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Law Firm Digital Marketing Strategies in 2018

April Klazema

Law firms need digital marketing.

Whether the goal is generating new business, engaging with current clients, or establishing a reputation as an industry thought leader, digital marketing is the top weapon that law firms have at their disposal. Despite this fact, many law firms are still underutilising digital marketing, putting their faith in more traditional methods—from billboards to TV advertising instead.

At Skypoynt, our team has had the opportunity to work with several law firms on the development of effective digital marketing strategies. Whether your company is looking to embrace digital marketing for the first time or take your online presence to the next level, we can lend a hand. Here are a few areas where you can help your firm make the most of your digital marketing in 2018.

Search Engine Optimisation

Countless potential clients are searching the web every day for legal advice. They are looking for blogs, articles, FAQs, tutorials, and other types of guidance. Sometimes, they are looking to hire a law firm immediately. Other times, they want to learn more about their predicament before even consulting a lawyer directly. What’s important is that they are looking for information related to your firm, and they are using the Internet to do it.

If your firm doesn’t scoop up these web searchers and give them with what they are looking for, another law firm will. A smart SEO campaign will optimise your site for search engine crawling and user experience alike—drawing Googlers in like moths to a flame.

Paid Search (Google AdWords, Bing Ads)

A well-executed SEO campaign can help your law firm target users searching for specific legal services or advice in specific locations. It’s an organic strategy that can yield hugely valuable results—especially if you land on the first page of a prominent Google search.

However, search engine optimisation takes time to bear fruit. If you have a more urgent digital marketing need for your law firm, you might consider paid search marketing. Pay-per-click advertising (PPC) allows you to pay to place sponsored results at the top of a search on Google, Bing, or other Internet search engines. Not only are these paid search results very prominently displayed, but they also allow you to target your audience based on their persona and demographic inferences, such as location, time of day, language, interests and more.

Paid search isn’t the only type of PPC marketing, either. On the contrary, you can also use PPC to place sponsored display ads around the Web, establish a YouTube advertising campaign, or target users on mobile apps.

Video Content (YouTube, Facebook)

Just a few years ago, video content was mostly a gimmick for businesses—law firms especially. Today, people widely regard video as the future of online content. It is attractive to users and engaging by nature. It presents a way to share a lot of information quickly and in a digestible manner. Best of all for law firms, it allows prospective clients to gain a better sense of who their attorneys are and what it would be like to work with them.

At Skypoynt, we can help you see where video might fit into your firm’s broader content strategy. When done correctly, video can deepen the user experience, boost your SEO, and help you engage with followers on social media.

Bottom line, video content is valuable. When done correctly, video can deepen the user experience, boost your SEO, and help you engage with followers on social media.

Landing Page Development (Hubspot, Unbounce)

Most digital marketing strategies—from SEO to content marketing to social media—are all about bringing people to your website. But what happens after you get them there? How do you make sure that all the money you spent bringing visitors to your site doesn’t go to waste? Or how do you stop your visitors getting distracted by your contract law pages when they were looking for your conveyancing services?

The Skypoynt team can help you answer those questions. As experts in landing page design, we will work with you to develop engaging, high-impact pages that encourage users to do just what you want them to do. The better your landing pages, the more calls you get. The more calls you get, the more consultations you schedule. And the more consultations you schedule, the more new clients you land.

Social Media Advertising (Facebook, LinkedIn)

Social media has become a go-to marketing channel for many businesses, and it isn’t difficult to see why. With massive userbases and a huge potential for accurate and effective demographic target, social advertising is essential for any law firm. Social networks like Facebook and Linkedin have powerful advertising platforms that let you decide who you want to reach, when you want to reach them, and how much you want to pay—among other things. You can pair these tactics with more traditional social media strategies to grow your following, promote your content, boost your SEO, and establish your firm as an industry thought leader.

Learn more about what Skypoynt can do to advance your law firm’s digital marketing strategies in 2018. Give us a call at 1300 633 086 today.

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