As we embark upon a new year, this is the time to evaluate everything — including your law firm marketing strategy. There are lots of different marketing strategies that you can incorporate into your law firm. However, one of the most important parts of your strategy will be your law firm website. In order to have an effective website that can market on your behalf — even when you’re sleeping—it must meet the following criteria:
- Load quickly within three seconds or less.
- Be mobile friendly.
- Be easy to find online.
- Be authoritative.
- Be visually appealing.
WHAT TO DO
You can use a tool called “Google page speed tool” to test your website speed. Next test your website to ensure that it is mobile friendly. To do this, go to Google and type in “Google mobile friendly test” and put your website URL in the box. That will show you how your website looks on all mobile devices.
It is essential to have an effective content marketing strategy for your law firm in 2019. This can consist of search-engine-optimized posted articles, as well as a video marketing strategy that may include YouTube or Facebook live-streaming.
Content marketing is important nowadays because Google rewards websites that create ongoing content by ranking them higher on the search engines. Ultimately, this helps create a great user experience for your potential clients; Google really strives hard to create a good user experience. You may not realize that your ideal clients are on Facebook every single day multiple times a day, but they are. This is why it is so important for your law firm to also have a social media marketing strategy in place for 2019.
In addition, Facebook advertising campaigns allow you to target your ideal client based on specific demographics, age, gender, job titles, interests and many, many other factors.
Facebook advertising campaigns are also more cost effective than Pay- Per-Click campaigns when it comes to reaching your target audience. This type of specific targeting allows you to reach your ideal client. To identify all of your ideal clients, make a list of all of the factors of describe them. You can also increase conversions on your website by adding a chat box feature. According to the Neil Patel Blog (a trusted source for social media consulting), chat boxes may increase leads by four to eight times.
Don’t forget about email marketing. This is the only list you truly own. If your social media accounts were to get banned for some reason, you would lose all access to reaching your target audience. Implement an email marketing strategy to stay in contact with your email list at least two to three times a month. In terms of content, you can include:
- Takeaways from a recent case that your firm handled.
- Announcements about new employees that have started with the firm, sharing their backgrounds and expertise.
- A showcase of your community involvement and charity work.
- Commonly asked questions.
Take control of your online reputation. There is a surplus of attorneys, and clients are very selective nowadays. They take the time to do their homework when they are picking lawyers to work with. Even if they were referred to you they will still take the time to google you, check out your website, and look at your reviews on review sites. This is why it’s so important to make sure that your online reputation is nothing but stellar.
To get your reputation on the right track, implement a system to ask your clients for reviews and get them online. This is as simple as typing up a couple of documents that indicate instructions on how to leave reviews on certain websites such as Yelp or other law firm-related review sites. An easy way to do this is to put some links and your signature that link directly to the review site or to a page that has instructions on how to write a review on a certain site step by step.There are many other marketing strategies that your law firm can choose to implement for 2019. However the two most important will be your website and an effective content marketing strategy. As the saying goes, “content is king,” and that applies today more than ever. Choose the vehicle that resonates with you and use that tool to create quality content for 2019. Dimple Dang