16 Jul Online Marketing for Attorneys:Email Marketing, Website Content/Design, Social Media, SEO
Even the most established attorneys and law firms need online marketing as a way to further draw in business and promote brand recognition. It is essential to create a strong digital presence for your brand to allow customers to easily find you and research more about your services. Building a strong presence online (website, social media, etc.) can not only give customers more valuable information about you, but also make you stand out from other similar attorneys or practices. There are hundreds of thousands of attorneys a customer could choose from; so why should they pick you?
To get your name out there, some beneficial marketing strategies you can employ to strengthen your brand include email advertising, social media marketing, and taking clients out to lunch. You should set aside at least 2.5 percent of your gross income on these marketing strategies. In order for someone to become your client, they need to hear about your business, and designating a budget for marketing strategies will surely help bring more traffic your way.
A main form of email marketing is sending out newsletter “blasts”. These emails can be sent to anyone who has agreed to receive them (current clients, prospective clients, etc.) and can advertise your areas of practice, special deals, or even relevant blog posts that you upload on your site. More importantly, these email newsletters remind customers of what you can provide them and, if anything, help to stay in touch and build a positive relationship with clients. Make sure to provide information in these blasts that your target audience will find is worthy of their time to check out. Long, monotonous articles about analyzing laws or legal issues most likely won’t engage the reader and make them skip over your email. It might be more effective to send them concise current event articles regarding law or news stories that tie law in with other practices. Email newsletters are convenient, quick, and inexpensive, and can effectively reach more people than you would think.
Your website is another key tool you should use to market your brand and let customers know what you can offer them. Include images and video on your site to increase reader engagement and interest. Incorporating video on your website is an easy and rewarding asset that will increase customer understanding and awareness of your brand. Video also offers a more personal look into who you are and adds to your reputability. Large blocks of text can turn off a reader, and they might miss important parts of information that will get lost in the clutter. Type out your most important, principal information and include points in your video as well.
Making sure your business brand matches your website is important in establishing consistency and recognition for visitors and customers. You want to create a consistent design, logo, tone, and more to establish your brand and how you appear to customers. Also, creating a website that can be accessed on any device is crucial for reaching as many visitors as possible. If your site isn’t available or usable on mobile, this will surely turn away potential customers who would have visited your site beforehand.
UX and UI Design, or user experience and user interface design, are important elements of your website that can help you convert visitors to customers. UX design deals more with technical and structural parts of a website, and if optimized, helps make your website more user friendly, easy to navigate, and enhances the customer’s experience on the site. UX can include content (images, text, video), information architecture, and interaction design. On the other hand, UI deals more with the “look and feel” of your website. UI manages the aesthetics and graphic design, but can only exist with UX Design as its backbone. So, aim to optimize the UX and UI design of your website to ensure that your clients and potential customers can have the best possible user experience. Ensuring this design success can surely convert more of your online visitors to customers.
10 years ago, most businesses didn’t have social media pages because social media was barely making a name for itself yet. However, in today’s world, it’s crucial if not necessary to have social media pages for your business. Some might think attorneys don’t have much of a place on social media, but they’re overlooking an extremely advantageous business opportunity. Attorneys can use social media like Facebook, Twitter, and LinkedIn as tools to get their name and face out there, as well as to communicate and interact with customers quickly and personally. Social media sites like LinkedIn are a perfect way to expand your clientele and network to strengthen your professional relationships. In addition, starting a blog is a great tool to further discuss your practice areas, professional tips, and more. Blogs provide a more personal look into your brand and lend themselves to a conversational tone, which can be useful for connecting to your audience. Blogging is a great way to increase your online presence and boost your SEO rankings, or search engine optimization rankings.
SEO is essential for optimizing your business’s website and boosting its placement on search engines. SEO consists of creating keywords, inbound links, and relevant content that will drive more traffic to your website. When people search for attorneys or law firms online, customers will more likely browse through sites that pop up on the first page of a search engine. This is why optimizing your site is beneficial for online marketing and business growth. By having a website, a blog, and social media pages, you can boost your SEO rankings by linking back and forth from your Twitter to your website, your website to your blog, and more. Incorporating all or most of these online marketing strategies into your business strategy can help you stand out as an attorney and yield results in the most efficient way possible.