If your legal firm is struggling to attract clients, the problem could be that your marketing strategy isn’t proper for attorneys. If you don’t have the right strategy, then you’re behind the times. If you do have the correct strategy, then you may need to rethink the digital marketing tools you’re using so that you can get the best return on your advertising investment. A digital marketing agency can help with marketing for attorneys.
Digital Marketing for Attorneys: How to Get Noticed by Potential Clients
For a legal firm to thrive, the firm must continually attract new clients. After all, legal cases can be resolved in a matter of weeks or months, and many clients do not need to return once their legal issue is resolved.
To attract new clients, your legal firm must have a strategy that works to find clients through multiple channels and convert leads into successful cases.
Know Your Target Audience
Before you can delve into any new digital marketing strategies, you must know your particular client base. Usually, you can determine your clients based on the type of law you practice.
For example, divorce lawyers will need to target clients differently than personal injury lawyers. By identifying your target audience, you can do market research that will help you find the best channels to reach these clients on, including off-page marketing, social media, and targeted ads.
Assess Your Current Efforts
If you have a digital marketing plan already, this is the time to assess your current efforts. You will need to analyze your current strategy to determine which parts of your digital marketing strategy are performing well and which are underwhelming.
For example, if there isn’t enough lead conversion on your website, this could be a sign that you need to revamp your website to make it look more professional or make it easier to use.
Set Your Marketing Goals
Next, you will need to set your marketing goals. Specifically, you will need to assess your current digital marketing strategy to find the points where performance can be better. From there, you can work with a digital marketing company to devise strategies to strengthen your digital marketing campaign so it aims more directly at these goals.
Invest in a Marketing Campaign
For digital marketing for attorneys to be successful, you will need to invest money into your marketing campaign. Although digital marketing is less expensive than other forms of marketing, if you want to increase the revenue of your firm, then you will have to invest a substantial amount of money into your marketing campaign. You can work closely with a digital marketing company to set a budget for your marketing plan.
Build a Strong Website
It’s important to have a strong website, which means your website is pleasing to the eye, easy to navigate, and has resources for clients. If your current website is outdated, this could give clients the impression that your legal strategies are similarly outdated. To build a strong website, you can work with a digital marketing agency to create an aesthetic that suits your brand.
Streamline Your SEO
SEO is a crucial point of any digital marketing strategy. For marketing for attorneys, having a strong SEO presence is essential, particularly if you want to stand out from other lawyers in the area who offer similar services. Search engine optimization can be a useful tool to get your website on the first page of Google results.
That said, crafting the SEO for your website will involve keyword research and careful content marketing that will help Google Analytics give your website better points. A digital marketing agency will be updated on the current SEO rules to get the best results.
Include Location Keywords
When you’re updating your SEO, it’s a good idea to add location keywords. Many people who are searching for legal services often narrow down their search by including location keywords, such as a city or state. By including location words in your SEO campaign, you will be able to attract clients in your specific area.
Employ PPC Tactics
You may also want to include PPC tactics. Pay-per-click is a type of advertising tactic that occurs when an advertiser pays a publisher every time an advertisement is successfully clicked on.
PPC tactics are used on major search engines and social networks, and can even be used in email marketing. PPC is a cost-effective strategy for legal firms because it can be easily worked into any marketing budget.
Implement Content Marketing
On the internet, content is king. In fact, the vast majority of information online is direct content, usually in the form of blogs or articles that educate readers about specific topics.
Legal firms can see much success when content marketing is integrated into their website in the form of blogs. Content marketing works for lawyers because the content answers specific questions clients may have, such as what the divorce process is like.
Other Types of Content Marketing
In addition to content marketing with blogs, your legal firm may also consider creating content such as videos, newsletters, podcasts, or graphics that can be easily saved and shared. Using multiple types of content marketing will make your website more organic and contribute to positive SEO.
Include Social Media Marketing
It can also be a good idea to include social media marketing as part of your overall digital marketing strategy. Marketing for attorneys can benefit from social media marketing tools because it allows for more conversions and direct contact with potential clients.
Ask a Digital Marketing Agency: What Are Other Ways to Attract Clients?
Although a digital marketing strategy is key to finding clients online, other elements of the organization of your firm can also impact how successful these digital marketing strategies are. Some things may want to consider include:
Add Skilled Partners to Your Firm
Adding more skilled partners to your firm can help you handle more cases and it can also attract a specific client base. For example, if you are a divorce lawyer but you do not handle child custody cases, you can consider adding a partner to your firm who specializes in child custody. By doing this, you will be able to take on more complicated and specific cases and ultimately increase your revenue.
Hire Knowledgeable Receptionists
Although your website may have an online form to contact your legal firm, many people still prefer to call legal firms directly to schedule consultations or ask questions. For this reason, it’s important to hire a knowledgeable receptionist who can answer basic questions for potential clients. Knowledgeable receptionists can convert leads into new cases you can take on.
Offer Consultations
Finally, you may want to consider offering consultations to potential clients. Free consultations can bring more clients to your door and help you convert leads into legal cases. Consultations can also increase the reputation of your legal firm.
When it comes to reaching new clients, it’s important for your marketing strategies to be synchronized. In particular, your digital marketing strategy must be up-to-date, which means you may need to revise your current strategy and incorporate elements such as content marketing to get the best results. To learn more about helping your firm attract new clients, contact Local Business Marketing Solutions today.
