Digital marketing is crucial to your law firm. It allows you to reach more clients globally with less budget, as opposed to traditional marketing methods. It’s an essential aspect of an overall marketing strategy if you want to spread the word about your legal services outside of your local area. Moreover, the majority of your clients will establish a relationship with you online before visiting your office. According to statistics, more than one out of every three people, looking for an attorney, will use the internet to find one before asking a friend or family member for a referral. And according to research , 65% of law firms spend most of their budget on online marketing. So, it’s not a surprise you want to become a better digital marketer in 2020. But what does it mean by “becoming a better digital marketer” ? We believe it’s about finding the best marketing strategies for your firm and utilizing all the powerful tools for promoting your business. In the following article, we will guide you to the most crucial aspects of digital marketing to successfully promote your firm in 2020.
If you want to become a better marketer and reach more clients, the first step to take is to create high-quality content. For digital marketing, it’s like building a foundation for a house; if there was no foundation, there would be nothing to hold a house above the ground.
High-quality content enables you to help and educate your clients, and more importantly, it allows you to build a relationship with them. By having authoritative and compelling content, you build the trustworthiness and reputation of your law firm. If you can deliver valuable content, then most likely, you can provide valuable services, too. By writing about different legal topics, you show your expertise and demonstrate knowledge in the field. According to statistics, 70% of consumers feel closer to a company as a result of content marketing . Besides, quality content is the key factor in any good SEO strategy. Improvements to content have been known to increase blog traffic by as much as 2,000%, according to search engine people .
Image Source: lyfemarketing.com
Search Engine Optimization (SEO)
Digital marketing without SEO is like a meatball without meat. SEO is probably the most crucial part of your overall digital marketing strategy. SEO allows you to optimize your website so that it can be discoverable by your clients. Although it does sound very straightforward and like an easy task to do, it is a bit more complicated. Firstly, we have to point out that most of your clients are going to land on your website from search engines. Nearly 93% of all web traffic comes through search engines, according to the statistics . But to appear in particular search results, you need to rank well in desired queries. This is where it gets tricky – what is the ranking, and how do we improve it? The ranking is the way search engines organize search results. Search engines use algorithms to sort webpages, and although relevance is among the primary factors for the order, Google algorithm has about 200 ranking factors .
“Search engine optimization (SEO) is often about making small modifications to parts of your website. When viewed individually, these changes might seem like incremental improvements, but when combined with other optimizations, they could have a noticeable impact on your site’s user experience and performance in organic search results.” – writes Google.
SEO is a powerful tool in marketing, and it helps your page get discoverable by your clients. If you, at this point, already have invested time, energy, and resources in creating a website, then you want your clients to land on your site. As we have already mentioned, content is the most crucial part of your marketing strategy. But to get your content in search results, for the beginning, you should perform keyword research and find out what are the main keywords you want to target. Keywords are words and phrases your clients are going to use to search for the content. Let’s say you are an immigration lawyer. The keywords you might target can be “ immigration lawyer,” “immigration lawyer near me,” or “how much does it cost to hire an immigration lawyer,” for instance. Keywords containing 1-2 words are called short-tail keywords. “Immigration lawyer” is a short-tail keyword. Keywords containing 3-5 words are called long-tail keywords. For example, “how much does it cost to hire an immigration lawyer” is a long-tail keyword. For the best outcome, you should be targeting both – short-tail and long-tail keywords. But short-tail and more generalized keywords tend to have higher competition. To check how many users search for a particular keyword, you can use this free tool .
Besides keywords, it’s crucial to improve the user experience on your website. This means optimized visuals, fast load times, and having a mobile-friendly website.
“You should build a website to benefit your users, and any optimization should be geared toward making the user experience better. One of those users is a search engine, which helps other users discover your content. Search Engine Optimization is about helping search engines understand and present content.” – Writes Google .
