Four Law Firm Marketing Strategies for the Post-Pandemic World | On Balance Search Consultants
Business is anything but business as usual. During the pandemic, law firms had to pivot, embrace technology, and rethink how to retain and attract new business.
During the pandemic, many law firms created remote workshops and seminars and embraced interacting with clients online. Law firms must take advantage of this profound online change by creating a strong digital presence online.
People are spending more time online and more time on social media. Each social channel has unique strengths that can be used to gain competitive advantage online.
- SOCIAL MEDIA BENEFITS
Here are the main benefits of the most popular social channels:
Facebook is the fifth largest search engine in the world. Over 85% of all online searches are done using Google, followed by YouTube, Amazon, Facebook, and Microsoft Bing (Pew Internet Research).
While your prospects might never use Facebook, the truth is, when you search for something online, you can just click on a Facebook post. Regularly sharing content on your Facebook business page will generate high levels of brand awareness for your law firm.
LinkedIn showcases the firm’s services, expertise, recommendations and connections. Share information on best practices and services offered to market your business. Post regularly on LinkedIn to build your credibility and confidence with your key stakeholders.
Instagram is essentially a visual platform. Users share moving images and videos. If the company’s message is visual, this can be a good place to connect with your audience.
Twitter is mostly text limited to 240 characters. The latest news is shared on Twitter, reaching powerful thought leaders who can amplify your post giving it instant credibility.
Youtube is the second largest search engine reaching over 1 billion people per month (Pew Internet Research). YouTube is a powerful marketing tool that can help you generate more business.
Video is 10 times more likely to be viewed than text. Sight, sound, and movement connect with your prospects, personalizing your message by building trust and authority.
2. CONTENT MARKETING TIPS
Follow these creative tips when creating videos and blog posts:
- Create highly engaging content by providing helpful tips and information.
- Add a call to action to sign up for your newsletter or blog. Create a pop-up that prompts the viewer to enter their email and subscribe to your channel or newsletter.
- Engage via email and social media with personal notes on client accomplishments etc. to start conversations with current and future customers.
- Build trust and credibility by sharing frequent updates from customer reviews and testimonials.
3. ONLINE OPTIMIZATION STRATEGIES
Google My business (GMB) is a free digital platform that details the services provided by your business. It is a powerful business tool to help your law firm stand out from the local competition.
All your online profiles (Facebook, LinkedIn, Instagram, Twitter, YouTube, Bing and Google) must be carefully completed. The more detailed the information provided in your profiles, the more likely prospects are to use your services.
Optimizing your law firm should be done on the website and in directories so that your website ranks on the first page of a search. Web pages should be coded to ensure that they will rank well for online searches. Your business should also be listed in the best online directories, this way your business will rank high in searches as well.
Optimization can be expensive, weigh the cost against your marketing goals to maximize your ROI.
4. INTEGRATED CONTENT MARKETING
Digital and social media channels are relatively inexpensive compared to traditional media such as print, radio and television. Develop an integrated marketing plan that targets your prospects.
An integrated marketing plan starts with creating compelling content. Your website is your business card. It should detail your services, staff, testimonials and recommendations from past clients.
The published articles should be created on your website and then this content can be shared on your social networks. When sharing content, the links of the posts should be redirected to your website. This way, prospects can review the details of your law firm.
Additionally, shared posts can be improved by extending the reach. Targeting your prospects with modest ad spend can lead to new business. Always add a call to action to capture leads via email and phone.
Recommended digital channels you should follow and add to your integrated marketing efforts include: Above The Law, JD Supra, ABA Journal, Attorney at Law, and LawJobs.
5. LEVERAGING TECHNOLOGY
As we move to this new normal, understand that while there is nothing better than face-to-face meetings, teleconferencing is an effective tool for staying in touch and connecting with existing and new customers.
Invest in robust cybersecurity to protect your business intellectual property. Hire a consultant to advise you to mitigate the risk of your data being exposed.
Develop policies and protocols to mitigate the risk of exposure to phishing scams. No security software can prevent your company data from being hacked, but protocols should protect you from liability for an attack.
OLD SCHOOL, NEW NORMAL
Law firms need to understand that a digital footprint is critical to your firm’s success. The data captured from your website and social shares provides a wealth of information about who and where to secure new business.
- Find out how to analyze and leverage your data points to increase billings with existing and new accounts.
- Engage with your clients, ask what services they need, and add lawyers who can meet those needs.
- Rethink retention programs to assess which services the company offers are profitable and which services should be added to improve results.
- Use teleconferencing to keep the lines of communication open with your customers. Nothing new here, good old fashioned tracking makes it rain.
In this new normal, understand that you need to retool old-school ways by leveraging readily available technology to start new business.
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