With digital marketing, it’s easy to miss the forest for the trees, which is why it’s important to step back every once and a while and simplify you law firm’s digital marketing efforts.
For starters, are your marketing efforts generating enough monthly leads? Are the leads you’re generating relevant to your brand?
A 2016 report by Ascend2 titled “2016 State Of Lead Generation,” (1) found that 41 percent of marketing decision makers considered “Increasing the quantity of leads” to be their most important goal, 50 percent said “Acquiring new customers” was most important, and 71 percent prioritized “Improving quality of leads.”
So clearly, leads are important. But how does your law firm go about generating them? Any marketer worth his salt knows the different variables needed to sell your brand on the Internet. These include, among many others:
- Sound web design
- Search engine optimization
- Social media marketing
- Content marketing
- Local marketing
- Mobile marketing
Where many small businesses go wrong is that they tend to make things complicated than they should be, and much of it has to do with not having enough information about each variable and strategy.
In this guide, we go back to the basics, to areas you should focus your digital marketing efforts on to ensure your campaign fires on all cylinders.
1. An Outstanding Website
Every lead generation strategy begins and ends with your law firm’s website, so it makes perfect sense to do everything you can to make this process happen as smoothly as possible.
Treating your website as the focal point of your digital marketing efforts sounds simple enough, but you’d be surprised just how many businesses don’t even have a great website, much less one that’s optimized for mobile.
Mobile is fast becoming the first touch point between brands and customers, a trend that ignited the mobile-first design philosophy.
According to Ben Gremillion of UXPin (2), “The mobile-first approach is a tenet of progressive enhancement. It is the ideology that mobile design, as the hardest, should be done first. Once the mobile design questions are answered, designing for other devices will be easier.”
A mobile-first design makes your website leaner and faster, taking out extraneous elements to enhance ease of navigation, speed, and responsiveness.
You’re probably wondering: “Why mobile?” This brings us to our next point.
2. Mobile Users
A decade ago, this statement would have generated skepticism, but the data now proves it true.
According to StatCounter (3), “Internet usage by mobile and tablet devices exceeded desktop worldwide for the first time in October.”
“Mobile and tablet devices accounted for 51.3% of internet usage worldwide in October compared to 48.7% by desktop,” the report adds.
In terms of SEO, a mobile-first design also gives your website better rankings, with Google prioritizing mobile-optimized sites, especially those made with the Accelerated Mobile Pages (AMP) architecture. And because a mobile-optimized website is faster, it gets another boost in rankings due to Google treating page speed as a key ranking signal.
3. Killer Website Content
“Content is king,” is fast become a tired marketing platitude, but it’s not something you can deny either.
Today’s consumers and Internet users are more discerning about where they go for information about their questions and concerns. When it comes to brands, they don’t just look for a company that can sell them product X, they also want to be educated and build a relationship with them.
This is where a content strategy comes in. Content is what draws in your law firm’s target audience, educates them, nurtures them into becoming leads, and ultimately, converts them into customers/clients. It unifies your brand messaging, ensuring everything you say or write is aligned with your business goals.
Creating great content doesn’t have to complicated. The first step is finding ways to answer your audience’s questions, providing accurate and insightful answers to their most probably queries.
4. Be Social
More and more law firms are now getting into social media, which is certainly a good sign that they understand its importance. The only problem is that many of these firms simply use social media as a platform to broadcast promotional materials, thereby completely missing the point of social media as a platform.
Social media is where you get social. Your audience expects you to interact with them, so be sure to engage them by answering their questions, posting content that speaks to their pain points, and giving them more of what they like.
Social media listening is one of the best things you can do on your social media platforms, whether it’s Facebook, LinkedIn, or Twitter. By talking to and listening to your users, you can find a wealth of information about what products/services they like and how best to reach out to them.
Digital marketing need not be complicated and expensive. If you focus on the basics first, your law firm can stand out from the crowd by becoming more appealing and trustworthy in the eyes of your potential customers. Focus on creating a great website, putting your mobile users first, creating great content, and being social on social media.
Need help with your law firm’s digital marketing campaign? Make sure you approach someone with marketing experience in the legal services industry.
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