Certainly by now we can all agree that the Internet has transformed the legal industry, from how you market your law firm to how legal services are delivered. Still, for many lawyers, the Internet is a confusing place with so many options that can either make you or break you. So let me help simplify things for you. Here are five online marketing strategies that are gold when it comes to delivering leads and boosting your brand:
Narrow your choices. Unless you have an unlimited marketing budget, you can’t do it all — SEO, social media, pay-per-click, content marketing, email marketing, etc. If you throw a little bit at everything — the shotgun approach — you are wasting your money. Instead, focus on two things: (1) where your potential clients are, and (2) what you can measure. You have to be able to measure your success (or failure) to discover what works for your area of practice and to be able to build on the successes.
Use Facebook ads. There are 1.4 billion monthly Facebook users and half of those log in every day. One of the most powerful features of Facebook is ad targeting, the ability to layer targeting options on top of one another to create a highly specific audience. This enables you to target locally and get your ads in front of people who need your services now. Facebook ads are low-cost, so you can experiment to see what resonates with your potential clients and then repeat what works.
Capture leads with what you know. There is a vast amount of basic information you know that prospects want. And there are a number of tools available for you to disseminate this information to them, including blogs, eBooks and free reports. Offer these in exchange for contact information as added value and the leads will follow.
Think mobile. If your law firm website is not already optimized for mobile, make that happen fast. Mobile-friendly sites perform better in search results and also provide a better user experience for prospects.
Automate your lead conversion. A comprehensive law firm marketing program that embraces multiple marketing tools – SEO, PPC, ads, email marketing, social media, blogs, etc. – means leads come in from many different sources. If you don’t have an automated way to deal with them, leads will slip through the cracks and all that hard work and financial investment will be for nothing. Small law firms lose tens to hundreds of thousands of dollars every year because they aren’t tracking their leads and quickly following up with them. Mid-sized law firms are losing millions. Lost leads also hurt your reputation with your referral sources if they supplied the referral and your team doesn’t follow through on the lead.