While some lawyers are purely business-minded, others are solely invested in their cause and purpose. Often, many lawyers forget to take care of the business side of their careers. To thrive as a lawyer, you will need to broaden the business aspects of your practice.
One of the essential parts of the same would be marketing yourself or your firm to the right audience. Law school seldom teaches you business. In today’s day and age, if you aren’t covering the possibilities of digital marketing, you aren’t marketing at all.
Many law firms already have established their online presence through digital marketing handles such as SEO and paid advertising. Whether you’re just starting or running an existing practice, there’s a lot that you can do to acquire clients through the internet.
Back in the early 2000s, social media wasn’t as big, and there weren’t other platforms that you could use to try to acquire clients. As a result, the only way someone could get practice off the ground via digital marketing was mainly through pay-per-click and SEO.
Over the years, not much has changed. Digital marketing is generally segmented into four parts that intertwine to boost your business through collective results.
Firstly, we have paid advertising ( Google Search, shop, display, and social media) followed by SEO. This organic method mainly relies on quality and purposeful blog topic ideas and other types of content. Often, paid ads are used to kick start traffic that gives an initial boost to SEO.
Furthermore, we have social media marketing, and finally, we have online listing websites such as Council and LegalZoom. These platforms will serve potential customers and visitors a venue that helps them learn about your stature, history, and details about your work. You can also leverage other methods such as email and affiliate marketing.
However, this post will discuss only paid ads, the quickest and most useful digital marketing method to fetch you quality and hot leads. So let’s see how paid ads can kick start your digital marketing game and how it complements the performance of other digital marketing handles that work in favor of your law practice.
Define Your Keyword Strategy
Digital marketing is generally considered a vast subject, but it is all based on one single most important thing known as keywords. The vastness comes in with the marketers’ tools and methods to research and finalize keyword lists that work.
In the case of pay-per-click ads, you must find keywords that will convert when people search for them for your law practice. For instance, people looking to register a trademark for their business might type in ‘trademark registration,’ ‘file a trademark,’ ‘how do I obtain a trademark,’ etc. Google ranks all these keywords and sends traffic depending on how well they are integrated with your website’s metadata.
So you must take a look at all the different keywords you can think of and research which ones convert better. Several expert digital marketing tools can help you prepare the best keywords for your business. That will eventually lead to where you focus your SEO efforts.
Media Budget & Audience
You must be careful and have solid media research and media plan while doing paid ads. Many businesses sometimes burn a ton of cash without having a properly defined marketing budget or plan. You might pay $20-$30 a click for highly competitive keywords.
So, you must be careful while defining your target audience. If the wrong people randomly click on results, they won’t convert, and you will still spend those $20-$30 of your hard-earned money without any science behind it.
Have a Professional Website
When starting your pay-per-click marketing efforts, consider these simple steps to avoid overspending and try to diagnose what will work for you or what will not. Of course, the very first thing you have to do is have a professional-looking website.
But when you’re talking about pay-per-click, if you’re going to pay for someone to come to a particular page on your website, it needs to look nice and have planned out call-to-actions. You will also need an inviting and professionally designed website that contains useful information.
Google tracks metrics such as how long this visitor stays on your website. They won’t stay very long if you have an outdated website that is hard to navigate through information. Also, Google will charge you more to come up higher in the pay-per-click listings.
Pay-per-click is the easiest and most instantaneous way to obtain clients online. You can become the number one listing on Google for any particular keyword from day one if you’re willing to pay for it.
It also works in favor of other digital marketing methods. For instance, it can provide an initial boost for your SEO efforts. However, whether it’s pay-per-click advertising or SEO, you must find the right keywords to convert the maximum number of online searchers into valuable leads.
You must have an engaging website that contains good and helpful information. Look to incorporate videos, pictures, and good content. Then, spend some money on the page content and the design that will, in turn, direct better traffic to your website.