For law firms in Canada, marketing their business online is not an easy task. According to the Law Society of Alberta’s Rule 3.02(1), a lawyer can market their services only if the messages they are sharing are verifiable and not misleading. Law firms also need to maintain high standards of professionalism and take into account the best interests of the public when drafting their marketing messages. Therefore, law firms have to be really careful about the message they communicate for promotional purposes. Example of an Instagram marketing:
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¡Gracias por venir a vernos @ferfloresoficial ! ⋆ ⋆ ⋆ Thank you for coming to see us @ferfloresoficial ! . . #lawyer #immigration #immigrationlawyer #attorney #immigrants #abogado #abogada #immigrant #inmigrantes #emigrar #inmigracion #inmigración #abogadodeinmigracion #abogadadeinmigración #womenempowerment #90dayfiance #abogadalatina #immigratonattorney #womenempoweringwomen #immigrantsmakeamericagreat #miami #miamiflorida #tlc #90dayfiance #90daysfiance #90dayfiancehappilyeverafter #90dayfiancebeforethe90days #90dayfiancé #latinosunidos #inmigrantesfelices
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Traditional advertising is something that the law firms have been using for a long time now. However, digital marketing is also swiftly catching pace for law firm marketing. Within digital marketing, social media marketing is a popular type that you should consider for your law firm marketing. You can utilize social media to not only capture the attention of their target audience but to also frame messages that comply with the regulations.
Even though the benefits are clear, many lawyers still refrain from using social media. For such lawyers, let us first start by busting some social media myths.
Myths around Social Media Marketing for Law Firms
Professional businesses have considered and started using social media marketing to enhance their online presence. However, there are still a lot of law firms that refrain from using social media marketing. This is because they are not aware of the benefits it provides for their firm. Some are even skeptical about social media marketing as they do not have the right information about it and myths like the ones mentioned below misguide them.
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Private Social Media Pages Will Do
The use of social media platforms for business promotion is a common concept. This is the very reason why almost all social media platforms have a business page. You may feel that creating a new business profile for your firm may just add to your work and that you can get the same audience attention and engagement through your personal profile. However, this is not true. Apart from posting interesting content on your page, there is much more you can do with a business profile. A business profile enables you to target a specific audience with sponsored posts, add CTAs to generate direct leads and create forms to accumulate audience data for lead generation through social media.
You Need to be Online Always
Social media marketing for law firms can only be successful if you post on it regularly. This is true. However, for this, you do not need to be online always and every day. Since social media marketing is a strategy, you can plan it ahead of time. Create posts for your social media pages a month in advance and then schedule them all at once. Tools such as Hootsuite enable users to schedule social media posts in advance. Such tools also help you to manage multiple social media pages from one platform without having to visit every page to post content.
Extra Task to Manage
Social media marketing is a very easy task. Just like you post content on your profile, you need to post on your business profile. However, the content you post on your business profile should be planned to appeal to your target audience. Planning and posting such content may seem like an extra task to manage. Though it is an extra task, you can easily outsource it to a social media marketing agency and let them handle it while you manage your work. Such agencies not only manage your accounts but also ensure that your online reputation is maintained.
The Content is Too Casual
For a law firm, marketing is not just spreading the word about your services. You also need to create a brand image in the market by showcasing yourself as an expert in your field. To do so, you need to showcase your knowledge by posting thought leadership content. Thought leadership content refers to highly researched and informative content that businesses or professionals create in order to share their expertise with the objective of positioning themselves as industry experts. However, you may feel that social media will not let you do so. Wrong! You can very well share such type of content through social media platforms. In fact, you can consider using LinkedIn to post such content.
It is An Expense
Any extra expense on the business is something that you would want to reduce. You may consider social media marketing as an expense and try to avoid it altogether. However, social media marketing is not an expense but a long term investment. To begin with, social media is cheap if you try to manage it on your own. Even creating a business profile is free. Once you start enabling premium features such as sponsored posts, there is a minimal cost. Also, taking the assistance of an agency wouldn’t burn a hole in your pocket. In the long run, the return that you will receive will be much more than what you spent.
