Best Practices in Digital Marketing for Law Firms
As businesses of all sorts have looked to digitize their marketing, so too have law firms. However, law firms have different priorities, and their audiences have complex needs, making digital marketing a bit more complicated than it is for other businesses. Here we break down three potent strategies for marketing your law firm online.
Pay Per Click Marketing
PPC is a useful tool for driving traffic to your site while waiting for more long-term efforts to manifest. Google Ads, Facebook, and LinkedIn offer ads that appear next to search results or relevant content, allowing viewers to click on search results or your ad. You pay only when clients click on the ad.
Testing is an important part of refining PPC so that it yields the results. Making sure that the keywords and subjects you’ve targeted are precise will ensure you get your money’s worth. With the fierce competition for ranking highly on SERP for popular keywords, PPC marketing ensures that you retain visibility. So track how you word ads for specific campaigns so that you can identify what works and what doesn’t.
Furthermore, when it comes to law firms, location is key, so make sure that your location and concise copy are featured.
Keep It Organic
The holy grail of digital marketing is organic leads from search engine page results (SERP). This means that a potential client searches Google for “tax lawyer” or “divorce attorney” and sees your law firm appear at the top of the search results.
Now, there’s no way to game this. Increasing your ranking on search engines like Google means creating quality content that builds a trusting and loyal audience. The best way to do this is to look for opportunities to educate your audience on subjects that interest them, allowing them to perceive your firm as knowledgeable, trustworthy, and helpful.
What kind of content is best for that? Obviously, avoiding absolutes when it comes to legal advice is wise because there’s no way to say for sure how long particular proceedings can take. However, it’s completely appropriate to lay out general guidelines for how long it takes to finalize a will, for example. Also, think to the times when you’ve been socializing and people ask legal questions—are there any trends? A well-crafted blog post that answers this question is the kind of content that search engines like Google favors.
Don’t be afraid to provide your professional opinion on some legal issues that are dominating the news cycle. This generates interest and shows off your expertise. Keeping your marketing team abreast of questions you get on legal issues in the news or general law advice can help create a relevant content strategy.
Yes, as in social media. The chief benefit of social media marketing is its ability to foster relationships between you and your clientele. By meeting them where they spend time online, your law firm can promote itself as trustworthy and responsive.
Social media platforms offer you a dynamic landscape to determine what is working (or not working) with your audience. This will help you refine your content strategy and identify any needs in your audience that you may have been overlooking.
More and more, social media users are looking at businesses to get a feel for the overall vibe or personality. So, this is an appropriate place to share personal triumphs and growth. Did you have a celebration for a staff member? Post pictures and offer congratulations. Did you just open a new location? Share the news. Clients want to see the human side of the businesses they follow.
Testing the waters can be daunting when it comes to deploying a digital marketing strategy. By focusing on these three key areas, law firms can assuredly take advantage of the perks technology and interconnectedness can offer.
If you need help developing a concrete digital marketing strategy, reach out to us today.