On average, people spend more than three hours on their smartphones each day, providing a fantastic opportunity for law firms. They can use it to increase awareness of their firm and its services and establish relationships with potential clients.
Better Targeting with Digital Marketing
With digital marketing, you can reach a specific audience based on various factors such as demographics, location, interests, behavior, and more. This level of targeting is not possible with traditional marketing methods such as TV, broadcast radio, billboards, or print ads.
Digital marketing platforms like Google Ads, Facebook Ads, and LinkedIn Ads offer powerful targeting options. This helps you to target the right people with the right message at the right time. For example, with Facebook ads, you can target users based on their interests, behaviors, and even life events, such as buying a house or getting married.
Additionally, digital marketing allows you to track the effectiveness of your campaigns in real-time and make adjustments as needed. This means you can optimize your campaigns to target the most relevant audience and get better results.
In contrast, traditional marketing techniques such as print ads, television commercials, and billboards rely on broad targeting, which may reach a large number of people, but with little control over who sees the ad.
Potential Clients Search Online
According to National Law Review, 96% of people seeking legal advice use a search engine to research their options. And more than 74% of them end up contacting an attorney they find online.
Search engines such as Google and Bing have become the primary source of information for people looking for legal services. Having a strong online presence through digital marketing channels is key to making it easier for prospective clients to find you online.
Effective Digital Marketing Strategies for Law Firms
The most effective digital marketing strategies for law firms will depend on the firm’s goals, target audience, and budget. While there are many types of digital marketing, here are just some of the effective strategies law firms can use to promote their services online:
Call tracking is a marketing technology that enables businesses to track and analyze phone calls generated by their digital marketing campaigns. It assigns a unique phone number to each marketing campaign or channel, such as a website, social media ad, or search engine ad. When a potential customer calls the number, the call is recorded and tracked to the specific campaign or channel that generated it.
Digital tracking also gives law firms insights into which campaigns or channels are driving phone calls, how many calls are generated, and other call-related metrics such as call duration and call outcome. This data can help law firms measure the effectiveness of their digital marketing campaigns, identify areas for improvement, and optimize their marketing strategies for better results.
Content marketing involves the creation of high-quality and informative content such as blogs, whitepapers, and eBooks. They can position law firms as experts in their respective practice areas.
Additionally, content marketing can improve search engine rankings, ultimately attracting new leads by providing valuable and relevant content to those searching for information related to their legal issues.
Display ads are a form of digital marketing that appear on websites, social media platforms, and mobile apps. They can be customized with specific product or service messaging and branding to capture the attention of potential clients. They can also be targeted based on the demographics, interests, and behaviors that align with your law firm’s target audience.
Display ads also help drive traffic to a law firm’s website, providing an opportunity for potential clients to learn more about the firm and its services, ultimately leading to more leads.
Google My Business
Google My Business (GMB) is a free online tool that allows businesses to manage their online presence across Google’s various platforms. With GMB, law firms can create and manage their business profile including important information such as their name, address, phone number, hours of operation, and URL. This information can be displayed prominently on Google search results and Google Maps, making it easier for potential clients to find and contact the law firm.
Additionally, GMB allows law firms to manage and respond to customer reviews and add photos and videos to showcase the firm’s services and capabilities.
Google Screened Badge
Google Screened Badges quickly serve as a stamp of approval for professional services such as lawyers, financial specialists, and real estate firms. The business must undergo a background check by Google to verify that appropriate licenses are active and that the business is in good standing.
Once approved, the law firm can display the “Google Screened Badge”, which signifies that they have met Google’s strict criteria for professionalism, trustworthiness, and quality. It can help your law firm stand out in search results and increase your credibility with clients. It can also lead to higher click-through rates and conversions, as potential clients may be more likely to contact a law firm that has been verified by Google.
Legal Directory Listings
Online Legal Directories are databases of attorneys that people can use to search for lawyers, firms, and firm practice areas. Additionally, these listings can help increase legal websites’ rankings on search engine results because of the quality backlinks they provide.
Legal directories are one of the first places people look for law firm recommendations. And if your associates or firm works with people who speak languages other than English, there are directory listings that target specific languages.
Local Service Ads
Local service ads help you connect with people near your location who are looking for your services. Ads are generated from your profile; you pay per lead, not per click. Prospective customers can click on the ad and review your services, business hours, and other details, and they can send messages directly to you or give you a call.
Managed Data Warehousing
By providing centralized storage for large amounts of data, law firms can gain valuable insights and make well-informed decisions based on their data. However, managing a data warehouse can be complex and resource-intensive, so many companies are turning to managed data warehousing solutions.
By using data warehousing to monitor brand interest and advertising metrics, law firms and their advertising agencies can find hidden insights that help drive efficient lead generation, ultimately leading to more clients.
See how New Path Digital used Managed Data Warehousing to help a business increase its direct sales prospects by 96%.
With 93% of online experiences starting within a search engine, it’s no wonder that Pay-per-Click (PPC) is one of the most cost-effective ways to drive leads and sales growth. Centered around keywords, paid search advertising is a form of digital media buying where one pays search engines such as Google or Bing for ad space on their Search Engine Results Page (SERP).
Ads can appear above or below organic search results and on Google Maps as Local Listings, YouTube, and other keyword-related environments.
This is a method of implementing website and app tracking tags by sending data from a website or app to a server before it’s sent to a third-party tag manager or analytics tool.
Server-Side Tagging can provide greater control over data collection and privacy, as sensitive information can be processed and masked on the server side. Additionally, it can help mitigate ad blockers and browser privacy settings, which can prevent data collection on the client side.
Collaborating With Digital Marketing Experts
Law firms should consider working with a digital marketing agency for several reasons. They include:
With a team of specialists, a digital marketing agency can help law firms develop and execute a comprehensive digital marketing strategy that is tailored to their specific needs and goals.
Digital marketing agencies have the tools and resources to execute campaigns efficiently and effectively. They can handle all aspects of a law firm’s digital marketing efforts, from strategy development to execution and analysis, allowing law firms to focus on their core business.
Digital marketing agencies can provide the expertise and resources needed to execute successful campaigns at a lower cost than hiring a full-time in-house team.
Digital marketing agencies are results-driven and focus on achieving measurable outcomes for their clients. You can explore how New Path Digital helped a legal client grow their caseload by 26%.
If you want to improve your marketing ROI, consider exploring our services and working with New Path Digital. We have a team of digital website, advertising, and data experts ready to help you grow your business.
Schedule a free consultation to learn more.