Legal Services Marketing For the 21st Century.
A Good Marketing Strategy Goes a Long Way
Just as print was once the primary way to market legal services, digital has now taken over as the dominant channel for most law firms. In fact, social media and blogging are used by many attorneys, because they’re especially effective at covering articles in practice areas, they’re easy to use and available for free.
Legal services marketing is different from general marketing, when you follow a best practices model in creating a legal services brand strategy, you will need to use your websites blog, YouTube channels, Facebook, Twitter, and other 3rd party networks to get your message out.
We can create a plan that works effectively for your firm by applying a combination of traditional and digital marketing techniques. When you use Rocket Legal Marketing for your brand strategy, we leverage the tools that we see work time and time again. We do have a few tricks up our sleeves, but the vast majority of what we do is based on experience, expertise, and standards.
What Are The Best Tools For Marketing Your Law Firm?
Many law firms are using Google, YouTube, Twitter, Facebook, LinkedIn and other display networks to advertise in. All of these channels are good, but they need to be part of a bigger strategy.
Many attorneys and even firms think that if you have a Facebook page or a Twitter account you’re marketing online.
The truth is, if you don’t use the right keywords, you can actually end up driving visitors away from your site by making your site hard to find.
Another big consideration is the time you spend on your website. When it comes to online marketing, quality content is more important than quantity.
Law firms have had a difficult time deciding what their best approach should be for online marketing and how they can stand out from the competition.
Law Firm Marketing Terms
A marketing lead is an inquiry, usually from a web form on your firm’s website or referral to your firm by a partner at another practice area.
A marketing qualified lead is generated by an initial outreach program, which may include direct mail, email or paid search.
Rocket Legal Marketing provides strategic legal marketing and improved efficiency for law firms of all sizes and practices. The company’s founder created the first law firm search engine in 1997 and has since advised attorneys and firms on how to use digital marketing, Google AdWords, LinkedIn, Facebook advertising, blogging, website optimization, social media and Internet marketing strategy to grow their business online. This includes writing articles about legal topics that attract prospective clients searching for answers to their legal questions. Rocket Legal Marketing creates blogs, social media posts and online content for law firms as well as provides marketing consulting services that improve your firm’s Internet presence in search results. Why not contact us today?
What Is A Digital Marketing Agency?
In a nutshell, a digital marketing agency is an online company that provides the following services to its clients:
Digital Marketing Strategy – this generally means that they will help you figure out what works best for your business and how you can get more traffic to your site.
Search Engine Optimization (SEO) – this usually includes on-page optimization as well as off-page optimization.
Social Media Marketing – this would include Facebook, Twitter, LinkedIn and others.
Paid Advertising Online – usually includes Google Adwords, Yahoo Search Marketing or Bing Ads
Local Service Ads – These are the ads found at the very top of Google and usually have a Google Guaranteed logo assigned.
Conversion Rate – This is often overlooked but it’s very important. If you are spending $1,000 a month on Facebook but only getting 2 sales per month that means your conversion rate is less than 1%.
Lead Generation – This includes creating articles and blog posts about topics related to your service or product so that search engines will rank them higher when prospective clients are searching for answers to their legal questions.
Keyword Research – This is something that many attorneys miss. Keywords are very important because they tell you what prospective clients are searching for online. You need to know what your prospects are looking for so that you can be there when they search for it.
The term “digital marketing” has been around for several years but in the past it had a different meaning. When I first started out in this business, digital marketing simply meant putting up ads on Google AdWords or Yahoo search services and paying per click to get your message in front of targeted traffic.
Today, a modern day digital marketing agency will help you do all of that plus so much more.
But why should you work with a digital marketing agency? One of the reasons is that they will usually be better versed in all aspects of digital marketing than an attorney who has been practicing law for many years but doesn’t know much about digital marketing.
The bottom line is that working with a qualified company who knows how to drive targeted traffic to your site will help you get more clients and grow your firm’s business.
How Do Law Firms Grow Their Business?
Law firms need to grow their business in order to stay in operation and continue serving clients who need legal services. In the past, many law firms relied on word of mouth referrals from existing clients or attorneys who were recommended by other attorneys to friends or family members.
Nowadays, the Internet has become much more widely used and most law firms would be better served if they learned how to attract new clients with online marketing rather than simply relying on old fashioned word of mouth referrals.
There are other ways that you can get more business such as doing direct mail, buying print advertising from your local newspaper or even targeting a specific group of attorneys with direct mail campaigns.
However, if you are going to do direct marketing you will need a list of names and addresses of potential clients who might be interested in learning more about what you offer. In order to get this type of list you will have to buy it from a list broker and that ultimately means you will be paying for the list.