Not Prefered by Target Audience
Social media started off as a platform for people to connect with their friends. Though earlier it was mostly used by youngsters. Eventually, people of all age groups started using it. In fact, in Canada, 94% of online users use at least one social media account. Now if you think that your target audience is not the one among the masses using social media, then you are wrong. Social media is widely used not only for leisure but also to build a professional network. Many professionals such as accountants, doctors and lawyers use social media to not only promote their business but also to get information. By using social media marketing for law firms, you will be able to grab the attention of such professionals as well as the general public who may be needing legal services.
As a lawyer, you very well know that myths often mask the reality. So do not fall for such myths and consider social media marketing for law firms.
Importance of Social Media Marketing for Law Firms
Social media marketing for law firms is not just about posting messages, images and contests for a few likes and comments. Taking up social media marketing does much more for your business than just increasing the number of online followers.
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Meet @steff_mclellan ! She is a #legal #assistant at our #lawfirm. She started in #bankinglaw with the #firm 8 years ago. She was very #appreciated because she is #organised and #efficient. She later switched for #familylaw to work with #Brigitte and @sonia_rotondo and to help #families. She also does her #mealprep on Sundays (#organised even in her #personnallife) #alepingauthier #familybusiness #lawfirmlife #lawyercanada #weloveouremployees #legal #montreal #laval #mtlgirl #office #montreallife #entrepreneur #dreamteam
Builds Online Reputation
Social media platforms enable online users to post content that can be viewed by all. As there are no major restrictions on a person expressing their views online, social media is considered as a good platform by the people to review and rate businesses, services and products. Just like online directories, social media platforms such as Facebook enable users to rate and leave reviews and comments about how businesses served them. The reviews users give for your business is pivotal for your online reputation. By creating your social media business profile, you too can have users and clients write about your services. The positive reviews that you will receive for your good service will encourage prospective clients to consider you for their next legal case.
Apart from user reviews, social media platforms can also be used to publish company news and messages to inform about the latest developments in your business. This way, social media marketing also aids in public relations. LinkedIn is one such platform that actually enables professional business pages to publish news like the content in blog and long form format on their publishing feature. LinkedIn also allows other professionals to leave recommendations and reviews on your page, which further helps in building your online reputation.
Supports SEO Efforts
Till date, there has been no confirmation from Google about their algorithm supporting social media platforms in SERPs ranking. However, time and again, social media posts with high engagement rate have shown up on the SERPs. Also, articles and blogs on LinkedIn also rank on the SERPs for relevant keywords. One thing is for sure that posting on social media and having an active business page does support your SEO efforts to some extent. You can build this connection by linking your social media business pages to your website. You could also embed your social media feeds on your website. Apart from this, constantly posting industry-based content and getting maximum engagement can also rank you on the SERPs for relevant searches.
Enhances Post Reach
Having a social media business page has its own benefits. One such benefit is that your content can not only be viewed by your current followers but also other social media users who are not yet your followers. Also, since users can share the content you post on social media, often these posts get much more likes and shares than expected. Sometimes people from another country altogether might end up reading your content just because a friend of theirs shared your post. Organic posting can make this happen for you. Apart from this, you can also opt for sponsored posts, which gives you the option to pay a little sum to get your posts pushed to your target audience who are not your followers.
Aids in Recruitment
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LinkedIn is a professional social media platform that connects professionals and enables them to increase their work network. This platform has many features that make it a good choice for businesses with professional services. LinkedIn is a popular platform for job seekers, as well. On this platform, people can look for companies and apply for jobs directly. If you use LinkedIn and post thought leadership content on it, it will grab the attention of such job seekers, who will then want to be a part of your firm.
Enables Specific Audience Targeting
Social media platforms have adapted well to accommodate the marketing needs of businesses. They have added multiple features focusing on pure marketing. One such marketing feature is audience targeting. With the help of audience targeting, social media enables you to target your content to a very specific audience based on their interests, behaviour patterns, browsing patterns, gender, location and many more filters. When you use these targeting filters, your content is only shown to the audience that will actually be interested in viewing it. The chances of this audience clicking on your content link and getting directed to your website increases. This will help increase the traffic you receive on your website.
Gives Audience Insights
Social media is a platform where you are in direct contact with your audience. It is a medium that enables you to have two-way communication with your audience. This makes social media an amazing place to get direct audience insights.
