What is the best digital marketing strategy?

In digital marketing, rules can be changed overnight and if you aren’t keeping up with the changes, the results will be elusive despite your best efforts. Law firms need to be very careful about the latest trends in digital marketing because most law firms still take the latest trends lightly.

Here’re a few simple digital marketing tips for law firms

1. Focus On Local SEO In 2022

SEO is still a valuable source of targeted traffic as people continue to rely on search engine results while looking for information on products or services. To strengthen your local SEO, you can take the following steps.

Google My Business Optimization

If you don’t have Google My Business page for your law firm then get it at the earliest and if you have GMB then optimize it on priority. Your GMB page can play a crucial role in shaping your organic ranking strategy because it is your GMB that appears in search results. If you can get your GMB in the “3 pack” or first 3 listings, you can get an edge over others.

Why Is GMB Important For Your Law Service?

Google My Business for law firms becomes more important for two reasons. First, not all lawyers take their GMB pages seriously, and second is Google is paying attention to the GMB pages.

Most law firms have their GMB pages but they give move time to other social media channels than Google. They don’t maintain and optimize their GMB pages and nor do they measure results coming from Google My Business listings. Since others aren’t focusing on GMB, you can easily take lead over others by strengthening your GMB page and getting featured in the top 3 listings.

Google is watching who is optimizing their GMB page with the latest services and pictures to attract eyeballs. You should increase your engagement with Google by refreshing your GMB page at regular intervals.

How to add or claim your Business Profile on Google

Add your business through Google Maps

1. On your computer, sign in to Google Maps.
2. You can add your business in 3 ways:
   • Enter your address in the search bar. On the left, in the Business Profile, click Add your business.
   • Right-click anywhere on the map. Then, click Add your business.
   • In the top left, click Menu  Add your business.
3. Follow the on-screen instructions to finish signing up for your Business Profile.

Claim your business through Google Maps

1. On your computer, open Google Maps.
2. In the search bar, enter the business name.
3. Click the business name and choose the correct one.
4. Click Claim this business   Manage now.
   • To choose a different business, click I own or manage another business.
5. Select a verification option, and follow the on-screen steps.

Look For Reviews On Your GMB Page

A positive review is a vote for your service and this vote can strengthen your position in the top 3 listings on Google. The largest search engine is rewarding those who are getting continuous reviews from visitors. GMB reviews could help your service grow by showing who your clients are and why those clients chose your services over others.

How To Encourage Visitors To Leave Reviews On Your GMB?

The first thing to get reviews is to get your GMB featured in the top 3 listings so the visitors could notice your service and make an opinion on what you offer. Once you are in the top 3 and getting views, you can try different ideas to get reviews.

For example, encourage your clients to leave reviews by giving them a reason. Communicate with them through direct message, emails, social media, or direct contact to convince them to review your service.

Local Content Marketing

Many things boost SEO rankings and the most important of them is content. But the content should be prepared for human traffic. It should be thought-provoking. As a responsible law firm, you should be conscious of the quality of content. It should be useful for viewers looking for legal help.

2) Video Marketing

Video marketing is important for law firms for the same reasons as your Google My Business listing. Since most law firms aren’t prioritizing video marketing, you can take advantage of the minimum competition and rank high on video searches. Since the video has been on priority on platforms like Facebook, TikTok, YouTube, and Instagram it becomes mandatory for your law firm to implement video marketing strategies.

Strengthen Your TikTok Presence

With 1.2 billion active users, TikTok is a giant among social media channels. But the real power of TikTok lies in its younger audience. 25% of its users are below the age of 19. TikTok can provide you with the reach that you can’t expect from any other platform. Gear up for TikTok marketing that involves strategy, creativity, and quality content. Build followers, increase views of your content, and encourage viewers to share the content to build a strong TikTok presence. Also, use hashtags and local keywords to reach a local audience. Also, you can share your TikTok videos on Facebook, Instagram, and YouTube where you already have a good following.

3) Paid Media Channels

Google ads could cost your small law firm a big price but it doesn’t mean that you should leave the idea. You can still work out focused keywords and landing pages to increase your ROI. Also, you can look for more cost-effective marketing options.

Local Service Ads

Google’s Local Service Ads is still an underutilized avenue in the legal sector even though it promises desired results. Law firms using local service ads report huge dividends in the form of lead volume and cost per lead. Targeting a favorable geo-location and increasing your budget when search volume is higher can help expand your reach to targeted clients.

Benefits of Local Services Ads

• Get seen at the top of Google.
• Connect with potential customers who are searching for services you provide and are most likely to book.
• Make use of simple tools to help you get started and create a personalized profile.
• Use the mobile app to communicate with customers at any time (English only).
• Build trust with the Google Guarantee  or Google Screened .
• Pay only for leads related to your business and the services you offer.
• Customers choose you: You only hear from customers who have specifically selected your profile out of all the rest.

Target Other Platforms

If you already have a strong TikTok presence, you should work on developing a TikTok advertising strategy. And you will be surprised to know that TikTok marketing has many similarities with Facebook marketing. With a huge audience, TikTok looks more promising than others. 

Facebook and Instagram are also evolving their platforms to improve targeting and ad placements. In 2021, law firms reported a huge spike in messenger ads and stories that helped them become more successful. Also, more media channels offer cost-effective marketing options to small law firms with a limited budget.

Final Thoughts

There is little need to follow all the steps discussed in the blog as following one and nailing it professionally could do the job. Choose one that you are comfortable with and start slow. The results will be as expected but you need to have the patience to allow your digital marketing strategy to work. If you are good at content marketing, go for content and if you are good at making videos, you should go for video marketing.