As with most types of businesses around the world today, law firms are utilising digital marketing to boost client acquisition and retention. From websites to social media, there are several channels through which law firms can maximise their digital investment and earn better, more qualified leads, acquire more clients, and retain them. But how does a law firm maximise the benefits of the digital marketing options they are given? The best way is to come up with a cohesive marketing strategy that is aligned with their business objectives. These business objectives help establish the necessary marketing strategies required to achieve specific, measurable, actionable, relevant, and time bound goals of the company.
Among the many digital marketing options law firms face today, there are only 3 strategies to keep in mind. Most law firm digital marketing strategies fall under these 3 main tenets.
3 Ways to Kickstart Your Law Firm Digital Marketing
Build an informative, thoughtfully designed website for your law firm.
If a business does not have a website, does it truly exist? Today’s websites no longer serve as just calling cards with contact information on them. Modern websites exist not only to provide information, but to answer real life questions. There are about 3.8 million searches on Google per minute, all fuelled by what Google defines as a “micro-moment” in a person’s life. These “micro-moments” are moments in which a person wants to know, go, buy, or do something, but needs more insights before he or she can make an informed decision. In fact, over 80% of smartphone users do a search before making an in-store purchase.
Just like consumers consult Google, browse websites, and read reviews, clients go online to search for law firms in the area or law firms that specialise in dealing with their specific need. It is this exact moment that law firms can utilise digital marketing to their advantage. This is where your thoughtfully designed website comes into play. Your law firm’s website is customer-facing, which means clients get a first impression of your company—a calling card, yes, but also a salesperson. Your website must be able to speak to your client and effectively address their needs. If they are looking for specific services, your website should be able to provide clients with a clear, concise description of what you offer and how you can help them. It must answer real life questions. How?
Thoughtfully designed websites must be optimised to be able to convert a visitor from lead to customer. It must have a clear message: what is the identity of your law firm? What are your values? What are your services and how can you help your clients? These questions are just some that can help guide you in creating a website that will earn you more leads. Websites must also be fast-leading and easy to navigate. A visitor’s “micro-moment” can be fleeting. He or she may use their computer or smartphone to do a quick search, which means that your website should also be mobile-friendly. About 40% of users abandon a website if it doesn’t load in 3 seconds, so make sure your website is able to capture your visitor’s attention and keep him there long enough to convert them to a customer.
Building an effective website is the first step in law firm marketing. It will be the cornerstone of your law firm’s presence online and should exude reliability and brand credibility. So how do we do that?
Create valuable content for your target audience.
This is where content comes in. After all, a website must not only contain pertinent information about your company, but also valuable content for your readers, to help them make better, more informed decisions. Keep in mind that visitors are on your website because they are driven by a “micro-moment”: they need to know and learn, and your website is there to give them what they need to either make that call, set an appointment, or ask for your services.
Create relevant content so you can be the preferred resource for legal information. Position yourself as an expert in the field and offer insights on common topics in the form of blogs, articles, infographics, videos, and other shareable content that you can use down the line if you decide to include social media in your law firm digital marketing strategy. Create value for your clients by providing them with content that is useful to them.
A good content marketing plan is part and parcel of an effective law firm digital marketing strategy. Consistently providing relevant, useful information will help build credibility and a positive reputation. Forbes suggests following current events and produce original commentary, as it helps in reader engagement and credibility building. An effective content marketing plan will also effectively propel your potential client through the conversion funnel, developing a website visitor into an actual client. But how do you know what your target audience needs?
Understand your buyer persona.
As with other businesses, law firms need a firm understanding of their client profile or buyer persona. After all, you need to understand your audience before you can come up with a B2B marketing plan that is effective and efficient. It involves a lot of research and collaboration between sales and marketing and a deep understanding of what audiences look for in your business. A B2B marketing agency can help you bridge the gap between determining your buyer personas and your audiences’ needs and defining an effective law firm marketing strategy.
Propelling audiences through the conversion funnel to create actual clients need not be a challenging journey. With proper law firm marketing strategies in place, together with the expertise of a B2B marketing agency, legal organisations can build their brand, gain new clients, and improve customer retention. Contact us today to learn more.