Whether you're a reputable company or just starting out in the industry, there's plenty to keep you busy. There is so much going on in running a law firm that adding extra work can seem overwhelming. However, you can't grow unless you sell yourself to the market, and companies that can't grow risk being left behind.
Competition in the legal field can be intense. If your business doesn't have a consistent marketing strategy, you risk losing visibility and market share. When you're ready to make a statement about your target demographic, it's time to invest in up-to-date resources to help you create a winning digital marketing strategy. The good news? It's probably not as difficult as you think.
This guide outlines 5 things you can do to create an effective strategy, as well as some resources to help ease your workload.
What is a marketing strategy?
A marketing strategy is a company's long-term "game plan" for generating leads and moving them through the conversion funnel. Every marketing strategy has a goal. For some law firms, it increases brand awareness through legitimate brand marketing. For others, it generates qualified leads.
When considering a new marketing strategy, you should be aware of the following terms:
Search Engine Optimization (SEO). Using keywords, search trends and other methods allows some businesses to rank at the top of Google's search results.
Return on Investment (ROI). ROI takes the amount of money a company invests in marketing strategies and then divides that number by its net income. Everyone wants to get high return on investment. High ROI means high profit.
Pay Per Click (PPC). In this case, companies pay for advertising without relying on organic visits. The company pays the search engine every time a user clicks on the ad.
Law firms don't sell themselves
There are countless reasons for a law firm not to advertise itself. Two main reasons:
Cost problem. Some lawyers fear that working with a marketing agency can cost more than it's worth. However, this dilemma may ultimately prevent the company from making a name for itself and attracting potential customers.
Partnering with a marketing agency can do the extra work for you so you can focus on what matters most: your customers
Why is Law Firm Marketing Important?
Consider this scenario. There are two hit companies, both targeting the same audience. Law firms use a "tested" form of advertising by posting posters, newspaper ads, and mailbox flyers. Another law firm is using digital marketing; When a user enters their name into Google, this is the first thing that pops up.
What will happen? Today it's not even a contest. Here's why a law firm that uses digital marketing wins:
Digital marketing has become the main way to help users find products and services. Most experts agree with Wikipedia co-founder Jimmy Wales: "If you're not on Google, your business doesn't exist."
It is a competitive market. Many law firms struggle to convert from the same demographic. By using popular digital channels, you can give your law firm a competitive edge by meeting potential clients where they are. Being active on social media or even experimenting with business texting is a great way to personalize your company's marketing approach.
Law firm drives growth in marketing. You want your law firm to be known. Once you've achieved your initial goals, it can be difficult to know where to go next. An effective marketing strategy for your law firm will help you analyze pain points and develop strategies that will enable you to expand and grow.
How much should a law firm spend on marketing?
How much your law firm needs to spend on marketing ultimately depends on its size. Small law firms (or sole proprietors) typically spend less than local firms as they compete for other digital market shares.
Some law firms are tempted to immediately invest thousands of dollars in a marketing plan that promises high ROI and more leads. A successful marketing plan is not something that a lawyer can easily afford. This requires the evaluation and definition of indicators that measure:
How many contacts call the company
Where have customers found your business?
Which channels turn cold leads into hot leads?
Profitability
Brand recognition
Once you've focused on a marketing strategy that delivers results, you can determine how much you're willing to spend.
How to Create a Marketing Budget for a Law Firm
We've shared useful information to help you determine your law firm's marketing budget. However, other budget considerations include:
Review your current marketing plan
You may already have a marketing plan. When reviewing your current plan, you have three options:
You can get a whole new marketing plan. As scary as it sounds, you can abandon your old marketing plan and look for a new one. This means building a new strategy from scratch.
You can scale your marketing plan. If you have a business with an established customer base, you may not be interested in maintaining a marketing strategy. However, their established customer base does not last forever. After all, you need to expand and generate new leads or you risk falling behind when your existing customer base naturally dries up.
Estimated ROI
Here's a scenario that further explains ROI:
Invest $15,000 in a law firm digital marketing plan.
Using this strategy, you will get a client and earn $100,000.
After deducting the investment of $15,000, your profit will be $85,000.
Now you need to use this formula to determine the ROI:
Divide $85,000 (how much you earned) by $15,000 (how much you invested).
Multiply this number (5.6) by 100.
Your ROI will be around 556 percent.
