Is Digital Marketing Worth it For Law Firms?
That depends on what type of law firm you are in and what is the specific context of that firm…
For example, personal injury lawyers looking for car accident cases probably won’t find much traction with Facebook ads because you can’t really filter ads (that I’m aware of) for “people who just got in a car accident.”
While, with SEO or Google ads, you can target people the moment they search for “car accident lawyer.”
What are the major different types of Lawyer Online Marketing Channels?
The following are the most common areas of focus for a firm’s online marketing efforts.
Many firms do all of these, but most pick and choose the ones they like the most or that they think are best for their specific law firm’s situation.
(1) Law Firm SEO
Search Engine Optimization is my favorite and, in many cases, will be the most profitable for a law firm.
This will be the most profitable because it is where the most is located and organic SEO tends to convert at high level when compared to most of the other options below.
Therefore, there is more traffic available with SEO and that traffic converts at a high level.
However, it is not perfect and isn’t optimal for all law firms, so you should consider your specific situation, needs, and target clients carefully before investing in SEO.
A significant factor here is whether or not you have localized SERPs for the phrases you want to rank for.
Other SEO factors that need to be considered: On Page, Off Page, Keywords
(2) Facebook Ads for Attorneys
There are some types of law that Facebook Ads can work well for due to the way in which Facebook tracks its users.
For example, a business lawyer can target business owners.
Also, A family law firm can target people divorced with children.
The downside here is that making FB ads is not just about the ads, you need a whole sales funnel built that goes well beyond the actual ad in order to get the most value out of FB ads.
(3) Social Media Marketing for Lawyers
While social media may not lead directly to new client acquisition, it can help increase awareness and brand authority.
Social media allows law firms to present an authentic voice to their target audiences.
Social media is an excellent tool for building a strong visual identity and building a memorable brand.
However, it is not the only component of Law Firm Digital Marketing.
(4) Web Design for Lawyers
Lawyers should have modern looking websites to look professional.
That doesn’t mean you need the best design ever, but it shouldn’t look dated or look like you slapped together a Wix site in 5 minutes.
Fortunately, getting a good looking web design has never been less expensive or easier, so I typically don’t recommend spending an arm and a leg here.
(5) Google Ads for Attorneys
There are a number of benefits to using Google ads marketing. The advertising platform offers the ability to tailor your campaign to your target market and the language you speak. However, it takes some trial and error to find the best way to promote your product or service.
Decide on your campaign goals. For example, if you want to sell t-shirts online, you should create campaigns to target specific keywords. These campaigns are known as “ad groups” and can include multiple ads, depending on your marketing objectives. You can also create a video ad campaign. These ads are a great way to reach more people and increase sales. The videos and animations available are especially powerful. You can even include them in a sales page and show them on YouTube.
Use the Quality Score to determine how effective your Google Ads are. Using this score will help you know how much you should spend on each campaign. For example, if one campaign is generating a higher ROI than others, you may want to spend more on that campaign. Conversely, if one of your campaigns is underperforming, you can cut its budget. Using this information, you can determine what changes you need to make to increase its performance.
Choose an affordable budget. With a $10,000 monthly budget, you can begin generating more sales quickly. However, the more money you invest, the higher the chances of getting your ad to the top of Google’s search results. Therefore, it is essential to hire a marketing agency that can scale your campaign easily to meet your needs. Just like any other marketing strategy, there are many things you need to consider when choosing a Google ads agency.
(6) Law Firm Content Marketing
If you are looking for ways to drive inbound traffic, content is key. Most content marketing strategies include a content strategy.
Content creation includes articles and blog posts. Content for your blog can discuss a current industry topic, position you as a thought leader, explain your products and attract potential customers. Content can be repurposed into social media posts, eBooks and other forms of content. In addition to blogging, you can also create a video to educate your audience about your product or service. An explainer video can also educate your audience by explaining how a product or service works, how it solves a problem, or how a business can solve a difficult problem.
Your content strategy must also be tailored to your audience’s specific needs. It should address the most popular questions that your audience is asking, as well as a broad range of interests. If you can’t determine your target audience, try generating content ideas for your company using a keyword or keyphrase research tool. Content personas are invaluable tools for identifying the topics your audience is most interested in. They will make it easier for you to create content for your audience.
(7) Video Marketing for Lawyers
Video marketing can integrate well into the other forms of marketing above — SEO, Social, Ads, etc.
But, also, it can stand on its own as a valuable marketing tool for law firms.
One thing is for certain with video: it is the most engaging form of content on the internet.
When someone can click and sit back and be entertained or informed, this is the path of least resistance for that user and, therefore, online users tend to interact more frequently and for longer periods with video…
…and Google notices this extra engagement and will reward your firm.
Google also owns YouTube and YouTube is the 2nd biggest search engine in the world, so don’t sleep on video no matter what type of law firm you have..
What Digital Marketing Channels Are Best for your Firm?
This depends heavily on what type of firm you have and what type of situation your firm is in.
I’m biased towards SEO. SEO is great for catching people at the moment of need.
SEO, when it works, can be extremely profitable, but it can also be wasteful if you’ve got a bad SEO plan or have hired an SEO firm who hasn’t kept up with the latest in law firm SEO.
Many potential clients only have a small window or a few small windows in their entire life where they need or want a lawyer. Personal injury cases usually fall in this category. Someone in a car accident may only look for a lawyer once or a few times for a few days. Also, criminal cases have specific windows to get clients.
Other types of clients could use a lawyer for much of their life. Business owners, divorced parents, and others have large windows where they could be targeted.
Not sure what’s best for your law firm?