Marketing has evolved so much because of the Internet. Though traditional marketing methods are still around, with Internet marketing, searchers have the power to decide which content they’ll expose themselves to. The situation is no different with law firm Internet marketing. Potential clients can discover your firm by simply searching for law firm-related keywords or legal topics they want to know more about.
But you have to do some work too, and targeting your customers accurately is essential. The preciseness contributes to the chances of getting more clients and increasing brand loyalty. And you can achieve just this when you learn the ropes of Internet marketing.
In this blog post, we’ll explain to you what it is, so you can accurately target your clients and keep them coming back.
Internet Marketing Explained
As a firm wanting to target potential clients online, learning proper attorney Internet marketing should be part of your checklist. Internet marketing is a general term for all online marketing campaigns launched to generate leads and successfully gain clients. Also known as digital marketing, this practice utilizes various channels—like emails, websites, and social media—to reach out to a business’s target audience.
Finding Your Audience Through Internet Marketing
Unlike traditional marketing (e.g., through radio or TV ads) that is heard and viewed by the general population, Internet marketing is more targeted. Clients have the power to search for the content they want and need, so online marketing for lawyers focuses on optimizing content based on client queries. Here are four ways to do it.
Search Engine Optimization (SEO)
The Internet is governed by algorithms that crawl through every site and page to check for keywords. These keywords are analyzed so that when clients type in search terms and explore the web, the engine can provide the most relevant results to them. So, it goes without saying that anything you build and launch on the web should be constantly optimized.
Begin your optimization with keyword research. Then, you need to strategize which ones to use out of the hundreds or thousands of words you get. When you have a shortlist of the relevant keywords, you can incorporate them into your content for your target clients to find what you produce.
Audience research is a huge part of web marketing for lawyers, especially in SEO. You can use the data you find about your target audience’s demographics, psychographics, and behaviors to ultimately decide on which keywords to use.
Your audience research will also provide details on what interests particular groups. Law has many specializations—like taxation, estate planning, and licensing—and your firm may only offer some of them. So focus on creating content specific to the legal assistance you offer. Creating informative, engaging, and optimized content is the perfect combination to get views, clicks, and conversions on your posts.
Most keyword research tools come with features that you can use to optimize your content. Take advantage of the competitor analysis function.
There are two ways you can use the data: you can piggyback on the keywords your competitors use so you can compete head-on, or you can check where your competitors aren’t ranking and use keywords that have the potential to make you rank in these areas.
Aside from the technical side, check your competitors’ content, too. What types of content are they publishing? How do they adapt to their audience’s language? Is their strategy working for them? This knowledge can help you be on a par or better than your competition.
The work doesn’t end with launching your project. As we’ve mentioned, content has to be constantly optimized. The great thing about digital marketing is that data is easily tracked, and as your data piles up, you’ll discover whether your keyword and content strategies are effective.
If your content is getting traffic and your ads are getting impressions and clicks, then keep up the best practices that led you to success. However, if the numbers are low, you must pinpoint the root causes to address them immediately. Check the pulse of your target audience, or tweak your keywords. Then, check and analyze your data again. Always get insights from numbers, and use them as the basis for your decisions.
Creating Quality Content That Boosts Client Loyalty
You now know how to reach your target audience. But it’s not enough to simply reach them; you’ve also got to keep them hooked. Let’s get into how you can turn leads into clients for your legal services with some tips that will build a solid clientele.
Keep Content Fresh
Establish a content calendar for all the platforms where you have a presence—schedule posts on your social media accounts and blogs for your website. Posting daily is one way to ensure your content is always fresh.
Ask lawyers within your firm to contribute articles to your site. You can add credibility by guest posting on other sites, or you can ask lawyers from outside your organization to write articles for your blog. You can also interview past clients on their experiences with your services to build trust with your readers.
You don’t have to stick with articles either. There are many types of engaging content, like infographics, videos, and podcasts. Utilizing various forms of content can establish expertise, while being more interesting, too.
Tailor-Fit According to Your Audience’s Needs
Your target clients’ needs are clear. They landed on your content because they need the assistance you offer. Hence, produce content about that topic regularly. To keep your content fresh, keep your posts relevant to what your target audience is looking for.
To tailor-fit your content, know their intent in visiting a legal assistance site like yours:
- Some individuals consume content to be informed or inspired.
- Some are scouting and comparing law assistance teams to solve their problems.
- Some are already aware of your services and ready to take action.
Create content for all of these needs so that your page becomes a one-stop shop for potential clients.
Always Add a Human Touch
The World Wide Web may be governed by algorithms, but always aim for a human touch. Build connections through social media, direct messages, and forums. Take into account their questions and concerns, and address these in your content. Also, speak how they speak. Doing this creates relatability, making them trust you.
If you’re running email marketing campaigns, address your audience by their name. Prepare content for every step of the customer journey—from awareness to acquisition and nurturing. This way, they’ll stay around longer and may even become advocates of your firm.
Law Firm Internet Marketing by Local Business Marketing Solutions
Internet marketing is a great strategy to implement for your law firm. It enables you to accurately target the right audience and generate quality leads through them.
If you need attorney digital marketing services, Local Business Marketing Solutions can be your partner. We offer SEO, PPC advertising, website design, and multichannel marketing.
Contact us for a 15-minute discovery consultation and let us help you build a successful online presence for your firm today.