You want the highest possible return on investment. For some, it means spending a little money and expecting a great result. However, there is usually a direct correlation between the amount you invest and the amount you get back.
However, extending your reach too much can lead to lower profits because you enter a market that is too saturated to provide you with leads.
These factors should serve as a starting point for determining how much money to spend on digital marketing strategies.
Five Law Firm Marketing Strategies
Now that you've learned about marketing, budgeting, and law firm evaluation, here are a few strategies that can take your law firm to the next level:
seo
SEO is truly a game changer when it comes to digital marketing. Search Engine Journal reports that SEO focuses on the following two factors:
Create content for people, not search engines. Content is king. Users want answers to their questions, and the Google home page gives users what they're looking for, whether it's information about a service or a way to contact your company.
Use of keywords in content. Google ranks pages based on keywords, including how often they are used. An SEO strategist can determine what users are searching for on Google when searching for services like yours. They can then create content that includes those words and generate leads.
SEO is not a fix-and-forget business. This requires you and your marketing team to know what people are searching for and how. This requires the continuous creation of content that links to user requests.
Content Marketing
We've said it once and we'll say it again: content is everything. To generate leads, you need to create content that doesn't necessarily reinforce your law firm's brand, but rather draws people to your services. Content marketing includes:
Multimedia content such as podcasts and videos
Blog posts and FAQs
Practice area pages
E-Books and Guides
Google analytics tools allow you to create content that answers user questions and measure the success of your content with metrics like click-through rate (CTR).
social communication
Forbes reports that the average person spends about an hour a day on social media. In terms of how long users stayed on the site, Facebook was the best. As you can imagine, since users spend so much time on social media, it seems natural to expand your marketing strategy in this area.
Stay on Social Media:
Offers a different way for potential customers to connect with your business
View customer testimonials and testimonials
This is another way to share content and host events
More importantly, a social media presence allows you to interact with users in a way that your standard website cannot. Like SEO, a social media site is not a one-time thing. This requires you to constantly upload content, interact with users and evaluate new digital trends.
Paid advertising
You've seen paid ads before. Increasingly, when you type something into Google, the first results are paid ads. Data shows that users are more likely to click on the first search result. With paid advertising, your company's name is guaranteed. You also increase your chances of getting qualified leads.
While paid advertising is a good start, you should never underestimate the benefits of organic marketing when people come to your site looking for answers to their questions. A consistent and creative organic marketing strategy is key to long-term success.
Email marketing
Email marketing is more than just sending messages to a list of email addresses; It is a "soft sell" focused on promotional messages, discounts and events. Email marketing is not limited to sending messages to former clients. You can also use it to communicate with other people in your area. This can build connections and increase the resources you have to help people.
Keep the following in mind when choosing your email marketing method:
How often should you send text messages?
Who will receive these letters?
Expected result of the email
Different types of emails (eg discounts on new services)
Email is an important weak way to communicate with customers at the top of the funnel
Resources to support your law firm's marketing strategy
Creating the right digital marketing strategy for your business requires the right resources. You can use one or more of the following tools to achieve your company's marketing goals:
Google Stats
If you want your law firm website to rank high on Google, then Google Analytics is for you. This gives you a clear and personal view of the data showing your law firm's website ranking. It also gives you tools to measure:
Your ROI
Popular Google searches
Your conversion rate
Performance of pay-per-click advertising
How much traffic does your site generate?
How does your target demographic interact with sites like yours?
Many Google Analytics services are free to register. Additional features may require a subscription fee.
Mailchimp
Mailchimp has been doing digital marketing for over a decade. It focuses on improving the conversion funnel through email marketing. Allows your marketing team to:
Create your own email templates
Make your email more interesting
Let artificial intelligence send emails to potential customers
Analyze the effectiveness of email campaigns
Registration is free, as are some basic features.
