More and more consumers rely on the Internet for information. For a law firm, digital…
The marketing world is ever-changing — trends, technology, and tactics are constantly shifting to meet users’ needs in a digital world. Therefore, your law firm must stay up to date with digital marketing tactics that will help your business grow.
What is a Digital Marketing Tactic?
There are numerous digital tactics and channels used in digital marketing to connect with leads where they spend much of their time: online. Digital tactics, paired with a robust digital strategy, can create a holistic approach for your law firm to gain more leads.
What Digital Marketing Tactics Should Your Firm Use?
There are many digital marketing tactics, but today we will focus on critical tactics to help your law firm grow.
1. Content Marketing Strategy
Content marketing is a strategic process of planning, creating, and publishing branded content to reach your audience. Content can include social media posts, blogs, website content, podcasts, eBooks, print publications, and so much more. Your law firm’s content marketing efforts deliver educational content to your target audience to attract and retain an engaging relationship to shift new leads to action.
Content marketing allows your law firm to forge a connection with your target audience and drive decision-making results. Content marketing is an effective way for your law firm to convert a lead into your next client. A robust content marketing strategy can set your firm apart from your competition.
2. Email Marketing
Email marketing is a consistent communication sent directly to your clients’ or potential clients’ inboxes with the overall goal of increasing business sales. An email list generally consists of people who visited your site and provided you with their email address, also known as a lead. These leads opted to learn more about your business or entered their information when scheduling a consultation with your law firm.
There are many methods for growing your email list and different types of emails you can incorporate into a campaign. Incorporating email marketing into your marketing strategy is a common practice and gains a considerable return. True ROI is primarily made possible when your contacts have opted-in to your campaigns, providing their email address, showing that they are interested in the services your business can offer.
SEO, also known as Search Engine Optimization, is the process of optimizing your firm’s website to gain organic or unpaid traffic from the search engine result page, like Google, Yahoo, or Bing. In other words, SEO involves crafting your website design and content to be more attractive to a search engine.
SEO is a valuable digital marketing tactic for any business, including your law firm. Potential clients are always going online to find answers to their questions. The fact is that when people search for legal services over the Internet, they are more likely to trust a firm that appears on the first page of their search results. Strong SEO allows your business to become more visible online, promote your website, show trust, and credibility, and have the edge over your competition.
4. Social Media Marketing
Social media marketing is the spot where digital marketing and social media meet. More and more of your law firm’s target audience uses social media, and these platforms have become part of their buying journey.
Your law firm can utilize many social media platforms (e.g., Facebook, Instagram, Twitter, LinkedIn) to create and share content. Your social media marketing should connect with potential leads and inform your users about your legal services and your law firm’s mission.
5. Pay-Per-Click (PPC) Marketing
The abbreviation PPC refers to “pay-per-click.” It involves using a business’s Google Ads account to run ads on a set budget, charging against your budget for each click on the ad. PPC uses keywords to ensure visibility by looking for similar products or services. The ad link on the search engine results will not be listed among the organic results. Instead, the PPC ads are seen at the top of a search result that is numbered but usually says “ad” or “advertisement.”
PPC marketing allows businesses, including law firms, to buy visibility on a search engine. However, the more traffic and link clicks through the PPC ad, the more money a business will have to pay until the end of the campaign or the established budget is hit.
If your law firm isn’t utilizing digital marketing tactics to grow your practice, then you’re missing out on an effective marketing strategy. Law As a Business has the digital marketing tools your business needs to succeed. We work with elder law and estate planning firms on all aspects of digital marketing for your business.
Your digital marketing efforts can promote prospective client presentations.
Do you want to bring in new clients and increase business? During this recording, we’ll cover the pros and cons of using different presenting platforms, whether it be in-person, online, or a little bit of both.