Digital marketing for law firms is a necessity in today’s technology-driven world. Having a well-maintained website, active social media profiles, and compelling online advertising are now table stakes for law firms whose potential clients are doing a fair share of their research on the internet. To help you make the most of these channels, we’re offering 10 digital marketing tips for law firms. Browse through these items and either check them off your to-do list, or make time to complete them soon to improve your law firm’s online marketing efforts and return on investment (ROI).
1. Ensure your website is serviceable
It’s the face of your law firm and the hub of your digital marketing activities and campaigns. It’s critical that your law firm’s website conveys the right information, helps you stand out from competition, and offers potential clients a way to reach out. Before engaging in any other digital channels, make sure that the website you’ll be linking to is up-to-date, accurate, easy to navigate and mobile responsive.
2. Engage in search engine optimization (SEO)
The art of using the right keywords and strategies to help your content rank higher is not going away. Rather, with the increase in online content, SEO is more important than ever. Remember to target carefully selected keywords (including local/regional ones), carefully categorize each web page, and include images, alt text, and other on-page items in your optimization efforts. For more helpful SEO insights, check out our blog post: Five SEO Tactics Your Law Firm Should Review Now.
3. Understand that nearly everyone uses social media
Referral business is huge in the legal industry, and social is the new word-of-mouth. Engage in various social media channels to build trust and credibility as well as facilitate relationships. It’s the most important way to be viewed as accessible by potential clients.
4. That being said, be selective about social media
There’s not a great reason for law firms to use Snapchat, or many of the other social platforms out there. But Facebook and Instagram – which over 68% of adults visit daily – are a smart place to be active. We created a social media strategy checklist to help you on your path to social media success.
5. Embrace content marketing
Publishing unique, relevant, and authoritative information is the best way to demonstrate thought leadership. Potential clients will view you as a leader in your niche if you can share information that provides value to them.
6. Maintain a blog
If you’re not currently publishing a blog, now is the time to start. As part of the strategy mentioned in #4, a blog is an ideal place to share valuable content for your target audience. You can also share information on your staff, what’s going on in your law firm, charity involvement, etc. Blogs are also a great place to highlight photos, videos, and infographics.
7. Create compelling email marketing
According to eMarketer, email has a median ROI of 122% – over 4 times higher than other marketing formats, including social media, direct mail, and paid search. Email marketing should have a firm place in your marketing mix.
8. Double check for calls-to-action
You’d be surprised how many really great content pieces we see that don’t direct to a CTA. What is it that you want readers to do once they’ve read your blog or email? Make sure every content item you create leads users to a logical next step, whether that’s calling, emailing, setting up a consultation, or just subscribing to your newsletter.
9. Increase your use of video
Law firms with video incorporated on their website are likely to see a jump in engagement. Similarly, video can help humanize your staff, so you might consider including videos on attorney bio pages. Video is the next big thing in content marketing, so it’s a good idea to get savvy on video creation now.
10. Bring in a professional
Our last tip? Don’t be hesitant to get assistance from people who are experts in the field. Just like you would never advise a client to represent themselves in an intense legal battle, the competition for your target audience’s attention and revenue should not be taken lightly. Research agencies that can help you with each of these digital elements, to ensure you get the best results and maximize your ROI. Here at Good2BSocial, we know the various ways that legal marketers can improve the breadth and depth of their digital efforts, and we are poised to help you succeed.
Effectively marketing a law firm online requires multiple elements working in tandem. When done properly, digital marketing will raise your law firm’s profile, build credibility in your areas of expertise and help you get in front of your target audience with the right message.
If you need help with your law firm’s digital marketing, please don’t hesitate to get in touch with the Good2bSocial team. We can help you formulate a digital strategy that aligns with your firm’s business objectives.
Updated and Republished from Jan 2020.