A decade ago, the legal industry became over-saturated, and even now, in 2018, many of the law firms are still feeling it, which has a negative effect on partners. For one, it has become harder for lawyers to get ideal clients and secondly, there’s tough competition when it comes to acquiring the best, new talent.
It is no wonder then that most law firms are searching for more effective ways to land new clients and get the best recruits out there. Having an impactful digital marketing strategy for your law firm can help you achieve both goals.
When you market your law practice successfully, you are making yourself visible to new clients, and you are providing them with an opportunity to reach out and hire you. Other law firms also recognize the need for digital marketing, so you need to be able to outperform and outrank them. Here are five marketing trends that can help you catch the interest of new clients and talents:
Make Yours the Go-To Website for Clients and Talents
Years ago, people turned to the Yellow Pages when they were in need of something or if they were looking for a local business. Now, about 93% of consumers simply go online to perform the same searches. This is why your law firm's website is your number one asset – at least when it comes to digital marketing. It all starts and finishes with your website. If you want to attract and convert clients and find new talent, your website shouldn't merely exist. It has to be excellent: easy to find, appealing, mobile-friendly, speedy, and authoritative.
Have Content Marketing and SEO Strategies for Lawyers in Place
Search Engine Optimization (SEO) is the key to making your website rank on the first page of search engine results page when people search for keywords related to your industry. If you want to be seen, your law firm's website needs to land on Google's first page, as over 55% of all clicks go to the top three organic search results.
Don't forget about the importance of content marketing either! Remember that what your website is presenting – be it in text or images – contributes to a person's decision to contact you, or not. So ask yourself, do I have a blog? Is it easy to read, informative, and entertaining? Is my content powerful enough to encourage possible recruits and prospective clients to take action?
Expand the Reach of Your Online Footprint
As you may know, you do not have to fight battles only on your home turf. There’s an incentive to claim online real estate outside of your website as well. Step one, you need a Facebook page. The reason is that 95% of millennials expect brands to be present on Facebook. And it's not just them. About 87% of those who fall under the Generation X category and even 70% of people between the ages of 45 and 60 believe that brands should have a Facebook page. In a big way, being on Facebook humanizes you, and gives people a quick look at what goes on in your law firm. Remember that to many people, lawyers can be stuffy and inaccessible. You can prove them wrong by posting about other activities that you do like charities, sports events, and more. A great digital marketing team can help you determine the right social media platform for your law firm.
Do Not Discount the Power of Email Marketing for Lawyers
It’s been said that everyone has to use legal services at least twice in their lifetime. That means when you take on a client, you also have an opportunity to build loyalty and become their lawyer or their brother's lawyer, or their daughter's lawyer, or even their colleague's lawyer potentially for life. One good way to connect with clients is through email marketing. Since 92% of adults use email on a regular basis, it is an effective way to stay relevant to your prospects.
These are just some ways you can market your law firm online. Of course, there are other excellent strategies that your law practice can utilize. But the one thing that you should certainly consider is to get a reputable digital marketing agency that recognizes and meets your needs. Danger Dynamite can do that and more for you. Give us a call and find out why choosing us is the best decision for your law firm.
No one can deny that content marketing plays a huge role in the success of businesses these days. Together with social media, it can greatly help you achieve your business goals. Not only is content marketing among the biggest changes we've seen in how brands market themselves, but it has also altered the way consumers respond and interact with a company.
But just because content marketing has been around for a while now, it doesn't mean that everybody has it figured out. In fact, there are some mistakes that many business owners and some marketers commit over and over again and how you can fix them:
Sales Pitches That are Too "Loud"
We get it. You want your content to drive conversions. But the thing is, if your sales pitch dominates the actual content, it can be distracting and can make your content unshareable. Your audience will look elsewhere for more useful and less self-promotional content. Remember to provide your audience with value first. If your content is solid, a hard sales pitch won't be necessary. It's best to let your audience come to the conclusion on their own that you can provide them with the solution they need.
If your article is lengthy and has multiple sections, splitting content into a number of pages may be helpful. However, if the split is pointless and you just slice content into pages that aren't really necessary or useful to your readers, it can feel like clickbait and push your audience to leave your site. This reflects poorly on you. Make sure that you use pagination with care and avoid it unless it's really necessary.
So you have interesting information that you want to share. The question is - does it belong on your website? If the topic has nothing to do with your website or your industry, that can be quite confusing to your visitors. And even if this particular content attracts traffic, it is unlikely to lead to conversions. Avoid posting irrelevant content. Instead, focus on content that fits your industry perfectly.
If you listen to music or watch videos while browsing other websites, you know how irritating it is when a video suddenly plays somewhere and can’t be located immediately. When your website has hidden autoplay ads, you can expect a higher bounce rate. Even if someone checking your site is there for the content, these ads can easily annoy them, potentially costing you a prospective client.
Ineffective Site Formatting
Don't forget that when a guest visits your website, the first thing that he or she will notice will be the way your site looks. Even if you have really good content, that won’t matter when your guest leaves because your site is ugly or appears "spammy". The same goes for how you format videos, texts, and images. If the quality is lacking, it can make your site look unprofessional and users will deem it as such. Your website should also be mobile-friendly as the majority of users go online using their smartphones.
If your content is not working the way you expect it to, ask yourself if you are guilty of any of the above-mentioned mistakes. Take time to reevaluate your content and make sure that every single piece you post has value. If you believe you need help with your content, do not hesitate to reach out to the professionals. Danger Dynamite's team is ready to create awesome content and make sure that it helps you achieve your business goals.