Good fishermen don’t just choose any random spot to cast their line. Instead, they go where fish are known to swim and understand how the fish behave so they can choose the perfect spot to cast their line. The catch isn’t guaranteed, but they’ve optimized their chances.
It shouldn’t surprise you to learn that marketers aren’t so different from fishermen in this way. Audience segments are like different schools and species of fish, and marketers who understand their behavior can reach them in a meaningful way. For legal marketing, that means knowing when and where they start to look for solutions (e.g., preventative versus when the need arises; online, especially search). Instead of a hook and bait, legal marketers use strategic content that puts them in just the right place — in front of prospects.
Take a look at the following four tips to see how your firm can “fish where the fish are.”
1. Think Beyond the Brochure with Your Firm’s Website
Your firm’s website is a highly valuable marketing asset. We’ve touched on this in an earlier post, but the role your site plays cannot be understated. It’s your platform for sharing valuable content and answers to common questions, helping prospects get in touch with your firm, and optimizing your rank in search engine results through a smart keyword strategy.
Ensure that your site is mobile-first, or at least mobile-friendly. The number of searches conducted from a mobile device now outnumber searches done from a computer or laptop, and search engines have emphasized the importance of a smooth user experience accordingly. That requires much more than simply ensuring your site is viewable from a smartphone; the page load time, space for accurate tapping and scrolling, and the format of embedded videos each contribute to your ranking.
Also ensure that your firm’s site is designed to do more than talk about yourself. When looking for legal counsel, prospects want to feel like they’re understood and that the firm as a whole (as well as the attorneys handling their case) cares about them and the ultimate outcome. Focus copy around their needs and questions to attract visitors that need your help.
2. Start Blogging
There’s an assortment of formats for regular content, and each serves different purposes and appeals to different people. However, one type of content we always recommend law firms have is a blog. One of the most valuable search results ranking factors for Google is the presence of updated, valuable content. It’s also one of the easiest ways to incorporate keywords, which are critical for organic discovery and web traffic.
Another important benefit, however, is establishing your firm as a thought leader. Your blog can put the spotlight on each partner, helping establish their voice and expertise. The more helpful and authentic your blog is, the more you can foster trust with prospects and convert them into leads. Furthermore, content can be linked through social media and greatly improve your reach.
3. Build a Social Media Presence
As just noted, social media is an excellent way to get your thought leadership in front of new prospects. This establishes your brand authority and goes a long way toward lifting awareness. By its very nature, social media is instantaneous and fast moving. Fresh social content can help keep your firm top-of-mind and in the public eye.
If you’re going to integrate social as part of your marketing strategy, be committed to regular, authentic updates, not sales pitches. Engagement is key. Comments and messages need to be reviewed and responded to quickly and appropriately. Social media is social, and allows your firm to build relationships with prospects.
4. Run Paid Search and Social Campaigns
Where SEO is organic and social media opens the door for conversations and connections, paying for dispaly ads and social advertising gives you the space to be marketing forward. Like SEO, search engine marketing also relies on the use of keywords to deliver ads to users based on their search string. Both are relatively inexpensive because you pay for clicks, as opposed to impressions. At the same time, they offer an incredible level of targeting; you can hone in on users based on demographics as well as more nuanced factors like behavior, interests, and other psychographic data. Both can be launched quickly, paused as needed, and edited during your campaigns to improve results. Be sure copy and creative reflects your brand to ensure consistency.
Don’t undermine your legal marketing ROI with a spray-and-pray approach. It pays to fish where the proverbial fish are. Follow our tips to prepare your digital channels and strategy to reach and convert prospects. It all comes down to this: knowing your audience, creating content they care about or need to make their decision, and showing up through search and social media.