How Digital Marketing Helps Law Firms
The rates of small businesses relying on digital marketing are rapidly increasing each year. While your law firm can be successful with strictly word-of-mouth marketing, you can go only get so far. Utilizing digital marketing in your law firm is necessary if you want your law firm to reach the next level of success.
Why Digital Marketing is Important
The short explanation is that you are missing out on countless cases by not understand how vital the online platform is to purchasing decisions.
The most effective marketing plan for your law firm uses both online and offline marketing strategies. By combining your reliable referral system with an omnipresent online presence, you’ll show up in front of your potential clients every step of the way.
Online purchasing is more prevalent now than it has ever been, and legal services are no exception. To believe that your law firm is different because it’s not an average consumer item, you are letting thousands of dollars slip through the cracks.
When making an important decision like hiring an attorney, even if a potential client finds you offline via referral, they’re not going to be immediately sold on your services. They’re going to pull out their phone or open their laptop and look up your law firm. What they are looking for are testimonials and credibility. If you have an empty website that looks like it hasn’t been updated since 1995, you’re going to leave the wrong impression and potentially lose the case.
Now that you understand why it’s crucial for law firms to utilize digital marketing, here are three quick tips to get started.
3 Quick Tips to Improve Your Digital Marketing Plan
1. Improve SEO
SEO is how well your website or specific pages on your website rank on search engines like Google. It’s important to rank well on Google because consumers tend to click on the first results that they see. By improving your SEO, you’ll quickly become on your potential client’s radar and if you have a robust follow-up sequence you’ll remain there. Click here to read 5 ways you can improve your law firm’s SEO.
2. Update Email Follow-Up Sequence
If your law firm does currently do any digital marketing, you need to start with email marketing. Specifically, creating a follow-up system for potential clients. Follow-up is essential for the success of your law firm because people do not find you or your website and contact you on the spot.
Big decisions take time, and you need to sure that you remain in the front of their mind during that time by sending frequent emails. Of course, not just any emails. Your emails should be both entertaining (no legalese) and educational. Help guide the potential client through the legal process, which inevitably means contacting your law firm.
3. Start Utilizing Paid Ads
If you don’t currently have any digital marketing in place, paid ads aren’t where you want to start. However, if you already have successful online marketing running, then paid advertising could be what you need to take it to the next level.
Facebook Ads, Google Ads, and pay-per-click campaigns are useful ways to create an omnipresence. These tools are especially helpful for retargeting campaigns and lead generation (you’re not likely to convert a client from an online ad). They are also automatically tracked within the platform so you can ensure which ads are working and which are not so that you don’t waste your investment.
Most attorneys start their firms assuming that being a really, really good attorney should, in and of itself, be a marketing advantage. Those attorneys believe that joining a whole bunch of committees and putting their name in lawyer directories is “marketing,” and they never bother to ask if there is a better way.
Attorneys are catching on, however, and those who succeed learn to leverage their current resources to create effective (and ethical) marketing. What they discover isn’t a magic pill or silver bullet but a different approach to marketing that your competitors haven’t considered.
If you want a peek at what successful attorneys use to market their practice, the HERO Starter Kit is your logical next step.
We’ve put together a FREE (and potentially life-changing) kit for solo and small firm attorneys that will show you a better way to reach potential clients and get them excited to call your firm. Request your HERO Starter Kit from Great Legal Marketing!
by Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.