There are many different factors to keep in mind when talking about SEO, and different types of SEO to discuss. If we take steps directly on the website; like creating high-quality content, targeting desired keywords, creating a blog, improving user experience, increasing page load time, and optimizing content; it’s called On-Page SEO. If we take steps outside of the website and try to improve the site’s performance by the use of social media and acquiring backlinks, then it’s called Off-Page SEO. For the best results and the best marketing strategy, you should be utilizing all the ways to improve your webpage’s performance in search engines and improve user experience.
Visual Marketing is something you should really think of in terms of becoming a better marketer. People love visuals! Even science tells us that humans process visual data better.
“Visualization works from a human perspective because we respond to and process visual data better than any other type of data. In fact, the human brain processes images 60,000 times faster than text, and 90 percent of information transmitted to the brain is visual. Since we are visual by nature, we can use this skill to enhance data processing and organizational effectiveness.” – writes Thermopylae Sciences and Technology.
Because we process visuals so easily, it’s not a surprise that many people prefer visuals over text. Statistics show that 91% of people like visual content over written content. But that doesn’t mean you should give up on writing. You can incorporate visuals like pictures and graphics in your blog. Visuals increase the desire to read content by 80% . You don’t even need to be a graphic designer to create visuals for your blog. You can use free tools such as crello , canva , and befunky . They have templates that you can modify as desired.
But visuals are not limited to pictures and graphics. Videos are probably the most powerful tool in visual marketing. According to Poll Everywhere , p eople are 85% more likely to buy your product after watching a video about it. Videos are expected to keep their popularity in 2020 and to generate as much as 82% of online website traffic by 2022 . Videos are effective and engaging, and they also allow users to multitask. One excellent platform for sharing videos is YouTube. When you upload to YouTube, you can also embed the video to your blog. Besides, YouTube is the second-largest search engine after Google and the third most visited website worldwide after Facebook, so being present on YouTube is a great way to reach more clients.
One of the best ways to promote your legal services is through the use of social media. In 2018, 81% of lawyers surveyed indicated that they’ve personally used social media for professional purposes, while 77% reported that their firms were also present on social media. But what is so great about social media? It allows you to get your message about your legal services to your target audience. Being present on social media platforms also enables you to connect with your existing and potential clients, and start building relationships with them. Additionally, just like a blog, it is an additional space for you to demonstrate your expertise in the field. So why not?
“I’m a lawyer, which social media platforms should I use for my firm?”
There is no single correct answer to which platform is the best for your law firm.
In a survey in 2019, 42% of lawyers shared that their law firms maintained a Facebook presence. 37% of responding lawyers shared that they used Facebook for professional reasons, and 90% indicated that they participated on Facebook for personal, non-professional purposes. In the same survey, 46% of lawyers indicated that their law firms maintained a LinkedIn presence. 65% reported that they personally maintained a LinkedIn profile for professional purposes. Try to determine the platforms your clients use the most, and focus on these.
When you create posts on social media, a great deal of them should contain visuals. As we have already mentioned, visuals are taking over, especially when it comes to social media. And most of the time, videos are most likely to engage your audience. According to statistics , 500 million viewers watch 100 million hours of video content on Facebook daily. Now that you have a YouTube account, you can easily share your videos to your page. But the truth is that Facebook isn’t very friendly with YouTube videos. What it means is that you can still share a YouTube video on your timeline, but it will appear as a link with a tiny preview below it, and there will be no autoplay option for it. But when you upload a video directly to Facebook, the video will be displayed as a full image on the timeline and will autoplay on the news feed.
Social media is also an excellent place where you can share your blog articles, ask questions to your clients, post about your employees’ birthdays, post pictures from the office, or list events you attend. It’s also great to illustrate your posts with original graphics to stand out. Just remember to be creative. There are 3.5 billion users on social media, and there are a billion pieces of content shared daily on Facebook. So do your best to stand out with your posts and attract more clients.
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