Did you know that in a survey of 101 law firms, more than half grew their number of clients due to increased social media engagement? Or that utilizing video marketing can increase a law firm’s organic search traffic by 157%? Talk about some staggering statistics to get you motivated!
It’s safe to say digital marketing is incredibly important (if not crucial) to any business. Particularly with small law firms, there’s an entire market that’s often left not captured because either a) they’re using solely traditional marketing, or b) their digital marketing strategy is outdated (or not in use at all).
So how can law firms use digital marketing to reach their local market, and why should they? Why is it so important to implement, and how do you do it effectively?
1. It positions yourself as a thought leader.
A shocking 97% of all law firm websites are lacking any kind of personalized content, and 33% of legal consumers begin their search for a law firm by using online resources. That being said, it’s essential you are producing original, high quality, informational content on your website. Not only does it help your potential clients make informed decisions, but it also builds trust. Especially in the world of law, credibility is what makes you rise above the rest; so show people what you know! Knowledge is power.
2. It’s engaging.
How many times have you gone to a law firm’s website or social media and “this is boring” was your immediate thought? Trust us, you’re not the first. For an industry that has an unfortunate stigma of being “boring,” having engaging content is the best way to reel in your audience. Potential clients for law firms spend on average 16 minutes per hour on various social media platforms, because they want to learn. So make the learning process fun! Test out different video, image or written content. Make people laugh, and be creative. This is why engaging in social media and using these platforms for marketing is crucial.
3. It builds brand awareness.
In a recent study, editorial content is the only advertising format where consumer trust exceeds action. And a similar study found that aside from family and friends being the most trusted form of promotion, professionally written content and information found on a company’s website are incredibly important for building trust. The combination of blogging and social media is a fantastic way to display expertise before they have the chance to engage with the client. This type of content is trusted because unlike a banner ad, it’s not forced upon the client; it’s self serving content they’ve discovered upon their own research. The more digital marketing channels you use and the more you take advantage of it, the bigger brand awareness you’ll have.
4. You can measure it.
You’ve heard the saying before, “numbers don’t lie.” A tremendous perk of digital marketing is it’s ability to be measured. By being able to track statistics like how well a blog post performed or what SEO keywords are working, you’re able to make informed decisions that allow you to be proactive, vs. reactive. Talk about giving yourself a leg up!
5. It’s cost-effective.
Between mail pieces, billboards or television ads, traditional marketing dollars can add up real quick. And more importantly, these forms of marketing are harder if not impossible to measure; making it more difficult to make effective business decisions. A 2017 study showed that 76% of Americans that use Facebook use it on a daily basis, and 90% of all marketers indicated that their social media efforts have generated more exposure for their businesses. And drum roll please … it’s FREE. Add in an extra budget for Google Adwords or paid advertising and you’ve got yourself a business. The ability to reach your market with a minimal budget while also engaging your customers is a double win for both you and your clients.
So now that you know why it’s important, how do you make it great? What’s the secret for success for a remarkable digital marketing campaign? When you get down to the nitty gritty, it all boils down to a few key ingredients.
- Start small. This is an incredibly common mistake you see with small businesses everywhere. Think about it this way…if you’ve never been on a skateboard before, would you start out learning on a driveway or on ramps at a skate park? Chances are, you’ll start at the driveway. While it’s great to be ambitious and excited about starting your digital marketing campaigns, it’s important to remember to start small, track your performance, and develop from there. This way you’ll be able to better track what platforms work for you and which don’t, without overwhelming yourself and spending unwanted marketing dollars.
Set goals. Whether it’s growing your Facebook followers or getting more sign ups for a newsletter, think about what your goals are. At the end of the day, all of your digital marketing actions should be a reflection of goals your businesses is trying to accomplish. Setting goals in the initial stages of a digital marketing strategy will keep you on track and provide a purpose behind all of your content.
Be relevant. Above all, you want your content to be a reflection and amplification of your firm’s brand. You want it to be as relevant as possible to your target audience, and provide an incentive to make a call to action. In addition, it also needs to be relevant to the position they’re at in the buyer’s journey. A great way to make sure your content is relevant is to create your buyer persona, and creating content you know will engage your niche audience.
Provide quality. This one speaks for itself. Quality content = more engagement. Putting out loads of content just for the sake of it isn’t always the best way. It might make you feel like you’re taking positive action, but your potential customers will feel overwhelmed and annoyed. Quite honestly, it’s not an effective way to spend your time, money and resources. So every time you publish content, make sure it has a purpose, and provides value. Ask yourself questions like “What action do I hope to receive from this post? Is it relevant, is it being published on the right platform, and it is helping our business achieve our goals?”
