Just about everyone uses the internet to answer questions and inform their actions. That is why law firms now understand that online marketing is so important for promoting their services. If you are struggling with creating and implementing an online marketing campaign, here are 8 tips that can help:
1. Define your target audience
Before you move ahead with online marketing, you must define your law firm’s target audience. Without a defined target audience, you will not be able to create an effective marketing strategy. You are simply casting a wide marketing net and hoping to catch people who might be interested. To define your target audience:
• Determine the age, gender and location of those you would like to reach
• Identify the primary issues this audience is facing
• Tie your law firm’s services to these problems
• Find out where this audience gets their information online
2. Do keyword research
Keyword research helps you to discover the words, phrases, questions or topics of interest people use when they search online. Since the way people behave online is constantly changing, keyword research is an ongoing process. To successfully practise online marketing, you must understand potential clients beyond the obvious searches. You can improve your legal keywords by using Google keyword planner. Sometimes when you type something into the search bar, Google predicts what the rest of your entry might be. The search engine also displays related search topics at the bottom of the page. You may use these suggestions and related search options as well to help you figure out what clients may be searching for.
3. Set a marketing budget
You must set an online marketing budget based on how much you can afford to spend, your law firm’s goals and competition in the industry. First, outline your main objectives. Then, conduct research to get an idea of how much you need to spend to achieve those objectives. Look at which channels competitors seem to be investing most of their online marketing budgets. Based on your keyword research, see what the estimated bid is for these words and phrases you plan to work with.
A successful marketing campaign does not necessarily mean you must utilize every marketing channel. You may end up stretching your budget too thinly and running mediocre campaigns across multiple channels. Instead, invest in an outstanding execution in key areas.
4. Create a responsive website
Ensure you have a responsive website. A responsive website is one that looks and performs well on all devices with both small and large screens. This means your site will automatically scale all its elements to match the size of the screen on which it is being viewed. Visitors will not have to resize, zoom or pan to view content. Responsive web design helps to increase the number of time visitors spend on your web pages as well as your ranking in search engines.