Many small practices find themselves in a precarious position when it comes to growing their business. After all, as a solo attorney, you don’t have access to unlimited resources. Large firms have deep pockets and extensive staff to fall back on.
With the right tools, you can respond to your business challenges and enhance your practice all on your own! If you’re looking for a straightforward, cost-effective strategy that will connect you with clients, you need integrated digital marketing.
Simply put, integrated digital marketing is the integration of multiple marketing strategies. The goal is to develop a cohesive online strategy to boost marketing and communication efforts for your firm. Successful integrated digital marketing requires the use of consistent messaging across all digital platforms.
Countless hours go into developing and maintaining an integrated marketing approach. As a solo attorney, you’re most likely already overextended. To make things easier, the following steps are useful strategies to enhance your marketing efforts.
First, you need to determine if the look and feel of your firm’s website align with your other
marketing efforts. Does your site evoke the feeling you’re going for? Design elements, such as imagery, colors, and fonts, should work together to communicate your firm’s overarching message. Bright ‘happy’ colors, for example, can signal your practice is family-friendly. On the other hand, bold colors are nonverbal cues that you are passionate about fighting for your clients’ rights.
Your site also needs to be user friendly. This means content should acknowledge and address client concerns and employ SEO (Search Engine Optimization) tactics that will get search engines’ attention. You can work with content, design, and SEO specialists to ensure your website is well constructed.
Next, your firm information should be easily found on legal directories such as FindLaw.com, LawInfo.com, or Abogado.com. Your listing should include your firm’s contact information, details about your practice areas, and links to client reviews.
The third step is crucial in business growth. Clients today have so many options available. This means they don’t have to be patient when it comes to getting questions answered. As a solo attorney, this can be a problem. Clients want immediate responses, but you may not always be available to provide quick answers. The right LiveChat and call-answering services can help solve this problem. The sooner you can acknowledge a client and begin building a relationship, the less likely they will be to move on to the next attorney on their list.
The fourth and final step involves getting your information seen by clients. This can be accomplished primarily with SEO, local listings, and PPC (pay-per-click) ads. The goal for these strategies is to place your site on the first page of search engine results. SEO involves using keywords and creative content to help your website appear higher in search results. A robust SEO strategy can take time to provide fruitful and longstanding results. PPC ads, on the other hand, can provide an immediate means of connecting and engaging with potential clients. The creation of a targeted PPC ad can generate awareness for your solo practice and lead to positive returns.
These four steps are vital in growing your solo practice. Formulating a strategic integrated marketing approach will give your practice a fighting chance against larger firms with unlimited resources. To get started with your integrated digital marketing plan, contact Bardorf Legal Marketing for a free analysis.