Why do they like your services? What problems are they facing? How your services are of help? All these and many more such questions can be answered by following your audience messages on social media. In fact, you can even post direct questions asking them about their problems and preferences.
Steps to Create a Social Media Strategy
If you simply start social media marketing without planning it, you are not going to see the desirable results. For your social media strategy to yield results, you need to plan it by following these steps.
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Decide Your Goals
The very first step in creating a strategy for social media marketing for law firms is to decide what goals you want to achieve through social media marketing. Social media platforms give you the opportunity to do so much more than just increasing the number of followers you have. Through social media, you can increase your brand awareness, generate leads, drive website traffic, boost audience engagement, provide customer service, and the list just goes on. These activities can all be your goals. Your goals should always be realistic and measurable. The reason to have a measurable goal is so that you know at the end of a strategy, whether you were able to achieve your goal or not.
Know Your Audience
Social media platforms have a large audience which includes people with different preferences. However, not all of these are your target audience. Your target audience is a specific set of people with specific legal needs. To ensure that you draft the right social media messages and appeal to the right audience, you need to first know who your audience is. For this, create a prototype persona of your audience. Conduct a research to determine who are the people who will actually need your service and what are they looking for. You can start this research by talking to your existing clients and finding out what made them choose you. Based on the final result of your comprehensive research, you need to create personas that you will then create your social media messages for. Some persona types may include estate owners, people stuck in a commercial dispute, a couple who do not get along and so on.
There are a large number of law firms who use social media and already ahead in the race. When you have such competitors already, follow their lead. Take a close look at their approach and social media platforms. How are they positioning themselves and what kind of content are they posting on their social media pages? Such information will work as your insight into creating your own social media messages. It is not necessary that you post similar kind of information only. You could also brainstorm with your team to find out how you can differentiate from your competitor’s social media page and create a lasting impression on the target audience.
Choose Social Media Platforms
There are so many options for you to choose from. For a successful social media marketing, you need not be present on every social media platform. What you need to do is be present on a selected few platforms with good quality content. Here are some options and ideas to use them:
As per Facebook’s current algorithm, the posts of family and friends are shown to a user on priority. This leaves little scope for businesses. Many businesses are, therefore opting for Facebook ads. However, there are still ways to make your way through organic posting. One way to do so is to be alert about the trending news in the legal scenario. Be the first one to create a post for such occasions. For family court lawyers, Facebook audience targeting can be very helpful. In the filters that are available for audience targeting on Facebook, you are allowed to choose who will see your posts based on their life events. You can then put a filter for recently engaged couples and pitch them with your marriage license registration assistance service.
YouTube Link: https://www.youtube.com/watch?v=UpII21Z0ULg
LinkedIn has several features for professional users. For your law firm, LinkedIn can be a good medium to attract not just to B2C but also B2B clients. There are many organizations that are present on LinkedIn. You can connect with these companies and professionals to build your business network. You could also directly post blogs on your LinkedIn profile to showcase your thought leadership among your professional circles. Also, as mentioned before, LinkedIn has a feature where other users can write a recommendation for you. Get a couple of your professional friends to do so to make your business profile stand out.
As a lawyer, you may have never thought about starring in a video. Work for you meant your courtroom and files. But the modern lawyer now needs to adapt and get ready to star in videos as YouTube is one social media platform that masses love. YouTube is like a search engine for videos where users come to look for video solutions for their problems. Businesses today are using this to their benefit and creating videos to grab the attention of the users. You can easily create demonstrating videos about document drafting without being a part of it yourself. You can also use YouTube to showcase text-based videos about common legal problems. Doing so will not only get you some extra attention from the audience but also increase your online presence.
Quora is a platform that is something a lawyer should seriously consider. Quora users can post questions, and the other users can provide them with the right information. This is a platform that your audience might use to post queries about legal matters. By creating a profile on Quora, you get the opportunity to provide answers to such queries and thereby win the trust of your audience. You could also share your blog link about the same problem with the users for more information.
Work on Your Theme
Once you have decided the social media platforms for your social media strategy, you need to start churning out content. To consistently post good content, work on the themes for your business. Your themes will be topics and events around which you would want to post. For your legal firm, the themes will revolve around your staff members, case victories, common legal FAQs, trending news and events. When you have such themes decided, you can create posts for each theme in advance and post them when needed. This way, you will not run out of ideas.
