Business is anything but business as usual. During the pandemic, law firms have had to pivot, embrace technology, and rethink how to retain and attract new business.
During the pandemic, many law firms have created remote workshops and seminars and embraced online client interaction. Law firms need to take advantage of this profound online shift by creating a strong online digital presence.
People are spending more time online and more time on social media. Each social channel has unique strengths that can be used to gain a competitive advantage online.
- BENEFITS OF SOCIAL MEDIA
Here are the main advantages of the most popular social channels:
Facebook is the fifth largest search engine in the world. Over 85% of all online searches are done using Google, followed by YouTube, Amazon, Facebook and Microsoft Bing (Pew Internet Research).
While your prospects may never use Facebook, the truth is that when you search for anything online, you may very well click on a Facebook post. Regularly sharing content on your Facebook business page will generate high levels of awareness for your law firm.
LinkedIn highlights the firm’s services, expertise, recommendations and relationships. Share ideas on best practices and services offered to market your business. Post regularly on LinkedIn to build credibility and trust with your key stakeholders.
instagram is essentially a visual platform. Users share emotive images and videos. If the company’s message is visual, this can be a good place to connect with your audience.
Twitter is mostly text limited to 240 characters. Breaking news is shared on Twitter and reaches powerful thought leaders who can amplify your message by giving it instant credibility.
Youtube is the second largest search engine reaching over a billion people per month (Pew Internet Research). YouTube is a powerful marketing tool that can help you generate more business.
Video is 10 times more likely to be viewed than text. Sight, sound and movement connect with your prospects, personalizing your message and building trust and authority.
2. CONTENT MARKETING TIPS
Follow these creative tips when creating videos and blog posts:
- Create highly engaging content by providing useful tips and information.
- Add a call to action to sign up for your newsletter or blog. Create a pop-up that prompts the viewer to enter their email address and subscribe to your channel or newsletter.
- Engage via email and social media with personal notes on client accomplishments, etc. to start conversations with current and future customers.
- Build trust and credibility by sharing frequent updates from customer reviews and testimonials.
3. ONLINE OPTIMIZATION STRATEGIES
Google My Business (GMB) is a free digital platform that details the services provided by your business. It’s a powerful business tool to help your law firm stand out from the local competition.
All your online profiles (Facebook, LinkedIn, Instagram, Twitter, YouTube, Bing and Google) must be carefully filled out. The more detailed the information provided in your profiles, the more likely prospects will be to use your services.
Optimizing your law firm should be done on the website and directories so that your website ranks on the first page of a search. Web pages need to be coded to ensure that they will rank well for online searches. Your business should also be listed in top online directories, this way your business will also rank well in searches.
Optimization can be expensive, weigh the cost against your marketing goals to maximize your return on investment.
4. INTEGRATED CONTENT MARKETING
Digital and social media channels are relatively inexpensive compared to traditional media such as print, radio and television. Develop an integrated marketing plan that targets your prospects.
An integrated marketing plan starts with creating engaging content. Your website is your business card. It should detail your services, staff, testimonials and recommendations from past clients.
Published posts should be created on your website and then this content can be shared on your social networks. When sharing content, links in posts should point to your website. This way, prospects can view your law firm’s details.
Additionally, shared posts can be boosted by extending the reach. Targeting your prospects with a modest advertising spend can lead to new business. Always add a call to action to capture leads via email and phone.
Recommended digital channels you should follow and add to your integrated marketing efforts include: Above The Law, JD Supra, ABA Journal, Attorney at Law and LawJobs.
5. LEVERAGE TECHNOLOGY
As we transition into this new normal, understand that while there is nothing better than face-to-face meetings, teleconferencing is an effective tool for staying in touch and connecting with existing and new customers.
Invest in robust cybersecurity to protect your company’s intellectual property. Hire a consultant to advise you on how to mitigate the risk of your data exposure.
Develop policies and protocols to mitigate the risk of exposure to phishing scams. No security software can prevent your company’s data from being hacked, but protocols should protect you from liability in the event of an attack.
OLD SCHOOL, NEW NORMAL
Law firms need to understand that a digital footprint is critical to the success of your firm. Data captured from your website and social shares provides a wealth of information about who and where to secure new business.
- Understand how to analyze and leverage your data points to increase billings with existing and new accounts.
- Interact with your clients, ask what services they need, and add lawyers who can meet those needs.
- Redesign retention programs to assess which services the company offers are profitable and which services should be added to improve the bottom line.
- Use teleconferencing to keep the lines of communication open with your customers. There’s nothing new here, good old tracking makes it rain.
In this new normal, understand that you need to revamp old-school methods by taking advantage of readily available technology to attract new business.
#law #lawyerlife #avocat #lawjobs #lawfirmmarketing