In the field of legal marketing, new strategies and online techniques are appearing more and more frequently. When considering whether to implement a new marketing and outreach strategy, it helps to consider questions like:
- Will the new strategy or technology help the firm gain clients?
- Is it suited to my practice?
- Are my competitors already using these techniques? What results are they getting?
- Are the methods sustainable over long periods of time?
The following are some of the hottest online legal marketing techniques and strategies that law firms should take advantage of. We’ll start off by addressing the two most basic elements of online legal marketing: robust content creation and inbound marketing.
1. Your Legal Marketing Must Be Built on Robust Content Creation
There’s a common saying in the world of online marketing — “Content is king.” Having rich, robust content on your website is basically a must for online legal marketing. There are a host of benefits of content marketing, including:
- SEO benefits
- Driving traffic to your firm
- Providing information for potential clients
- Increasing credibility of your firm as a thought-leader
On the one hand, a lot of legal informational content is being dominated (hoarded, pretty much) by large, informational, legal encyclopedia-type websites (think Nolo and FindLaw). On the other hand, this actually creates a unique opportunity for your law firm — competitors might not be putting out content if they think it’s already available on larger sites.
Also, the informational sites might answer the person’s question, but they won’t always provide them with legal representation services. Thus, the more your firm can create unique, original content, the better chances you have at directing online traffic towards your website instead of to major informational sites.
Providing content to readers is not possible through other legal advertising channels such as phone book ads or commercials. However, now clients can read information in your field of practice on your website. And if they find your organization to be a source of reliable, leading-thought information, they’ll be more likely to hire you.
2. Implement Inbound Marketing for Law Firms
Inbound content marketing is a newer approach to online marketing. While there are many pieces to inbound marketing, the gist is that content is tailored to the potential client, rather than “forcing” unnecessary services upon the reader or viewer. Inbound marketing takes the content (mentioned above) and uses it as a tool to attract and appease clients, minimizing wasted efforts on weak leads.
Long gone are the days of “interruptive” advertising where the seller barges their way into a customer’s time and space. Especially for the legal industry, potential clients are already burnt from decades of intrusive billboards, late-night television lawyer ads, and cheesy phone-book ads. Thus, inbound content marketing can be perfect for the legal industry.
Providing clients with captivating content that they’re already looking for helps develop trust and loyalty right from the outset. This will pay dividends as customers become advocates of your firm’s success and competence.
You’d be surprised at how many law firms fail to provide their potential clients with valuable content, and how many more still operate in an “interruptive” mode. By getting on board with these online marketing trends, you’ll be leaps and bounds ahead of the competition. In the next installment, we’ll talk about two highly specific techniques that you can use to boost leads and conversions: minisites and video content.
Free Download: Legal Advertising Guidelines
These guidelines will help you grasp the differences between lawyer advertising and solicitation, learn what can and can’t be said, leverage social media and blogs and understand how images are supposed to be used in a legal ad.