears on mobile devices. This includes text (SMS) ads, banner ads on mobile websites, ads on your favorite mobile games and apps, and more.
Whether you are running your mobiles ads on your own or hiring one of the top mobile advertising agencies to do it, here are some best practices to keep in mind:
- Keep your ads simple
- Keep your target audience’s demographics in mind
- Monitor your performance data
- Always test your mobile ads
When implementing mobile ads, always keep the mobile best practice in mind. That way, you can provide a non-disruptive browsing experience to your audience.
3. Content Marketing
High-quality and relevant content is a great way to showcase your lawyers’ expertise. Not to mention that it helps position your firm as the go-to professionals.
To do that, you can publish educational content (e.g. a blog post or a video) regarding your legal practice.
Using our corporate lawyer example earlier, you can use content to inform your audience of what a corporate lawyer does. What kind of legal matters do you handle? What makes a corporate lawyer different from, say, an employment and labor lawyer?
You may even publish content about your law firm advocacies. Such as small business owners that you were able to help through pro bono.
In addition, your content can be a great tool to generate leads. If you want potential clients to choose you instead of other lawyers, publishing authoritative content can help.
4. Pay-per-Click Marketing
Pay-per-click (PPC) marketing is a great strategy to have to amplify your overall digital marketing strategy.
For one, PPC ads allow you to place your law firm’s website at the top of search engine results.
So, when someone types in “corporate lawyers in Montgomery,” and you are running a PPC ad that targets that keyword, then your ad is likely to appear on top.
The only caveat: PPC for law firms can be expensive.
In general, PPC requires users to bid for a keyword that they want to target. Your ad platform, such as Google AdWords, will then charge you a particular amount whenever someone clicks on your ad.
What determines your ad’s cost per click (CPC)? It is actually a combination of your bidding strategy, competition, Quality Score, and a lot more.
The good thing about these factors is that these same factors can also help you lower your CPC. For example, you can lower your CPC by having a high-Quality Score.
5. Social Media Marketing
A lot of businesses are making social media as an essential part of their marketing strategy. Thus, you should not be surprised if a competing law firm is now on Facebook.
But just because they are on Facebook does not mean that you should, too. Finding out which social media platforms to have will depend on your target clients’ behavior.
Conduct market research, and figure out where they usually hang out. Perhaps, they ask legal questions on Quora or Reddit. That means you need to build a presence there.
There is no one secret formula is building an effective social media strategy. Just keep in mind that each platform has its own set of dos and don’ts. So it is best to learn the marketing fundamentals for every social media.
Remember, marketing agency for lawyers doing social media marketing for your law firm can help you build an effective online presence and win clients.
6. Email Marketing
Let’s face it: It is difficult for lawyers to have a steady stream of clients.
Good thing, email marketing can help you generate clients since it is (1) cost-effective and (2) a lot of adults use email for communication.
That said, the easiest way to stay a top-of-mind choice for your potential clients is by sending a regular newsletter. However, to do it effectively you need to stand out from a sea of emails.
You can use email marketing to promote free legal consultation or to discuss some frequently asked legal questions, as well as share content about your advocacies.
Just keep in mind that your email subscribers are in different stages of the buying scale. To create and send emails that are appropriate for each stage. That way, you can easily compel them to act on your offers.
Your law firm’s website can be one of your biggest marketing assets. That’s because it can bring in leads, allows you to showcase your expertise, and build credibility for your firm. And you can maximize its impact by implementing at least one of the digital marketing strategies mentioned above.