Law firms are business establishments. They need to attract clients, maintain a good reputation, and ensure their brand name remains visible at all times. You can’t rely solely on word-of-mouth and assume clients will keep coming in. The modern business environment is competitive, and lawyers need a strong marketing strategy to survive.
Internet marketing for lawyers can help professionals establish a unique identity, get visibility on search engines, and generate more leads. However, it is essential to implement the right strategy. Here’s a look at some of the most common mistakes lawyers can make while marketing their services:
- Casting a Broad Net
Lawyers benefit from highly targeted marketing campaigns. You don’t need to cast a wide net to catch all kinds of fish in the sea. An experienced marketer will develop an accurate client profile and then create strategies to target these individuals. A precise marketing campaign will bring in converting leads and get you more returns on your investment.
Research your target demographic. Determine your ideal client’s age, gender, location, level of education, income, employment and industry, pain points, etc. This is the most important aspect of internet marketing for lawyers.
For example, a business lawyer may want to investigate their local industry to determine average age, gender, level of education, areas of interest, and areas of concern of local business owners. You can rely on big-data sources like social media analytics or industry research to get a better understanding of your target audience.
- Not Investing in SEO
SEO stands for Search Engine Optimization. It can be a somewhat intimidating topic for people outside the marketing industry. This strategy uses techniques like link building, keyword research, technical optimization, and local SEO to gain prominence on search engines. A recent survey revealed that nearly 100% of people in need of legal services start looking online.
They will start with search terms like ‘divorce lawyer near me’ or ‘business lawyer in Manchester’ and similar search terms. If your business name isn’t present on the first page of Google, you’ll lose prospects to competitors. Relying on word-of-mouth isn’t a sound long-term strategy and internet marketing for lawyers is the most reliable approach.
A comprehensive SEO strategy involving backlinks, intent-based keywords, content, and optimized website will help you gain visibility on Google.
- Selling Through Content
Modern clients don’t like anything that comes across as dishonest. They value real experiences and are looking for lawyers who have their best interest at heart. If your marketing style or language is overly ‘sales-like’, you will alienate people.
A more organic approach will help you go far in this industry. For example, blog posts on a new tax law can help clients that are concerned about its impact on their business. They will see you trying to help them, which will build a relationship of trust. Your content marketing policy should inform and educate people. That is how top industry players establish their reputation online.
If you have a sound content marketing strategy, people will come to you naturally. That may take more time, but it helps professionals build a strong client base through internet marketing for lawyers.
- Not Being Present on Social Media
Many lawyers feel like it is beneath their professional dignity to be active and present on social media. Unfortunately, this can only hamper your success. Many young and tech-savvy lawyers maintain a strong presence in social media and Q&A platforms. They reply to comments on Facebook or Twitter, publish long-form content on LinkedIn, and answer questions on Reddit or Quora.
Offering free advice and passionately defending people’s right is a great way to show you care. It will also help create a bond of trust with prospective clients. Many lawyers also find new clients through social media. For example, if you stumble across a post from someone in your town asking for advice on inheritance-related issues, you can reach out to them directly. You can offer free advice at first and invite them to book a consultation with you if they need further help.
Most people will be happy to receive free advice and will trust you more than other lawyers in the same area. Social media is a helpful tool if you know how to use it effectively as a part of internet marketing for lawyers.
- Not Looking At Analytics
Analytics are a goldmine of information. You can see how prospective clients interact with your online assets and shape your campaigns accordingly. These reports provide information on where clients come from, how long they stay on your website, what section of your website they visit, etc.
You can use this data to discover trends, client preferences, and understand what they need. Marketing agencies provide detailed monthly reports on different campaigns. You can look at the analytics to see the campaign performance and client response to the marketing material.
Many professionals use this insight to refine their services as well. It is an effective way to understand what your clients truly need. Use the information from analytic reports to improve their experience. That will have a positive impact on your reputation.