For attorneys, having the right digital marketing strategy is essential in today’s digital landscape. Without a well-implemented digital marketing plan for 2024, you could miss out on potential clients and revenue opportunities. Unfortunately, this was the case for John, an experienced Family Law Attorney who thought his digital presence would increase business but saw it stagnate or even decline as competitors took advantage of better digital strategies.
John’s biggest mistake? Selecting a marketing agency with little experience creating a digital marketing strategy for attorneys that failed to implement a comprehensive approach incorporating multiple channels of digital marketing.
Finding a digital marketing agency in 2024 that understands your needs and has the skills and experience to develop effective digital campaigns tailored explicitly for legal professionals is crucial. Before committing, research digital marketing agencies, ask for Case Studies, read their online reviews, and evaluate results closely before making a decision.
At Law Firm Marketing Pros, we understand that digital marketing for attorneys is a unique field requiring specialized knowledge. Our digital marketing strategists have over 27 years of experience developing digital campaigns for attorneys that deliver qualified leads and drive ROI. We create comprehensive digital marketing solutions tailored to your needs with our proprietary Law Firm Client Generation System, so you can stay ahead of competitors and reach more potential clients.
Law Firm Digital Marketing Made Easy: The Only Book You’ll Ever Need to Become A Best-Known Attorney.
Digital Marketing for Attorneys: Working Towards Your Law Firm’s and Your Client’s Goals.
Client generation is one of the biggest objectives for most law firms, for various reasons. Attorneys must apply the knowledge, processes, and energy to consistently place action-inspiring messages in front of the right people — at the right time for them.
To engage and inspire your target clients, you must provide quality content that reflects their goals and needs. Relevant, helpful content lets them visualize how they would benefit from working with you. While this calls for consistent and standardized practices, it is well worth the effort; by delivering valuable information you can make a lasting impression that encourages them to contact your firm.
You cede these opportunities to your competition if you fail to compete in these areas and position yourself as a thought leader in your practice areas. Many firms require several processes that they cannot manage independently. Consequently, they settle for a combination of cheaper services—often uncoordinated and lacking a cohesive strategy and a shared system—that cover a fraction of what they need to generate quality leads and sign new clients.
Covering The Many Bases of Legal Marketing in The Digital Space
A comprehensive SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis should include evaluating your current digital marketing practices to ensure sound messaging and methods. You must also identify the type of content that aligns with traditional marketing strategies and operational procedures such as intake. Many innovative techniques can help craft an effective strategy tailored around today’s modern digital landscape.
There are more moving pieces than most law firms can handle internally that must communicate with one another as part of an integrated system. Integrating many different services introduces more unnecessary complexity that complicates matters and threatens more points of failure.
In contrast, a comprehensive legal marketing infrastructure such as The Law Firm Client Generation System synergistically delivers elements that build upon one another and function as a whole. Law Firm Marketing Pros creates a custom plan based on your market competition and your goals by leveraging this system.
Beyond Branding: How Your Ideal Clients Perceive Your Firm’s Face and Voice
Much of traditional marketing and advertising limits opportunities for direct engagement compared to digital marketing, which incorporates a more targeted content strategy. Traditional approaches have relied more heavily on strategies to achieve awareness through television, radio, print, and billboard ads. Consequently, many have preconceptions that may emphasize a firm’s identity while neglecting modern interactive opportunities like blogs and social media posts to address and elaborate upon target clients’ interests by engaging with potential new clients online.
Remember our family law attorney, John? He chose a digital marketing agency for lawyers that placed a higher value on billboard ads and radio spots than on proven digital marketing strategies. As a result, John lost clients to his closest competitor because they implemented a cohesive digital marketing strategy that involved producing consistent, relevant content, spreading it across various platforms, and engaging with their potential and existing clients online.
That’s where the virtual conversation occurs between a target client’s questions and the answers and solutions your firm represents. What matters most to your target audience is what you can do to solve their problems and help them achieve their goals.
Let Your Strategy Guide Your Messaging: What Should You Communicate in Your Content?
We’ve established that content should address your target clients’ interests and needs when marketing for law firms. This effort differs from legal industry observations or notes on interesting cases you might be inclined to share with colleagues.
Various website elements express your brand identity and style; however, your content must appeal to your potential new clients and inspire them to take action, such as completing a web form, downloading a free resource, or calling your office. While most people searching online don’t want to read your in-depth criticisms of legal opinions, you could reframe them by telling fictional, relatable, and engaging stories that resonate with your readers and cater to their interests, followed by a call to action. Let’s address how the right kind of content works within a comprehensive digital marketing system designed to sustain fresh and engaging experiences to drive lead generation.
