The Impact of Effective Marketing Strategies on Law Firm Revenue
As time goes on, the meaning of words evolves. If you’re in your early twenties, this will be less apparent to you than if you’re in you’re fifties or beyond. One of the terms that have really expanded in recent years is marketing. Marketing efforts and the strategies behind them are more valuable than ever now that the internet can connect almost anyone in the world to a particular idea, product or service. The following will look at what an effective marketing strategy is in the current era, paying special attention to law firms and their revenue. Of course, much of this information applies to people working in other fields and niches as well.
People Turn To The Internet First
The most crucial mindset shift you need to make in you’re marking in the 2020s or beyond is that when people have a problem, the first place they look for solutions is the internet. They’re not asking their grandmother what she did when she was their age. They’re not going to the library and taking out books. They’re not opening the phonebook and flipping to the businesses that can help them with their problem. People are seeking solutions online. This means that good marketing needs to include the digital realm.
A Solid Website
Foremost, if you’re marketing in the digital realm, you need to have a piece of digital real estate that your marketing trail leads to. It’s possible that for some businesses or creative individuals, a marketing trail leading to an Etsy page or Amazon listing is sufficient, but for the majority of businesses, you want your online marketing to lead to your website. This means you need a website. And it’s important to note that a bad or outdated website can easily scare away potential customers or clients.
When setting up your website, pay special attention to things like load time and security features. Many people have protective measures on their devices that alert them when they’re about to enter a website that isn’t secure. Beyond this, you want something aesthetically pleasing that takes into consideration the basics of user experience. People should be able to easily find the things they’re looking for (and it’s worth noting that people searching for legal aid are often incredibly stressed, so having things laid out clearly without a ton of different places to click can be super beneficial).
Before getting to work on a website, do your research and pay attention to your competitors so that you have an understanding of what’s standard in your niche. Scroll through some examples of immigration law firm website designs and take note of what you like and what you don’t like. Then, when you’re sitting down with a web designer or developer, you’ll have a clearer image of what you’re trying to accomplish.
It’s highly recommended to work with a professional as there is a real art to coding. Many do-it-yourself webpage programs have code that could be simplified for a faster load time or smoother experience. Again, people searching for law firms tend to be in stressful situations, so you don’t want any unnecessary hurdles to prevent them from getting the information they need.
Blog Posts That Answer Real Questions
One of the fastest ways to improve traffic to your website (because digital marketing is all about leading people to your website where they’ll book a call with you or reach out to you by your preferred method) is by creating blog posts that answer real questions your clients have. People tend to search questions on Google and DuckDuckGo more than simple terms, and this means that having blog posts that directly answer key questions can help pull people to your site. Some article suggestions include:
- What to do when you get in an accident
- How to know if you need a lawyer
- Been fired unfairly? Here are your legal options
By providing the exact information that potential clients need, you encourage them to click on your link and go to your website. At the bottom of the article, you can include your information if they have any follow-up questions. You also want to link within the article to other posts of yours that pertain to this topic because many people prefer seeing several pieces of content from someone before they consider trusting them.
It is vital that you be honest with yourself about your time and writing skills before you decide to write these articles yourself. Yes, you’re super knowledgeable about your field, but you might not have the greatest writing voice. It turns out that the super academic writing style we were taught in school is great for academic articles, but it’s actually quite off-putting to people who are surfing the web. This is because it can sound a bit formal and robotic, and people like to feel like they’re interacting with real humans.
If you have any doubt in your abilities, hire a professional ghost-writer, copywriter or content writer. Look for someone who specialises in search engine optimisation. These writers will be able to research the ideal keywords for your content and have the skill to scatter them organically, increasing the number of internet users you can reach.
Videos That Answer Real Questions
The vast majority of people in need of legal help are going to use internet search engines, but some of them will also use video search engines like YouTube. This means another leg of your marketing strategy could be to turn all those blog posts you have into informative videos. Always end the video with your contact information should people have any follow-up questions or want help with their legal situation. Again, if you don’t have video production skills, please work with someone who does. Poor-quality videos can have a negative marketing impact.
The above information should have outlined a few key components in developing a marketing strategy for a law firm that positively impacts your revenue. Your online efforts can present you as legitimate, knowledgeable and helpful; they can also help build trusting relationships with potential clients before they even pick up the phone and call you. Your goal is to create content that leads people to your website and then, once people are on your website, make it incredibly easy for them to reach out to you for help. Once you’ve mastered these few steps, you can look for more places to create and leave content that directs people to your website, such as Quora, Instagram, TikTok, Pinterest and whatever new platforms pop up. In many cases, once you have several months’ worth of blog posts, you can repurpose that content into videos, carousel posts and other forms of content saving you time and energy, which increases your organic reach.
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