Success in the field of law isn’t discovered by accident. In fact, with law becoming more competitive than ever, it’s absolutely vital to have a digital marketing strategy for your firm that’s crystal-clear.
Your plan needs to establish your personal brand, uncover fresh leads and help you connect with new clients. Effective digital marketing is one of the most effective and inexpensive ways that you can do this.
In this article, we’ll take a close look at the specific strategies your firm needs to use in 2020. These will help you stay ahead of the competition while bringing in fresh clients.
Let’s dive in.
Create a Strategy For Content Marketing
Anybody that’s attended Digital Marketing 101 will tell you that content is the absolute king of a digital marketing strategy. The effectiveness of high-quality content in the legal industry is 100% confirmation of this often-repeated rule.
A powerful content marketing strategy can grow your firm in many ways.
First, you’ll be able to utilize specific keywords in your content that new clients might be searching for when they look for a lawyer to hire in your field. For example, if your firm specializes in representing car accident victims, tailor your content around vehicle safety and the key search terms that victims look for after getting injured in a crash.
Think outside the box when crafting your content strategy. Offer value to the reader while also presenting your firm as a solution.
The second way your content grows your firm is by helping you strengthen your reputation and branding. When your high-quality content represents your firm as the leader in your industry, it shows that you can be trusted. People will recognize you as the go-to if the time arises.
Thirdly, good content is also shareable content. Shared content plays a key role in your overall social media strategy, giving your firm viral reach and recognition. You never know what piece of content you publish might end up getting shared with millions of social media users.
It’s important to remember that you focus all content topics on subjects that the average person finds interesting. Avoid the use of too much legal jargon by using language that’s conversational.
Expand Social Media
No matter who you’re trying to reach, it’s incredibly likely that they use several social media platforms multiple times per day. In 2020, it doesn’t matter the gender, age or economic status of your firm’s target market anymore. They are using social media.
Some firms spread themselves thin by trying to remain active on as many social media platforms as possible. In 2020, however, it’s time for you to figure out which platform your target audience uses the most often, then target your efforts on that.
For your law firm, it’s more important to make a huge impact on the best platform for your audience than it is to make a small impact on multiple platforms.
Get Focused On Mobile
It’s estimated that within five years, the internet will be accessed by mobile devices nearly 75% of the time. This means that desktop devices will only make up 25% of internet activity in just a few short years.
If your firm still has an outdated, non-mobile-optimized site in 2020, you’re at a huge risk of losing potential business. It’s definitely time that your firm upgrades to a mobile-friendly, fast-loading website.
Your mobile site needs to make it easy to contact you, find information clients are searching for and help users learn more about your firm.
Introduce Gated Content
This is a digital marketing strategy that’s become popular in nearly every industry. Gated content, sometimes referred to as freemium content, is content that users can access for free in exchange for registering with your site and joining an e-mail list.
Many law firms are already employing this strategy, and yours should be too in 2020. It’s an incredibly effective way to build your list of prospects and clients.
Consider offering some sort of value-added free guide in exchange for their email address. As an example, if you specialize in family law, you could consider offering a short guide on how to divorce a spouse that’s adversarial.
If you specialize in bankruptcy, you could offer a guide that shows people how to repair their credit after a bankruptcy.
What specific guide would be the most appealing to your target market?
Use Your Email Leads
Believe it or not, your email list is still the most valuable asset of your email marketing strategy. It allows you to keep in touch with clients and prospects who don’t regularly visit your website.
When you build a long-term relationship by providing valuable information and routine email updates, you’ll be at the forefront of your clients’ minds when they ultimately need your services.
You Need a Solid Digital Marketing Plan
Effective digital marketing is one of the biggest keys to your firm’s growth and success. The right plan for the rest of 2020 will get your moving in the right direction.
Plan, execute and stick with your plan to find the success you’re looking for this year.