Digital marketing is crucial to the success of your law firm and what is even more important is to know the right way to approach it for your benefit. Let’s be blunt, in today’s reality you can’t expect to be successful without stepping up your digital game. But you are not marketing experts, and if this is not your hobby either, you might have a rough time identifying the right digital marketing strategy for your company. However, the good news is that you don’t have to do that. There are professional SEO companies that are specialized in law, and they will take care of your digital marketing strategy. Those type of experts knows very well the law vertical and all of the niches (of course we assume that we are talking about skillful people). Hence they are not like the average SEO guy. In high competition market as the legal one, you better bet on serious pros instead relying only on wishful thinking and casting your vote of confidence on some random SEO firm.
Read also: Latest trends to follow in SEO in 2017
Content as a foundation
Digital marketing is the best way to reach a narrow and highly targeted audience, that creates many challenges for law firms all over the world, of course, offline efforts shouldn’t be ignored, but if you don’t go seriously digital, you are leaving a lot on the table. A law firm can (must) base their digital marketing strategy around top-notch content in the form of well-documented case studies or guides from the perspective of a company or from client perspective showing how efficiently they can solve those issues. Even if the content will not be used in active content promotion campaigns, it’s quality is very important from conversation point of view. Let’s say that the firm’s perspective may cover a specific area of the law or even a complex aspect of it and presents the company through that area of the law. But a problem’s perspective strategy is based on approaching a specific problem and attracting a particular type of clients who face that particular issue. For the second approach, examples of previous specific cases are always welcome because they show the potential that your law firm has to solve a problematic situation, as precise as it can get. These two approaches will give your clients the right idea about your services and previous work so that they can decide if they want to collaborate with you or not. Law firms that have a generalist activity will have to focus on both expertise and brand message, however, between these two factors, the expertise is always the most important one when you want to reach specific valuable clientele. Sadly you can’t expect from the SEO firm to do all this since you as a lawyer are an expert in the field, and you should work closely with your SEO team through all of the phases. From content planning to content creation and even throw as many ideas as you can for the future content pieces.
The right time to hire pros
You can cover these topics discussed above as an expert, but how are you going to show your work to your target audience, how you are going to start ranking higher in the search engine results pages? Well, from this point on you should pass the baton to professional consultants who will wrap up all into to well refined digital marketing campaign. You will need the help and support of some specialized SEO companies who can give you essential guidance about your general branding and cover some of the implementation processes for you. This will be even more efficient if you collaborate with the same company for the long run, that way they can execute link acquisition and decide what changes need to be done to grow your organic traffic and your client base continually. SEO is not an overnight success but is strategy investment, nowadays the ranking process is taking more time than ever before, but you should know that it is not going to get easier, and your competition is doing it at the moment.
Messure and Refine
Identifying clients that are on the same page with you is also crucial for the success of your law firm. Clients might be interested only in specific services that your law firm offers and not in all of them, and this is why it is so important to create the right connection between your services and your client’s problems. Campaigns based on general messages are good for the beginning but, over time, you will need to add more to your digital marketing than this. Reason for it is merely the increased competition that keeps growing from year to year. This is why SEO strategies and digital marketing plans have to be improved and continuously modified to be able to keep up with the competitive level in this industry. If you keep the same campaign for several years, eventually your law firm will not know any more progress, and it will be stuck somewhere in the middle, without being able to reach new target clients. But this is where experts step it and boost your digital marketing up to present standards. All you have to do is provide all the right information about your company and make sure that you transmit the right message to your clients. If they feel represented well enough by your message, your success is almost accomplished.
Patience is a virtue
The definitive actions that will implement your digital marketing campaign and keep it going will be done by the SEO company that you collaborate with. You can keep an eye on the results and give suggestions regarding what you expect to obtain in the next year. Consider that the results of a properly planned and well executed optimization campaign will not show in a matter of days, as much as you would like to. But they will show in a matter of weeks and maybe months! Patience is the best asset that you can have in this online competitive world.