Here are a few things to focus your law firm marketing efforts on in 2018:
Smart Content: Content is a major factor in SEO. Continually add new content to your website, to your social media and to any congruent websites you can contribute to. Here are some additional details to consider for your content marketing plan:
- Identify your niche: how can you narrow your practice area focus?
- Find your voice: Are you more friendly, direct, or a legal bulldog?
- Experiment with style: try video, voice, images, infographics
- Outsource help: hire a content writer or ask your law firm co-workers for help
- Keywords, keywords, keywords: check the data to see what your target client is searching for and how people find your services.
Use Data: Context is key. Make sure that your content and website are optimized for the way people are searching and not the way you write or the way you think people are searching. Looking at Google AdWords, Search Console, and Related Searches are easy ways to figure out the terms people are actually using to find people in your law firm practice area.
- Learn about your website and related-search analytics to target your marketing efforts more accurately.
- Hire a digital marketing manager or company, if possible. You may not want to or may not have time to dedicate to digital marketing management.
Follow Through: Consistency is key when it comes to marketing efforts.
- Make a plan and act on it. Be realistic in your planning and think about how you can fit in both your legal work and writing or recording the content.
- Prioritize your clients, considering both the current and potential. Show up in person for your current clients and show up online for your potential clients.
- Act quickly on leads. If you are a solo, do one of two things: plan time in every single day that you will contact potential clients OR hire an answering service, like Ruby Receptionists. With leads, there are three essential things to do: be fast, be patient, and be thorough.
Incorporate Automation: This will allow you to plan and then monitor in advance, instead of spending time every day.
- Consider adding a chatbot on your website, to handle questions quickly.
- Look into marketing automation for social media or online advertising, such as Google Ads, Hubspot, or Hootsuite.
- Outsource your sales, if you aren’t skilled at closing appointments. Consider a call center, hire a receptionist service or even a part-time salesperson to spend the time booking appointments.
- Incorporate calendar management, to allow clients to sign up for consultations or appointments online, rather than calling. Calendly and Acuity are two common systems.
Social Media Marketing: Just try it! Social media can boost your efforts in all of these areas. Don’t forget to share posts and make connections with social media. This is where you can personalize your law firm and show potential clients who you are and what you care about.
- Social media also allows you to figure out where your clientele comes from and access that same category of similar people. Looking at data, where does that demographic go for social media? Facebook, Instagram, Pinterest, or LinkedIn?
- Try A/B testing, but make sure you use a big enough sample size and have patience with the process.
Customer Service on blast: Most importantly, provide stellar service. This will lead to positive reviews and word of mouth referrals, which both lead to clients.
- Prioritize the client relationship and engage with micro-moments – every second counts.
- Reviews matter more than we even knew, as 97% of consumers read online reviews for local businesses in 2017. It’s okay to ask for reviews, especially when you feel confident about the client’s experience.
- Keep your white hat on when creating an SEO strategy. Yes, you may jump through the search engine rankings if you throw your name into content farms, but will Google catch you in the long run if you keep pushing the limits? Probably. Google doesn’t like cheaters, and neither do your potential clients. Not to mention the possibility of getting suspended or disbarred over unethical marketing efforts.
Purpose-driven marketing: The why behind what you do.
- Do you have a story to your practice area?
- How is what you do meaningful to you?
- How are you giving back to the community, your family or an organization?
- Give a behind the scenes look at what you do, without compromising client information or ethical obligations.