With so many digital marketing strategies out there, it can be challenging to figure out which ones are right for your firm. A balanced marketing plan will incorporate multiple strategies and is necessary for today’s competitive market.
Pillar I: Content Marketing
When it comes to creating content, think authority and authenticity. Clients want to feel connected to a business before they buy into a service. This is especially true for legal services, where issues often affect clients on a personal level.
So what is content marketing?
Content marketing covers everything from blogs to social media posts. To get the most out of this strategy, you need to utilize your content to build your brand, engage your prospects and clients, and drive sales.
Effective law firm content marketing builds trust and authority in you and your law firm by creating client-centered content that helps your audience solve their problems. This can be accomplished by providing consistent content. Schedule your content a month or more in advance so you can meet your audience’s expectations.
Pillar II: Inbound Marketing
Inbound marketing is a key content marketing strategy. Simply put, inbound marketing is all about getting found online by sharing valuable content that will help your potential clients solve their problems.
The goal of inbound marketing is to form connections with prospects. Tactics such as SEO, PPC, blogging, and social media are used to execute effective inbound marketing plans.
The most successful inbound marketing strategies attract, engage, and delight clients. Start by sharing content that provides value to attract leads. Engagement strategies ensure you’re communicating with leads in a way that makes them want to build long-term relationships with you and your firm. Finally, incorporating thoughtful, well-timed chatbots and surveys to assist, support, and request feedback from your leads is a valuable way to delight prospective clients.
Pillar III: Social Media Marketing
Social media in of itself is not a strategy, but a means to drive your content so relevant people will find it, engage it, and share it. The social media channels to use to support your digital marketing strategy are very important.
Your particular area of practice will determine the best platforms for you but should consist of a combination of the following: Facebook, LinkedIn, Twitter, Instagram, and YouTube.
Posting regularly is just as critical as what you’re posting. You want to showcase your expertise. This requires sharing a mix of content ranging from inspirational quotes, useful legal tips, basic legal information, and industry updates. In order to really stand out, you’ll need to utilize original graphics that stand out.
These three pillars of digital marketing create a framework for lawyer and law firm marketing plans. Having a balanced marketing plan is essential to the success of any digital marketing strategy. If you would like to establish an effective marketing program for your law firm, call Bardorf Legal Marketing to learn how we can help.