Digital marketing may sometimes be perceived as almost like voodoo, but it’s not–there is a rhythm, science, technique, and process that works. This series on the seven essential digital marketing tactics for law firms aims to clarify and guide them in increasing their online presence. Part One covered how to optimize your website, maintain consistent landing pages, and manage reviews. In Part Two, we discussed SEO, content marketing, and email newsletters. This part will discuss social media and paid media, emphasizing how they can be effective for law firms.
6. Social Media for Law Firms
Social media can be a tricky environment for legal businesses. It’s often thought of as difficult and unrelated to generating leads, yet many individuals spend their time on it. That’s because social media can help humanize your business and attract more clients to your firm.
Educational Content:
Focus on creating educational content rather than just promotional content on your social media profiles. This can include FAQs, the “Did You Know” series, behind-the-scenes looks, or showcasing your office. Think about short videos, infographics, and informative posts. This helps establish your team as experts, building trust and authority.
Platform Demographics:
Understand the demographics of different platforms:
- Facebook: Older Gen X and Boomers.
- Instagram: Millennials and younger Gen X.
- Snapchat: Primarily younger audiences such as Gen Z.
Engagement and Metrics:
While you might not get thousands of likes or comments on every post, even a smaller amount of engagement can be valuable. Use tools like Hootsuite for effective social media management. On such platforms, you can schedule, manage, and analyze your social media efforts all in one place.
Presence and Brand Awareness:
Social media is crucial for both visibility and recognition of a brand, even if it doesn’t directly provide leads. Potential clients may find and trust you through your social media activities. Satisfied clients may even share your posts with their friends, which may generate leads.
7. Paid Advertising and PPC
For law firms, paid media, particularly pay-per-click (PPC) advertising, can be especially beneficial. PPC involves paying for each click on your ads and directing potential clients to your website.
PPC Overview:
- Google Ads: Dominates the market. Bing Ads exist but have a much smaller market share.
- ROI: Google claims a $6 return for every $1 spent on PPC. However, this can vary, so temper your expectations and base your strategy on thorough research.
- Hyperfocus: Be very focused on your geography, time, keywords, and services.
- Competitive Research: Know what your competitors are doing. Understand their offers and strategies to stay relevant.
- Keyword Costs: Determine the cost per click for your chosen keywords to balance yoru budget effectively.
ROI calculation using the back-of-the-envelope method:
Determine your budget and advertising approach by projecting possible expenses and benefits. For instance, you would spend $1,000 if you were to prepare for 100 clicks at an average cost per click of $10. If these clicks result in three clients, each earning $2,500, your $1,000 investment has yielded $7,500 in revenue.
Law Firm Digital Marketing Services
Although digital marketing can initially seem intimidating to lawyers, it can be extremely effective with the correct strategies and expertise. If applied properly, social media and paid advertising can greatly improve a legal firm’s online visibility, which will, in turn, attract new clients. Remember to focus on educational content for social media and hyper-targeted strategies for PPC. Always analyze your metrics to refine and improve your approach continuously. Remember to use these seven digital marketing tactics for law firms.
For more insights and detailed strategies, tune into the “Corner Your Market” podcast. Don’t hesitate to reach out for personalized advice at our digital marketing agency website New Wine Digital.
Call us today to schedule a free consultation or to discuss any queries or services about website development and digital marketing.