Content, SEO, and UX (User Experience) for Law Firm Digital Marketing
An SEO-oriented content strategy addresses the intent and questions of people searching for information relevant to their legal questions and concerns. Visitors to your website may arrive from multiple channels. Are you moving them forward along a path toward the resolution of their legal issue when they click through your site? While their experiences and behaviors during their visit will affect their perceptions of your firm’s ability to help them, signals will also be sent to search engines that judge the relevance and quality of your content.
Search engines generally want to send searchers to websites with information that satisfies their queries, so clarity, convenience, and quality of relevant content are significant factors for the reach of your firm’s website messaging. A complete digital marketing strategy anticipates a target client’s questions and ideal website experience.
User Experience (UX) and how you organize and present your content directly affect your visitors’ confidence in your firm and indirectly affect your future opportunities with other searchers through search rankings. Our latest frameworks seek to optimize the experience. We do this by showing relevant multimedia links on practice area pages, such as a personal injury quiz or a video about what to do after a car accident. These links match what each visitor reads about.
Offering a valuable UX allows visitors to expand their knowledge about their areas of interest, which enhances the value they associate with your firm while helping them progress toward resolving their issues. Depending on their decision-making progress, they can envision their next steps, including scheduling a consultation via an online form or phone number link.
Content Distribution and Social Engagement for Legal Services
Your different types of content appear in various channels. Press releases are an opportunity to let your target audiences know what they should know about exciting changes related to your practice areas or your firm. Press releases, blog articles, and newsletters can coordinate to address trending topics relevant to your audiences. Regular monthly newsletters are one way your engaged, targeted audiences can reliably find your new content and keep you top of mind. These communications remind them of services that interest them or their loved ones. You can also distribute recent blog content by email to your prospects and clients and via social media after it publishes on your website.
Our social media management services provide a comprehensive connection between your digital marketing strategy and client-facing communications. We recognize the importance of maintaining an appropriate custom mix of fun yet professional messaging while upholding excellent customer service standards aligned with your brand’s identity and fostering excellent client relationships through responsive and engaging conversations on social platforms. Our team considers our clients’ needs to ensure everyone is working together towards achieving success by strategically managing their content across all mediums as part of their overall digital marketing strategy.
More Content for Multiple Purposes, Focusing on Quality
You will always need more of the right content in the right places, processes for creation/publishing/management, and a cohesive digital marketing strategy to guide everything you do in the digital space. Focus on helpful, quality, meaningful content that serves a purpose in the context of the audience’s experience. Do not make the mistake of focusing only on quantity or what you think is important or interesting. You should present your legal services to your target audience regarding why they should care and how it helps them solve their legal problems.
Consistency is also essential, and it is easy to neglect and fall behind if you don’t have a coordinated digital marketing plan and a team to implement it. You should continually publish the right types of new content that anticipates your target clients’ questions and needs. This provides value that makes your site attractive to the people you seek to serve and the search engines seeking to help them effectively.
Marketing Project Organization, Managing Practical Implementation, and Continuous Data-Driven Perspective for Law Firms in The Digital Space
Harnessing the power of digital marketing requires a cohesive strategy and encompassing plan—but mastering it necessitates careful monitoring, tactical decision-making, real-time adjustments based on analytics or feedback, and operational cohesiveness. Having one point of contact at your firm to serve as an interpreter between you and your digital marketing agency ensures nothing valuable falls through the cracks in pursuit of promoting your business digitally.
Law Firm Marketing Pros offers an unparalleled approach to responsive marketing, with multiple specialized departments that strive for maximum success. Our Client Success Managers ensure full client support and communication; you’ll receive performance metrics, publication schedules, campaign updates, and a results-oriented digital strategy based on your firm’s specific needs and goals.
Determining a Law Firm Digital Marketing Strategy & Plan Appropriate for Your 2024 Goals
As the legal sector rapidly advances into an increasingly digital space, attorneys and law firms need to stay ahead of their competition by crafting effective marketing strategies tailored to meet the standards of each unique audience. Achieving success in this competitive field demands authentic client-service solutions and an effective digital marketing strategy for lawyers managed by experienced legal marketers.
Are you ready to gain immediate access to powerful digital marketing strategies that drive revenue? Contact Partner and Co-Founder Josh Konigsberg, author of Law Firm Digital Marketing Made Easy: The Only Book You’ll Ever Need to Become a Best-Known Attorney, to schedule a free 15-minute discovery call at (561) 948-5001 or complete our online form. Though brief, this call dives deep into your strategy. Josh will then prepare a complimentary digital marketing brief packed with 25-35 pages of value that drives qualified clients directly to your practice.
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