Most of the world is online, and people are using the internet to seek solutions to their legal problems. Legal services are essential, but they are tax-paying businesses, hence the need to market their services. Digital marketing provides an opportunity for businesses to convert and onboard new clients. Exploiting digital strategies in the modern business landscape involves leveraging technology to enhance business processes, customer engagement, and overall market presence. As digital technology continues to evolve rapidly, businesses that adeptly utilize these strategies can gain significant competitive advantages.
Many legal practitioners have caught on and are exploiting digital strategies for their law firm marketing campaigns to stay ahead of the curve.
But first, what is effective law firm marketing, and how can it drive business growth?
What is Law Firm Marketing?
Law firm marketing is the process of making your law firm attractive enough to potential clients. As stated earlier, legal services are tax-paying businesses, though they are essential. A law firm without paying clients will shut down. For this reason, every law firm competes to onboard clients who will help them remain in business.
How to Effectively Carry Out Law Firm Marketing Campaigns
Staying at the top of a potential client’s mind is the end goal of every marketing effort. A law firm’s marketing plan should consider online and offline strategies such as digital marketing, social media marketing, blogging, billboards, e. t. c. Hiring a marketing agency is also a marketing plan.
To effectively execute marketing plans for your firm, you should streamline your campaign, which entails targeting localities and personas that fit your preferred clientele. Several digital strategies exist to help you effectively execute your marketing campaign. Below are five of the most effective:
Content Marketing
Content marketing involves creating and sharing relevant content through various media to attract, engage and retain clients. Millions of blog posts are written daily about service offers or promotions. Some posts educate and inform, and some are testimonials. One great benefit of content marketing, however, is in how it positions businesses as experts in varying subject matters or subject matters about their industry.
Law firms can apply simple content marketing strategies and tips to create valuable content in their practice areas to help potential clients find answers to questions and increase their caseload.
Call/Email Tracking
When creating marketing campaigns, a great way to keep track of the respondents (leads) is to assign a phone number or an email to the campaign. If the campaign is carried out across various channels like websites, blogs, social media, or search engine advertising, you can assign different phone numbers or emails to these channels.
The audience will call for information, and some will sign up for the service offer. While the successes can be tracked and worked upon, keeping tabs on the leads from these responses is crucial because the call or email data from can help further marketing plans. Law firms can use this data to understand which channels convert more and which need to be dropped or optimized for effectiveness.
Google My Business
Google My Business allows businesses to reach clients through tools like Google Search and Google Maps. It also allows clients to leave reviews, which is the best form of marketing for any brand. Online reviews are akin to offline word-of-mouth reviews. Reviews can help promote the law firm as the best to do business with.
Legal Directory Listings
A law firm that wants to be visible will not take this lightly because legal directories are the first places potential clients go to find law firms around them.
Getting your law firm listed in a relevant online legal directory will increase your chances of being found. It can also help your website rank higher in search engines because these directories usually provide backlinks to your website.
Legal directories are just as good as Google My Business, and subscribing to both is a recipe for business growth.
Social Media Marketing
Social Media Marketing is the primary method of reaching out to potential clients in this day and age. More than half of the world’s internet population is on social media, with more than half active on multiple social media platforms.
The various platforms are optimized for entertainment, education, and sales because the era of social payments (the ability to transact business without leaving a social media app) has kicked off. Social payment has made it easier for clients to book legal services and consultations on these platforms. Connecting to your (potential) clients on a level outside their usual legal issues warms them up and keeps you on top of their minds.
Final Words
Law firm marketing campaigns without consideration for digital strategies are as good as dead. Technology is bringing the world closer. Whatever your practice area, you can find many clients online. The strategies listed above are easily achievable. Engaging the services of a digital marketing outfit can also help you with niche strategies to boost business growth.
Andrej Fedek is the creator and the one-person owner of two blogs: InterCool Studio and CareersMomentum. As an experienced marketer, he is driven by turning leads into customers with White Hat SEO techniques. Besides being a boss, he is a real team player with a great sense of equality.
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