How Law Firms Can Grow Sales Through Digital Marketing and Social Media
Digital marketing is crucial to law firms as the Internet is the first place a person is likely to turn when they are in need of legal assistance. That means you must be visible in the places they will be looking, such as social networks, search engines, and online review sites.
Social media platforms like Facebook, Twitter, Instagram, and LinkedIn can be extremely valuable tools for any business, and law firms are no exception. They can help you build your brand and following, allowing you to get your message out to followers and attract new prospective clients. They enable you to share authoritative content to a wider audience, and help you establish yourself as an expert in the areas of law you practice.
Some people use social media channels like search engines to find businesses and get a sense of what that business is all about via their profile pages and updates. Not having a presence is a big mistake. Facebook, in particular, also has an unmatched advertising platform with extraordinary targeting capabilities.
In its 2019 "Ultimate Guide" to social media marketing for law firms1, Lasting Trend strongly recommends lawyers incorporate YouTube into their social media strategy.
"Lawyers often don’t know how to make optimal use of a YouTube channel, so they pass up an excellent opportunity to generate business," the guide says. "Many people prefer to learn about things by viewing content in a video, rather than just reading an article. Videos can help to retain your audience’s attention span and allows the content creator to inject more personality into the video, creating extra interest."
YouTube is the second largest social platform, in terms of active user accounts, behind Facebook.
Search is arguably the most important channel to pay attention to in digital marketing because more often than not, this is where someone who needs a lawyer is going to look first. An organic Search Engine Optimization (SEO) strategy is a good idea and should get a fair amount of attention, but ultimately, law is a very competitive field, and you're going to need to finance an ongoing paid search campaign.
Consult with an expert in search marketing to help you get the most bang for your buck, choose the right keywords to bid on, and guide you through the ins and outs of Google AdWords. Much has changed over the years with the advent of mobile, voice search, more connected devices, etc. It pays to work with someone who truly knows the industry.
Email has proven time and time again to be one of the most effective marketing channels for businesses in general. Law firms should be utilizing it to keep their brand in front of current and past clients, as well as anyone else who is interested in signing up for their messaging. Create compelling content, and send it out as a regular email newsletter that people want to open and read. Ensure that you can be contacted via info provided in these emails, and that people can easily click to your website, as well.
Just as reviews matter to people looking for a restaurant for their next meal, they matter to potential clients looking for legal counsel, and likely a great deal more so. Monitor the reviews and feedback you're getting on various review sites. Use Google to search for reviews you may be overlooking. Respond to reviews in constructive ways to protect your reputation.
Jason Hennessey at Search Engine Journal suggests2 encouraging clients to leave reviews in a variety of places as to not have all of their eggs in one basket. For example, encourage some to leave feedback on your Facebook profile and others on your firm's Google profile. Direct some to law-specific sites.
Staying visible and active in the digital space means that you are making it easier for people to find your firm and understand what you are all about. Ensure that your firm is dedicating adequate time and resources to well-managed digital marketing campaigns and activities.