The beauty of digital marketing today is that there is so much information available. Legal marketers have the ability to make data-driven decisions more than ever before. In fact, there are specific marketing platforms that rely on the wealth of information available to help firms create their most effective programs. Here’s how law firms can use data-driven advertising to ramp up their marketing efforts.
Also known as retargeting, this is a form of advertising that is driven by user data. Whenever a user visits your website, the remarketing code is activated and stored via cookie in their browser. Then, when they’re visiting other sites online, they can be targeted with relevant ads for your firm. Since some people view this form of advertising as invasive, it’s important that your ads offer content (such as a downloadable checklist) rather than just salesy or promotional information.
2. Programmatic advertising
This channel automates the space buying process by analyzing statistics to decide which ads to buy and then bidding for them in ‘real-time’, conducted via a digital exchange. This form of advertising is effective because it can be highly targeted, focusing on an audience’s demographics, geography, and behaviors. User data is stored in a data management platform, where first and third party user data is collected and aggregated.
3. Predictive advertising
Using artificial intelligence and statistical algorithms, this form of advertising predicts responses and outcomes. It’s helpful for identifying potential audiences and developing more targeted messages. An example is Facebook “lookalike” audiences, which are created based on custom audiences (client data that you upload). In this case, once Facebook understands who your clients are, it can build an audience based on the similar likes, shares, website visits, etc. For more predictive advertising use cases, read our blog post: Predictive Advertising For Law Firms: The Future of Legal Marketing?
4. On-page recommendations
Recommendation engines are becoming more common as they are a smart addition to great user experience. Use this tool to recommend things like lead magnets, webinar invitations, or relevant blog or service pages to website visitors. For example, you may want to add a recommendation to download a one-pager on “What you need to know about alimony” if someone is visiting a family law practice area page on your website.
5. Improve your search engine marketing
Through the sheer amount of searches performed every day, there is an abundance of data available for online marketers. Use tools like Google Keyword Planner to discover relevant keywords, keyword strategies used by competitors, and what’s trending in your industry.
Digital marketing has evolved considerably over the past few years, and will continue to do so. Understanding how law firms can use data-driven advertising will improve your firm’s marketing outcomes and lead to better ROI.
If you need assistance building out a strategy to take advantage of the data at your fingertips, contact us for help today. We help law firms collect and understand data so that they can apply their marketing data most effectively.