With the Internet becoming a popular medium through which businesses reach out to their prospective clients, it is important that you also update your legal marketing strategies so you don’t miss out on the opportunities that online promotion presents. If you have yet to explore digital media, the year 2015 is a good place to start.
Opportunities Offered Online
Marketing a law firm online requires having a website to serve as a home base. Your home page is where your digital presence takes root, so make sure that it represents your group appropriately.
According to a study conducted by Hinge Research Institute, 77% of professional practices generate leads online. This means that aside from establishing your presence on the World Wide Web, you should also monitor your online reputation and make an effort to produce more positive feedback.
A separate study by the U.S. legal marketing consultancy firm Alyn-Weiss & Associates, Inc. shows a trend toward increasing investments in legal marketing, particularly online. The study notes that while traditional word-of-mouth marketing techniques, such as community service, seminars, etc., still work, many law firms are getting introduced to new clients through online sources, and vetted through online reviews.
Providing relevant content also drive targeted clients to your site. Since Google prioritizes content over keywords, your site will have a greater chance of appearing on top of search result pages with detailed content.
Online legal marketing also converts faster than other marketing approaches. There are many ways to engage with your site visitors, like offering free downloadable content in exchange for their contact details. Content has to be relevant to the clients’ interests, while subtly highlighting how your firm’s services may be useful to them.
Automated newsletters could be sent regularly to your contact list or subscribers. This ensures that your leads and clients stay updated with what’s new about your company, while providing them with fresh information on topics that are of interest to them.
Aside from your website and other forms of content, a presence on various social media like Google+, Twitter, and Facebook can also go a long way. Most people spend around 15 minutes every hour on social media. This presents an opportunity to engage with a good number of potential clients on a more personal level. Absence in social media may not only cause you lost opportunities, but could also cast you as a throwback firm that has yet to keep up with the times.
Undoubtedly, online marketing can get complicated and time-consuming, particularly for someone whose expertise is somewhere else. So as not to get left behind by the new wave on legal marketing, seek the help of professional internet marketers like Sonic Response.
6 Predictions for Law Firm Marketing 2015, Lexis Nexis