Law Firm Digital Marketing Tips for 2022
Practicing lawyers in today’s landscape understand competition. For years now, the legal field has been saturated, even spawning articles like the 2016 New York Times piece, “An Expensive Law Degree, and No Place to Use It.”
For those who are fortunate enough to be using their Juris Doctor degrees, they no doubt have run into some other unfortunate realities – one of which is that running a law firm is not just about practicing law but running a business. And if attorneys want to stay in business, they have to find ways to grow and remain profitable. That means putting serious effort into their marketing strategies.
Changes That Have Happened in the Legal Marketing Arena
But legal marketing has significantly changed over the years. While the old standbys like print ads, billboards, and television slots still have some marketing validity, technology has completely changed the way we do business, including how we find a lawyer. Marketing is an essential investment, but now those marketing dollars must go where they can have the best return on investment. This means investing in your website and online presence, your SEO strategies, and building referral and social networks.
According to the National Law Review, the global market for legal services is projected to grow to over $900 billion by 2025. This requires that law firms stay current with updated marketing trends in order to hold their own. These trends may not be in an attorney’s wheelhouse, but they are critical to consider in a landscape that gets more digital with every passing year.
The digital community loves their acronyms, and SMART is one of the foundational ones in the marketing industry. SMART stands for developing goals that are
- Relevant, and
While this may seem like common sense, many businesses have a difficult time actually implementing goals that align with these simple concepts.
While most firms have a goal of generating new clients, that goal clearly lacks all the touchpoints of specificity, measurability, etc. to be able to determine how to achieve it, measure it, and know when it is time to move forward with a different type of strategy if it isn’t working.
Branding Yourself and Your Services
While the term “branding” sounds more like something geared to the retail industry, branding is a critical component for law firms in today’s fast-paced marketing landscape.
Branding means that you are clear in your mission and vision and can convey that to your clients. That starts with knowing exactly who your clients are and what they are looking for. You will then need to know how to differentiate yourself from your competition to offer your clients something that your competitors can’t. This demands a deep understanding of your firm and your services and then you can frame your message to ensure that it reaches the right people and speaks the right language.
Creating Consistent Content
You are an expert in your field, and your website content must reflect that. Your clients want to know that you have immense knowledge and that they can trust you and your services.
You want to consistently post valuable and original content to your website so your clients can get skilled, updated legal information and become more educated as a client. Content creation also is one of the main fuelers of website rankings. One of the best ways to add professional content is by consistently adding to a legal blog on your website.
Embracing Video Marketing
Videos are not just for TikTokers. Video is now one of the primary ways to fuel your marketing message, impart valuable information, and get found by your clients. Video format allows people to get the information they need without having to skim through the text on your website. Furthermore, it serves to humanize you and allows you to break down complex legal concepts into language that your clients can understand. Your videos can be used on your website as well as your other digital accounts, including social media sites.
Speaking of Social Media
While social media used to be aimed at teens and young adults, today, we know that social media is used by a majority of users across all demographics. This means that your clients probably interact on social media on a daily basis and it offers a wealth of marketing opportunities.
Because it is difficult to maintain a large number of social media accounts, however, it’s essential to focus on the social media platforms that your clients most commonly use. The more you interact on social media, the more your presence grows and allows engagement with potential clients.
Reviews are the new form of “word of mouth” in today’s digital world. Reviews go a long way to impart trust and credibility. They also help propel higher search rankings to enable more clients to find you online.
Focusing on Search Engine Optimization
Digital marketing and search engine optimization (SEO) is a critical component for any law firm marketing today. Because searchers seldom go beyond the first or second page of web search results, the goal, of course, is to get on the first page of those results. No matter how good your website is, if it isn’t properly optimized, you will get lost in a sea of competition. While SEO does not work overnight, it is a gradual evolution of marketing strategies that brings you to where you can be found by potential clients over time.
Good SEO requires knowledgeable, highly-tailored strategies like focused keywords and authoritative linking, unique content creation, using a fast and secure hosting platform, and ensuring that your site is optimized for mobile, among other things.
Do You Really Have the Time to Devote to Your Law Firm Marketing?
According to legal marketing statistics, 97 percent of large firms have a full internal marketing staff. But what about small firms and solo practitioners? These individuals will still need a marketing strategy, but that most often will require outsourcing their marketing to other professionals. Unfortunately, it is difficult to discern true digital marketing experts anymore, let alone those who are focused on marketing for law firms.
At Fuel Web Marketing, we are law firm SEO experts who understand the unique needs of the legal industry. We are committed to attorneys and their marketing by harnessing the incredible power of their digital presence. If you are an attorney who simply has no time or inclination for doing your own marketing, let us show you how we can help you stand out from your competition. Contact us to get a free website audit and to speak with one of our client consultants.