Every business type requires a special marketing plan that is specific to its target audience. Trying to decide between the different tactics you could implement into your marketing plan takes hours of planning and researching. You have to take into account your competitors, your customer’s needs, and the location of your business. When it comes to marketing for law firms and attorneys, your biggest interest will likely be drawing in new clients. Because of the lack of repeat business, you need to make sure you are well-known and your current customers have stellar experiences. Our team of professionals at Social Eyes Marketing has created a guide to marketing for law firms and attorneys. Check it out!
Search Engine Optimization
Search engine optimization, or SEO for short, is a process that increases the visibility of your website. Improving your SEO is a long-term strategy that entails engineering your website content in a way that Google “approves of or likes.” Not only does this increase the quantity of traffic but also the quality. Over 70% of customers will only click on the links that appear on the first page of Google based on their search.
This means when a potential client searches for “attorneys near me,” you want your website to be among the top businesses that come up. There are many different ways that you can attempt to improve your SEO, but some may work better than others based on your type of business. Using keyword-heavy, relevant content is great for targeting your intended audience.
Demonstrate Credibility
It should be instilled in all of your clients that you are trusted, hardworking, and people believe in you to fight for them. It may be easy for you to market your credibility in person when a client meets you, but online marketing involves a few different tactics. Having proof of awards and case studies on your website is great content as well as demonstrating your expertise and successful cases. Placing past client testimonials on all of your platforms will show other’s honest opinions of you and help shape your image and work ethic. It’s also important to write in a style that will resonate with how they are feeling in the moment to make them feel like you truly understand what they are going through.
Retargeting Ads
Using remarketing ads is not for every law firm, however, this can be a very successful marketing tactic if you are in the right category. For example, if you are a divorce attorney then remarketing ads may not be the right niche for you. If you are an attorney whose focus involves using the same client multiple times, remarketing ads could ensure you have clients frequently coming back to you. Some clients need to see your ads multiple times before they feel like they understand your message and almost have a sense of who you are before they are ready to contact you. If you think remarketing could be successful for your firm, here are some effective ways to create remarketing ads!
Think Locally
If you are producing content that is too general, then your target audience is not going to be successful at finding your business. Ultimately, you need to target local audiences to increase your business. When writing content, you should be specific with the location of your firm. Instead of saying “located in Idaho”, indicate that you’re in Boise, Twin Falls, etc. When a potential client Googles what service they need and add the city they’re in, you are much more likely to appear on their front page.
Use Directories
Legal directories are used to boost your business, help find new clients, and help you stand out from your competition. While there are general directories like Yellow Pages or the Better Business Bureau, using attorney-specific directories are much more beneficial. Rather than presenting as a traditional directory listing, there will also be citations that will boost your SEO. Like mentioned earlier, improved search engine optimization will increase website traffic and generate new clients. Not all directories are created equal, here is a list of the best legal directories.
Google Paid Search
While Google Ads can be a very challenging marketing tactic to master, it is highly successful. If a potential client searches a keyword that is related to your business, your advertisement will appear at the top of the page. This is a win-win situation because Google makes money from the ad you paid for and you have a new highly targeted potential client that you now know is in the market for an attorney. If you are not familiar with how to use Google Ads, it is recommended to hire a professional to avoid overspending.
Video Marketing
Implementing videos into your website and other online platforms is the perfect way to introduce yourself and make content that is easy to understand. Your client likely has no experience with the legal environment as a whole and that is why they are searching for help. Filming videos can show them that you are easy to communicate with and won’t use terms that go over their head so they will feel more comfortable. From informational to testimonial videos, this will help create a strong brand for your firm. High-quality videos will make you appear more experienced and put together which will further reassure that you are the right attorney for them. If you are looking for a professional video production service, click here!
Positive Word Of Mouth
If a client has a bad experience with your law firm, they may not be shy about letting others know. This means it is crucial to ensure that you do everything in your power to create good interactions with past, present, and future clients. If they have a good experience and you worked hard to do all you could, even if it wasn’t the outcome they hoped for, they will not be able to talk negatively about your firm. If they had a great experience they’ll spread the word to any friends, family, or coworkers who are experiencing the same situation they did. This is free advertising that will heavily pay off in the long run!
Don’t let the marketing plan for your law firm fall through the cracks. It may not seem important now but marketing significantly increases recurring business, website traffic, and bringing in new clients. If you are looking for help with search engine optimization, Google Ads, or a complete marketing campaign, contact our professional team at Social Eyes Marketing today!
