Law Firm Marketing Strategies That Increase Conversions

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In today’s competitive landscape, it is important to have an effective law firm marketing strategy that converts your audience into referrals and clients. Below are some innovative marketing strategies you can implement to increase conversions:

Live Chat Feature. Having a live chat feature on your website engages more visitors online and easily converts them into leads. It is an effective way to generate cost-effective leads for your law firm.

Facebook Advertising. You may not have considered Facebook advertising as a viable part of your marketing strategy, but they are extremely powerful in reaching your target audience. Facebook allows you to reach the exact audience you want with advanced targeting capabilities that include the ability to target based on age, marital status, interests, location, behaviors, custom audiences and connections. For example, if you are a divorce lawyer, you could target your ads to show to people that are separated or in a complicated relationship.

Lead Magnet. One of your most valuable marketing assets is your email list. This is the one thing that you own and no one can take away from you. A lead magnet is a tool used to grow your email list by providing valuable content to your audience in exchange for their email address or contact information. The content should be created with your client in mind; consider some of your most frequent questions and create a PDF that answers all of those questions. A lead magnet is a feature that can be set up on a website and integrated with your email list provider such as MailChimp or Aweber.

Retargeting. Retargeting is cookie-based technology that uses a simple JavaScript code to anonymously follow your audience all over the Web. Here’s how it works, you place a small, unobtrusive piece of code on your website (this code is sometimes referred to as a pixel). If a potential client visits a couple of websites, retargeting will show your ads to potential clients that have visited your site. Retargeting allows you to stay top of mind and have a competitive edge over your competition. According to emartker, remarketing can also boost ad response up to 400 percent.

Call Tracking. An important part of marketing is to track what is working and what is not working. Call tracking provides valuable data so you can track your ROI on your investment.

Press Release. A press release is an important aspect of your overall law firm marketing strategy for many reasons. A press release provides an SEO boost by providing an inbound link from the press release site. If a press release is written strategically, with SEO in mind, it may also rank on page one of Google for a relevant keyword phrase. In addition, a press release is a great way to set your firm apart from your competition. It gives you the opportunity to reach a mass audience and build your brand.

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Monthly Newsletter. A monthly newsletter is a great way to stay top of mind with your email list and generate a regular stream of referrals. A newsletter can be used to announce what is new and exciting at your firm such as any new partners or recent promotions. It can also be a way to provide valuable content to your audience so that they begin to trust your knowledge and expertise in your practice area niche.

Email Funnel. An email funnel is a strategically planned marketing campaign that delivers an email to your list every threefive days. An email funnel strategy can be used to educate your audience on legal topics or even updates of what your firm has been up to. For example, if your law firm is active in the community, it is great to show pictures and publicize any charitable work.

Social Media Strategy. Social media is now a huge factor in consumers’ decision-making process. It is important to have a social media strategy for your law firm that represents the voice of your firm. An effective social media strategy can include a LinkedIn Business Page for your law firm, a Facebook Business Page and a Twitter Business Page. Having links to your social media profiles from your website is important because Google attributes a quality score to each website and social media is one of the factors that it considers. Having social media profiles is not enough; it is essential to post to your social media profiles on a regular basis.

If you want to stay ahead of your competition, it is important to create a strategic marketing plan for your law firm that will help you reach your target audience, grow your email list, and convert website visitors into clients and referrals. Take some time to evaluate your current law firm marketing strategy and determine if your current strategy is aligned to help you achieve your law firm’s goals. Dimple Dang

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