Digital marketing is among the most effective ways to increase awareness and reach out to more potential clients. While digital marketing for law firms needs to encompass website optimization, social media, digital advertising, email marketing, search engine optimization, and more, it can be overwhelming trying to come to grips with all of them simultaneously. Some pointers on the tactics that have the most chances of success for law firms embracing digital marketing for the first time:
Create and Optimize a Google My Business Account
Digital marketing helps to increase the law firm’s brand awareness and reinforce its credibility among potential clients. Since many situations arise suddenly, clients often need to identify an experienced and competent law firm close by so that they can get expert advice quickly. Local businesses, including law firms, can get larger exposure on Google searches with a Google My Business account.
The GMB account allows you to list the law firm’s name, address, hours of business, and contact information, as well as details of the firm’s expertise and services, along with photos and videos. Anyone in the proximity of the firm searching for law firms is likely to get the firm’s GMB account listing in the search results. According to Forbes, a GMB listing can significantly improve the law firm’s local SEO ranking.
Establish a Website
Nowadays, most people are in a hurry and want to have all the important information at their fingertips. A law firm must create and host a website and make it a pillar of its digital marketing initiatives for legal marketing. The website should clearly explain the areas of expertise of the law firm, the relevant experience possessed by the lawyers, its credentials, and why clients should hire it.
The key to a successful website lies in the breadth and quality of the information, the ease of navigability, how well it is designed for mobiles, the quality of user experience, including the speed of loading and readability. Users should be able to know the contact information of the firm and hours of business at a glance. Implementing search engine optimization techniques will help the website rank higher in search results and boost online visibility.
Get Active on Social Media
While a website is vital for disseminating information to potential clients, a presence on social media can help law firms increase their brand awareness and level of engagement. Law firms can identify the platforms their target audience is most active on and publish posts that deliver news, views, opinions, insights, and a variety of value-added, original, and engaging content that their audience will appreciate.
They can also use social media to offer quick advice on common issues of concern, and engage in advocacy regarding a variety of legal issues. Social media is a great platform for showcasing the law firm’s expertise, approach, and values and helps establish a more empathetic connection with the target audience.
A law firm can implement many more digital marketing techniques for better online brand awareness and engagement. However, since it is not feasible to focus on all of them, it is better to prioritize the channels for better productivity.
Published February 19th, 2022