Digital marketing can often be challenging for law firms. There are many options online and it can be tough trying to figure out the best digital marketing strategy that will show a great ROI for your law firm. And don’t be fooled, with all the tactics available in the online marketing world, strategy is still the one thing that will help you get great results.
Here are some law firm digital marketing strategies that get measurable results.
Law Firm Digital Marketing Strategy #1: Target Your Prospects And Educate Them
Every law firm wants to close prospects, that’s how you make money. But you need to understand that the Internet has changed the buying and selling process. It used to be that the seller had all the power because they had all of the information that the buyer needs to make a purchase decision. Now, with the Internet, the buyer doesn’t need you to do that research. So when you try to sell before they’re ready to buy, you lose them.
The good news is that there is a digital marketing strategy that will work for your law firm. You can target and educate your prospects. People who are searching for a law firm are unlikely to have experience with their problem that you can solve for them. So that makes this a perfect opportunity to educate your prospect with content around their problem and the solution.
By creating content that educates your prospect, you will also increase your law firm’s visibility in Google and other search engines. So this strategy really has multiple benefits.
A great way to get started with this law firm digital marketing strategy is to think about the questions that you often get asked by prospects or new clients. Likely, you get asked the same questions by most prospects. Make a list of these questions and use them as your basis for blog posts. You can use the question as the title of your blog post and then answer that question in the body of your post. You need to write about 600 words or more if you want a chance for the post to rank in Google. Also, make sure you have some sort of call to action in your post so that you can get that prospect into your lead generation funnel.
Law Firm Digital Marketing Strategy #2: Nurture Your Prospects Until They’re Ready To Buy
Another successful digital marketing strategy that really works for law firms is understanding when your prospects are ready to buy. You can do this by utilizing marketing automation.
Your law firm marketing plan can really ramp up efficiency by identifying when that prospect is ready to buy and is a fully qualified lead.
Setting up your marketing automation strategy to mirror the buyer’s journey is the best way to have your law firm’s prospects tell you when they are ready to buy. The three buyer’s journey stages are awareness, consideration, and decision.
In the awareness stage, you want to have content that helps your prospect and answers their questions. For the consideration stage, you can use testimonials or case studies. In the decision stage, your content can be around questions that prospects ask right before they hire your law firm. Often this content is about price.
If you need more information about marketing automation, take a look at this post we recently published.
Law Firm Digital Marketing Strategy #3: Test, Analyze And Adjust
Law firm digital marketing strategies, like any marketing strategies, are useless without testing, analyzing and adjusting.
Testing your digital marketing efforts is crucial for maximizing your results. For example, if you are running a facebook ads campaign there are multiple factors that you can test. You can test audiences that you are showing the ads to. Maybe your ads resonate more with women than men. You can also test ad images and ad copy. You may think you know which combinations will work best, but testing is the only way to find out for sure.
Analyzing your results regularly is also crucial to success with your law firm digital marketing strategies. Understanding what is working and not working allows you to maximize results so you must analyze all aspects of your law firm digital marketing strategies.
And finally, you must adjust based on the analysis of your results.
Follow these three strategies for results that will actually get you more business from your law firm’s digital marketing efforts.
If you have any questions or need help with your law firm digital marketing strategies reach out to us at Peak Inbound Marketing.