In a bygone age, whenever people needed a lawyer they simply looked one up in the Yellow Pages. It was this or go round asking family and friends for recommendations. In the modern age, things have changed somewhat. There will soon be an entire generation of clients who have no idea what a ‘Yellow Pages’ is or what historical function it fulfilled.
The internet has become the go-to oracle for the vast majority of the population. Legal firms have had to adapt or go bust, and legal marketing is at the heart of this change.
Around 75% of people looking for legal advice use online resources to find the right lawyer for them. Although recommendations from family and friends still represent a hefty percentage of referrals, there has been a definite shift towards the internet. With the emergence of review sites, recommendations from others are now frequently cross-referenced in a flurry of quality assurance and research.
This very clearly shows the need for digital marketing. If you’re implementing a successful marketing plan, you will be able to guide potential customers through all four of these stages and your firm will benefit from bookings that would otherwise go to competitors.
Whilst print advertising is on the decline, social media adverts are on the rise. You might want to consider investing some of your advertising budgets this way. It can guarantee that people searching for legal representation in your area are going to see your name first. Getting the right keywords might be difficult at first and take a bit of getting used to, but you could employ the services of a digital marketing company to help you.
If you can set yourself up as an expert or an online authority on a given subject matter, you will instilling trust in your potential clients. You can do this in a variety of ways, but blogs and social media posts are by far the most popular.
If you’re consistently putting out articles and posts that are useful to your potential clients, you will build trust. If your firm is generating strong, useful content with excellent SEO, then you’ll see your name climbing the Google rankings very quickly. Blending blog content, delivering social media campaigns and building backlinks can be complicated and time-consuming, so we’d always advise that you get some help with this.
A good digital marketing campaign will also help you turn happy clients into an advert for prospective future clients. A strong digital marketing strategy ensures that you capture positive feedback and use it in your marketing. This positive online reputation will see people moving very quickly from checking the quality of the services that you offer to booking your services. A solid digital presence is at the cornerstone of most successful legal firms.
The internet is where the next generation of legal firms will need to ply their trade. If the terms SEO, PPC, social media and blog give you a headache, it doesn’t pay to bury your head in the sand. Digital marketing is here to stay and you’ll need to get on top of it if you want your law firm to succeed in the digital age.