The five keys to Digital Marketing that you should implement in your law firm

What is Digital Marketing and how can it be applied to a law firm? We tell you about it in this article

The development of technology-based strategies to boost brand trust, attract business opportunities, improve Internet positioning and optimize results, among other objectives, is known as Digital Marketing.

In the case of law firms, it is essential to have a global strategy for the firm that is aligned with the Marketing and Communication strategy. At the same time, it will be necessary to evaluate the evolution of the strategy, measure the results and make the necessary adjustments over time.

With this objective, there are different Digital Marketing strategies that can be used by firms. We tell you the keys to some of the most relevant ones:

SEO and SEM, Internet positioning

What is known as Search Engine Marketing: SEO and SEM. Search Engine Optimization (SEO) refers to the process of improving the visibility of a website in Google’s organic results. SEO is a tool to drive traffic back to the firm’s website.

Some of the keys to boost web traffic and SEO positioning are: improving loading speed, including Featured Snippets (format with which users receive a short and concise answer to their search, without the need to navigate between different pages), increasing session or retention time, inserting sitelinks (links that appear below the web description when searching on Google), adding images and tagging them, adding videos, employing the Broken Link Building strategy, boosting local SEO, using keywords for the sector and developing content for the blog.

On the other hand, Search Engine Marketing (SEM) responds to paid marketing actions that are carried out within search engines and help to optimize the visibility, as well as to increase the accessibility, of the company’s website. An example of this is Google Ads.

Web design

The design of the corporate website is the gateway to many potential customers, something like the showcase of the firm. It not only helps to create the company’s image, but also to build the brand. It also represents an opportunity to convey the firm’s strategic messages.

A good design of a law firm’s website will include a logo and graphic resources, the services offered, the team that integrates the firm, CTA (Call to Action), contact details, a web design adaptable to different devices and that enhances navigation menus and areas of high hierarchy. In short, an attractive, professional design, easy to navigate and with a structure always in line with the firm’s legal marketing strategy.

Likewise, the existence of a corporate blog will also be key, which will include self-made content related to the professional performance of the firm and its news. For example, the opening of new offices, new hires, new departments, alliances or acknowledgements.

The entire digital strategy of the web is focused on improving the positioning of a page (Search Engine Marketing), either with organic or paid methods, and on attracting potential customers in a natural way based on interesting content (Content Marketing).

Social Networks and Social Ads

Like the web, social networks are another great showcase for the law firm. The presence and activity in social networks is essential to be positioned, generate brand image and establish new contacts or potential clients.

There are two types of actions: on the one hand, organic publications of news, events, acknowledgements, photos or videos on the company’s profile and, on the other hand, paid publications, with a specific budget to reach a larger number of people, beyond the company’s own followers. This is what is known as Social Ads. Moreover, in this case, the target audience can be segmented, thus defining who will receive the message.

For a law firm, the most interesting social network for this type of content will be LinkedIn. It is important to be clear about the firm’s objective when preparing publications. What it is looking for, what image it wants to project and who it wants to target. In short, to define its digital identity. All this is what is known as Social Media Marketing.

Sales funnel

This is the process that the potential client goes through from the moment he/she gets to know the brand, in this case the law firm, until he/she becomes a client. In this process, different marketing strategies come into play on the part of the firm, such as publications on social networks, corporate content, social ads or email marketing to attract potential customers.

The sales funnel concept refers to the visual representation of this process. With an initial “wider” phase in which the attraction and acquisition of customers or leads is carried out. It involves contacting potential customers with the objective of getting a meeting. It is important to be clear about why the firm is approaching potential clients, what services it can offer or how it can propose solutions to their specific problems.

In the subsequent phase, potential customers from whom positive feedback has been received are filtered out. From this point on, a specific strategy will be created for each one. They become prospects. The objective is to generate trust and maintain a communication channel so that this interest in the company becomes a real option for the potential client.

Once the prospect has all the information and a proposal tailored to his needs has been made, he enters the closing phase, when he becomes a customer. However, the process does not end here, because the ideal scenario is loyalty, i.e. converting that customer into a repeat customer.

In short, this is a strategy in which it is essential to analyze and understand how potential clients act at each stage and thus optimize the sales funnel, taking into account their weaknesses and strengths, and, by extension, the development of the law firm.