How much do you really know about law firm marketing? If you have a firm or are an attorney yourself, perhaps you’ve received some basic guidance but not much more than that. You know it’s important to have an online presence but you probably have some burning attorney marketing questions that need to be answered before you dive in.
Regardless of industry, in this day and age, digital marketing is the key to growing your client base. Launch a website? Check! Sign up for social media? Sure! You may have all the basics down but… You may be stuck on what to do next!
Law firm marketing can seem intimidating if it’s not your field of expertise. Even if you’ve researched online for the best tactics, tips, and strategies, you may or may not have the tools, time, and resources to implement them. Or, because there’s so much conflicting information, you end up with less clairty than you started with!
Let us help you cut down the clutter. At BCP Law Marketing, we’re committed to helping lawyers and law firms shine online. And with our experience, we’ve encountered a number of attorney marketing questions that we’ll answer to help you tackle law firm marketing 101.
Keep reading to discover the answers to the most common attorney marketing questions online.
Q: How Can Marketing Help My Legal Business?
A: One of the most common attorney marketing questions we’ve seen is actually the easiest to answer: How can marketing help law firms, anyway?
The legal industry is one where word-of-mouth referrals can still reign supreme. With that in mind, it can be tricky to see the value in digital marketing, especially if you’re getting a lot of traction offline.
To understand how it can help, first, we have to start by explaining what digital marketing is. Digital marketing is defined as the component of marketing that utilizes internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services.
By using the internet, ultimately, digital marketing helps law firms by making it easy to promote their firms and their services to a wide range of potential clients. And because the internet never turns off, any offline marketing efforts you may be used to to grow your client base can be done online 24 hours a day, 7 days a week.
Digital marketing helps you find, capture, and convert qualified leads in your sleep!
Q: What Marketing Services Should I Use to Promote My Law Firm?
Now that you know what digital marketing actually does, it’s time to discover another great attorney marketing question, which marketing services should you use?
Before that question can be answered though, there are a few terms to be familiar with that make understanding different marketing services easier. Here are a few important terms to learn:
- Search Engine Optimization (SEO): The practice of optimizing your website in order to get organic traffic from search engines.
- Pay-per-click (PPC): Another tool to drive traffic to your website where an advertiser pays a publisher when your ad is clicked online.
- Lead Generation: The process of identifying and cultivating potential customers for a business’s products or services.
- Social Media Marketing: The use of social media platforms to connect with your audience to build your brand, increase sales, and drive website traffic.
- Content Marketing: A form of marketing focused on creating, publishing, and distributing content for a targeted audience online.
Once you understand these terms you can begin to narrow down which you want to use to promote your law practice, and which you should use to yield you the best results.
Other important marketing terms to learn are:
- Call-to-action (CTA): A term for any design, word, or phrase meant to prompt an immediate response or encourage an immediate sale.
- Conversion Rate: The percentage of users who take any desired action. If leads are your goal, your conversion rate would be the number of people who not only visit your website but fill out a form or request more information on your services.
- Return on investment (ROI): Measures how effective your investments into your firm are at generating income. I.e., how much money you get back from your marketing efforts.
These specific terms will help with understanding how to measure the success of the marketing services above depending on your goals.
Q: How Can I Outline a Law Firm Marketing Strategy?
A: Speaking of goals, one of the most underrated attorney marketing questions is how to outline a successful strategy to reach your law firm marketing goals, especially if you’re just starting on your marketing journey.
To make this process easier, let’s start with the marketing services listed above and explore how each can potentially help promote your legal services.
Search Engine Optimization (SEO):
Generating organic traffic to your law firm’s website from search engines is the essence of SEO. And it’s a great option for a steady, albeit sometimes slow, stream of targeted visitors. If you’re just starting out and looking to increase your brand awareness, focusing on SEO is a solid option.
The key to SEO success is understanding which content can capture attention and then converting that traffic into leads.
Search Engine Marketing (SEM)
Search Engine Marketing is a digital marketing strategy used to increase the visibility of a website in search engine results pages. This can be paid (like PPC) or unpaid (like SEO). If you’re interested in ranking for a specific keyword like, “law firm in los angeles” or “houston lawyers”, this strategy is for you.
One thing to keep in mind here is that SEM is often confused with SEO. And while there are definitely similarities, they don’t always go hand-in-hand. If you’re thinking about hiring an agency or digital partner for SEO services, make sure this is included!
Reputation management is the effort to influence what and how people think of a brand online. In marketing, it specifically refers to gaining and managing reviews so it’s perfect for established law firms with a long list of satisfied customers willing to share how you’ve helped them online.
If you want to boost brand awareness or authority as a lawyer, look no further than content marketing. Content marketing is a (mostly) free strategy where you can educate, inform, or entertain across the internet.
There are so many forms content marketing can take, business blogs, infographics, video content, ebooks, the possibilities here are only limited by what you’re willing to showcase!
Another great way to boost brand awareness is through social media marketing. This can be a bit tricky for law firms as I’m sure you want to be seen as professional as possible and social media is typically pretty relaxed. But there are a number of creative ways to showcase your firm on social media while still being professional. LinkedIn, Facebook, and, to an extent, Twitter, are all great platforms to do this.
Unlike the free option of SEO, PPC generates traffic to a law firm’s website with paid advertising. If you want to boost the profile of your firm quickly and have the budget to do so, PPC is a great tactic to use in your law marketing strategy.
Earlier, I mentioned that the key to SEO success is understanding which content can capture attention and then converting that traffic into leads. This strategy as a whole is known as lead generation.
It’s a more advanced law firm marketing strategy but it’s well worth it if your goal is generating qualified leads rather than just building brand awareness.
Q: What results can I expect to see with attorney marketing?
A: Of all the many attorney marketing questions we receive, the question of when you can expect to see results from any marketing efforts is probably at the top of the list. And the answer isn’t as straightforward as you might expect.
In short, it depends.
With SEO, on average, you can start to see results in about 3-6 months but other efforts can take longer. Yes, there are times when marketing efforts pay off right away. But marketing as a whole is a long-term play. So aim to see results from a strong strategy in 9-12 months to be on the safe side. And, in year two, most law firm websites should be able to rely on SEO for a steady stream of new cases!
Q: How should I measure law firm marketing success?
A: How you measure law firm marketing success will depend on what your goals are in the first place. That’s why choosing a strong digital marketing partner is essential to growing your brand, finding new clients, and showcasing your legal services online.
You can choose a general marketing agency, sure. But there’s no guarantee that they’ll understand the industry and be able to boost your firm in the most effective way. possible.
Get Your Attorney Marketing Questions Answered with BCP Law Marketing
At BCP Law Marketing we already know what works and what doesn’t for law firms. We pride ourselves on communication before, during, and after projects and can help you answer any and attorney marketing questions you may have.
Let us help you find a strategy to reach your digital marketing goals. Contact us today to see how WE can help YOU find your voice online!