This is just a basic plan that you can use to create your own comprehensive plan for social media marketing for law firms.
Mistakes to Avoid When Using Social Media Marketing for Law Firms
Social media marketing for law firms can get you remarkable results. However, in order to get remarkable results, you need to ensure that you do not make errors in your social media strategy. Here are some common mistakes that you must avoid for a successful social media strategy.
Not Using Imagery
Legal firms have professional and technical information to share. However, that should not be the case on your social media pages. Social media pages are more light-hearted, and people are ok with casual tone here. In order to capture the attention of your target audience, your information should not just be informative but also interesting. Therefore, use images and videos in your posts. Try to incorporate at least one image in your posts and every once in a while post videos to keep your audience interested in your social media pages.
Do Not Divulge Details
You may be a lawyer with ample experience in various cases. This knowledge is helpful when fighting your cases in a court of law. However, if you plan to use this knowledge on your social media pages, stop for a moment and reconsider. While sharing some knowledge is acceptable, going too much into detail can cause you to divulge case-related information that is not appropriate to be spoken about in public. This can cause a backlash from other lawyers and can harm your online reputation.
Avoid Constant Promotion
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The information you put on social media can be viewed by anyone. So you need to be very careful about the information you share on social media. Social media is an engaging platform that you should use to share content for the audience. However, if you use it to explicitly promote and advertise your business, then you are wrong. Your followers will understand what you are trying to do, and you will start losing followers. What you need is a right balance of organic content and promotional content so that the users do not feel that they are reading a sales pitch always.
Avoid Direct Solicitation
For certain professionals, including lawyers, the act of directly soliciting your clients is not acceptable. If you do so, you may face the consequences. To avoid getting stuck in such a situation on social media, be very careful when you are reverting to the comments by online users.
For example, if a user posts a query about their impending estate planning, do not directly ask them to contact you for help. Instead, offer to share documents and articles created by you via email to provide them guidance. This way you will even get an email id to pitch them further.
Refrain from Unnecessary Commenting
Often you need to follow other pages and engage with their posts to get more visibility for your own page. As a lawyer, you may follow news pages, local legal forums, and so on. Now when you are engaging with these pages, refrain from commenting on controversial cases and political issues. Doing so will frame you as a supporter of certain causes that others might not be happy about. Also, sometimes the comments you post online can be misunderstood and get you blacklisted by the Law Society.
Social media marketing for law firms is a good technique to increase their visibility on the internet. The benefits are so many. If your busy schedule does not allow you to create engaging posts for social media, do not drop the idea of using social media marketing. Instead, outsource it to a social media marketing agency.
Law firms have been using the usual methods of traditional marketing for years now to promote their services. They put up classified ads in the newspapers, posters and billboard ads and sometimes even a radio jingle is used to promote the services of a legal firm. These are pretty old yet effective methods. However, if you are a law firm that wants to achieve much more than a few phone calls through traditional ads, then digital marketing is something you should consider. Why? Because more than 33 percent of legal advice seekers start looking for law firms online first. And in order to appear in such online searches, you need to create a digital marketing plan.
What is Digital Marketing?
If we break down the concept of digital marketing into simpler terms, digital stands for anything or any task that is performed with the help of electronic devices. Marketing is the act of promoting one’s business, services and products in order to increase revenue. Combining both, you get the process of business promotion through digital media.
Given this definition, any form of marketing done through electronic devices will fall under digital marketing. This means that radio ads, TV commercials and electronic billboards are also forms of digital marketing. However, the current concept of digital marketing is more focused on how you promote your business on the internet. Therefore, online marketing is what we will focus on today. This form of marketing is very different from your traditional marketing methods. Example of video marketing done by a local Canadian law firm:
Difference between Digital Marketing and Traditional Marketing
We already covered how digital marketing concepts overlap a little over traditional marketing due to the use of electronic media in traditional marketing. However, there are still major differences between digital marketing and traditional marketing based on the following factors.
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For the purpose of keeping the stark difference in both the marketing types, let us consider the types of traditional marketing and online marketing. Traditional marketing types include print media marketing such as ads and promotional messages through newspapers, magazines, brochures, broadcast media through TV and radio, direct mailers such as post cards and catalogues and telemarketing through phones. Digital marketing, on the other hand, has websites, social media marketing, search engine marketing, online ads and content marketing.
