Best Practice 7 Revolutionary Strategies For Lawyer Marketing
Aug 18, 2022 (CAPE TOWN, South Africa) — Digital lawyer marketing is crucial to modern success. Put some effort into these seven strategies, and you will get better results for your investment.
Digital lawyer marketing is crucial to modern success. To be competitive in today’s environment, firms simply need to have a digital marketing strategy. But the execution is overwhelming and complicated. Fortunately, there are simple steps that can be taken which will skyrocket your marketing. Put some effort into these strategies and you will be rewarded for your investment.
Almost everything that you see online is some sort of content. Content is everywhere and it informs many other types of marketing. It educates your potential clients. It keeps a lawyer top of mind. It also provides the opportunity to demonstrate your firm’s differentiation in thought and ideas.
Blog content helps firms to stay current and visible. You can post on your site, but you can also post as a guest on other sites which increases traffic to your own.
Linkbait creation, essentially creating backlinks, improves search rankings and ultimately drives more traffic to your site.
Creating video content to use and promote on various platforms makes you more discoverable online, positions your firm as a leader, and improves your Search Engine Optimization (SEO).
Webinars can be easy to create and valuable in marketing. These can be as simple as a presentation or as complex as an online course.
Podcasts are a great way to spread your message and gain exposure.
Email marketing is a necessary and powerful element of a good marketing strategy for lawyers. This is a direct channel between you and potential clients. Caution should be given, however. Clients likely receive many emails and might be weary of aggressive email marketing strategies.
The first step toward email marketing is gaining an email address from potential clients. A good approach to gathering email addresses is to offer an exchange. You can offer clients something valuable, such as a checklist or whitepaper, when they give you their contact information.
List segmentation and automation
Effective marketing is targeted to specific clients, so segment your list based on the interest that individuals have already shown. That way, you can target your audience accordingly. You can conduct A/B testing on conversion elements to see what your audience responds to and adjust your approach accordingly.
Additionally, automation is an important step in email marketing. That frees you up to use your time more effectively. Automate your strategy so that a targeted approach does not cost you more time or effort than it should.
Search Engine Optimization
If you would like people to find your website, then you need to consider SEO. This may seem frustrating and unnecessary, but it is a critical element of a well-rounded marketing strategy.
By conducting keyword research, you can determine what your audience is searching for and create content that your potential clients want to find.
On-page SEO optimizes the content and elements of a webpage to ensure that your pages are ranked highly in searches. Technical SEO concentrates on non-content techniques. This allows search engines to easily crawl and index your site.
Conversion Rate Optimization
Conversions are the ultimate goal of marketing. The science of Conversion Rate Optimization (CRO) is in using copy and user experience to prompt the actions that you want customers to perform. Copywriting concentrates on the design elements and message that will make it easy for the visitor to your site to get the information that they need to convert.
There are many elements to an effective CRO strategy. Optimized headlines are essential. Additionally, a simple and effective call-to-action (CTA) is powerful. These inform potential clients about the next action they should take. CTAs should make it simple for customers to make the next step.
How to increase conversion
Progressive Web Apps (PWAs) are incredibly effective in increasing conversion rates. Take for example Wego who increased their conversions by 95% with their new PWA.
Additionally, social proof increases rates of conversion. Social proof could take many forms, such as testimonials, case studies, and reviews. These demonstrate the credibility of your firm and help people feel comfortable taking action.
If you are unsure if your content is performing well, you should conduct a test. Testing can also be done to ensure that user experience elements are meeting the desired effects.
The ever-changing world of social media is a cornerstone of an effective marketing strategy for lawyers. Firms need to understand the latest and greatest methods of promotion on social media platforms. Gaining followers and sharing content will grow your audience. This will ultimately impact brand awareness and conversion.
Different platforms attract a specific audience and require an adjusted approach. Not every platform works to achieve the same goal. LinkedIn is widely known as the most effective business-to-business channel, but many other platforms are useful in different ways. Instagram and TikTok, for example, are useful for attracting younger audiences.
Social media also allows you to stay on top of current trends. When you know what your potential clients need and what they speak about online, you’ll be able to market more effectively to them.
Firms can pay a third party, such as Facebook, LinkedIn, or Google Adwords, to advertise on their platform. Each of these platforms has its strengths and firms should carefully consider which will be effective for their purposes.
Programmatic advertising allows for more strategizing when it comes to allocating a marketing budget. This enables firms to send advertisements to specific audiences based on demographics. Firms can pay to advertise to people based on their online searches, geography, and device usage.
Retargeting is a type of lawyer marketing that takes a potential client’s previous online actions into account, such as their previous interactions with your site.
Word-of-mouth is especially important in the legal industry. People are likely to listen to those who they look up to or trust. Industry leaders can influence how people make choices. You could consider working with influencers in your sector to boost your credibility.
The Doccly approach
These seven strategies – when applied to your marketing plan – will drive conversions, keep your firm current and visible, and boost client awareness and interaction. A good amount of effort in this area is well spent. A good marketing strategy is critical for your success.
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