The Internet has changed the legal industry, from how law firms market themselves and how they deliver their legal services. In the current age, many lawyers still find the internet a confusing place, with a lot of options that may be a make or break.
Stephen Fairley from The Rainmaker Institute has listed the top online marketing strategies to help simplify things for people who are still finding their way through the Internet.
Unless one has unlimited marketing budget, do not do it all – social media, pay per click, email marketing, SEO, content marketing, etc. Instead, focus only on a couple of things: (1) where potential clients are, and (2) results than can be measured. Success or failure should be measurable to be able to know what works and be able to develop on the successes.
Using Facebook ads
Facebook has 1.4 billion users monthly, and half of those users log in daily. One of the best features of Facebook is its ad targeting, the capability to layer target options to create a highly distinct audience. This allows targeting locally and putting ads in front of people that might need the services. Facebook ads do not cost much, so people can experiment and see what relates with prospective clients and repeat what works.
Capturing leads using information
There are a great number of essential information that prospects might want. Likewise, there are a variety of tools available to spread that information to them, such as e-books, blogs and free reports. Offer those and in exchange, have them sign up or get their contact information. Eventually, the leads are going to follow.
Law firms that do not have a mobile optimized website should make it adapt fast. Mobile-friendly websites perform better and also provide better user experience for prospective clients.
Automating lead conversion
A thorough marketing program makes use of multiple marketing strategies, such as SEO, ads, PPC, email marketing, blogs, social media, and so on. This means the leads come from various sources. Law firms should have automated ways to deal with those leads, or they might slip through, with all those financial investments and hard ending up as nothing.