A successful law firm starts with the right marketing.
With nearly all the billboards in the state of Louisiana taken up by portraits of Gordon McKernan and Bart Bernard, most firms have moved to the land of unlimited ad real estate–digital marketing.
Any law firm that’s looking to crank up their lead generation will need to start by nailing down exactly who is searching for them online, when and where they’re searching, how they interact with web content, and what their specific queries are.
This information is vital when it comes to digital marketing for law firms. When combined with the following 3 marketing methods, you’re bound to generate copious leads in no time.
1. Running pay per click (PPC) ads
Pay per click ads, also known as “PPC” ads, are exactly what they sound like: ads that you pay for every time someone clicks on them. This method can be slightly more expensive compared to other types of advertising, but you will see results a lot faster while obtaining a ton of useful data on your ideal client and how they’re searching for you.
In a highly competitive market like the legal industry, being displayed at the top of Google’s search results makes all the difference when it comes to lead generation. With Google search ads, you can literally pay to be at the top of the search results when someone is looking for your services.
This, in combination with the proper search engine optimization, will help you crush your competitors in Google.
2. Content marketing and search engine optimization (SEO)
We can almost guarantee that if you’re not on Google, your firm will be undiscoverable. If your potential client is googling “Louisiana DUI lawyer,” you’ll absolutely want your firm to show up in the first few search results. Thanks to PPC, search engine optimization, and content marketing, this is possible.
Given the nature of the industry, SEO is the main source of organic traffic for law firms. While this method can take up to a few weeks to show results, it is essential for sustainable growth.
There are several facets to SEO, but the foundation of any SEO strategy is keyword research–the process of analyzing which keywords your target audience uses to search for you. Fortunately, there are free tools available to help you figure out which keywords you should be trying to rank for.
Content marketing and SEO go hand-in-hand. Once you’ve created your list of keywords, it’s time to incorporate them into your website. Strategically sprinkling them throughout your site content will increase your chances of ranking for them in Google.
Prospective clients aren’t always looking for law firm service pages, however. Oftentimes, they’re searching for answers to their questions, and this is where content marketing really comes into play.
For example, someone googling “what are the grounds for divorce” isn’t going to be interested in your About Us page. They’re going to want to read an article that answers their question. By posting helpful, SEO-focused content like this, you’ll increase relevant traffic to your website as well as your Google ranking. Content is king!
3. Creating a social media presence
While most lawyers are familiar with social media, it’s still an area of marketing that most firms don’t take full advantage of.
From Twitter and LinkedIn, to Facebook and Instagram, the options are endless–but not all social media platforms are created equal. Finding out which one your ideal client is hanging out on will be crucial to helping you engage with them online.
Your target audience is likely not searching for you while they’re scrolling through Facebook. But by posting the right content and creating paid posts that target your ideal demographics, you can gain more followers and stay at the forefront of their mind when they one day do need an attorney.
It is also important to note that silly random memes and political opinions should be saved for your personal account only. Your company page should only post helpful information that your target audience may be interested in. For example, consider sharing a blog post detailing what to look for in an attorney–that would be perfect for your target audience!
Digital marketing for law firms doesn’t have to be so hard. When you schedule a free 45-minute strategy session with Bizzuka, we can help you discover the holes in your current lead generation strategy and how to fix them. Check out our blog for more tips on marketing and SEO.