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It is 2022, and you still rely on lawyer referrals to get new clients? It is about time to expand your horizon and learn how digital marketing can do wonders for your law career. Digital marketing taps into online sources, which can be a treasure trove of leads and potential clients that you would otherwise miss out on.
Any business could use digital marketing to help sell its products and services. Digital marketing for lawyers covers various marketing techniques to bring their legal brand to the fore and grow their practice.
While there will never be a shortage in legal issues and lawsuits, getting clients can still be challenging given the highly competitive law industry. Hundreds, if not thousands, of legal practitioners in one’s geographical area bid to represent a client. It is why the uptake of digital marketing has become imperative even among lawyers and law firms, especially since most people now rely on the internet for virtually everything, including legal options.
The beauty of this endeavor is that they are doable, repeatable, and measurable. And that only means you can trace which paid ad or organic search your inquiries come from, what worked and what didn’t, and other vital insights that allow you to do better.
Before you work on attracting new clients with digital marketing, you must check first if you have the basics in place. One is a functional and professionally designed website that lists your firm’s legal services. It should be easy to navigate and able to load web pages quickly. Since you will be embarking on digital marketing, ensure that your website is mobile-responsive or optimized for mobile viewing. Otherwise, it will only increase users abandoning your site. Remember, user experience is king when sustaining web traffic.
Your digital marketing initiatives will largely depend on this aspect – financial. Especially when you are considering paid advertising, check how much your budget allocation is so you can choose the marketing strategies you will use and plot them in a timeline. Meanwhile, you must identify what your goals are in this endeavor. They could be about increasing the number of inquiries and signups and getting new clients, among others. Whatever they may be, make sure they are realistic and measurable.
There are several types of digital marketing, each with distinct methods to achieve its purpose. But for lawyers looking to get new clients, here are the best considerations for your practice:
An email automation software can facilitate the process wherein you will only have to craft your email content (which should be compelling, by the way) and take care of the rest. Even if you are away for a court case, the system will send your emails based on your preset times and user response. Not only will this strategy work with large volumes, but also an excellent means to maintain customer touchpoints like sending a thank you message or an appointment reminder. For your newsletter subscribers, you can rewrite your most popular blogs, promote community events, announce law updates, share industry-related issues, etc.
There are several other marketing options you can use to get new clients.