Conquer the Competition
Your legal competitors are advertising online. In an increasingly digital era, the professional service industry is shifting to online capabilities – law firms included. Many practices have even elected to offer virtual attorney services. To stay ahead of the competition, it’s vital to make sure your marketing messages are delivered and noticed in the digital space.
It’s no surprise that law firms rely greatly on lead generation to yield a return. With digital marketing strategies curated specifically for the legal industry, law firms can gain reliable leads efficiently and effectively.
Define Who or What You’re Advertising
It makes a difference whether you plan to advertise your law firm or yourself as a practitioner.
When advertising yourself as a lawyer, emphasize your personal brand, including strengths and testimonials that show your credibility. Make sure that your other social media profiles are professional and impressive as prospective clients viewing your ads will search for other information about you, too.
To advertise the entire law firm, it’s important to keep the personal brand of lawyers in mind. Consider the type of legal market you serve, the services that the clientele typically needs, and how you can communicate value to potential clients in advertising campaigns. By identifying the common legal needs of potential customers, you will be able to reach your target customer with better accuracy and dominate your law firm digital marketing.
Which Digital Marketing Channels Should You Use?
Social Media Advertising
So, which online channels should you use to market legal services? The most effective social media platforms for advertising have millions of users with high engagement. Social media is one of the best channels to use when it comes to digital marketing. Popular platforms for digital marketing include Facebook, Instagram, Snapchat, Twitter, LinkedIn, and TikTok.
Social media ad campaigns are very effective tools for businesses like law firms that require lead generation to thrive. Advertisers have the ability to improve campaigns as the platform studies their audience, and retarget people who saw their ad or website but didn’t convert to a lead. Consider short-form videos of law advice on TikTok, links to your blog posts on LinkedIn, and Facebook ads that target your ideal audience.
Google Ads Marketing
Most of us use Google daily, and it remains one of the most prevalent advertising tools for law firm digital marketing today. With Google, advertisers can promote legal services at the top of the search engine results page and display YouTube ads before featured videos. In fact, YouTube continues to generate more leads each year due to the rise of video marketing popularity. People like to see products and services in action – a great opportunity to showcase your lawyers’ capabilities, customer testimonials, and success stories.
Organize Your Marketing Campaigns
You’ve launched your ad campaigns and the results are coming in, but how do you track your leads and keep them organized? It can be overwhelming for marketers to manage multiple channels at once. Consider content calendars, online planning tools, and even automated software to make your life easier. You may have endless leads coming in, but it’s important to follow through with the sale. Utilize software to save time so you can build relationships with your legal leads generated by digital campaigns.
Integrate your digital platforms and put all your eggs in one basket. This is not only helpful to stay organized, but you can tie your campaigns together to optimize performance and find out where each and every lead originated from.
Which Software Should You Use?
First, determine the capabilities and features of a software before committing to a contract. Advertisers should look for a package with benefits that are worth the price – whether it’s saving time or improving performance. Establish your biggest challenges when dealing with law firm digital marketing. What solutions do you need? Perhaps you want help managing social media campaigns at scale, or you need help optimizing conversions for your PPC campaigns. Once you determine the benefits you seek, it’s time to compare the options.
Software solutions give you more control over digital campaigns and help you organize your marketing channels in one place. With GaleForce’s suite of digital marketing software, law firms can achieve this, as well as target the right audience in the right place, making sure they hone in on ideal prospects. With GaleForce, you’ll always have a strong understanding of where your leads come from. Take more time to establish relationships with your legal leads by integrating your projects and optimizing digital marketing campaigns with GaleForce. Our suite of products integrates paid social media, paid search, and even your traditional media like TV and radio, automating the technical aspects of optimization. You can also utilize MediaInsights, the GaleForceMedia feature that lets you track which television and radio spots drive the most traffic to your site. Learn more about a free two-week demo here.