Top 5 Online Marketing Strategies for Lawyers

grow your small businessHaving an actionable online marketing strategy is without a doubt the best way to grow your law firm in 2017.

Direct mailers are thrown out before being opened, television commercials are being muted and ignored, and cold calls are met with lukewarm responses at best.

If your law practice hasn’t devised an online marketing strategy, you’re already losing out. Your competition is making tons of money, shouldn’t you be?

This article aims to help you do just that. Here are the top 5 online marketing strategies for lawyers. Implement them, and you’ll be well on your way to growing your business.

1 – Blogging

If your website doesn’t have a blog, make one right now. It’s the single best way to establish your law practice as an authority in your niche, attract new visitors to your site, and give your potential clients exactly what they’re searching for.

According to Sue Anne Dunlevie, a well-renowned expert in the blogging world:

“Blogging is one of the best tools that you, as a small business, have to engage with your customers. Blogging gives you and your business a personality and helps establish the voice of your brand. Plus, blogging helps to generate more traffic to your current website. 70% of customers prefer to learn about a business through their blog rather than an ad. And businesses that blog generate up to 5 times more business than companies that don’t!”

Like Sue reveals, when you are actively blogging about what your potential clients are looking for, it will generate a tremendous amount of warm leads for your law firm.

Remember, blogging has become an art form that lets you provide valuable insights to your readers, answer their questions, promote offers, and gently persuade them to hire you.

If your law firm is not blogging, you’re quite literally leaving money on the table.

2 – Focusing on the Right Social Media Platforms

online marketing strategiesMany attorneys know that they need to harness social media marketing. Unfortunately, however, most go about it all wrong.

They either assume each social media platform is identical or they simply choose to broadcast the exact same message across every platform. This is a big mistake.

No two social media platforms are alike: Twitter is extremely different from Facebook, which is very different from both Linked-In and Pinterest.

Not only that, but every industry thrives in different social arenas. For example, a professional — like a lawyer trying to get more clients or a dentist trying to get more patients — will want to focus on Facebook, Twitter, and Linked-In instead of Pinterest or Instagram.

On the other hand, a baker or clothing designer will want to post often on Pinterest and Instagram while thinking twice about leveraging Linked-In.

After all, the legal and dental fields connect well with professional networks driven by intriguing content-based posts designed to inform.

Likewise, sellers of wedding cakes or custom accessories need to promote particular items they make, so a social platform focusing on pictures is an absolute necessity.

Be smart: find out what social media channels your potential clients are using and dominate them; don’t spread yourself too thin on too many platforms. It leads to less engagement and dilutes your brand’s reputation.

3 – Promoting Your Content Properly

The third of our top 5 online marketing strategies for lawyers is promoting your content properly.

After creating a blog, taking the time and effort to publish phenomenal content on that blog, and determining what social platforms are best for your niche, you now need to promote that content.

Be careful: this is where most attorneys drop the ball!

To really generate a buzz around your content, you’re going to have to put at least as much time into content promotion as you did content creation.

To truly promote your content properly, you need to figure out where and when to share it.

For starters, post eye-catching updates on your social media platforms. If your potential clients or buyers are on Twitter and Facebook, for example, tweet and post in these venues every time you publish a new piece of content.

Not only that, but you also need to share your content when it’s going to be viewed by the largest audience.

Dozens of studies have been done regarding what time to post your content to get the biggest bang for your buck. However, the most definitive one that we at More Clicks More Clients rely on comes from CoSchedule.

Check out the following breakdown for the best times to post on social media:

  • Facebook – 1:00pm – 4:00pm on Wednesdays, Thursdays, and Fridays as well as 12:00pm – 1:00pm on Saturdays and Sundays
  • Twitter – 12:00pm – 3:00pm throughout the work week with a peak best time at 5:00pm (focus your effort on weekdays, not on weekends)
  • Linked-In – 5:00pm – 6:00pm during the middle of the week and Tuesdays through Thursdays at 7:30am – 8:30am and 12:00pm
  • Google+ – 9:00am – 11:00am throughout the work week with a peak best time at 9:00am
  • Pinterest – 8:00pm – 11:00pm on Saturdays as well as 2:00am – 4:00am and 2:00pm – 4:00pm on all other days
  • Instagram – Any time on Mondays and Thursdays except 3:00pm – 4:00pm and prioritize video posts at night any day of the week between 9:00pm – 8:00am

After posting at the right time and on the right social channels, don’t forget to share your high value content with your email list. This will increase engagement, update your readers, and generate more traffic to your site.

Lastly, social bookmarking can really help grow your law firm. Don’t underestimate its power! Sites like StumbleUpon, Digg, and Reddit are crucial to helping you get the word out.

If you’re not familiar with social bookmarking by now, find a first year associate in your office who is, and schedule a time to sit down with him or her over a cup of coffee.

Soak up everything he or she has to say and begin to promote your content in these mediums too. In no time, you’ll become a whiz at social bookmarking.

4 – On-Page SEO

on-page SEOLaw firm SEO is an absolute necessity for growing your practice.

On-page SEO makes your content easily discoverable in search engines like Google and puts your site directly in front of your potential clients and customers.

It’s worth noting, however, that on-page SEO is simply one component of search engine optimization. Focusing on it alone at the expense of link building or shaping a comprehensive SEO strategy would be a mistake.

That said, here are some tips for improving your on-page SEO.

First, make your URL keyword-friendly. Avoid random strings of numbers and never let your URL look like this:

Instead, include your keywords directly in your URL and keep it short. This will help search engines identify what your page is about and allow you to rank higher for your keyword or phrase.

Second, put your keywords in your title tag. Also, try to put them toward the beginning of it because Google and other search engines prioritize those words in their algorithms.

Next, use images and videos to help increase user engagement on your site and reduce the likelihood of people leaving your site. Although having these is not an official ranking factor, user engagement and a low bounce rate are. It’s a good idea to include at least one image or video in every post you publish.

Lastly, include outbound links to other sites in your niche. Google respects sites that cite other authorities via links, and this helps improve your own standing in Google’s eyes.

Remember, on-page SEO is just one piece of the SEO puzzle. However, if you get it right, you’ll be that much closer to growing your law firm.

5 – Incorporating Connection Building into Your Online Marketing Strategies

The fifth of our top 5 online marketing strategies for lawyers is to incorporate connection building into your other online marketing strategies.

What might this look like?

While connection building can take many forms, it might begin by searching the web for other businesses in your niche and networking with them.

You might begin to comment on their blog a bit, mention them in your own blog posts, share their content on social media, or develop a rapport with them via email.

The importance of building connections cannot be understated. It gives you an opportunity to show the best in your business what you have to offer.

When done right, it can lead to a shout out for you on social media, a guest blogging opportunity, and additional brand exposure.

Ultimately, connection building can help you find allies in your field who you can join forces with to help make both of your businesses better than you could ever have imagined.

Where More Clicks More Clients Fits In

More Clicks More Clients is a full-service online marketing company that helps drive traffic to your site and grow your business with high-quality content creation, phenomenal SEO, social media marketing, and targeted email campaigns. Call us today or request your free online marketing consultation.