Building an online presence is no longer an option. It’s really a necessity if you want to be seen among your target market and generate leads.
But there are so many ways to approach digital marketing for your law firm. Where should you start? And where is your time best spent?
Here’s our list of the best digital marketing ideas for law firms – ones that you can implement quickly and without an insanely large budget.
#1 – Build credibility by blogging
If you want to be perceived as an expert in your field, one of the best ways to do this is by publishing original content on your website. It demonstrates your knowledge and your expertise. You’ll start to build trust with potential clients, which is incredibly important if you want to earn their business.
These articles don’t need to be crazy-long dissertations – a short article with some quick insight is all you need.
And remember, you’re not telling them how to solve their legal problem. Instead, you’re simply answering some initial questions. It’s totally acceptable to remind them that every legal situation is different and it’s best to speak with a reputable attorney.
#2 – Maintain visibility on social media websites
Consumers use social media. There’s no denying that! If you want to be visibility among your target market you need to “hang out” where they are. That means building and maintaining visibility on websites like Facebook or LinkedIn (depending on who you’re trying to reach.)
Every social media website is different in terms of the types of content you’ll share and frequency of your postings. Make sure you understand your target market/buyer personas and pick the best network(s) to reach them – and then plan accordingly.
Check out some tips for easy ways to generate content for social media.
#3 – Build your customer database/subscriber list
One of your biggest assets is your (email) database or your subscriber list. These are the people who have said: “yes, I want to hear from you!”
They could be current clients, past clients or people who have subscribed via your website. If you nurture the relationship with these people, they can help spread the word about your services and generate referrals.
Email marketing is still one of the most effective ways to reach people. You can keep it simple with a monthly newsletter, or use some more advanced email marketing ideas to stay top of mind.
#4 – Optimize your website for the buyer’s journey
The internet has changed the way consumers buy products and services. Prior to Google, if a prospect had a legal problem, they had to meet and talk directly with you the attorney.
That’s not the case anymore.
Consumers do what’s known as pre-shopping. They start researching their options long before they call you.
I know, I know that’s really frustrating because there’s a lot of bad advice out there! But’s that’s the world we live in.
So you must adapt, and update your website accordingly.
You can use blogs and eBooks to educate in the early stages of the buyer’s journey, which is known as the awareness stage.
You can use case studies during the consideration stage as they move further along.
And finally, in the decision stage, you’ll meet with the potential client and provide an estimate or a quote for the legal work.
Make sure your website has as content for each stage of this process so you can capture the visitor’s attention.
#5 – Improve the CTAs on your website
The most common call to action (CTA) on a law firm website is “schedule a consultation.” That works well for someone who is the decision stage of the buyer’s journey.
But what about the people who are still exploring how to solve their legal problem? They aren’t ready to talk to you, so you need to capture their attention (and contact info) in other ways.
You should consider CTAs such as a newsletter subscription, or a free guide/checklist on how to choose an attorney.
It’s one thing to blog and build your credibility. But in order to capture contact info and start building a subscriber list, you need the right CTA’s placed throughout your website.
Remember, building your subscriber list is very important!
Check out this example of a CTA throughout my website:
#6 – Utilize landing pages and follow-up workflows
Typically, the common “schedule a consultation” CTA is paired with a basic contact form on the website contact page.
But how does this process work? Where is the visitor’s contact info going? And when can they expect to hear back?
These are some common questions running through the mind of your potential client. It’s important to ease any concerns or fears and continue to build trust.
So don’t simply slap a contact form on your website. Use dedicated landing pages for consultations, eBooks and other offers.
A landing page is any page on the web that 1) has a form and 2) exists solely to capture a visitor’s information through that form.
On the landing page, you can explain your follow-up or consultation process, and then further build trust by doing what you’ve said you’re going to do – typically through an automated email workflow.
#7 – Utilize tools to help you track success
One of the reasons I love digital marketing is because you can track your progress in great detail. Tools like Google Analytics are totally free, and provide good insight into how people are accessing and moving around your website.
Make sure you have a tool (whether it be a free one or a paid one) that helps you track your campaigns. Use the data to understand the behavior of your perspective clients. If something isn’t working, you can adjust and optimize as you go.
For example, maybe you’ve been blogging regularly for six months and you start to notice a trend in the types of blog articles people are reading. Publishing more articles like that could help improve your online visibility.
#8 – Use video to visually explain your services/benefits
Most people prefer to consume information visually. It’s why we seen explosive growth with YouTube and other video websites.
Text-based articles are great, but don’t rule out video as well. And if you’re uneasy about getting in front of the camera, ask some of your clients to provide video testimonials for you.
#9 – Optimize for location-based searches
It’s important to optimize your internet presence for those near your geographic location.
Without getting too technical, you need to understand that geography is factored into search engine results.
Local search is becoming more and more important. So it’s important to optimize for the local search factors built around your office location.
#10 – Retargeting
I’m sure you’ve heard of cookies – technology that follows website visitors. You can use this to implement a retargeting campaign.
An estimated 80% of people will visit your site once and never return. But you can re-capture their attention by targeting them with digital ads that reinforce your unique value proposition.
I know this may feel creepy to some people, but it’s happening to you every day. You need to “think like a marketer” and use the technology that’s available in order to stay top of mind.
Have more questions about digital marketing for your law firm? Leave a comment below and we’ll be sure to respond!