Seven critical components for your legal digital marketing strategy

Almost a quarter of law firms spend more than 75% of their marketing budget online, according to the 2012 Legal Marketing Survey Report by Avvo and Lexblog. That was over a year ago and it seems likely that the trend towards digital marketing for lawyers is only increasing.

Creating a successful digital marketing strategy for your law firm is key to maximising your digital reach and turning online networking into offline, in-person leads for your company. Cloudtactix offers some tips for digital marketing for the legal industry, saying that there are seven foundation blocks of inbound marketing. Measure your law firm’s legal marketing strategy against these seven key areas.

Target Market

Knowing your client base is crucial for a successful marketing strategy. Are your clients mainly looking for a good divorce lawyer or an immigrant specialist or criminal defence? Be stereotypical thinking about who your clients are. Maybe you have a couple of typical client demographics who are your main market. Make sure that your marketing, online and offline, caters to this target market.

Key Performance Indicators (KPIs)

Deciding what you want to achieve with your digital marketing strategy is the first step on the road. Choose KPIs that will help your legal firm to measure and adjust its marketing success along the way with useful data. Cloudtactix recommends that your KPIs should fall under the 3 key areas of company branding, client acquisition and client retention.

Keyword Bank

Ensuring that your legal website is keyword rich is absolutely crucial for SEO purposes in directing your target market to your law firm’s website amongst millions of others. Go back to your target market, put yourself in their shoes and think about the search terms that might be used. Use these words and phrases liberally on your website so that search engines pick up your website as relevant, and don’t forget to include your geographical area.

Content Depot

Content is key on your website. Not only does fresh, interesting, relevant content on your legal website mean that search engines will recognise your lawyers as more appropriate to direct potential clients to, but professional content that convinces clients can clinch the deal in generating business leads. One great idea is to use case studies of typical clients. Not only will this allow you to use plenty of key words for your target market but you can also demonstrate your expertise and success.

Marketing-Ready Website

A professional looking, easily editable website is a vital piece of your digital media strategy. Your website should have a user-friendly content management system (CMS) such as Wordpress which allows your firm to add and edit content yourself, keeping your digital audience up-to-date with your latest news. Not only does your website need to be easy for your firm to manage but it must also be easily navigable for users, with a simple and logical flow between pages, clear formatting of content, consistent branding and speedy loading times. Both you and your clients must want to use your website. If your site is old and outdated, it’s definitely time to ditch it and invest in a marketing-ready website which will be the cornerstone of your digital marketing strategy.

Social Media

According to the Legal Marketing Survey Report 2012, 72% of law firms use LinkedIn, 50% use Facebook, 30% use Twitter, 25% use blogs and 21% use Google+. Consider which social media channels are most used by your target market and plan your social media strategy accordingly. Social media will help you build loyalty through interaction and will enhance your brand and foster connections. You will be able to grow your audience through strategic social media marketing and finally monitor your reputation to ensure you are getting the best return on investment for your time and money.

Web Intelligence Tools 

Web analytics will help you to monitor your law firm’s digital marketing strategy, providing you with essential feedback so that know what works and what needs adjusting. This software can give you a mountain of useful data, including what the most popular (and least popular) pages on your website are, what keywords people search for to find your law firm, how long users stay on your pages, and how much of your web traffic originates from emails, social media channels, searches etc. Google Analytics is free and easy to use web analytics software that will get you started with monitoring you digital media marketing strategy and provide you with the data you need to fine-tune your digital marketing. 

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