You don’t want clients using you because you are the cheapest attorney. Instead, you want them to work with you because of your skills and knowledge of the law. The challenge is how to convince website prospects you are an expert?
The answer: offer visitors thought leadership content. This content can be a video, blog post, or podcast. It is not important what you create, so much as you must create something your audience enjoys. If you don’t build this content, then your competitors will.
An added bonus is that thought leadership content is a great lead generation tool and is an incredibly effective digital strategy for lawyers.
Most law firms in the country today have a website. The best law firms also have a mobile site.
With the dawn of the smartphone era, law firms must connect with their clients through mobile devices. You need a mobile marketing strategy to ensure you connect with prospects when they need information on the go.
For example, what happens when someone gets into a car crash? What do they do first? Call the police.
While they wait and look at the damage on their car, they research their accident on their phone? Many search for information about what to say to the police. Do others want to know how much the damage costs? Finally, some ask what information they need from the other driver?
They do all this from their smartphone. You might hope and pray prospects don’t find your competitors before getting home to research this further on their computer. Simply put, web marketing for lawyers must include mobile campaigns.
First, no you need not have a presence on every social network. Online marketing for law firms must also include social media marketing.
Yes, sign up for every social network your clients’ use. If you are not an active user, let visitors know in the profile where they can learn more about your business.
Second, let’s talk about why you need social media. The truth is most law firms seem similar to clients.
Look at the attorneys below from Avvo. What makes them different from each other? They all seem to have a lot of experience and quality trust signs.
To stop looking like every other attorney, you must build relationships. Social media improve those connections by combining thought leadership with genuine interactions.
Third, the platform is not as important as the intent. Whether you use Twitter, LinkedIn, Facebook, Avvo, or some other social network you must decide the best way to stay in touch with your clients. The communication with your clients matters most.
Many attorneys underestimate the power of informational videos as part of their overall thought leadership campaign. Consider recording brief videos discussing a practice area you specialize in or “legal thought of the day” and uploading it to your website or Youtube channel. Law firm marketing trends favorably rank videos as valuable content.
Online marketing for law firms needn’t be complex either. And attorneys shouldn’t underestimate the power of a simple but powerful blog as a key marketing strategy. By providing useful content to your prospective clients, you will in turn generate leads and engender trust in your readership. Then, when they find themselves in the market for an attorney, the likelihood that they turn to your firm over your competitor’s will be far, far higher.
Clients do not find you on the web by accident. Instead, if you want a steady stream of business, then you must have a plan. You can engage some creative marketing ideas for law firms or go with tried and true methods. But no matter what you do, consult with professional marketers first and foremost.
Comrade has vast experience working with law firms of all sizes and specialty areas and we’d be glad help you with a free web legal marketing consultation today. Call us at 312-265-0580.
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