Looking to increase your clientbase? Online marketing works, but if you’re not sure where to start, it can be daunting. There is a lot to consider, and there are plenty of marketing consultants who will claim that their solution is best. Ultimately, educating yourself in a number of areas, like Google, social media, PPC, SEO and online reviews will help you to make the best decision for your firm.
The best place to find out which strategies could be useful, is to ask other law firms/professionals. LinkedIn is a great place to start. It’s the perfect platform to ask a question, because you’ll most definitely get a range of answers. Use these tips below to get started:
Market yourself as a thought leader
Developing yourself as a thought leader in your area is the best way to start drawing attention to yourself or your firm. By using platforms such as LinkedIn, or accessing sector related magazines for feature content, you are creating content specific to you and the industry, and creating more brand awareness for your firm. Setting yourself up as a subject leader through creating online content is the most cost-effective lead generation tool.
Hot tip: From an individual’s point of view, marketing yourself as a thought leader will only enhance your career prospects in future.
Invest in a quality website
A user friendly website with relatable, valuable content will attract the best leads. Just think how useful it is for someone to type ‘Halifax criminal defence lawyer’ in to Google, and for your firm to appear at the top. Websites are popular because they are the preferred method for touching base, as the world increasingly becomes more reliant on technology. It does then require a bit of investment in online SEO, but we can go in to this in our next point…
Search engine optimisation (SEO)
Many companies have taken steps to build internal SEO teams to help clients find them via search engines. Videos, written content, website content and images all play a part in contributing towards an SEO strategy, because it’s valuable content that the user will enjoy. Offer up information your users will appreciate so they continue to return to your website, such as form contracts, legal research etc. and you’ll start to see more visitors to your site within time, and more leads being generated.
Hot tip: Create forms for your content. It should always be free to access, but asking for a clients contact details in return for useful information shouldn’t be a difficult trade. Before you do this, check that the form is compliant with the new GDPR regulations. You must have the user’s permission to contact them via email/telephone etc.
Build relationships with your clients
According to Lexology, no matter how much we rely on the online world today, the best way to do business will always be face to face. Developing relationships is a crucial marketing tool if you want to make a lasting impression. A website is essential for credibility and general info, but networking and relationships are key to becoming a successful lawyer/firm.
Word of mouth is still powerful
When you provide your client with a good service, naturally they should be happy to shout about it. Use this to your advantage and ask them to recommend you where and whenever they can. This could be on a review website, in person or on your firm’s social channels. However it’s done, past clients are the best source of getting new clients. Use them to your advantage by showcasing the excellent work you’ve done for them.
Online reviews are crucial to your reputation
If you’re lucky enough to be blessed with a number of positive reviews, don’t let them go to waste. Reviews are a form of referral, and clients are increasingly working with firms they hear have the best reputation. Invest time towards managing reviews – ask for them, engage with whoever is posting them.
Get on to social media if you’re not already
We touched on social media earlier, but we must stress that using it is essential for brand awareness. Many people today perform research via their smartphones. And most people have social media accounts. Getting your information in front of them, where they spend a lot of their day will help to create leads and build awareness for your brand. Paid marketing is really useful here. Depending on how much you’re willing to spend on social media, the paid reach far outweighs the organic reach you would normally see, and gets your adverts in front of a wider, targeted audience.
Key points to take away from this blog:
- Invest in your online presence
- Invest in SEO
- Build up referrals/testimonials
Master the points above, and you’ll start to see a better response online and for your firm in no time.