Digital Marketing Can Help Attorneys Grow Their Practice
While there are many ways to promote your practice, one of the best methods is digital marketing. In fact, one of the primary goals of most law firms should be to attract new clients with digital marketing.
Because of this, working with a digital marketing company can be very helpful. Many law firms have tried to do digital marketing themselves and have failed because they didn’t know what they were doing or they just weren’t willing to invest the time it takes to learn how to attract new clients online.
Here Are Some Of The Benefits That You Will Get When You Work With Rocket Legal Marketing
1. Better Conversion Rates – If you are paying for advertising but not getting a good return on investment that means your ads aren’t converting. In other words, the conversion rate is very low, possibly as low as 1%. If this is the case then you need to hire someone who can do better. A professional digital marketing agency will have a team of experts that can get more people to call you or visit your site because the ads they create are compelling enough to drive action.
2. Better ROI – If you’re paying for an ad but not getting a good return on investment, it’s time to try something new. Digital marketing agencies will help you find new ways to drive more action which means a better return on investment.
3. Branding – While it is true that many people check out social media sites such as Facebook and Twitter first, digital marketing can still be used to make your firm’s law practice brand more visible.
4. Responsive Design – Many law firms will create a website with Flash, JPEGs, etc. and these types of sites are difficult to view on mobile devices such as tablets and smart phones. The fact is that the majority of people nowadays use their mobile device to go online so it is imperative that your website has a responsive design.
5. Better Rankings – It is true that digital marketing can help you rank higher in local search engine listings but it also has an impact on the overall rankings in Google. You want to rank high and if your law firm website is not optimized it will suffer. A professional digital marketing agency will optimize your site so that search engines such as Google see it as a relevant source of information.
6. Better Call Conversions – Most law firms still rely on word of mouth referrals and the phone to make new business contacts. However, you can also use digital marketing to get people to call you because you will have an online reputation that is tied into your efforts at SEO (search engine optimization) as well as your Google My Business page.
Marketing Your Law Firm Online Can Lead To Increased Revenue And New Clients
Working with our experienced digital marketing agency can help your law firm generate new business through the online channels such as Google, YouTube, and Facebook.
Not all digital marketing companies are created equal and that means big box legal marketing firms have issues. For example, it is important to find the right person because SEO can be handled in many different ways depending on where you live and who your target audience is. If you don’t know where to start then Rocket Legal Marketing we can help you evaluate your options and choose the right path.
Bottom line: If your law firm is not digital and social media savvy it is time that you hire Rocket Legal Marketing, we can help your firm get more clients.
An Example Of How A Digital Marketing Agency Would Work With Your Law Firm
Law firm X is a local law frim who wants to advertise their practice areas online. To do this, they hire a local digital marketing agency. Law firm X gives the digital marketing agency some information about their practice and what they want to achieve by advertising online. The digital marketing agency then works with Law firm X to create a digital marketing campaign that will help get them more new customers via their website as well as other methods like social media. The digital marketing agency tests the campaign and works with Law firm X to tweak it until they get maximum results for their website and other online advertising. Once they have a strategy that is working well, the digital marketing agency continues to test out new strategies via social media or Google AdWords so that Law Firm X can continue getting more leads from online sources. This can also include offline methods like direct mail or even phone calls.
The Truth About Digital Marketing Agencies
The truth is, it can be hard to know whether a digital marketing agency is the right choice for your law firm or not.
You may have heard lots about online lead generation, but you don’t quite understand how it will work with your firm.
You may have a basic understanding of how to promote yourself online, but you aren’t an expert at it and you don’t know quite what steps to take or how much it will cost if you do it all on your own.
We also understand the dynamics of legal marketing and constantly being inundated by a steady flow of people saying they can do this for you, and they can do that, when all they really can do is take your money and run. With Rocket Legal Marketing, you get results.
How To Choose A Digital Marketing Agency That Will Help You Succeed Online:
While working with a digital marketing agency can be useful for law firms, here are some guidelines that will help you identify which digital marketing agencies are worth your time and energy. Basically, it involves researching two things – the digital marketing company itself as well as the services they provide.
Digital Marketing Experience
What is their experience? How long have they been in business? How many clients do they work with? What kind of results can you expect from them? Do they specialize in certain service areas like PPC, SEO, LSA, GMB or Social Media Management (SMM)?
Have they worked with law firms before?
At Rocket Legal Marketing, we have exclusively shifted from retail, e-commerce, and big box brands to specifically work with attorneys, lawyers, and law firms. We’ve worked for 3M, Best Buy, Home Depot, and Target. But, we have a certain knack for legal practices.
Call us toll free at +1 (877) 216-2035 to get a free consultation.