The scope for digital marketing has grown massively over the past decade. Where years ago the website was the be-all and end-all of one’s online presence, firms now find themselves having to represent their name, brand and services via other digital platforms. When it comes to legal digital marketing, the question is which of the many ways and methods of digital marketing are effective? The fact is that not all of them are, so how can law firms separate the useful from the not? Which ways work?
1. Website
A law firm’s website is like the anchor of their overall digital marketing strategy. It forms the chief source of information for those seeking legal services and advice, as well as the first port of call for those looking to make enquiries and establish contact with a law firm. The website should be optimised for use on smart devices including smartphones and tablets.
Law firms use their website as a foundational platform on which to showcase their USPs, client reviews, a blog (see below) and information on the services they provide to their clients and the wider community. The website will also be like a portal, connecting visitors to other digital marketing platforms like social channels and more.
2. Blog
A blog may seem old hat, but a law firm can garner a great amount of value by maintaining a blog, especially if key blog posts are also accompanied by an embedded video. Blog content will contain the all-important search engine optimisation (SEO) keywords needed to help drive traffic to the website in the first place. The blog is the “living” part of the website that is changed and updated regularly, which in itself helps it to be found more effectively through search engines like Google.
Furthermore, law firms use blogs to establish themselves as a local authority on various topics, which in turn helps them to build trust in the community and aids in creating a positive perception of the firm as a trustworthy, helpful and open organisation that’s willing to share wisdom as well as offer legal services.
3. Email Marketing
Email marketing is another tool that may seem a little bit “yesterday” but is actually an area of marketing still going strong and is well used by law firms. Email marketing is specially written and sent to a targeted audience, perhaps existing clients on retainer, or potential clients, or those existing clients with recurring requirements, deadlines or upcoming important milestones. Email is an indispensable tool in keeping all parties informed and on track.
4. Video
As we mentioned above in the blog section, video is increasingly used in effective digital marketing strategies for law firms. Articles on legal subjects can be intimidating to read, so videos help to break down the main points and make legal information feel more accessible and easier to understand. Infographics in video and still image format are also a key part of this.
5. Social Media
Finally, much of the above content, especially video and infographics are channeled through social media platforms for maximum reach and exposure. Law firms typically use Facebook, Instagram, Twitter and possibly YouTube.
How Digital Marketing is Leveraged
When all of the above methods are leveraged well, a law firm gains critical insight into its own operations, its successes and where it needs to invest more resources to improve. One of the beautiful and useful things about digital marketing is the precision of the feedback it gives.
For instance, if you see from the data of your digital marketing that posts regarding one area of legal service provision garnered almost no engagement where others were very popular, clicked and shared widely, then you know that you can prioritise the latter over the former for a better overall return.