As lawyers, you work hard to understand the U.S. Constitution, case law, and federal and local legislation. It’s a business steeped in tradition. One of the only downsides is that you may also find your firm slow to keep up with technology. Digital marketing — advertising your brand online — is one of the best ways to spread positive word-of-mouth, the bread and butter for lawyers. However, you might not be leveraging digital platforms effectively. It’s time to elevate your law firm’s online presence with these strategies.
1. Evaluate Your Website
The first step to take in your digital marketing strategy is to make sure your website is optimized for online searches. While many law firms have a website, far too many of those websites are kind of pointless. Aside from offering a phone number, address, and perhaps a directory, they don’t serve the function they should in this digital age. Today, the purpose of a website is to sell your brand and encourage clients to contact you for help.
Evaluate your website for law firm digital marketing must-haves. You’ll need clear and concise content that highlights your areas of expertise, easy navigation to enhance user experience, and strategic keywords to boost SEO. Your content should address common legal questions and issues, showcasing your firm’s knowledge and commitment to client education. But, ensure your website is mobile-friendly too, since many clients will access it from their phones. You can also incorporate client testimonials and case studies to build trust and credibility.
2. Add Value Through Blogs
Every couple of years you’ll hear people insist that “blogging is dead.” In many ways, that’s true. Gone are the days when someone could write 1,000 words on a random topic and plug in keywords to generate thousands of dollars in revenue. Blogging for the sake of blogging may very well be dead since many of those articles didn’t actually provide any value to their readers.
This is not the case for businesses offering products and services to their community. Adding a blog to your website can add tremendous value to the lives of your readers and your online visibility. When you blog about legal issues and information that matters to your firm, you’re raising awareness for your brand and educating your audience. Those are two critical segments of the sales funnel that move your potential client closer to contacting you.
3. Engage Your Audience on Selective Social Media Platforms
One of the best ways to drum up interest that leads to word-of-mouth is through social media. If your firm is not on social media, you’re leaving money on the table. Law firms should actively engage with platforms like LinkedIn, Facebook, and Instagram, as well as consider the potential of newer platforms like TikTok for broader reach. Around 200 million adults in the United States use LinkedIn, and 68% of U.S. adults use Facebook. It’s a great way to reach a lot of people.
LinkedIn, Facebook, and Reddit are platforms that offer you a chance to connect with your target audience. These are all channels where adults go to network, find community, and get recommendations. Your social media strategy could include a LinkedIn newsletter and Facebook videos or reels about your attorneys and issues that matter to you. This is a great way to build credibility.
4. Utilize Your Email Subscriber List
Another often overlooked digital marketing strategy for law firms is the email newsletter. You likely have email addresses for all of your clients, and you have probably emailed them for issues concerning their cases. Email is an even better way to interact with your target audience than social media because it’s more intimate. Done right, it will feel to your clients like you’re speaking directly to them.
To grow your email list, make sure you ask for email addresses on social media, and your website. Also, check to see if all your past and current clients, friends, family members, and colleagues are on the list. Then, send out regular email newsletters that add value to your readers’ lives. Include hot-button legal issues of the day, important cases that are commonly misunderstood, and any firm announcements to keep your audience engaged.
5. Don’t Forget the CTA
Finally, in all of your digital marketing, don’t forget to ask. Far too many blogs, social media posts, and even newsletters don’t include a call to action. So, you might have a video of an event at your law firm go viral, which is cause for celebration. But if you never told your audience to “subscribe to our newsletter,” you’re leaving money on the table! Those viewers could have become clients in the future.
While you’re creating eye-catching social media posts, writing blogs that add value, and designing a website that is optimized for searches, don’t forget to integrate a CTA along the way. At each step of your sales funnel, you’re not only engaging your potential clients, but you’re also asking them for something. They want to respond, so give them something to respond to. This approach keeps your law firm in their minds when they do need your help.
In the end, your digital marketing strategy could generate tons of business for your firm, when done well, of course. You could hire someone in your firm to run your marketing, or you could hire that service out. Find a marketing firm that specializes in speaking directly to the potential clients of law firms, and you’re likely to see a solid return on your investment. If your goal is to increase your clientele, digital marketing is a viable solution.
