Comprehensive Guide On Digital Marketing For Law Firms

Digital marketing is all about understanding what works and integrating it within your niche.

For law firms, this means recognizing digital marketing techniques that generate new clients and can lead to sustainable results. Here’s a detailed guide on digital marketing for law firms and what to implement right away.

This information will go a long way in your journey as a legal entity.

Create a Social Presence

Let’s begin by discussing the importance of a social media presence.

You have to look at creating a relevant selection of social media accounts to sync with your website.

These social media accounts can include:

• Facebook
• Twitter
• Pinterest
• Instagram

Creating a social presence is one of the best things a business can do. Even if your social media accounts don’t gain traction, it’s an important part of building authenticity and establishing a proper brand in the industry. The best law firms tend to spend time building strong social media accounts as a way to branch out and generate new leads.

Take the time building out these accounts and keeping them as up-to-date as possible. Over time, you are going to start to appreciate the results that come with having a legitimate set of social media accounts. It will make a difference.

Integrate All Digital Assets

It’s one thing to set up different digital assets (i.e. email autoresponder, contact forms, social media accounts) but it’s just as important to integrate them with your website.

If a potential customer can’t reach out to your accounts through the main website, you’re missing out on potential conversions. This is why it’s important to set up social media icons on your home page (generally on the top) and also take the time to integrate the email autoresponder as well.

These assets are a big part of your digital marketing strategy and should be taken seriously. You have to integrate all of them to create a web-like effect where everything interlinks ensuring the client remains connected to the business.

Understand the Target Audience

Do you know what the target audience needs? Do you know what questions are on their mind right now?

It’s important to have a good amount of information on your target audience. This is the only way you’re going to know what to target while running an SEO campaign (search engine optimization) or when you’re building up content for your blog. Remember, if your target audience doesn’t appreciate what’s on your website or social media account, they’re not going to convert into a client.

You have to impress them and the only way of doing this is knowing what your audience is all about. This includes the keywords they search for on Google/Bing, their age, their budget, and everything else associated with their ability to hire your firm.

Build a User-Friendly Website

This is one of the most important assets you’re going to own as a business and it has to be used wisely. If you are not taking the time to flesh out a proper legal website then you’re missing out on potential returns.

The goal is to build a website that’s a joy to use and attracts potential clients through its simplicity. You want something quick, well-linked, and has a natural flow that’s easy to understand. It should be slow to load or impossible to use because of pop-ups and other irrelevant elements.

The website should be clean, crisp, and easy to use at all times.

This is how you are going to end up generating more sales and seeing impressive results over the long-term. Plus, you should take the time to create a reasonable sales funnel where the client enters the home page, clicks through to the sales page, and converts into a sale. This is a big part of running your digital marketing campaign regardless of where the lead is coming from.

Target and Use Niche-Related Keywords

Are you using the right keywords on your blog? Are you targeting keywords that legal clients are searching for?

You have to analyze the market and find relevant keywords that can be ranked in your industry. This means legal keywords that generate leads for law firms.

If you aren’t doing this, you will find it hard to generate results on Google/Bing.

Don’t Ignore Local SEO Techniques

Continuing with the idea of finding niche-related keywords, it’s also important to think about local keywords. For example, what about ranking for “best law firm in YOUR city” as a keyword?

Several keywords are local to your area and can be used to generate leads. Don’t be afraid to rank for them and build content around these keywords.

You will be surprised as to how well a law firm can do when it’s ranking for nothing more than some of the top local keywords. Even something as simple as “best law firm near me” can do well.

Use Internal Linking

Internal linking is a powerful technique and continues to be recommended by digital marketing experts. The idea is to interlink different pages on your website to each other.

This means if one page is ranking well on Google, you are going to link this page to other relevant pages on your blog. This has a tremendous impact on how the other pages rank, which generates more traffic via Google/Bing.

Use A/B Testing for Marketing Campaigns

A/B testing refers to the idea of split-testing two different approaches to a single task. For example, let’s assume you are building an ad for your campaign on Facebook and want to determine which color generates more leads. You can run two different ad sets (one is blue, the other is red) to see which one catches the audience’s eye more.

When you have more information, you increase how much is spent on the better-performing ad set. It’s a simple technique that helps you avoid wasting money.

Build a Legal Network for Leads

Find relevant brokers, firms, and other legal entities to build a network with. This is a great way to continue to bring in leads by simply leveraging other businesses in the region.

This can blend well with your digital marketing strategy because almost all legal businesses now have an online presence. You can use them to share links, advertise important content, and/or simply bring in new clients.

Email Lists are Essential

If you don’t have a contact form that’s connected to an email autoresponder then you’re missing out on loyal clients. People that sign up for newsletters or general updates are the ones that convert well. If they took the time to fill out a contact form, they are serious about making an investment and hiring your firm.

Use this as a way to get your foot through the door and build a relationship with them. This is why a well-integrated email list is a must.

Remain Active Online

It’s one thing to set up a website, email autoresponder, or social media account and another to keep them active. It’s important to stay active on these accounts throughout the year, so people know you are willing to engage with them. This includes answering their questions and making sure to add new content to the blog.

Add Value Through Your Content

Let’s imagine you are setting up a legal blog on your main website, why not take the time to add value to your content? This content should be up-to-date, unique, and targeted to the questions potential clients have.

They want official information and that’s something you can offer through your legal expertise. Why not take advantage of this expertise and use it to advertise your services through relevant blogging?

This is a powerful digital marketing technique that continues to work to this day.

Leverage Testimonials

You should always take the opportunity to leverage testimonials as a way to generate new leads.

Most prospective clients will want to know what others have to say about your firm. Why not give them all of this information right on the home page?

Reach out to real-life clients and ask them for their review of your law firm. This information is a great way to authenticate what you’re selling and what you stand for as a modern law firm.

Final Thoughts

Start with these digital marketing tips and appreciate the results that come.

It’s not going to be a “miracle solution” nor should it be envisioned as such. Instead, the goal is to create a snowball effect where everything continues to compound and ends up getting a slew of new leads. The world’s finest and most well-known law firms continue to implement effective digital marketing strategies into their marketing setup. It’s simply the way things have to be done as most clients begin their search online.

If your website and/or social media accounts aren’t ready to go, you will always remain a step behind. This is the way things are and only those willing to adapt are going to see impressive results.

Take the opportunity to implement the tips mentioned in this guide and continue to push towards a successful future.