Cohesive Legal Online Marketing Strategy
Law firms face unique challenges when approaching digital marketing. First, there’s the delicate balance between marketing and solicitation. Second, good digital marketing strategy and execution takes a lot of time—tough to do when focusing on clients’ needs.
A cohesive legal marketing strategy should come first by assessing the competition: what are the competing websites’ strengths, deficits, and opportunities. From there establish goals and plans of actions on how to meet those goals. A last crucial part of a marketing strategy is a definition of the target audience and who will be the focus.
1. High-Quality Content on Blogs and Social Sites
Keyword-rich, visitor-friendly, easy-to-read blog content is essential when generating leads. High quality content attracts potential clients by providing valuable information. It leads to valuable organic visits as Google’s spiders “crawls” for fresh content.
2. SEO is Not Dead
Every year, SEO gets more sophisticated as Google’s Algorithm expands and evolves.
With a Benchmark Report, a firm can discover its online rank and how it measures up to the competition. This is key to determining what needs improvement for a better ranking. Keywords are a great starting point, but content is definitely king with Google.
3. Correct Local Search Listings
Outdated or incorrect local search listing equals to losing future leads. It’s a never ending cycle. It’s vital to keep a watchful eye on the information and update as soon as possible when change occurs.
Potential errors to look for:
- Erroneous local search listings.
- Rogue Google Map Pins.
- Yelp ads (58% of people looking for legal help are more likely to search on Yelp first)
4. Google Analytics
Knowledge is power. Knowing how people land on a site, what keeps them there, and why they leave is powerful information. A Google Analytics account does exactly that. It is by far the best way for acquiring insight and transforming it into leads.