Digital Marketing for Lawyers – The Complete Digital Strategy for beginners

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Digital marketing might not be something everyone can do, but with a little help and guidance, anyone can draw up a digital marketing strategy, implement and review it. We know how hectic life can get, having to juggle time between consulting clients, setting up meetings, reading through material and court time, very little time is left for yourself. And you still have to be out there and gain more clients and actively market the firm.

With this in-depth guide, you will be able to tick the digital strategy box and rest assured that there is one less thing for you to worry or think about. Even though digital marketing is considered a bit of a science, it is easily learned. If you are interested in learning more about digital marketing, feel free to read our blog on digital marketing for law firms.

Now, let’s get started with the complete digital marketing strategy guide for law firms. Once you have wrapped your head around the basics, you should be able to start your own strategy straight away.

#1 Identify your marketing goals

Before you get started, it is advised to start at the very beginning. This is a crucial step in developing a successful marketing strategy. The whole point of having a marketing strategy is to achieve something, and without knowing exactly what you want to achieve, you might as well be standing outside at midnight shouting at the stars.

Marketing goals should always be specific:
Yes, very specific. You need to know exactly what you want to accomplish, down to the last tee. A great example would be to gain 500 new clients. This is a specific goal with a number attached to it.

Marketing goals should be measurable:
This is where the number comes in. If you are not specific in the first aspect, you will not be able to measure your success.

Marketing goals should be achievable:
Yes, we know you want to make it big and gain 1 000 000 new clients. But remember to keep things realistic. You should always consider your current growth pattern for instance before setting up unattainable goals.

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Marketing goals should be relevant:
Once again, keep it relevant to your current growth. Keep things realistic and avoid being discouraged or disappointed. Digital marketing is a powerful tool, but it is no magic trick!

Marketing goals should be time-bound:
Last but not least, you should give your strategy a timeline with intervals where you measure your efforts. This allows you to make any necessary adjustments and ensure you get the results you identified in the first place.

#2 Identify your prospective clients

This step requires some research. You need to understand your ideal audience and clients inside and out. This is the only way for you to fully understand what would appeal to them, where they spend their time online, what they like spending it on and so on.

You should have a vague idea of your current client base demographics, psychographics and so on. Unless you want to reinvent the wheel, this should be the perfect starting point for you. You will need to draw up different personas of ideal clients.

These personas should be as detailed as possible, as this will bring you closer to marketing success. Typical information to be included in these persona files are age, income, employment, marital status and so on. Remember to try and get it as detailed as possible. Get to know your ideal client. Other factors that are important for you to consider are likes and dislikes, hobbies, and of course pain points. This is where you or your service offering comes into play.

#3 Identify platforms where you should have a presence

If your customers are active on platforms such as Facebook, you will be able to reach them there. If they are active on LinkedIn, you will be able to reach them there. Remember, each platform, whether it is your website or a social media channel, has its own lingo and its own specific audiences. Do your homework and get to know where you will get the most results.

#4 Do an audit of current active online profiles

If you already have a presence online, do a quick audit and see how you are doing currently. We would advise using a site auditing tool to ensure your site is performing well and also do an extensive audit of your social media profiles.

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Make sure all your communication channels are on brand and that you have an identifiable image across all platforms. Use your logo as profile images and striking images for headers.

Ensure that your content is in line with your firm’s brand voice and that it is in line with what you have discovered would be engaging to your identified audience. Content should be on-brand and high-quality for SEO purposes.

#5 Draw up an extensive content distribution cycle

Content should be published on a regular basis. Now, if you do not have the time to write or design the content yourself, it would be great to get the help of professionals in for this. A good measure would be to publish great content on your website’s blog once a week, publish on your social media channels twice a day, and send out a newsletter monthly.

Be sure your content cycle runs in a sensical and logical manner, and also that the content you intend to publish is not considered spam but is high-quality, unique and helpful to your prospective clients.

A proposed content publishing cycle is to have one piece of owned content published on your blog, have it published on your social media channel a day or week afterward, and then publish it again in your monthly newsletter. Even though this may seem a bit repetitive, remember that due to algorithms on digital platforms, not all your content will be seen by everyone at the time when you publish it. This ensures you get the most out of your content. To make your life easier, you are able to utilize easy to use tools that can take care of publishing and measuring results for you automatically. Here are some worth checking out:


#6 Invest in PPC (pay per click) advertising

Whether it is via Google Ads or social media channels such as Facebook, Instagram or Twitter, there is value to be found in paid digital advertising campaigns.

Include paid advertising in your marketing budget. This type of campaigns is easy to set up and monitor. Play around with different sets of keywords and images, utilize A/B testing and see what your prospects relate to and what delivers results. Running paid campaigns can bring you closer to your goals in a shorter time, if planned and implemented correctly.

#7 Monitor your progress, review, and repeat

To tie things up, you should go back to your identified goals and measure your success. See how your efforts paid off and whether you reached your goals.

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There are tons of measuring tools out there, whether you are running a paid ad campaign on Google Adwords, or a campaign on Facebook, these platforms offer users unique insights on their own platforms. These tools are free and you don’t have to pay for making use of them. For Facebook advertising, you can use Facebook Insights and for Google AdWords, you can use Google Analytics for free. Google Analytics is also a powerful tool if you just want to see how your website is performing in general.

Once you have your results (we advise to keep an eye on your progress on a weekly basis), you can see whether you need to make any adjustments. Review your strategy and start again!

We hope that you have found this article insightful and that you’ll have your very own digital marketing strategy running in no-time. If you would like to read more about digital marketing, be sure to browse our blog for more information on topics like WordPress themes for law firms. For more in-depth information on digital marketing in general, be sure to check out HubSpot’s blog.

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