Competition creates opportunity. A unique opportunity for innovation and adaptation. Ultimately, a new way to crush the competition. While it may take time to find what platform is best suited for your law firm to be successful, there is always a must-do: advertise.
In 2021, the go-to marketing medium is digital. But what type of digital marketing should I do?
Paper Is Not The Way
Paper isn’t readily accessible like the world wide web. Who reaches for the paper when they are in need of a lawyer? There are more Cons than Pros when it comes to print marketing. Print marketing reaches an older demographic; does not have a high open rate (readership); there’s no way to gauge who reads it, how long do they stay on the page, or if they even saw your ad. Print would be the last medium you should consider when planning out your marketing plan.
Digital Marketing Strategies Your Law Firm Should Consider
PPC is Pay-Per-Click advertising (e.g., Google Ads).
This is by far the quickest way to be seen. Your law firm’s website has the potential to be viewed by thousands in no time. You simply choose the location you want to advertise, who you want to reach, create an ad, list several keywords and set a price for your ad – it’s relatively easy. Hold on, scratch that, it may be easy to setup but optimizing your PPC marketing campaign takes time to learn your audience and nurture your growth efficiently.
PPC may be the quickest way to be seen, it is also the quickest ways to waste your marketing budget. If not done correctly you will receive a high-percentage of clicks without any ROI / conversions. You will be reaching a wrong or diluted customer base.
Optimizing keywords, creating copy for your ad, choosing the right negative keywords, researching your competition’s ad strategy, analyzing data to enhance ad performance, this and so much more is needed before cornering the digital ad-sphere. This is why companies like to incentivize their ad platforms by giving you $100 – $300 credit towards ad spending. Ad companies understand that PPC has a learning curve, so the credit is basically free money to spend while you learn.
Consider using a PPC marketing expert to quickly and correctly setup and optimize your Google Ads.
Social Media Marketing
Social Media marketing and attornies don’t make the best marriage when you want to reach your clientele; typically social media platforms are used to deliver meme messages, share a life achievement, news article or a funny video. It’s more humor and less law, if you know what I mean. But, I wouldn’t discount social media marketing all together. It still can convey your message, just in another way.
Social media is a good platform for branding, to get your name out there, and the best way to do this is by targeting those people who have initially made their way to your website and then have navigated away from it. This type of marketing is called retargeting. You’ll be able to serve your law firm’s ad to those who sought interest in your service, reminding them of your firm or leading them to a call-to-action so they can convert to become more than just an impression.
Today’s must-do is to have a strategic plan for your law firm’s SEO.
What is Law SEO?
SEO is search engine optimization; the practice of creating original, useful content, coupled with a web architecture that’s catered for user-experience and user-interface, which will help garner search engines’ attention (translates to top ranking posts).
Law SEO is basically creating content around the type of law your firm practices.
Law SEO marketing is a very important strategy for attorneys. It serves two purposes: to attract active clients in need of answers and it advertises your firm. Your firm will gain more than just visits, it will place your firm as a leader in the type of law your firm practices.
Plus! it will save you advertising money as this type of marketing (if updated regularly) will be your top performer for bringing in clients. Consider using a SEO expert to help with Law SEO marketing.
Nowadays, everyone is on YouTube. They are either searching a how-to, an answer to a question, music video or just for a laugh. This type of marketing sort-of fits into social media strategy. However, you can create use this medium to answer questions to those clients that don’t like to read. It also serves as branding potential because you can serve those clients who are interested in (let’s just say) divorce law. So, if you’re a divorce attorney you can serve your ad to that potential customer.
Advertising is evolving and so is the client. As an attorney you want to keep ahead of the competition by taking advantage and devising a digital marketing strategy for your firm.