Digital marketing is a cost-effective way to increase conversions and engagement for any business, but many law firms are still using online strategies and capabilities to grow. In this article, we discuss what digital marketing tactics modern law firms use to accelerate growth. We spoke to legal marketing experts who shared some insights on how growth-focused law firms can rapidly evolve their online strategies.
What drives the transition to digital marketing in the legal industry?
Many businesses have had to invest in digital capabilities to support their growth beyond traditional marketing paths when the COVID-19 pandemic hit. Expanding into new online ecosystems has provided businesses with the opportunity to foster direct consumer engagement, build their empowerment, and grow their customer base. Indeed, law firms have made good progress adapting websites featuring digital developments. Let’s review some of the main reasons why law firms are turning to digital marketing.
The need to offer an omnichannel approach to customers
Many businesses today want to interact with their customers through multiple touchpoints. Similarly, lawyers want to be able to communicate with their clients remotely, face-to-face and digitally. Through online marketing, law firms can approach their clients through multiple channels, depending on their preferences. This enhanced connection provides a great opportunity for lawyers to build long-term relationships with their clients and reduce client acquisition costs.. Even better, digital marketing provides law firms with an opportunity to interact with current and potential clients and better understand their needs. Think of a TV commercial or billboard. These traditional marketing tactics offer only one way of communicating with potential customers. Digital strategies can be tailored to create two-way communication that enables your law firm to tailor its services to meet the needs of each client.
Participation on digital platforms does not just happen automatically. To get the most out of it, you must deliberately create a framework of ongoing engagement. For example, if a website visitor lands on your law firm pages and can’t find the information they’re looking for right away, they’ll likely leave immediately. This can often generate a high bounce rate, which can affect your site rankings. To avoid this, you need to find ways to interact with potential customers before they leave the website, such as the live chat section on the landing page.
While law firms don’t work odd hours of the day, clients are surfing the web 24/7, looking for lawyers to hire and educational content to consume. Law firms that invest in content marketing as part of their digital strategy can seize this opportunity and reach potential clients, even on days and hours when the business is closed. “If a potential client looks online and can’t find anything about your law firm, you’re instantly lost. “Digital marketing makes your business visible no matter where the customer searches,” says Julie Rebarbar., Digital project manager at dNovo Group. This type of visibility is not possible with traditional forms of marketing. For example, an outdoor sign or billboard is visible only to those who visit the place where it is hung. Radio and TV advertisements are broadcast at certain times. However, digital marketing strategies like investing in an effective law firm website with great content, claiming your Google My Business Listing, and managing social media can provide insight into your legal business at any time of the day or night.
Digital marketing is proven and practical
Most people use digital channels to solve their biggest business challenges because results are easy to follow and strategies can be implemented quickly. Let’s take a scenario like social media marketing. Your law firm can maintain social media channels and use them as a way to educate their current clients, share updates in the legal industry, and build their authority. “Attorneys must understand that social media marketing involves much more than just posting content on a daily basis. Legal businesses that have succeeded in marketing effectively on social media have invested in an appropriate strategy and consistently publish content aimed at achieving specific goals,” says Rebarbar. Unlike some traditional forms of advertising, every digital marketing tactic can be tracked effectively and actual results can be reviewed before making strategic decisions. Another plus is that digital allows law firms to focus on their target audience. Using social media advertising, legitimate businesses can decide who they want their attention to. and create messages that communicate effectively with them.
An opportunity to start small
In digital, there are so many options and opportunities to explore for businesses of all types and sizes. Small law firms can start digital marketing and be very successful even if their budgets are tight. Digital marketing channels offer the opportunity to customize the cost to your needs, unlike most traditional forms of marketing. Some clients spend several hundred dollars on digital marketing and scale it up within a few months once they start seeing results.
How to get started with legal marketing?
There are many types of digital marketing your law firm can explore depending on their needs and budget. Consider the following channels to get started.
SEO: An SEO strategy can help your law firm improve its online rankings and get more traffic and new customers online. SEO tactics such as keyword research and optimization, link building, and advertising are a great way to start.
Email marketing: Building and maintaining an effective email list for potential and existing clients can help promote any law firm online. Law firms must ensure that email messaging is customized and tailored to each target audience.
Content marketing: Every law firm website needs quality and relevant content that answers questions and meets the needs of potential clients. Content marketing includes blogging, creating great web page content, videos, infographics, and more.
Social media marketing: Every law firm needs to be present on key social media platforms like Facebook, LinkedIn, and Twitter. Content shared on these platforms should be appropriately selected to protect the brand identity of the law firm and engage with potential clients.
PPC Ad: With just a small investment, law firms can start attracting targeted online users by advertising on social media platforms, search engines and websites. Effectively selected PPC ads can deliver a high return on investment, depending on the targeting options you choose.
Law firms can also explore additional digital tactics such as affiliate marketing, pay-per-click advertising and website optimization to build a strong online presence that will set them apart from the competition. There are many new opportunities for law firms to explore in the digital world. With the help of legitimate marketing firms like dNOVO Group, you can create a digital marketing strategy that delivers significant returns for your business.
Shamil Shamilovegal marketing strategist at dNOVO Group.