1. Target Audience: Who are you marketing to?
Understanding who your target audience is will help you create valuable content your prospective clients will actually want to engage with.
Have them in mind whenever you’re writing a blog post, email, or updating your website.
2. Is your website search engine optimized?
If you create a law firm website to market your firm, but no one finds it when they search online, will potential clients ever be aware of you?
You do this by having quality content. Search engines like Google and the people who use them are looking for something they need, so make sure it’s you and your website! You’ll also want to make sure your content is targeting “Keywords”.
3. Content Marketing
Content marketing is a great way to build your brand and authority by creating blogs, webinars, infographics, newsletters, and social media posts.
You can use content to show off your expertise in a given area. If you can provide helpful answers to general questions potential clients might have, you’ll build trust and confidence with them. Demonstrating that you’re an authority in a particular area makes it more likely that they’ll eventually hire you.
4. Do You Have a Social Media Presence
To attract new clients through online advertising, you’ve got to go where they are. In the digital age, this means social media. There are plenty of social networks to choose from, so you’ll need to figure out which social media platforms are the best for your law firm and practice area. With some thoughtful investment, social media advertising can significantly impact your law firm’s growth.
5. Measure your law firm marketing efforts
No matter how you decide to market your law firm, it’s important to measure the return on investment of your efforts. Without measurement, you’ll have no idea which campaigns are bringing in new business—and which are failing. Identifying which marketing tactic isn’t performing well will help your marketing strategy succeed, enabling you to stop investing in the methods that don’t work and invest more on those that do.
Maybe you want to build a new website to help bring in more clients. Or maybe you’ve built up a lot of goodwill over the years and are getting many positive reviews from past clients. There’s only one way to find out—look at the numbers.
Start by asking clients how they heard about you. While this is a pretty low-tech method that yields only anecdotal results, it’s a good place to start. But you’ll need to do more in-depth analysis to truly know how your marketing is working.
The best way to track your law firm digital marketing efforts is by implementing website tracking. The free version of Google Analytics—an analytics tool that helps website owners get insights into traffic to their sites—is a good solution for most law firms.
Google Analytics will help you identify useful metrics, such as which website people visited before they came to your site (also called a “referring domain”), how long a given visitor stayed on your site, and of course, the number of visitors to your site.