Digital Marketing Basics for Your Law Firm
During law school, lawyers learn skills and competencies to help them build a successful career. While everything they learn in the classroom is extremely important in their trade, there is one skill that law school does not teach: marketing.
One of the best ways to find clients for your firm is by marketing your services. In this day and age, however, traditional marketing tactics are no longer as effective as they were years ago. To successfully market your firm, the first step is to understand the basics of digital marketing.
What is Digital Marketing
Put simply, digital marketing is introducing and marketing your services via the Internet and digital media. This is an umbrella term that includes other modern marketing strategies that involve reaching out to a specific, predetermined market through social media marketing and mobile marketing.
Why Your Firm Needs Digital Marketing
Digital marketing has proven to be a worthy investment as it is one of the most effective methods of getting your firm’s name out there. Other reasons to invest in a digital marketing plan for your practice are:
- Reach an audience who are likely to be interested in what you have to offer
Digital marketing allows you to reach a targeted audience based on language they speak, their sex, location, and interests. You can choose who will see your ads through advanced targeting tools that are relatively easy to use.
- Track how well your marketing tactics are working
There are many analytics tools easily available online that can help you track your marketing campaigns at real time. This helps you determine how well your strategy is working, what aspects need tweaking, and if there are any changes you may need to implement. This gives you control over your marketing campaigns (and budget) that traditional marketing can’t.
- Cast a wide net
There are many ways digital marketing allows you to reach potential clients. For example, Pay Per Click (PPC) uses paid ads to catch your audience’s attention while Search Engine Optimization (SEO) attracts your clients organically (unpaid).
- Other firms are using it
Majority of your competitors are using digital marketing tactics to gain new clients. It’s time to hop on the bandwagon and expand your reach by recruiting the help of digital marketing experts in your area.
Digital Marketing Basics
The first step in utilizing digital marketing for your firm is by understanding its basics. Generally, effective digital marketing strategies use a variety of techniques like:
● Search Engine Optimization
Search engine optimization, also known as SEO, helps your audience find your website among millions that have similar content as yours. A well-optimized website helps improve your visibility on search engine result pages. The better optimized your website, the more likely your site will appear in the first couple of pages of the search results whenever a potential client uses search engines (like Google, Yahoo, or Bing) and enters targeted keywords.
To best optimize your firm’s website, find experts in SEO for lawyers in Toronto.
● Website Design
Your website is how you communicate with both existing and potential clients. The design, structure, colour, and content of your website affect the way the market will perceive your firm.
In this Internet-dependent age, many clients will judge your firm through your website. To help your site appear authoritative and professional, it would be wise to invest in a responsive website that that not only looks good but is functional and provides useful content as well.
● Utilizing Social Media Platforms
Take advantage of social media platforms like Facebook, Twitter, and Instagram to promote your services. Marketing reports say that more than 50 percent of businesses who utilize social media advertising platforms see an increase in clients and sales.
● Email Marketing
Email marketing is perhaps the most basic, yet effective, channels in digital marketing. However, creating an email campaign that will lead to new clients calling in, you must first understand the psychology of your potential clients.
● Content Marketing
Content marketing is a marketing approach that focuses on creating and sharing content consistently to attract and keep the attention of a target audience. In other words, content marketing is sharing information relevant to your services with your potential clients. This can come in many forms including newsletters, case studies, research, videos, infographics, ebooks and e-magazines, and blog posts.
The video breaks down tips for lawyers who want to dabble into digital marketing as a way to reach more clients. The video’s marketing expert suggests eight tactics that attorneys may want to consider adapting their firm. These suggestions include building a high quality, mobile-friendly website that is easy to navigate and contains information valuable to clients, dominating the search engines in all three places (paid ads, getting in the maps by being in Google business, and appearing in the organic search through website optimization and search engine optimization), and setting up an email automation system that automatically requests clients to write reviews for your firm. The marketing expert also suggests investing in your online reputation by either having someone in your staff or hiring a marketing expert to oversee what others are saying about your firm. This short video quickly explains the basics of SEO in the legal field, and presents why this is an investment that surely will have high returns.
Legal Marketing Trends Your Firm Needs
Even with digital marketing techniques in place, it would benefit your firm to stay updated and utilize the latest trends in marketing your legal services. This will help you in maintaining your competitive edge, staying relevant, and increasing your engagement with both current and potential clients. In order to stay current, check out these modern digital marketing tips that will do wonders for your law firm:
● Take advantage of social media
Social media is one of the most powerful tools at your disposal. Engage with your target audience and strengthen your relationship with them so that y
Social media undeniably takes up the majority of an average Joe’s time on the Internet. A survey conducted by Canadian marketers found that 94 percent of adults in Canada who have regular access to the Internet has at least one social media account. However, among all social media platforms available on the Web, there are only nine that are frequently used by the general population.
Predictably, Facebook tops the list. The study shows that 75 percent of Canadians (regardless of personal demographics such as age, gender, income, or employment status) use Facebook and of that 75 percent, at least 69 percent visit the network at least once a month.
● Make your website mobile-friendly
With phones becoming increasingly powerful (yet just as handy), many people prefer to use them over laptops. A mobile-friendly website means potential clients will be able to explore your site in comfort.
● Incorporate voice commands
As smartphone brands improve their virtual assistant software, users are also learning how to make the most of this convenient feature. Incorporating voice command features will help set your firm apart.
● Provide an online appointment booking system
According to SEO experts, “conversions and calls-to-action are the foundation of any local business.” For legal firms, adding an online appointment feature makes conversion easier. Online appointment systems tend to lead to lower cancellations as booking software can be programmed to integrate with Mac and Google calendars that are built into people’s smartphones.
● Consider using video marketing tactics
Video contents connect to your potential clients in a level different from written articles. A video can help convince clients that you are more than words on a screen, but are a real and competent lawyer who will fight for their best interest.
Marketing for your firm may take the time that you can spend briefing and preparing for cases. The best solution here is to delegate the task. There are many digital marketing companies in Toronto who can work on putting you on top of search results and, eventually, see your client list skyrocket.