We already broached the idea of how digital marketing enables a business to have two-way communication with the audience. Talking further about it, digital marketing includes social media marketing, in which businesses can post content and audience to engage with the content. Apart from that, you can also initiate communication with your audience through email marketing techniques. With a chatbot or a simple messenger on your company website, you can provide round the clock customer service and instantly solve the queries of your audience. In short, digital marketing allows your target audience to interact with you with ease on a consistent basis.
Taking the example of TV commercials and radio jingles, how you segment your ads is very limited. When placing ads on TV or radio, the only information you get is about the number of listeners or viewers. Sometimes you are also informed about their demographics. However, this information is very limited compared to digital marketing techniques. In digital marketing formats, you get to analyze not just before starting a campaign, but also after running one. You get the option to segment your audience and target them based on demographics, psychographics, locations and many other factors. Also, you get to measure your performance through analytics. Digital marketing is, therefore, a completely data-driven form of marketing.
Traditional marketing enables you to publish promotional messages and ads only after you buy a space for the same and even pay for the creatives. This space that you buy will have a limited reach. On the other hand, digital marketing is a technique that enables you to post content without having to pay a heavy price on buying the space. Also, a single post that you make can get you both local and global attention at low cost.
Traditional marketing formats enable businesses to put up posters and billboards in specific locations, and air ads on TV and radio during a certain time slot. This is not the case with digital marketing. In the digital world, your marketing messages are present at all times. Based on the type of search a user does and your audience segmentation, your messages are displayed to them. Apart from that for a potential client to see your ad on a billboard, they need to be present in a specific location at a given time. However, in digital marketing, your messages are available for viewing anywhere and anytime. You can schedule your ads whenever you want them to be featured for your audience. Also, with more and more people opting for smartphones, you are able to tap a market that might not be possible to tap through traditional marketing techniques.
Youtube Link – https://www.youtube.com/watch?v=LMAPoKW1CUY
Strategizing Digital Marketing for Law Firms
For your law firm, you cannot simply start using a type or two. Planning is crucial and strategizing is essential. So let us note down a step-by-step strategy to use digital marketing for law firms.
Start from the End
Whether your law firm is flourishing or whether your business has become stagnant, you will need digital marketing to keep your business success graph going upwards. If you have planned to use digital marketing for your law firm, you might have thought of some end result that you want to achieve through it. That very end result is what will help you plan your digital marketing strategy. So start with these end goals. Define them on the very onset of your strategy. The reason you need to define these goals is because simply having vague statements as your goals is not going to help. You need to define specific goals that you can measure in numbers and find out if you have achieved what you aimed for.
For example, if you wish to increase brand awareness, your goals will involve your content marketing and website optimization efforts. Now, these too need to be defined in number. So your goal can be something like ‘directing 5% more website traffic by writing four legal blogs a month’.
Focus on the Clients
All the efforts you take in digital marketing is for what? To gain more clients and eventually make your business a success. So technically, your goals are directed towards this audience. This means that you need to pay extra attention to your audience when planning a strategy. Once your goals are defined, the next step in your strategy will be to identify the people who will need your services and create personas. Personas are presumed personalities of your target audience that you identify based on their geographic, demographic, psychographic and interests. In order to identify these, you need to conduct research. Start by looking at your website and social media analytical data. You can use tools such as Google Analytics to find demographic and psychographic data of your audience.. You could also check the audience that is following your competitors on social media platforms as they will be the same type of audience you want to target.
Prepare for Healthy Competition
There are many law firms in Alberta alone that you need to compete against to get more leads. So how do you compete against them? Now that you have already analyzed your competitor’s website and social media pages, you might as well use the opportunity to find more about your competitors. Start by identifying the type of keywords that your audience is using to rank their website on the SERPs. You can do this by trying different keywords to figure out which keywords your competitors get ranked for. Make your task easy by using tools such as SpyFu to find the keywords used by your competitors. Then take a look at the type of content they are sharing and how well the audience is reacting to it. Is it getting shares and likes on social media? Also, take a look at how they are communicating with the audience on social media platforms and other forums. Based on all of this information, you can then pick ideas that are good and also choose your own USP to differentiate yourself from the competitors.
