Thursday 17th December 2020
Every law firm owner wants to know the secret to online success, but most of the time, the “secret sauce” isn’t a secret at all – the basics matter. Without a solid foundation, even the latest and greatest marketing strategy can still stall. That’s why you need to determine the cornerstones of your marketing plan from the start.
For law firms looking to generate more organic traffic and leads, these pillars are based on how prospects search and interact online: on Google, on social media, with paid ads, and with engaging content.
To be successful in the competitive landscape, your company must have 4 components at the center of your legal marketing plan. Let’s discuss what these are.
Why does every law firm need a digital marketing plan?
First, it’s important to discuss why a digital marketing plan is essential to the success of your law firm. While many attorneys test some strategies here and there – posting on Facebook, running Google ads, and so on – these attempts are often blown your budget (or waste your time) if you don’t figure out how to fit into a broader strategy.
Once you have a plan, take the time to consider what your audience is looking for, how they will interact with content online, and what will force them to work with you. It checks which platforms are best suited for your specific business model and which strategies give your company the greatest competitive advantage.
This guide covers the basics so you know exactly where to start so you can set up your law firm for success from the start.
Here are the 4 main pillars of digital marketing any law firm should have if they are to generate more traffic and leads on a consistent basis.
1. Search engine optimization (SEO)
SEO is the main source of organic traffic for law firms given the nature of the business. Put simply, customers primarily use Google – the world’s largest search engine – to find lawyers near them. If you’re not on Google, there’s a good chance your business is being drowned out by the competition.
SEO for lawyers is absolutely necessary as the goal is to attract potential clients who are already looking for services like yours. For example, if a prospect searches for a “Philadelphia Injury Lawyer” and you hit the bill, you want to make sure your website is at the top of the search results.
Why it matters
The legal area is very competitive even in some of the smallest service areas. You therefore need a strong SEO strategy to stay ahead of the curve. Ranking high in search results is one of the best ways to attract new website visitors and convert those visitors into paying customers.
Tips for Success
Keyword research is the foundation of any SEO strategy – a process of identifying the key terms that your target audience will use to find law firms like yours. You can use SEO tools like Ahrefs.com or SEMrush.com to identify these terms based on how many searches they generate per month and how competitive they are.
You will then use these keywords strategically on your website to increase your chances of ranking for these terms in the search engines. Another best practice is to use location-specific keywords to reduce the level of competition and tweak your local listings (Google My Business, Bing Places, Yellow Pages, etc) to get even more traffic.
2. Pay per click marketing (PPC)
Pay per click advertising uses paid display ads to increase visibility and generate more leads for your law firm. As the name suggests, you pay a fee for every user who clicks your ads. PPC can be a little more expensive than other types of marketing, but you will likely see results much faster and get a lot of insightful data in the process.
Why it matters
Investing in SEO is key if you want sustainable growth for your business. However, it can take a few weeks to a few months for your SEO efforts to really pay off. Because of this, many law firms are investing in PPC at the same time so that they can generate leads immediately.
In highly competitive markets, running Google Ads is a necessity as it often appears above organic search results. If you find that your competitors are running paid ads and they are burying your website in the main search results, it is a good idea to run your own paid ads.
Tips for Success
Check if your competitors are running paid ads and / or if the search results for your target keywords are dominated by ads. If so, you might want to create important landing pages on your website and run paid ads to generate higher quality leads.
PPC can be a bit moody, so it’s best to work with a reliable PPC expert. You can identify the right keywords to focus on, set your targeting parameters, and set your advertising budget so you know every penny is being used wisely.
3. Social Media Marketing
Social media marketing is an area of marketing that most lawyers are familiar with, but it is still an area that is completely misunderstood and underused. While there are tons of social media platforms – Facebook, Twitter, Instagram, LinkedIn, and beyond – not all are created equal. Which platforms you use depends on who your target audience is and how they deal with online content.
Why it matters
Social media marketing is a type of attraction-based marketing that, while not actively searching for your business, can help your business get noticed by potential customers. By posting eye-catching content based on topics relevant to your audience, you can gain followers, build trust, and potentially attract more clients once they’re ready to hire a lawyer.
Users can track and interact with your social media profiles for months or even years before they’re ready to contact you. Hence, your goal should be to promote your audience so that you become an obvious first choice when or when they are looking for a law firm.
Tips for Success
Don’t make the mistake of posting random cat remedies or pop culture articles and think that this inspires “engagement”. Instead, focus on posting content that your prospects would be interested in.
For example, if you are a family law attorney, you can report on family issues, overcoming divorce stress, how to deal with custody disputes, etc. However, if you confuse these with some easier topics and subjects, ask thought-provoking questions so your followers can interact with your content.
Fortunately, you don’t have to be on every social media platform at the same time. First, pick a platform or two and take the time to figure out what works for your particular audience. Tweak this strategy until you are generating consistent leads from social media. Then you can think about expanding it to different platforms.
4. Content Marketing
It is true that the best SEO strategy is all about content marketing. This is because not only do users search for law firm service pages, they also get answers to their questions in the form of articles and videos.
For example, when someone searches “how to file for a divorce,” they expect to find a comprehensive guide to the process rather than talking about their legal services on a lawyer’s bio page. This gives law firms like you plenty of opportunities to publish interesting, SEO-focused content to generate more traffic and leads.
Why it matters
Content marketing helps your business attract more visitors from a wider audience looking for questions about the services you offer. With great content, you can create even more visibility, build trust, gain more followers, and ultimately generate more leads for your law firm.
“Content” can take many forms, e.g. B. blog articles, PDFs, e-books, videos or even e-mail campaigns. You can use a variety of media to create engaging content and help your audience learn more about what you are doing and how you can help them.
Tips for Success
To get the best results from your content, identify SEO keywords that are potentially attracting more customers. These “long-tail” keywords are best for blog posts. Think of topics like “10 Steps To Divorce Without Stress” or “15 Things To Do After A Car Accident”.
You can then post these articles on your blog and later share them on social media. You can even create videos on these topics and post them on YouTube for additional traffic. Finally, consider building your email list so that you can send this content to your subscribers every time you post a new article.
Content marketing is also great for attracting high quality links to your website, which will greatly improve your SEO. Consider posting content that other websites are interested in and want to link to. You can even contact these editors directly to see if they are interested in reading (and linking to) your content.
Follow the 4 pillars of digital marketing success
Creating your own digital marketing action plan doesn’t have to be stressful or confusing. If you start with the basics – SEO, PPC, social media, and content marketing – you will have an excellent starting point to support all of your future marketing endeavors. These four pillars are vital for any law firm that is serious about generating more traffic and running it on a consistent basis.
Implement any or all of these pillars today to help build your law firm for success. Over time, you will see better and better results, and you will be grateful that you did the job of laying a solid foundation right from the start.