Digital marketing has leveled the playing field to a considerable degree for small law firms who wish to compete with the bigger players in the market. Still, there are very few firms who have fully tapped into the advantages of digital marketing. A lot of law firms still don’t have websites and very few law firms and solo practices have blogs.
When it comes to online marketing for law firms, there is a lot of opportunity which still hasn’t been tapped. Fortunately, if you have decided to take advantage of online marketing for law firms opportunities, you can begin in style by following these strategies.
- Making the most of your Google My Business listing:
Google My Business is one of the top free digital marketing tools. To get started you need to claim and build out your Google My Business profile, because of the many benefits that can be availed from doing so. Once you claim such listings you become eligible for prime placement in the local business section of Google’s search results.
You get social proof through ratings when your profile appears in search. Once you have enabled your listing, you will have an avenue to interact easily with your market. Your listing will have a lot of credibility because Google verifies your business location.
When you build out your profile and ask clients to leave reviews, your profile on Google My Business will work as a mini-website. Your information along with client ratings and communication tools will be presented in a format which is familiar to most people who use Google.
- In-House Social Media Marketing:
Social media for marketing isn’t as powerful as it used to be, but it still has a lot of potential, if and when harnessed properly. Since organic posts reach fewer people than they used to do, a lot of firms are opting to not hire experts to manage social media marketing for them. In that case, one can look to have it done in-house because there are plenty of benefits that can still be availed from social media marketing. The benefits are:
- Social media platforms provide you with an avenue of getting your content in front of followers. This keeps your practice on the top of their minds and they are likely to pick you, whenever they are in need of some legal help.
- If you produce engaging, unique and informative content, there is every chance that your content will have high levels of share ability. If and when it so happens, your content can be spread to a large audience very easily
- If and when you use social media to respond to and engage with your followers, it builds trust and credibility.
- If you are ready to make a small investment for boosted posts and targeted ads, you can maximize the benefits out of your social media marketing campaigns.
Social media can be easily managed in-house with very little investment and can be managed by a member of your team who knows the ins and outs of the business.
- Publish Blogs Regularly:
It is not just important to have a blog; it is equally important to publish blogs regularly. Given how busy lawyers can get, they are not able to make the time for blog posting. But effective blogging is fairly simple and doesn’t have to be a burden.
Even one blog per week can get the job done. You should at least come up with one blog on a weekly basis because it will help you in capturing and maintaining search rankings. When you blog regularly, you will have a steady stream of content to share through social networks. You can establish yourself as a thought leader in your niche or industry by providing valuable information to your readers.
That’s not all, you can target a couple of keywords through your blogs. If your site is WordPress, then blogging ought to be very easy for you. Whether you do it on your own or hire a freelancer, make sure that you write for the audience, keeping these preferences and needs in mind at all times. You can get blogs written through the digital marketing reseller program as well. Make sure to set your posts up for social sharing, because it is your goal to attract the maximum number of eye-balls for your content.
- Update Your NAP On the Web:
Make sure you have consistent NAP information in all directories. Make sure it exactly matches what’s on your website. It is crucial you do so because Google looks for information around the web to determine the credibility of your business. You can begin by conducting searches for your law firm and each of your attorneys. There is every chance that you might come across listings on sites you’ve never visited. Often times such sites have outdated information and you need to update your NAP on such sites.
- Free Law Firm Newsletter:
One key way of staying on top-of-mind of prospective clients is by providing them with valuable information. This can be done with the help of a monthly newsletter. The newsletter will increase their familiarity with you and your practice. It will also provide an opportunity for you to show your expertise and build trust.
It is very easy to make and distribute newsletters in today’s day and age. You can get started with newsletter publishing with a free Mail chimp account which will allow you to send up to 10,000 emails each month. Further, upon the use of this account, you will get a lot of valuable insights to help you capture your audience’s attention and fine-tune your content.
The Bottom Line
Having budgetary constraints is no longer an excuse for not promoting your firm in the digital world. The internet has leveled the playing field for both big and small players. It has also made it very easy to advertise oneself on the internet. With time and effort, one can promote one’s practice by spending little or no money.