A strong digital marketing strategy is vital for any company that wants to get ahead of the competition. It can help strengthen brand recognition, promote new products and services, and ultimately build a larger customer base. This is as true for local law firms as any other business.
The right content on the right platforms can improve visibility and help lawyers build a reputation as reliable and knowledgeable assets to the community. If you’re not sure it’s worth the effort, here are some reasons why digital marketing for lawyers is so important.
Connecting With New Clients
The main reason to focus on your digital marketing as a law firm is to bring in new clients. There are countless people in your local area experiencing some form of hardship that requires legal expertise. Some may need nothing more than some expert advice on dealing with an employment issue or setting up a will.
Others will bring a more dire need for legal representation for compensation claims and criminal cases. They can’t come to you and ask for that help if they don’t know you exist. Traditional media isn’t always enough to make that sort of impact. Digital media, when handled correctly, can make a big difference.
The first step is to work on creating a well-optimized website for new visitors. Website optimization works on different levels. You need something engaging and effective enough to convert visitors into clients. That means well-written, informative service pages and good navigation.
You also need the right SEO tools for the website to rank high enough on organic results of search engine results pages. The right links, meta descriptions, keywords, and more will get you noticed. Strong SEO also means local SEO, so you stand out in your local area. There are two broad camps of people searching for legal content online.
There are those looking for general information about how certain laws and practices work, such as those looking up state laws or tax laws. Then, there are those looking for a lawyer to represent them and help with a specific case.
In these situations, local SEO with targeted keywords can bring you closer to searchers in your area. You can also make sure your law firm is listed on Google Maps and that you have a strong Google Local Service Ad for immediate visibility.
Away from the website content, you also need to diversify your online output with social media posts and video content. The more platforms you’re on, the better the chance of someone finding you.
The idea of being on TikTok may seem unprofessional for a family law firm, but social media geared to a younger audience can make you more approachable and relatable. Informative YouTube videos can reach millions when recommended and shared by viewers. A clever piece of social commentary with the right hashtag can do the same on Twitter or Instagram.
Connecting With Current Clients
In addition to connecting with prospective clients through law firm digital marketing services, you also want to stay in touch with the ones you have. There are sure to be plenty of people that you work with regularly for legal advice and representation.
They trust in your knowledge and ability, so you’re always their first call. However, you can’t get complacent about that. Don’t assume they won’t stray if they see an amazing social media campaign from a new firm in the area. You can maintain a following of clients and associates on social media in addition to posting content. Twitter and Instagram allow for two-way interactions where you can address queries. Facebook is one of the more popular options for community pages and an older crowd.
Another way to keep in touch with these clients and remind them of your worth is through email marketing. You have to be careful not to overdo things with email newsletters, as you don’t want to get overbearing or desperate. Still, the right content on the right schedule can help. Monthly newsletters are a good way to remind people of their responsibilities, especially regarding tax laws and other time-sensitive issues.
You can talk about employment law around Labor Day or slip-and-fall accidents when winter sets in. This shows clients how much you care about their welfare and needs and gives them easy access to links and contact information if they need it.
If the email marketing approach isn’t what you were looking for, you can be less invasive and just as informative with a regular blog. These informative posts can talk about any of the seasonal issues mentioned above, news stories about law changes, or any other important tips.
The more you post, the more clients will know you are a reliable authority on many subjects. They may then come straight to your site to look things up rather than search for it on Google. The bonus here is that a well-written blog post with the right keywords can also rank highly and bring in new clients.
Connecting With Other Lawyers
Finally, you can also use these law firm digital marketing services to connect with your peers. The law industry can get quite competitive when you’re trying to secure clients and become the most respected local lawyer in your field. Yet, all good firms know that healthy relationships with other firms go a long way.
There are always going to be cases that don’t fit with your specialization. For example, you may have someone you work with on tax and employment law who suddenly finds themselves dealing with a DWI. You could refer them to the best criminal lawyer in your contacts and still help with general advice and support.
That criminal firm may return the favor in the future. Social media connections through LinkedIn, Twitter, and Facebook are a good starting point for this. You can follow other firms, share their posts, and comment on their updates. You can also place yourself on online directories where other firms can find you.
So, with so many good reasons to get started with digital marketing, there is no time to lose. Find a top digital marketing team that understands exactly what law firms need. Create a strategy to get your firm noticed, build those connections, and watch the new cases come in.
