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Legal Marketing Strategies for the Modern Law Firm

Marketing your law firm in 2018 can feel like a challenge. Should you strive for local advertising only or broaden your horizons and build a bigger brand online? The goal for new law firms shouldn’t be solely in attracting new clientele.

Instead, your primary goal should be developing a valuable brand that targets the right demographics to ensure your work is noticed by those close enough to benefit from your services.

Here are five ways you can strengthen your law firm’s online presence and take advantage of the plethora of digital marketing tools available to you today.

Start Using Google SEO

Managing a website without any analytics is a futile effort. Without any insight into your content’s engagement, you aren’t able to refine your strategy and give your site’s visitors what they’re looking for.

Google Analytics is not only free to use, but there is also free training and certification available to ensure your firm is always on top of its game.
Focus on UX Design

Accessibility and relevancy are essential when it comes to showcasing your firm’s specialties online. You want to make sure that your site’s design is optimized for user experience.

Your visitors shouldn’t have to think about where to look next on your site. Instead, you should have a clean layout and design that guides your visitors throughout your site and makes it easy to find what they’re looking for with a defined menu and page titles, headers and more.

Invest in a Content Writer

You don’t need to update a blog every day, but you should hire a talented writer to develop a content strategy for your site that can be shared on LinkedIn and across social media. Nowadays, people turn to Google on their phones for answers before anything else. SEO-optimized legal content will help your site rank higher in search results and connect you with the right clients.

Create a Marketing Budget

Every market is over-saturated, so you have to pay if you want to get noticed. Great content is the backbone of any good marketing strategy, but email marketing, PPC (pay-per-click) campaigns and sponsored ads on Google will allow you to get noticed and increase engagement.

Utilize Social Media

Did you know that 95 percent of millennials expect a brand to have a social media presence? Most people will research your firm before doing business with you, so it’s vital that you have a valid and active presence on major social media channels.

Incorporate a Live-Chat Feature

Online chat features enable clients to get in touch with your firm right away. Rather than filling out a form and hoping to hear back via email, chatbots or live-chat agents allow potential customers to get answers to essential questions, schedule consultations and connect with your brand right from the web.

In Conclusion

Marketing your law firm in 2018 requires utilizing both paid advertising and digital channels. Your website shouldn’t just look good — it has to showcase your content and guide your visitors on a journey that will help them connect with you without having to think about it.

By working with a digital marketing firm or skilled freelancer, you can develop a legal content strategy that puts your firm’s unique attributes and greatest strengths at the forefront of your marketing strategy.

Going Beyond The Familiar: Why Even Small Town Dentists And Lawyers Can Benefit From Marketing

In the experience we’ve had with marketing for companies around the country, it can be noted that while businesses in large cities are eager to use marketing to get themselves out there, businesses in small towns are usually hesitant to invest in marketing because they feel it’s not a necessary expense. After all, why spend on marketing when there’s no competition?

The truth is, however, that marketing can be used by dentists and law offices in towns of any size regardless of whether competition exists or not. Here’s why:

Breaking New Ground

With the shifting economy, you can expect people to come and go. A marketing presence ensures that new people will know about the services you offer even if they’re new in town. It’s also important to remember that not everyone may have had need of your services before. A social media presence will make sure that when they do, they know how to find you.

You’re Competing With The Internet Now, Too

While dentistry doesn’t have much to worry about from Internet competition, there are a lot of online legal services being offered. This means that even small-town law firms with no physical competition now have to worry about online competitors. Marketing is a good way to make sure that your town knows that you’re available and capable of matching the price and services of your online competition.

Preparing for the Future

Towns grow. It’s inevitable. This is why relying on the fact that you’re the only dentist or law office in your town isn’t a good idea. Making sure that your business is clearly visible through marketing is a good way to make sure that even if new competition comes in, your business is clearly visible and not going to be overwhelmed by the presence of a new competitor.

Back To Basics: Basic Marketing Techniques You Can Use At Any Level

Marketing can seem daunting to a lot of people. Often times, you’ll see a lot of marketing professionals throw around terms like “content marketing” (a bit of a misnomer given that all marketing is content marketing) and other terms that make it seem more complicated than it actually is.

That’s not to say that marketing doesn’t have its complications and challenges. Despite all the challenges however, there are some basic techniques that all marketing teams can use for their businesses, regardless of how big or how small they are.

Use Social Media

Social media is so prevalent now that can easily forget that it functions as far more than a platform for sharing family pics, cat videos, and unsolicited advice. Social media is a great tool for reaching audiences of all age brackets, which is essential for dentist’s offices.

For law offices, having a high social media presence makes you a lot easier to reach, and for a much lower price compared to getting ad space in a phone directory. It also helps you filter out people making inquiries for frivolous things rather than people who are serious about getting legal help.

Don’t Overreach

Knowing your limits is very important, especially for smaller businesses. Knowing which marketing avenues are relevant to your profession is important as well. For example in a small town, spending a lot of money on a billboard would be overkill and unnecessary, especially if you had little to no competition. Knowing how wide you need your reach to be will save you a lot of money.

Know Your Target Audience

Knowing your audience can make all the difference between getting new clients and scaring them away. For example, a dentist’s office that focuses on children’s dental hygiene would focus on attracting parents while presenting an image that kids would find non-threatening.

Building Your Image: How To Get People To See What You Want Them To

One of the biggest problems that lawyers and dentists share is the mostly negative perception that people have of the two professions. This is why personal image is very important when building your brand. That’s where marketing works for you; marketing is the primary tool businesses use to show people the image that the business wants to present. Here’s how you can build the image you want people to see:

Active And Updated Social Media

One way you get people to know you is via interaction. Obviously, not everybody has the time or inclination to visit your office just to get to know you. Here’s where social media can work for you. A social media page is usually the first point of contact between a business and people who are interested in availing of their services.

A social media page lets you control what you show your potential clients. If you’ll be attending or hosting a booth at a convention or if your office has any important announcements to make, a social media page is more likely to be seen than an email or flyer, both of which are more likely to end up in the trash rather than in your clients’ memories.

Decide On An Image And Stick To It

Few things are more confusing to potential customers than a company who can’t maintain a consistent image. An inconsistent public image makes it hard for customers to get a proper feel if you’re the type of business they want to trust their dental or legal needs to. Maintaining a consistent image is essential in gaining the confidence of potential customers.

Know When To Change Your Image

While it may seem like the complete opposite of the previous entry, it’s actually more of a compromise; given how the world is constantly changing with values being re-evaluated on an almost monthly, knowing when to change your image to reflect your stance on those topics. Why would you want to show your stance on these topics? Because it reflects the image you want to show.

Alternatively, knowing when not to change is essential. There are some topics that businesses are better off not taking a public stance on. Knowing when not to let your personal feelings influence the public image you’re cultivating is can help show your business professionalism.