Be consistent. Inconsistent publishing of content will deter you from creating a loyal, excited audience, whereas relative, high quality content customers coming back for more (and bonus, it will help with your search rankings)!
Create a voice. Think about a few of your favorite brands you follow on social media and ask yourself this question; what is it about their digital presence that serves memorable to you? Chances are, it’s something that makes them unique; whether it’s their color schemes, tone of voice (humorous, serious, witty, etc.) or visual imagery. So ask yourself, what makes your business different? How are you unique to your competitors, and how can you portray that online?
Give variety. In addition to creating a unique brand voice, it’s also important to remember that variety keeps things interesting. Using a variety of engaging rich media like text, video, imagery, GIFs, etc. will keep your audience on their toes, and prove that you are a relevant, multi-faceted business. It will keep your presence from looking monotonous, and also give you a platform to test out which content works best for your customers.
Track your efforts. Speaking of testing out different content, an incredibly important part of digital marketing is monitoring your campaigns. For example, take a look at your Facebook Insights to get a better gauge on your audience and posts. Are pictures or video posts performing better? At what time of day are people most engaged, and what age range are the majority of my customers? And when it comes to SEO, which keywords are performing better than others, and which pages on my website are getting more views than others? Being able to track your campaigns in progress shows you’re being proactive vs. reactive, you’re getting your ROI, and you’re staying as up to date as possible with your consumer actions.
Now that you know why you should invest in a digital marketing strategy and the ingredients that make it effective, what outlets should you try to go after?
- Content marketing. Above all and particularly for law firms, content marketing is your #1 starting point. Having original and informative blogs and web copy is what not only helps you rank higher in search engines, but proves yourself as a thought leader in your industry. We absolutely love this list of tips for a great content marketing strategy.
Email marketing. First and foremost, email marketing is targeted. Most often, we are creating content and placing it in certain areas in hopes that people will see it, without knowing exactly who you’ve reached and if you’ve reached the right audience. With email marketing, you have the unique ability to know exactly who sees it by targeting segments like demographics, lead status, location, etc. Email marketing makes it simple to customize your message to each consumer, creating a higher conversion rate. In addition it’s also promoting brand awareness, it’s easily shareable, measurable and cost effective.
Social media. Truth be told, we cannot say enough great things about social media. It’s an absolute must for all businesses; even if it’s not your best outlet, it should always be maintained. Not only can you gain valuable customer insights, but you also create brand awareness, loyalty and most importantly, build relationships. Social media is a two way street of communication that allows a business to talk with a customer, not at them (something traditional marketing can’t achieve). With social media you’re also able to create geo targeted content, share content faster and easier and find out what your competitors are doing. You can also increase your website’s traffic and search ranking, while simultaneously providing rich customer experiences. And above all, social media is a space to be creative.
SEO (search engine optimization). Did you know that 93% of all online experiences begin with a search engine? Or that 75% of users never scroll past the first page of search results? Getting your search engine rankings up is a task, but it’s most definitely not impossible. Having your business show up in search results is absolutely crucial, and it starts with a few simple tasks, like having clear, consistent and original website.
PPC (pay per click). While we do value social media and SEO because it’s free, it never hurts to add on a some extra marketing dollars to get yourself ahead of the competition. By implementing PPC like Facebook ads, display advertising, Google Adwords, etc., you’re able to reach your potential customers at a more accelerated rate, reach a larger audience and insight a call to action. It creates bigger brand awareness, provides valuable insight on how to use your budget, and be heavily altered and tailored to meet your business objectives while targeting your ideal market. Truly, you can’t go wrong!
Now that you have all the tools to begin your marketing strategy, we have one last tip for you; chat with us! At Crisp Video, we specialize in creating unique, high quality brand awareness videos that take your business to the next level. Attorneys who produce videos with Crisp Video see an average return on investment of 300%, and a 2-10x increase in their average case values. You have the unique ability to build client confidence, connect emotionally, and deliver your message with a human touch. See for yourself!
Want to see us in action? Check out some of of our fantastic law videos we’ve created, and hear from the client’s themselves. We love hearing our client’s success stories, and finding new ways to help you stay innovative and relevant in the industry! See our updates in real time by finding us on Facebook, or visit our YouTube channel to learn more about our team and our terrific clients.
We’d love for you to schedule a 20 minute strategy session with us to talk about how we can help you achieve your goals. We can’t wait to see you thrive!