Hootsuite
Hootsuite আইন সংস্থাগুলিকে তাদের সামাজিক মিডিয়া উপস্থিতি তৈরি এবং পরিচালনা করতে সহায়তা করে৷ আপনি যদি Facebook, Instagram, বা YouTube এর মাধ্যমে বৃহত্তর শ্রোতাদের কাছে পৌঁছাতে চান, Hootsuite সাহায্য করতে পারে। আপনি একটি 30 দিনের বিনামূল্যে ট্রায়াল শুরু করতে পারেন যা আপনাকে Hootsuite দ্বারা প্রদত্ত পরিষেবাগুলির একটি পূর্বরূপ দেবে৷
আপনার আইন ফার্মের বিপণন আউটসোর্সিং বিবেচনা করুন
পরামর্শ, আদালতের শুনানি এবং অন্যান্য ব্যবসার মধ্যে, আপনার আইন সংস্থা ইতিমধ্যেই ব্যস্ত। আপনি আপনার ক্রমবর্ধমান দায়িত্বের তালিকায় আইনি বিপণন যোগ করতে চান না। পরিবর্তে, আপনি আপনার কিছু বিপণন কৌশল তৃতীয় পক্ষের কাছে অর্পণ করতে পারেন।
আপনি আউটসোর্সিং বিবেচনা করতে পারেন যদি:
আপনার নিজের বিপণন দলের জন্য আপনার ব্যান্ডউইথ নেই। যদি আপনার দলকে ন্যূনতম রাখা হয়, আপনি যখন জলে থাকেন এবং কিছু করার থাকে তখন আপনার ব্যবসার বৃদ্ধিতে ফোকাস করা আপনার পক্ষে কঠিন হতে পারে। মার্কেটিং আউটসোর্সিং অতিরিক্ত কর্মী বা অন্য কারো কাজের চাপের প্রয়োজন পূরণ করতে পারে।
Hootsuite এবং Mailchimp হল তৃতীয় পক্ষের বিপণন সংস্থা যা আপনাকে আপনার ব্যবসার আউটসোর্স করতে সাহায্য করতে পারে। অবশ্যই, আরও অগণিত রয়েছে, যার মধ্যে কিছু স্থানীয়।
কিভাবে আপনার বিপণন কৌশল পরিমাপ এবং বিশ্লেষণ
প্রতিটি আইন সংস্থা সাফল্যকে ভিন্নভাবে পরিমাপ করে। কিছু লোকের জন্য, সাফল্য মানে রূপান্তর ফানেলের নিচে চলে যাওয়া আরও বেশি লিড। অন্যদের জন্য, এর অর্থ তাদের সাইটে আরও ট্রাফিক। যাইহোক, সাধারণভাবে, সাফল্য পরিমাপ করার একটি ভাল উপায় হল ডেটার উপর নির্ভর করা।
কিছু রিপোর্টিং বৈশিষ্ট্য সম্পর্কে তথ্য প্রদান করে:
আপনার সাইটে প্রতি মাসে কতজন দর্শক ছিল?
কি মার্কেটিং কৌশল সবচেয়ে ভালো কাজ করে
কি বিপণন কৌশল পর্যালোচনা বা উন্নত করা প্রয়োজন
আপনার কোম্পানির ব্র্যান্ড সচেতনতা বাড়ান
আপনার ROI সম্পর্কে তথ্য
আপনার ল ফার্মের কর্মক্ষমতা বিশ্লেষণ করার জন্য আপনার মার্কেটিং প্ল্যানে অন্তর্নির্মিত বৈশিষ্ট্য থাকা উচিত। একটি কৌশলের কার্যকারিতা অন্যটির উপর মূল্যায়ন করার সময় আপনার কখনই "অন্ধকারে" অনুভব করা উচিত নয়।
আপনার ল ফার্মের মার্কেটিংকে সমর্থন করার জন্য আইনি সংস্থান ব্যবহার করুন
একটি ডিজিটাল আইন সংস্থার বিপণন কৌশল আজকের দ্রুত পরিবর্তনশীল ডিজিটাল জলবায়ুতে আলোচনার অযোগ্য। এমনকি যদি আপনি মনে করেন যে আপনার কাছে সময় নেই, ডিজিটাল মার্কেটিংয়ে জড়িত না হওয়া আপনাকে প্রতিযোগিতার পিছনে ফেলে দিতে পারে।
আপনি যদি আপনার ক্লায়েন্টদের জন্য সময় এবং শক্তি উৎসর্গ করার সময় আপনার আইন সংস্থার লক্ষ্যগুলি অর্জনের জন্য একটি উদ্ভাবনী উপায় খুঁজছেন, তাহলে এটি এমন একজন বিশেষজ্ঞের সাথে অংশীদারিত্বের কথা বিবেচনা করার সময় যা আপনার বিদ্যমান প্রক্রিয়াটিকে স্ট্রিমলাইন করতে পারে এবং বৃদ্ধির জন্য সরঞ্জাম সরবরাহ করতে পারে৷
