As a lawyer, digital marketing is not your area of expertise. Yet it is as fundamental to practicing law as it is to any business. You need to know how to navigate through social media, SEO, blogging, and several other complicated issues. There are a few simple steps that you can take to use digital marketing for your law practice.
Start A Blog About Law
Writing about law and how it pertains to specific situations will keep you sharp. But beyond that personal benefit, it will also establish your credibility in the eyes of potential clients. This will be especially true if you write long-form content about specific issues. Also, search engines typically reward websites that are frequently updating over static sites. Your blog will help your website’s SEO.
Optimize For Mobile Use
Many website owners will optimize their page for desktop use but overlook mobile use. The problem with this is that consumers typically spend more time browsing on their mobile device than they do on a desktop or laptop. When they access your website on their phone, they might find that it is difficult to navigate or has a slow loading time, which will prompt them to go to a different firm’s website.
Test Run Paid Advertisements On Social Media
Social media platforms encourage businesses to use their paid advertising services. They also portray a clear return on investment (ROI) for every marketing campaign. Invest a little into Facebook, Twitter, and other platforms. Then you can discern which are most effective.
Hire Content Creators
As a lawyer, you might not have time to sit down and write a weekly blogpost. Find a freelancing service and hire a write to do it for you. You can provide her with the research and points that you want to make.
Use Internal Links
Search Engine Optimization (SEO) has several criteria, including what is known as the bounce rate. The bounce rate is the percentage of viewers who come to your website and leave after reading only one page. If you have a low bounce rate, search engines will reward you. By implementing internal links (links to other pages on your website), you will encourage users to continue browsing.
Call To Action
A call to action would have an effect similar to internal links, but that might be aimed more at conversions. If the users are looking for child custody lawyers in Utah, you should end your blogpost about that topic by offering them a free consultation. People are more likely to take action when prompted.
Build An E-Mail List
Something great about an e-mail list is that it gives you a direct line to potential clients. If something happens to your social media account, you will still be able to get in touch with them. Also since people check their email regularly, your brand will be a recurring theme throughout their week. Then when they need a lawyer, they will check your website.
Potential clients might not have the patience to sit down and read a blogpost. But you could communicate the same information through a more digestible outlet, such as videos. Typically marketing experts advise businesses to take advantage of YouTube and the Facebook Live feature. Acquire some video software and learn how to edit your videos. This might be another opportunity to hire a freelancer if you do not have the time.
People tend to get a little annoyed when corporations send them to copy/paste responses to nuanced questions. Individuals have specific concerns. The copy/paste response will tell them that you do not really care about them. That is not to say that you cannot duplicate generic emails, but there does need to be a personal element.
Marketing is certainly a complicated industry. But with effort, research and resources, you can wield it effectively to gain an edge over competing law firms.