Your firm may be small, but that doesn’t mean you can’t out-market your competition. Marketing on any scale can be intimidating in today’s complex and ever-changing digital landscape. However, you can successfully grow your practice on any marketing budget.
The following tips are designed to help small law firms maximize the results of a limited team and budget.
Effective Marketing Strategies
In order to overcome marketing challenges as a small firm, you need to employ the use of the right strategies.
#1 Organic vs. Paid Marketing
One of the most significant impacts on the growth of your firm is how much business you drive to your site. You need to have a balance of both paid and organic tactics working for you at all times.
The primary difference between paid and organic marketing is cost. Some small firms focus their efforts on just one strategy. However, this can be a costly marketing mistake. Both are needed to drive traffic to your site and convert leads into business.
Content marketing can make up the bulk of your organic marketing. The goal is to provide valuable content to attract qualified prospects to your website. A successful content marketing strategy provides answers to questions clients are searching for.
Creating and sharing content regularly helps generate traffic in the background. Once your content is posted, it’s out there working for you passively.
Another form of organic marketing is SEO. Optimizing your content and website with well-researched keywords can help boost the digital visibility of your small firm.
Paid marketing, on the other hand, is an active strategy that involves paying for advertising. There are many different tactics you can utilize, such as pay-per-click or pay-per-lead methods. Your firm can pay for clicks or leads on platforms like Google, Facebook, and Twitter, sponsored posts, and banner ads.
Neither organic nor paid marketing is better than the other. The key is to leverage both in your strategy to attract prospects to your firm.
#2 Target Long-tail Keywords
Long-tail keywords are specific phrases your potential leads use to find answers to their questions. For example, ‘family law attorney near me’ is a long-tail version of ‘family law.’ As you can see, it’s more specific and can direct more qualified leads to your site.
Wordstream offers a free keyword tool that can help you identify the most useful long-term keywords to incorporate into your content. Creating content with long-tail keywords is an effective, low-cost strategy to establish a better line of communication between your firm and leads looking for your services.
#3 Retargeting
Platforms such as Google Ads and Facebook allow you to run retargeting ads to audiences who have already engaged with your firm. By identifying leads that have been to your firm’s website, your paid ads can deliver a more substantial ROI.
Utilizing Google Ads to run retargeting marketing allows you to target an audience based on specific actions taken by users. For example, you run a retargeting ad to visitors of specific pages on your site or visitors searching for particular terms on the Google Search Network (like your competitor sites).
#4 Analyze and Optimize
Analyzing your marketing efforts is a must for small law firms. You don’t have the time or budget to waste, so you need to understand what is working and what isn’t at all times.
When running paid ads, most platforms will include built-in metrics that you can track and analyze. Metrics to look for include cost per click, click-through rate, and conversion rates. You can also use Google Analytics to track and analyze visitor activity on your website.
No matter the size of your law firm, your marketing strategy will make all the difference in how well you attract new prospects to your site. You don’t need a large marketing team for an effective strategy. Following the tips outlined in this article will help you stay a step ahead of your competition.
