Did you surpass your growth goals for 2014? If not, it is time for a change. Digital marketing has proven to be a highly effective method of reaching your ideal client more often. Here are a few things to consider when reviewing your marketing strategy.
Representatives from numerous print advertising companies may be beating down your door to tell you how you must renew your billboard or newspaper ads if you want to reach clients. If you are a criminal defense lawyer, you may want to keep a phone book ad so that inmates can find and call you, otherwise, taking your marketing online is the best way to reach clients in 2015.
Time to Scale Back Print Advertising!
Although print ads have worked for a long time, today more people are turning to the internet to locate a service than ever before. According to the Lawyer Marketing Blog, more survey respondents said they would use the internet to find an attorney than print or word-of-mouth referrals.
Did you know: over 800K searches for attorneys were conducted online in the past 30 days!
Unlike print advertising and billboards, online marketing will allow you to clearly track the results of your efforts. If an online marketing channel such as social media is working extremely well for your law firm, you will be able to clearly see it and if it is the weakest link in your online campaign, you will be able to see that as well. The near real-time tracking will allow you to optimize your spending and focus on channels that drive the highest ROI for your firm.
Getting Started with Online Marketing
Several options exist within the online marketing space. Search engine optimization, pay per click advertising, social media, and content marketing are the most popular options though. If you use a combination of those advertising methods it is often referred to as inbound marketing.
When compared with traditional advertising channels, inbound marketing dominates. As a matter of fact, a recent survey by Hubspot indicated that 90% of businesses using inbound marketing saw a return on their investment. The goals and budget of your law firm will determine which marketing channels you should be using, but here is a bit more information about each of the methods.
Search Engine Optimization
SEO is the process of improving the on page factors of your website and increasing inbound links to improve site authority. The result of this is that your website will appear highly when people search for the services you offer. If you are a personal injury attorney in San Diego, a good SEO strategy would make sure you show up first when people are looking for personal injury attorneys in your area.
Pay Per Click Advertising
PPC advertising is a form or advertising in which you pay each time someone clicks on one of your ads. Pay per click advertising is available on several platforms, some of which include:
• Google Adwords
• Facebook Ads
• Linkedin Ads
• Bing Ads
Platforms like Google Adwords display ads based upon keywords that you select. Facebook and LinkedIn show ads based upon other factors you select such as audience demographics. All of the platforms determine the cost you will pay per click based upon the number of people competing to show ads to the same people. There are several additional factors that can influence pricing but generally speaking, more competition equals higher prices.
Social Media Marketing
Since many of us use social media in our personal lives, this is one of the first places people will try to launch a DIY campaign. While actually posting on various social sites is similar on business and personal accounts, effectively marketing requires more insight into your audience and a more detailed strategy. Before you type your first social media post, you need to ask yourself the following:
• Which sites are my ideal clients most likely to be using?
• What common concern appeals to the bulk of my prospects?
• What is their greatest hesitation in taking action with my law firm?
• What will help me build trust with my potential clients?
Taking the time to consider those questions can take you a long way in developing and effective social media strategy, even if you are new to social media for business.
Although content marketing has become a hot topic in the past year or two, it originated in the early 1900s. John Deere was actually one of the first companies to leverage content marketing in their guide that offered practical advice for farmers.
Content marketing is defined as: “the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”
Simply put, content marketing is when you create educational content that helps the buyer understand your product or service during the research phase of the buying process so that they are likely to return to when they are ready to make a purchase.
Content comes in all shapes and size but some of the most commonly used formats are:
• Articles/Blog Posts
• White Papers / E-books
• Videos / Slideshows
Regardless of the content format you choose to use, the key to successfully using this strategy is making sure that you are offering value to your audience. If they come to know you as the “go-to” resource for advice, they are very likely to come to you when it is time to buy.
Although inbound marketing may seem a bit confusing, taking the time to implement an inbound strategy will pay for itself time and time again. If you would like to speak with someone about which methods may work best for your site and how to get started, schedule your free consultation today with me!