Evaluate Existing Content
For law firms that have been already using some forms of digital marketing techniques, you have some content on the internet that you posted earlier. Now that you are focusing on a complete strategy of digital marketing for law firms, you need to take another look at the content that already exists. It is important to do this as it gives you insights to improve your organic search by rectifying content issues, helps eliminate elements that are unnecessary and recreate quality content. To start auditing your existing content, we recommend that you first create a spreadsheet that mentions all your content types in it. Adding the links of these content will help you further to take a quick look at it during the evaluation. Now analyse these content based on keyword use, content planning, linking, etc. and make a note of the factors that are lacking. Based on the findings of this analysis, you can either modify the content and reuse it or eliminate it altogether.
Choose Digital Marketing Types
Digital marketing for law firms has ample of options for you. You can choose anyone one of the following marketing types or create a combination of a few to prepare the best digital marketing strategy for law firms.
Search Engine Optimization
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SEO is the process of increasing your online visibility and the traffic you receive to your website organically. This concept of digital marketing is closely connected to content marketing. In the process of SEO, your website content is optimized to appear on top of the SERPs. A major reason for this is mostly the keyword inclusion in your content based on the most commonly used keywords by your audience. However, SEO is more than just keyword inclusion in your content. To optimize your content, you need to create content that is most searched by your audiences, add links and backlinks in your content for enhanced visibility, optimize the images in your content and do much more.
Talking about the opposite of organic traffic, you can also get paid traffic to your website with the help of online ads. In online advertising, you pay a certain amount to bid for keywords and rank your ad on the SERPs. These text-based ads are generally made to stand out to grab more attention and hence, are placed either before the website links on the SERPs or after. You could also opt for image or video-based ads. Paid ads or PPC ads work on different ad models such as PPC, CPM, CPA and CPL. Paid ads are really focused on getting the attention of your target audience as these ads have very specific audience segmenting and targeting options.
Content marketing is the digital marketing technique in which you raise your organic website traffic by creating interesting content for your target audience. This increase in website traffic is then used to generate leads for your business. Content marketing earlier focused majorly on blogging to not only enhance the quality of the website information but also to aid SEO efforts. However, the scope of content marketing has increased considerably. Now content marketing involves image-based content, infographics, whitepapers, PDFs, slide shows and even video content marketing.
Email marketing is a form of digital marketing that allows you to have a more personal communication with your audience. But before you can directly start emailing users, it’s essential for you to obtain their permission to email them. One way to avoid getting marked as spam is by building your own email list and not buying a random one. To build your own email list, you can add pop-ups and forms on your website at places such as the blog page or the service page. These forms can be filled in by the users who liked your information and want to get more content from you regularly. Such subscribers are the ones that will be genuinely interested in your emails.
Social Media Marketing
Social media platforms are considered to be a good medium for marketing. The huge number of people using social media, make it a medium for higher visibility for your business. Social media platforms have also adapted drastically to accommodate more businesses by adding several business promotion features. The retail industry is not the only industry that can use this medium. Many lawyers worldwide are using social media marketing to promote their brand name and increase their engagement with the customers.
Measure Your Performance
The final stage in strategizing your digital marketing for law firms is to analyse how your campaigns performed. This is crucial for any type of digital marketing as it gives you insights of how well you planned your strategy and what results were obtained. Each type of digital marketing has certain parameters based on which you can analyse your performance. For SEO and content marketing, you can check your performance based on your click-through rates, backlinking and organic positioning for keywords, etc. Email marketing efforts can be measured based on your CTA click-through rates and lead to conversion rate. Social media marketing can be measured using your brand mentions, content shares and customer engagement. For paid ads, you get to view your performance as per your campaign that makes it easy for you to plan your further campaigns.
Smart Digital Marketing Tips for Law Firms
Digital marketing for law firms is a strategy that you build on after you decide on which type of digital marketing you want to use for your law firm promotion. Some may opt for a single type, while some will go ahead with almost every form of digital marketing. Whatever you choose, here are some handy tips that will prove to be helpful for every lawyer.
