The Ultimate Guide to Law Firm Internet Marketing | Good2bSocial media
The Internet is a huge environment and growing every day. Nearly 5 billion people worldwide use the internet, and marketing experts know that meeting your target audience where they are is crucial. Here’s what legal marketers need to know about law firm internet marketing, along with specific tactics that matter in today’s landscape.
What is Internet Marketing?
Also known as online marketing, internet marketing is a type of marketing that uses the internet to deliver promotional messages to potential customers through digital clients. Internet channels include search engines, email, websites, and social media. Strategies designed for online marketing include things like web design, SEO, PPC, and other internet-related tactics. The overall goal of Internet marketing is to help your business reach and attract your target audience and eventually convert them into customers. Additionally, Internet marketing offers several advantages that more traditional methods do not. Breadth of reach, ability to personalize content, and options for nurturing specific relationships are just a few of the benefits of Internet marketing.
Internet marketing can be used to attract new customers as well as create greater brand loyalty. To help acquire new customers, you’ll need to focus on tactics like paid media ads, search engines, and web design. For example, using Facebook Lookalike Audiences to find new audiences within your core demographics would fall into this category. SEO is also a crucial part of using internet marketing to reach new leads. Email, blogging, and social media tactics can help cultivate brand loyalty and increase awareness of your business. Email nurturing campaigns are a great example.
Finally, it should be noted that content marketing and internet marketing are very similar, but should not be considered the same. Content marketing usually lives under the umbrella of internet marketing. Online marketing is the overall strategy and content marketing is a process within that strategy.
15 Strategies for Law Firm Internet Marketing Success
While there are limitless strategies that can be applied to law firm internet marketing, some are more effective than others. In today’s landscape, there are certain tactics to pay more attention to.
1. Consider audio content
Things like podcasts and audio chat rooms can help you make connections. These platforms are becoming increasingly popular and you should plan for your competitors to use them.
To gain an in-depth understanding of how to start a podcast for your firm, check out this free eBook, The Law Firm Guide to Podcasting.
2. Create short video content
Helped in part by the success of TikTok, consumers seem more attracted to short videos. Other platforms are leaning into this trend, such as the Reels feature on Instagram.
3. Reuse if possible
Reusing existing content can extend the life and reach of your efforts. Consider tactics like updating old blog posts, using social media video clips, and creating infographics from research in a white paper.
4. Pay attention to permanent social media content
While stories, reels, and other temporary features have become more popular, there’s always a place for content that won’t go away. Include your most valuable information and posts in your ongoing social media activity.
5. Make sure your website is user-friendly
Often your goal is to drive traffic to your website. A clean, well-organized site is good for search engine results and encouraging people to stick around and explore.
6. Practice SEO
Search engines play a vital role in online marketing. Consistently follow SEO best practices, such as keyword research and ensuring that you are following technical best practices. For an overview of SEO basics, watch our free one-hour webinar.
7. Develop opt-in email campaigns
One of the most effective long-term strategies is to use email to connect with potential customers. You can use opt-in campaigns to consistently reach leads and nurture leads.
8. Create online press releases
Online press releases can increase your company’s coverage from other sources. This is good for the SERPs and can make your business more visible to other audiences.
Blogs are one of the most important ways to attract people to your website and introduce them to your expertise. Blogs are especially important for developing thought leadership in the legal field and provide a way to incorporate keyword research and other SEO best practices.
10. Create social media campaigns
Social activity is a great way to interact with your audience online. You can also use analytics from your campaigns to inform other marketing efforts.
11. Try pay-per-click advertising
PPC is an advertising model in which advertisers only pay when people click on their ad. It is most often used in search engines to improve your chances of showing up when someone searches for related services.
12. Understanding CRO
Conversion rate optimization is all about designing your website in a way that encourages visitors to take the next desired action. A CRO strategy includes tactics such as adding relevant CTAs or inviting readers to submit their email in exchange for content.
13. Post videos to YouTube
Video marketing has become undeniably popular. Platforms like YouTube work like their own search engine, so be sure to develop a comprehensive video content strategy that includes search optimization.
14. Find the right influencer for your business
Influencer marketing is becoming more mainstream, but it’s important to find one to collaborate with. Micro-influencers can be more profitable and are more likely to be relevant in niche industries.
15. Create specialized social media groups
Facebook groups, LinkedIn groups, and other social media communities can be very effective in building strong relationships with your audience. Use these communities to seek opportunities to engage with potential customers.
One of the main components of impactful Internet marketing is sharing useful and meaningful content for your audience, regardless of platform. Think about what could actually add value to the lives of your customers or prospects. It’s the best way to attract an audience and build relationships.