Did you know that over 1/3 of potential clients start their search for an attorney online? The problem is if you’re not leveraging a tactful digital marketing strategy in your firm’s favor these clients simply won’t be able to find you.
Many law firms actually still prefer to spend the majority of their marketing budget on traditional marketing strategies such as billboards and bench ads. There are a few reasons for this, one of which is that the majority of law firms typically have more experienced lawyers at the head of operations. While age often brings success and knowledge to any business, especially in the field of law, it can also bring unintentionally antiquated marketing practices in a time when online campaigns are quickly becoming the dominant marketing strategies. Adding to the issue of many seasoned lawyers being unfamiliar or uncomfortable with digital marketing strategies, a myth seems to loom around digital marketing and how it pertains to law firms. There is the false belief within some firms that because of the nature of the business of law, digital marketing strategies will not be as effective as traditional marketing. For example, many accident attorneys will funnel their marketing budget into billboards to line the highways in hopes that someone who has recently been in an accident will see their advertisement and contact their law firm. Many divorce lawyers will pay to have their likenesses painted across city benches in the hopes that some troubled person will become familiar with it on their daily commute. The logic behind this reasoning has been sound for years; people in the situations that require lawyers usually require them urgently, and their ads being at the right place at the right time will generate new clients. However, while it is a fact that over 80% of Americans now have smartphones, smartphone owners are much more likely to search for businesses and services on their phones, especially when they are in immediate or urgent need, than to call a number on a billboard.
A successful digital marketing strategy for a law office arises from a well thought out and well managed plan that is set in place before a marketing campaign is launched. Some important factors for your law firm to think about before launching a marketing campaign include:
Like any ad campaign, a digital marketing campaign is going to cost money. Having a fair budget set to the side before launching your digital campaign is not only smart, but essential to ensure that your marketing campaign generates the results that you are looking for.
There are now many social media platforms on which you can run advertisements for your business. These include social media giants such as Facebook, Instagram, and YouTube. Launching your marketing campaign on these platforms ensures that a large amount of potential clients will be viewing your advertisement. Some of these platforms, such as Facebook, even have built in controls that allow you to fine tune the demographics of your ad’s audience.
When you choose to launch your ad campaign, your ads should always link back to a custom webpage attached to your official website. Your webpage should include the information from your social media advertisements as well as additional information about your law firm, as well as an obvious way for viewers to get from this webpage to your official homepage.
Video marketing is now one of the fastest growing, and most effective, online ad campaigns. Because of this, you should seriously consider having a professional video created for your law firm. The video should be informative, visually appealing, and keep the viewer’s attention. Video advertisements can now be used on a variety of social media platforms, and are an easy and affordable way to boost the legitimacy of your online presence.
SEO is arguably the most important form of digital marketing. SEO is a relatively new marketing technique that revolves around Google’s search result algorithms. Filling well written articles on your website with enough SEO content will allow these articles to rank as the top search results on Google’s platform when potential clients are searching for services within your field. Most people do not go beyond the first or second page of Google’s results when searching for businesses, so appearing on Google as one of the top results is invaluable for the traffic of a business’s website.
Zenscape is comprised of a team of professional and experienced digital marketing experts. We are dedicated to crafting a personalized digital marketing strategy for law firms, and are fully prepared to provide the services necessary to conduct a successful marketing campaign every step of the way. If you are interested in scheduling a free consultation to see how Zenscape can help you, please call today.
If you’re ready to boost website traffic and begin generating more leads than ever before then book your consultation today/