Ask Client Reviews
A majority of the lawyers have the license to provide legal services within a province or a country only. Given this fact, we cannot deny that your law firm is a local business, and your target audience are the locals living in and around your province. For local businesses, online reviews play an important role in getting more clients and customers. In fact, 97% of people read online reviews of local businesses before making a decision. When a user is looking for your services, they are generally in a dire need. In such an instance, if they find a review from a client who had similar needs to theirs, vouching for your services, they will definitely consider you for their case as well. When asking your clients to write such reviews, make sure you don’t not seem needy. A good way of asking for reviews is by adding it to your final email to the client after their case or problem has been resolved.
Build a Brand
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There may be many lawyers in the vicinity where you have your office. So how can you be different from them? By having your own brand identity. A brand name is something that creates an impact on the target audience and makes them want to choose you over others. Therefore, provide consistently good services. It will help you get a good number of clients. After you have a good following, you need to create a brand identity that people can identify on any of your online messages. Your brand logo, mission statement, the colour scheme all are a part of your brand identity. Define these brand identities and keep them uniform in every message so that people can identify your online messages and relate it to your company.
Legal services are serious services that any person chooses based on various factors. Trust is one such factor that is very important. A person will need to have a high level of trust on you as a lawyer because they will be sharing their personal matters with you. Of course, online reputation will help in building some sort of trust for the user to feel confident to contact you. But post that, you need to further build that trust to make them your customer. A key factor in this conversion is your professional credibility. You may claim to be a lawyer, but how can you prove it? For this, you need to add all your certification and accreditations on your website and other online media pages.
Highlight Your USPs
You may be a coveted divorce lawyer, estate lawyer or criminal lawyer. Whatever be your forte, make sure you highlight it. This is your USP that you need to highlight to make your business stand out from the others. Additionally, if you have any special mentions or accolades for specific case types, make sure to highlight them as they too can help in promoting your expertise.
Creating Landing Pages
If you are using paid ads to give an extra push to the traffic on your website and also to promote a specific service, do not use the service page of that service as your landing page. Always using existing webpages as landing pages for ads is a marketing mistake. Paid ads are your opportunity to convert a user who is closer to conversion when they click on an ad. If the ad then directs them to a service page, you may either lose them because the content is not related to your ad or due to distractions such as the other clickable options on the page. With landing pages, you have the option to get rid of other website elements such as the menu bar. Also, creating a new landing page as per the campaign gives you an opportunity to draft very specific messages that will compel the user to take an action.
Source Legal Directories
You must have used Yelp to find a local restaurant or coffee shop. This famous directory is a one-stop place to find anything in your locality, including lawyers. If you are already on Yelp, then that’s nice. You also need to get listed on directories that are specifically created for lawyers and law firms. The idea behind doing so is that such websites are recognized to find certified lawyers. Being on such a directory will not only direct more traffic but also aid your SEO efforts by getting you a citation and backlink. CBA is one such directory that you can get listed on.
Increase Your Email List
Email marketing is a successful method of having one-to-one conversation with your target audience. However, to be able to do so, you need to have the permission of the user to email them. This means that you need to build a list of email ids that you can send emails to. To get a larger list, you need to work on it. One way to increase your email list is by asking website visitors to sign up for your newsletter. You can compel them to signup by first offering them highly informative content and then offering them more such content if they sign up for your newsletter. Another method of increasing your list is by uploading gated content on your website. Gated content are PDFs and reports that require a user to share their contact details such as email id to get access. If you upload gated content on important topics such as estate planning tips, the chances of getting their email ids is higher.
Use a Responsive Design
A responsive design refers to websites that have an interface which easily adapts to different sizes of devices. In digital marketing for law firms, having a responsive design for your website is essential. Today, a majority of the online users prefer to browse the website on their mobile devices. In Canada alone, more than 85% of users own a smartphone. To tap such a large audience, having a responsive website is a must. But don’t just stop at having a responsive website, ensure that you work on small elements to make it a conversion-focused responsive design. For example, if you are keeping a CTA asking the user to ‘call for an appointment’, design the CTA in such a way that the user can directly click on it and make a call from their phone.
It’s time lawyers do not just fight cases in the court of law but also present their knowledge to masses on the internet if they want to move ahead with time. If you are one such lawyer who is ready to take a step ahead in the race of digital marketing for law firms, then start strategizing your digital marketing plan today!