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Susie Hood

Law Firm Marketing Strategies

The impact of Covid-19 has been hugely significant in the legal sector. Due to home working, law firms have had to undergo a rapid digital transformation. This means that, more than ever before, the digital space is packed with legal businesses all battling for attention from similar audiences. How can your firm stand out? 

We've identified a range of law firm marketing strategies and types of activity that we believe can make a big difference to your impact online.

Increase digital awareness in your law firm

Mobilising internal assets that your law firm already has can be key to a more successful approach to marketing in the legal sector. If you engage the entire firm in your legal digital marketing strategy and goals, it provides a way for you to improve results and make a stronger business case for more digital investment in the future. 

Make sure that your key personnel are aware of the need to market digitally. You can utilise their expertise in their specific niches to showcase the whole firm. They will need help with things like:

  1. How to write thought leadership content for your website with SEO in mind
  2. How to leverage social media for greater reach, both personally and for the wider business
  3. How to use their own LinkedIn account effectively

SEO in the legal sector

Legal searches in search engines are always increasing in number. The demand for information is growing and the Internet is the most popular way for people to look for a new lawyer and research their options. The majority of people will click on organic results in their search engine of choice, so it's important for your law firm to be integrating a strategy that prioritises SEO for solicitors.

Which of your competitors are inhabiting the top ranking positions that you want? What are they doing differently to you and how can you do a better job than them with your law firm SEO

Paid search advertising

PPC is a fast and effective way to capitalise on search traffic, but in the legal sector especially, you need to use your budget wisely. It's all too easy to focus on the wrong things when marketing for solicitors and you can burn through your available spend without seeing a viable return. You can utilise all of the relevant types of targeting to optimise your campaigns and ensure that the right people are seeing your ads at the right time for them to make a specific type of decision. Take into account:

  1. Keywords with clear intent e.g. 'instruct a conveyancing solicitor' rather than just 'conveyancing solicitors'.
  2. Location targeting
  3. Time of day targeting

With correctly set up analytics and tracking, you can accurately attribute good quality leads and accepted cases to your paid activity. PPC is also a great complement to your SEO activity and two disciplines can help each other be more effective within your wider legal marketing services.

Retarget website visitors

Visitors rarely convert into clients on their first time on your website, so it's important to engage with visitors after a visit by using remarketing. You can use several channels to do this - there is no longer such a defined split between B2B and B2C as many people use their devices and computers for multiple purposes. 

Try remarketing on social media with Facebook and Instagram. You can also use Google, Bing, Google's display network and programmatic in some circumstances. 

Video marketing

Now that face-to-face events are either not possible at all, or much rarer than they used to be, any events can be migrated to online e.g. webinars and roundtables. Not only does this give you something really engaging to invite people to in real-time, it also provides you with excellent content to use after the event to reach even more people. According to Adobe, 51.9% of marketing professionals worldwide name video as the type of content with the best return on investment (ROI)

Social media

Social media can be a great channel to reach your audience, but you need to make sure that your social content stands out. You can encourage sharing and engagement with branded social media content from your own colleagues to boost organic reach and by using video content (as above), you've got something unique and ideally suited to this medium. Elements of your social media can be automated (e.g. scheduling posts ahead of time) but it's important to ensure that someone is responsible for monitoring and responding to any engagement.

Email marketing

Email marketing can be a great way to nurture leads on their journey towards becoming clients. As your overall content output increases, it can be easy for clients and prospects to miss things so email marketing newsletters can help to make sure your messages get across to the right people. With a balance between recent and past content together with upcoming events and activity, you can produce engaging emails that give the reader a reason to come back to your website, as well as keeping your brand at front of mind if they're not ready yet to make a conversion decision. 

Measure the response from your emails and use this information to tweak your strategy for better results in the future. 

How Hitsearch can help with your law firm marketing strategies

Hitsearch are legal marketing experts; a digital marketing agency 15 years of experience in working with a wide range of legal businesses. We offer a free, no obligation, 15-minute consultation with one of our industry marketing experts to highlight digital growth opportunities for your business. Take a look at our law firm case studies to see how we have helped some of our legal clients.

You can find more useful legal marketing resources here, and can call us today to find out more about how we can help transform your law firm's online presence and results. 

how to understand your potential legal clients

If you have a business in the financial sector and would like to up your marketing game or receive some expert information about digital marketing for financial services, then get in touch with a member of our team!

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