Digital Marketing Solutions for Your Law Firm.
70% of law firms have used their website to generate new cases. These days, you can’t afford not to have a well-rounded digital marketing strategy.
If you’re aiming to move the needle with your digital marketing next year, you need a smart digital strategy to can make it happen.
Luckily, we’ve nailed down the 10 most important digital marketing solutions to help you rise in the search rankings and attract more clients.
Ready? Let’s get Started with Clever Digital Marketing Solutions for Your Law Firm
#1. Mobile Optimisation
If you haven’t yet ensured your website is optimised for mobile, this needs to be your first step. Google is now giving mobile-optimised websites higher priority in the search rankings. That means your competitors are more likely to be seen by potential clients, simply because their websites are rendered correctly on smartphones and tablets.
When customers land on your website and they can’t immediately see the information they need, they’ll click back to the search results. If your website isn’t optimised for mobile, you’re telling your clients that you’re behind the times (technologically).
Talk to lawyer marketing experts, and they will tell you that content is still King. When law firms were asked to rank their most effective digital marketing solutions, content marketing was the clear winner. Law firms can use content in many different ways including:
- Whitepapers and special reports
- Thought leadership
- Guest posting
- And more
The goal when writing content should be to provide potential clients with free, valuable information. This establishes your firm as an authority in your niche and builds trust. That way, even if your readers don’t necessarily need a lawyer at the time, they’ll think of your firm when they do need one in the future.
Content is also hugely valuable for SEO (more about this later). When you’re writing your content, you’ll need to naturally include keywords that your clients would be searching when looking for an answer to their problem. That way, you’ll be able to move up the search rankings for that keyword.
Google is continually crawling your website, and the search engine likes fresh content. This content gets rapidly indexed and will register higher in the search engine results than older content.
Bottom line: Content should be a large part of your digital marketing strategy.
#3. Social Media
On the back of the previous digital marketing solutions, a smart social media plan is crucial. It’s no longer enough to just “have a website.” Instead, you also need to be continually updating social media channels to connect with potential clients.
Here are some questions to think about:
- How can you best distribute your content?
- Which social media channels are your law clients using?
- How will you create engagement within your posts through ‘conversion’?
- How can you make sure your firm is engaging with its audience and not simply talking ‘at’ them?
Instead of only focusing on Twitter and Facebook, consider options like YouTube, SlideShare, and LinkedIn as well.
Podcasting has been one of the biggest disruptors in digital marketing. Between 2015 and 2016, podcasting listening grew by 23%, and it continues to grow today.
The best podcasts tell a story and create engaging content tailored directly to their audiences. These are an excellent way to demonstrate the knowledge and expertise of your lawyers.
Every digital marketing solution should have one ultimate aim: To convert leads into clients for your law firm.
Digital marketing allows you to use valuable reporting data which often isn’t available through more traditional marketing channels. This can make it much easier to see your ROI while allowing you to measure each change.
While your data collection and reporting should be automated whenever possible, data analysis is a big part of any great digital marketing strategy.
Some things to consider include:
- Conversion rates
- Social shares
- Length of page sessions
- Blog subscribers
- Social media followers
- Website visits
- Bounce rate
- Blog comments
Video has quickly become one of the preferred digital marketing solutions for many businesses. And we can expect demand to continue to grow.
You can easily and inexpensively create helpful videos for future and current clients. These can be shared in blog posts, along with all your social media channels.
Many firms are also beginning to experiment with live streaming videos on Snapchat, Instagram, and Facebook Live. This is a great way to connect with potential clients, engage them, and answer any questions they may have.
Gone are the days of creating spammy, low-quality content and peppering it with keywords for a higher search ranking. Today, the number one priority of a successful SEO strategy is creating quality content.
The best way to do this is to make sure you understand your clients. Consider exactly what they’re looking for, and which topics or phrases they would search for.
Google is continuing to value user experience. This means a website that loads quickly, has a low bounce rate, and is well structured. That means logical navigation and plenty of internal links.
#8. Local SEO
Local SEO is when you aim to get your law firm at the top of the search results based on its local area. This differs from normal SEO due to the emphasis on its location.
Have you ever Googled a business, only to see three or four websites at the very top underneath a map? This is called the local pack, and the information is pulled from your law firm’s Google My Business account. That’s why you need to claim and optimize this account.
You and your team are busy, which is why it pays to automate as many digital marketing solutions as possible.
Emails, website visits, social media, and many more interactions can all be automated in some way.
If a client visits your blog and signs up for updates, you can ensure that this triggers an automatic, personalized response. Automation is also hugely useful for repetitive tasks, minimising human errors, and improving efficiency.
#10. Customer Relationship Management
CRM is about understanding more about your prospective and existing customers. That means that you can provide them with more relevant and important solutions.
A CRM system allows you to keep all interactions with any leads and clients in one place. This is regularly updated and allows all staff to easily see who’s dealing with a client, if that client has any issues, and who interacted with them last.
Which Digital Marketing Solutions are you Using?
Hoping to stand out online? A combination of all of these solutions will help you attract and convert new clients and gain a competitive edge.
Need to learn more about SEO? Check out some of these posts to get your SEO strategy off the ground.