Five Internet Marketing Strategies for Law Firms
Lawyers who don’t stay up to date on legal developments in their specialties won’t be successful for very long.
When marketing themselves, legal firms can also miss the boat if they don’t stay atop the latest Internet marketing practices. To make your best case to your target market, you should give careful consideration to the following five areas:
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Find the Right Words
Search engine optimization is the science, and sometimes art, of fine-tuning your web presence so that you up your search rankings, making it more likely that potential clients will find you online. Part of SEO is using the right keywords to get picked up in searches, especially in Google. But just choosing the keywords yourself (let alone applying them) can lead to disappointing results. Search algorithms and the keywords waving to be notied are constantly evolving. You need a professional SEO service to develop an effective keyword strategy that will yield strong organic results.
- Pay to Play
Google makes its money on paid searches. So in conjunction with your improved organic searches, it helps to have a pay-per-click ad campaign that will guarantee results. You need to develop a strategy that takes into account such things as how much you are willing to pay to achieve a certain ad position, what kind of daily limit you have on click-through spending, and the duration and frequency of campaigns.
- Make Yourself Accountable
As a lawyer you wouldn’t get business if you didn’t achieve measurable results. You might spend tens of thousands of dollars on regular public relations and traditional advertising campaigns, but do you have any way to reliably measure how much bang you get for your buck? Your digital marketing initiatives can have metrics (including Google analytics) that let you measure in detail how well each one works (from blog posts to PPC campaigns), allowing you to fine-tune your efforts on the fly.
- Be Known for the Character of Your Content
A major part of getting noticed in searches is having a constant stream of quality content that people will read and link to. Content marketing is a must these days, not a fad. Content can include optimized blog posts, infographics, e-books, whitepapers, podcasts and more. Also consider incorporating video into your content. The enormous popularity of sites like YouTube make videos on your site especially attractive to search engines.
- Always be Social
Being social doesn’t mean having cocktails with clients and colleagues after hours (though it can be this too). Each of the social media – including LinkedIn, Twitter and Facebook – have different audiences and uses, and you need to learn to employ each one effectively. They also provide great channels to share the content you’re developing (see above). The buzz caused by your social media strategy can play into and enhance your overall SEO strategy.