One of the biggest problems is that every firm is different. It makes benchmarking your own marketing performance a struggle. What looks like fewer online enquiries might mean maximum capacity for others; what looks like going viral online for some is par for the course for others.
What reasonable expectations should your practice be setting?
Start with Broad Goals
Before venturing into digital marketing or hiring a digital marketing agency, it's important for law firms to define their broad goals. These might include increasing website traffic, acquiring new clients, raising brand awareness, showcasing expertise, or expanding into new geographic areas. These broad objectives provide a foundation upon which more specific goals can be built.
Define Performance Measurements
Utilize available online tools to measure the effectiveness of your digital marketing efforts. Platforms like Google Analytics can track website traffic, while tools like Mailchimp provide insights into email marketing performance. It's essential to choose the right tools for effective performance tracking.
Explore Past Data
Analyzing past data is invaluable in setting new, specific, and attainable objectives. This involves understanding which types of content resonate with your audience, identifying topics that engage your clients, and determining the platforms where they are most active.
Identify Platforms and Value
Recognize that not all digital platforms will be equally valuable for every law firm. For instance, firms focusing on private clients may find more success on Facebook, while LinkedIn might be more suitable for those dealing with business clients. Additionally, don’t overlook the significance of online review and comparison sites. These platforms have become increasingly important in the legal sector, with a growing number of users relying on them to find legal services.
Set Specific Goals
With a broad direction and insights from past performance, law firms can now set specific, data-driven goals. These should be SMART: Specific, Measurable, Achievable, Relevant, and Time-bound. For example, a firm might aim to increase website traffic by 10% through targeted social media campaigns or aim to expand their client base in a specific geographic area.
Understand the Importance of Digital Marketing
Most consumers today research online before engaging with a local business. Therefore, a compelling digital presence is vital for attracting potential clients. A well-defined digital marketing strategy is key to building your brand and remaining competitive in the legal market.
Creating a Digital Marketing Strategy
This involves market research to understand potential clients, defining digital marketing goals, exploring various digital marketing channels, and understanding content marketing and SEO. Content marketing and SEO are particularly effective starting points as they help make your firm more discoverable online.
Measuring Success
It's important to monitor the performance of your digital marketing strategy. Tools like Google Analytics can provide insights into website traffic and visitor behavior, helping firms understand the effectiveness of their marketing efforts.
Ethical Considerations
Law firms must ensure their marketing complies with the rules set by the Bar Association. This includes avoiding misleading claims, being truthful and transparent, and not guaranteeing specific results.
Outlook on Digital Marketing
Digital marketing is becoming a necessity for law firms to stay competitive. With millions of online searches happening every day, a well-researched and executed marketing strategy can capture potential client searches and translate them into leads and cases.
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