Like any other business enterprise, law firms need digital marketing to create brand awareness and attract new clients. In the past, this was solely achieved through conventional marketing techniques such as word of mouth, print media, radio, TV, and mainstream legal news sites and other publications. While this still works to some degree, the world has changed dramatically in the last few decades. The Internet and proliferation of smartphones have unveiled a whole new digital playing field. This has brought new marketing opportunities for businesses. Now law firms can leverage digital marketing services such as search engines, websites, social media, email, and mobile applications to get more clients.
Why Digital Marketing Matters
Your law firm can benefit from digital marketing by attracting more visitors from a broader audience looking for solutions in your areas of expertise. This can boost your firm’s exposure, build trust, attract more inquiries, and eventually, generate more leads. For instance, generating high-quality blog posts, video content, and even social posts can assist your audience understand more about the legal services you provide. Let’s examine how digital marketing can benefit your law firm.
While traditional TV, billboard, and print media have their advantages, your law firm has minimal control over who sees your ad. Of course, it’s still possible to know certain demographics such as the magazine’s monthly readership or a TV channel’s overall subscribers. But determining who actually viewed your ad, for how long, their demographics or, what actions they took next, etc, is still impossible with conventional marketing.
Digital marketing, on the other hand, allows you to target a very precise segment of the general market. For example, you might use Facebook’s targeting tools to identify potential clients using demographic data such as their age, gender, hobbies, recent interests networks, etc. Additionally, you can use pay-per-click (PPC) to target users who have previously expressed interest in your legal services based on keywords entered into the search engines.
Finally, with digital marketing, it’s possible to determine an exact buyer persona(the profile of your ideal customer).
Digital marketing is more cost effective than traditional marketing. While prices may vary depending on the specific platforms you are utilizing, overall ad expenditure is often far less than in traditional types of promotion. Cost is also related to traffic generation. In digital marketing, the goal is to attract targeted traffic.
Targeted traffic refers to internet users who are actively seeking information related to your services. With these types of visitors, you are more likely to achieve your conversion goals since they have already shown an interest in your services.
Digital marketing also produces a higher return-on-investment (ROI). That’s because your advertising dollars and efforts are not merely used to reach individuals who are browsing the web, but those who are actively searching for your services and are ready to pay right now.
Then there is retargeting. This is a concept that has totally revolutionized digital marketing for law firms. Retargeting places ads in front of people who have shown an interest in your particular expertise based on established parameters about their online habits, interests, and demographic information. This information is critical because it can be fine-tuned to create even better ads and produce far better results.
Social Media Influencer Marketing
Social media has totally transformed the way we live, interact, and do business. It has also become one of the most effective marketing platforms available, especially for law firms. Today, sites like Facebook have over 1 billion subscribers and are extremely robust. Others include Twitter, Instagram, Pinterest, and LinkedIn. Using these platforms, your law firm can reach a tremendous amount of people at minimal cost. Additionally, social media is an excellent way for your law firm to build trust with your potential clients.
Results are Measurable
How can you determine whether your marketing efforts are effective? You can leverage the power of cutting edge technology to track your progress over time. True, conventional marketing can also be tracked but not nearly as accurately as digital marketing. By leveraging the power of high-tech tools such as Google Analytics, you can totally eliminate the guesswork associated with evaluating whether or not your campaigns are effective. And by tracking the performance of your marketing initiatives in real time, you can determine which techniques are effective and which are not. Thereafter, you may fine-tune your campaigns to boost effectiveness.
Additionally, digital marketing allows your law firm to gain valuable insights into building better and more effective ads. Consider the following scenario: you want to introduce a new service to your audience. You can launch a two-week Facebook ad campaign to determine which posts are most popular with your target audience and which resulted in the most conversions. Then simply replicate the process with the best posts to maximize results.
Additionally, digital marketing analytics enables you to make more efficient use of your resources and budget for marketing. Since you’ve already eliminated the guesswork, you are in a better place to position your advertising dollars where it counts the most. This eliminates wastefulness and ensures you’re getting the best value for your time and money.
While most law firms agree in principle that digital marketing is beneficial to their organization, few execute on it the right way. Let’s review how to actually set up the different components of your marketing campaigns:
Your Website – It’s surprising just how many law firms don’t have websites. The first component of executing an effective digital marketing campaign for your law firm is to have a website. This must be attractive, informative, and mobile-friendly.
Social media profiles – The top social media platforms are Facebook, Twitter, Instagram, Pinterest, and LinkedIn (there are many other smaller ones). Together, these sites boast over 1 billion subscribers. In order to reach your target audience, your law firm must create social media profiles on these platforms.
Video channel – Video marketing is a critical part of digital marketing as a whole. In fact, in many cases, video marketing is even more effective than article marketing. Creating profiles on sites like Youtube and Vimeo can go a long way in spreading word about your brand.
In this article, we discussed how important digital marketing is to law firms. Unlike traditional marketing, digital marketing is targeted, cost-effective and the results are easily measurable. As a result, law firms performing legal SEO can realize a better return on investment for their marketing dollars. If you’re a law firm looking to expand your reach using white-hat digital marketing techniques, contact My Web Rocket Media to schedule a free consultation.