If getting new business and contributing to the bottom line of your business is part of your job, you already know that digital marketing is essential for growth. Digital marketing in all its forms is essential to attract the 4 billion Internet users in the world. Efficient digital marketing will help you reach a wider audience, engage leads, and turn leads into leads. Here’s our final list of tips to help you grow a law firm’s marketing.
Marketing advice for a law firm
1. Take the time to get to know potential customers
Understanding the people who are searching for your business online is key. A lot of people know this but don’t really hold themselves accountable. Schedule time each month to research and chat with your sales team. Your best content ideas will likely come directly from real customers and prospects.
2. Match content to every stage of the customer journey
Your advertising efforts will have more impact if you adapt the content offered to specific times in the buyer’s journey. For example, it doesn’t really make sense to target someone at the very early awareness stage with an offer of consultation. Likewise, if someone is willing to meet with your lawyers, simply sending educational blog posts may not be appropriate.
3. Don’t write exclusively about your services
People don’t want to read promotional content selling your business. This can be alienating to people who aren’t yet ready to commit to your business. Take the time to find out what really interests people and the challenges they are trying to solve. Develop content that aligns those interests with what your business offers.
For a deeper dive into how to develop content that will engage prospects, check out this free eBook: The Law Firm’s Guide to Content Marketing eBook.
4. Focus on customer satisfaction
Getting new customers is not enough. A large portion of a law firm’s income is made up of recurring business activities. Rather than focusing on short-term customer acquisition, look for new ways to delight customers throughout their relationship with your business. Marketing should focus on creating demand as well as other customer centric campaigns.
5. Make SEO part of your content strategy
A law firm should have thought leadership to build credibility and share expertise. In addition to blogging for these purposes, you should incorporate SEO items whenever possible. Incorporate SEO into your topic selection and content writing process.
6. Analyze ad performance against the big picture
Look at performance, but keep context in mind. What is a person’s overall journey to get to the point where they see your ad? For example, to see Google Adwords, someone had to search for the keyword you chose. Then it should resonate and make them click, and then they should feel compelled by the landing page. If your ad isn’t performing well, you need to see if there’s a disconnect between what someone is looking for, the message you’re showing them, and the landing page.
7. Pay more attention to backlinks
Back links are a major ranking factor for Google. They are important for building your authority and reputation online. As you create new content on relevant topics, share the content any way you can. Network with people in your industry and systematically track who links to your content. This is something that SEO experts often know, but neglect to spend time on. Re-engage in a backlink strategy to improve your current content efforts.
8. Stay flexible
People’s preferences are constantly changing. It’s important to be nimble when developing a law firm’s marketing and make the necessary changes in order to connect with potential clients. For example, if your clients are very active on LinkedIn right now, make sure you invest in the platform properly. However, if a new platform emerges, you may need to create new campaigns in a new format.
9. Keep Design Elements Consistent
When running multi-channel campaigns, make sure the pattern is consistent on each medium. Connect creative elements and messages so that there is a common thread connecting everything throughout your campaign.
10. Find ways to be a growth leader
Traditionally, marketing has been tasked with attracting leads and then passing them on. But what happens once the leads reach the sales team? And then what happens when they go from a lead to an engagement? If you review the entire customer lifecycle, chances are you’ll find places where digital marketing can add value.
11. Personalize content
Personalization will help differentiate your content and create a more unique experience for customers. From email to an online portal experience, look for ways to personalize experiences for customers and prospects. There are a variety of tools available to help you customize everything from dynamic web pages to social media advertising.
As you run various campaigns, chances are you’ll see things that could work better. Don’t be afraid of test, to try other ways and to try new things. This is true for everything from internal processes to specific digital campaigns. For example, if your email programs aren’t getting the engagement you were hoping for, test subject lines it could increase your open rates.
There is no shortage of digital marketing strategies and tactics when it comes to growing a law firm’s marketing. These tips are a great place to start if you need to freshen up your online marketing program.