The legal field is very competitive nowadays. There are numerous law firms going after the same clients. This fiercely competitive climate has necessitated the development of sound marketing strategies.
The most effective marketing strategies used by law firms involve digital marketing. It has given rise to what marketers refer to as law firm marketing. Digital marketing in the legal field comes in many forms.
- Search Engine Optimization (SEO)
- Email marketing
- Social Media Marketing
- PPC Advertisements
In the face of all these options, you may have a hard time choosing the most effective online marketing tool. However, we have discovered that law firms do well when they double down on SEO and Facebook marketing.
SEO (Search Engine Optimization) is the configuration of different elements of a website to improve its ranking on the search results page of a search engine. Many businesses spanning various industries use SEO as a marketing tool. Law firms are also drawing on the benefits of this tool to bring in new clients.
Irrespective of your marketing strategy, you need to follow the guidelines governing advertising in the legal profession. Firms that break these rules get penalized.
Speaking in SEO terms, you can promote your firm ethically in the following ways:
1. Google Map’s Local 3-pack.
Google places the Local 3-Pack before the organic results of a search query on all devices. There’s no better place to have your firm appearing than on this list. It brings more traffic to your website and invites more clients to call or visit you.
2. Make your Website mobile-friendly
Search results favor mobile-friendly websites because more searches happen on mobile devices (smartphones and tablets) than PCs.
3. Schema for Attorneys
Incorporate schema for lawyers because it enables search engines to understand what your website is about and how different sections of your content relate to each other. You, therefore, need to integrate Schema to improve your standing in the search results.
4. Link Building
Links are massive in page rankings on search engines. More importantly, the quality of your links will matter and play a part in making you rank better for a certain set of keywords.
5. Local SEO
How a website ranks on a local search is important for a law firm. In fact, attorney services are predominantly localized (than national). This means that lawyers compete with other firms within their region for clients. Therefore, ranking high on local searches is vital. Local SEO should be approached differently to the globalized SEO.
Carrying out these changes requires a high level of expertise. You should outsource this part of your business to a proven marketer such as Monopolists Law Firm Marketing & SEO Experts. The best thing about them is that they focus solely on marketing law firms. Hiring such a company can increase your chances at success and give you the edge over competitors.
6. Facebook Ad Campaigns
A law firm can benefit immensely from having a Facebook presence. A significant number of people place a higher value on brands that have an active Facebook presence because it humanizes them (the brands). Since the legal profession deals with humanity, it helps to show people that you are more than just a suit that bleeds for money.
Besides adding a personal touch to your business, Facebook is a powerful marketing tool that can bring in more clients. Why Facebook and not other platforms?
Here are some facts:
- The average active user spends approximately 50 minutes daily on the platform
Facebook Ad campaigns by lawyers are highly effective because many people are on Facebook and they are spending time on it. To put it into context, it is more convenient to advertise on Facebook than to place an ad on a local TV station because:
- You can put out your ad faster on Facebook
- You can better determine the target population of your ad campaign
- You will have more control over your budget
Attorneys who do it right generate leads within days. They get more clients and the related costs are more justified.
If you can’t do it yourself, the above-mentioned advertising company also have a Lawyer Formula Facebook Ad Campaign. It is run by a team of experts who have successfully generated leads for attorneys working in different practice areas.
If you are part of a law firm that wants to be successful, digital marketing is no longer a luxury you can afford to forego. In the current information age, potential clients go online to learn more about available legal services before picking one to represent them. A winning marketing strategy must be inclusive of sound SEO practices and meaningful Facebook involvements.