In a world of digital “white noise”, how do you ensure your practice stands out? Here are 5 digital marketing tips for generating leads, driving traffic to your website, and building that all-important authority online.
Digital Marketing Tips for Law Firms
1. Know your Audience.
The better you know them, the easier it is to craft effective communications. This means understanding the issues that your target market experience. For practices specialising in a particular area, this is straightforward. But, for more general practices, it’s often easier to segment audiences by specialism, rather than adopting a “one-size-fits-all” approach. As consumers, we approach any marketing with one thought foremost, “What’s in it for me?” Every piece of content you create should be of value to your target market. Consider a wide variety of content, from blogs to case studies, to current news items. Test a variety of formats, too. With video continuing to see much higher engagement including some video content in your strategy is a must.
2. Develop Your E.A.T.
Google is placing increasing importance on those websites that demonstrate E.A.T (Expertise, Authority, and Trust). Including case studies, publishing positive testimonials, as well as including a short author bio at the end of a blog are ideal opportunities for law firms to show this.
3. Create Lead Magnets.
One of the best digital marketing tips but one that is often overlooked is to grow an email list. Offering, for example, a checklist, booklet, or something of value to your audience and which they can download in exchange for their email details is an effective means of building a list of warm leads.
There are several free or low-cost options for managing your list and from which you can create a regular email newsletter. Given that it currently takes around thirteen touchpoints of your audience seeing your message before they act, this is an ideal option.
4. SEO Your Site.
If you want to rank on Google in an increasingly competitive market, then you need to give your site some SEO love! Pay particular attention to the keywords you use, ensure your site is optimised for mobile use and fast loading. Remember, if your audience can’t see your site, they will move to your competitors. Ensure that all information is current and that all web links are working.
5. Have a strong CTA.
Ensure you include a strong Call to Action with every communication. In addition, ensure that the web page where you direct your audience is somewhere where they are required to take further action. Remember, the longer you can keep your reader in your presence, the longer you have to persuade them that you are the solution they need.
Digital Marketing Tips – Summary.
Five digital marketing tips to help you create effective communications, demonstrate your expertise and stay relevant in the online marketplace.
With almost 30 years of marketing experience, I can support you in getting your marketing message right and the best way of helping your professional practice stand out from the crowd. As a coach and mentor, I can work with your comms team, ensuring your marketing is cohesive, consistent, and targeted.
For an initial discussion of how I might be able to work with your practice, either with coaching executive staff or mentoring support teams, please contact me.