As a Divorce or Bankruptcy Attorney, new prospect leads is your bread and butter. But what about expansion? What about capturing leads outside of your typical 5-10 mile radius? If you’re stuck in the mindset that because you’re a small law firm, you don’t have the budget for impactful advertising, think again. Every lawyer should be utilizing a digital strategy to meet clients where they are and offer actionable solutions to their searches, problems, and online inquiries.
So what exactly is digital marketing and why is it important for my law firm?
Let’s break down what digital marketing encompasses (it’s not just a website and it’s more than social media), why it’s important for you, and how you can implement effective digital marketing on a budget. Stay tuned.
What Is Digital Marketing?
Digital marketing probably conjures the image of websites, digital graphics, maybe display ads, and certainly Facebook and Instagram. But it’s more than a singular online platform. Digital marketing encompasses everything from YouTube videos to search engine results to SEO and building a responsive website ideal for mobile viewing. It’s blogging, online reputation management, and in-store WiFi marketing.
While this may seem overwhelming, to get started, all you need to do is identify one or two digital channels that your prospects frequent. Then you can begin building targeted content on those platforms.
Why Is It Important?
SEO
According to a recent study, approximately 78% of local mobile searches resulted in an offline purchase. What does this mean? It means that your prospects are searching for questions and brands online and by optimizing your online presence (and maybe investing in a Google search campaign), your business can provide an answer that leads to a consultation.
While finding brands through search is a powerful discovery tool, it’s also a powerful lead generation tool. Without strong content that boosts your SEO score or a high converting website, where prospects can browse your practice areas at the exact moment they’re searching for them, you’re missing out on potential leads.
Reach People At Scale
If you’re looking to expand your law firm beyond what it is today, you need to expand your audience. Simply put, there’s no better place to expand than the digital space. Digital marketing isn’t running an advertisement and hoping people see it. It’s showing up in hundreds or even thousands of user’s feeds, multiple times per day while they’re searching for the services your law firm provides.
Build Loyalty
Social media is more than a fun, engaging post now-and-then. A strong social presence brings those with similar interests together. When you create posts that cultivate engagement, users will begin to view your page as a place to connect as opposed to a place with generic copy and filtered images.
Gather Information
Utilizing digital platforms also provides the opportunity to collect key data about your client’s demographics and habits online and off. Thanks to platforms with analytics features such as Google and Facebook, you can understand insights such as gender, age range, education, and whether or not your client is experiencing a major life event. Understanding who your client is will help you curate targeted messaging that addresses their needs and presents your law firm as a viable solution. You can also provide recommendations about your services based on what they’ve liked, shared, or commented on from your page and others.
What If I’m On A Budget?
You don’t have to be a multi-million dollar law firm to invest in digital strategy. In fact, much of the digital landscape levels the playing field when it comes to budget.
While traditional advertising platforms cater to large firms that can afford print takeovers and national airspace, it costs as little as $5 to boost a Facebook post. Not to mention, you can always post organically. You will attract traffic so long as there’s consistent and engaging content targeted to your audience.
Summary
Digital marketing is so much more than social media. It’s curating creative and engaging content that answer prospect inquiries in a way that’s personable and links them back to your law firm. With digital marketing, always meet your prospective client at the right time and the right space. In 2022, more often than not, the right space is digital.
More questions about why digital marketing is right for your law firm? Book a Free Consultation Today: https://bouncelegal.com/