Raise your hand if you’re ready for 2023.
Regardless of where your law firm is right now, 2023 will be a great time for everyone to create a new marketing strategy.
Maybe your law firm’s marketing strategy was like a rollercoaster ride this year. One month your business was on fire online and collected dust the next month.
No need to get discouraged. That’s the name of the game.
Maybe you experienced some highs in your online marketing and want to maintain that momentum.
No matter what state your online marketing is in, you can make 2023 the best year for your law firm.
Unless you go in without a plan.
Avoid Wasting Your Time With A Bad Law Firm Marketing Strategy
No online business can succeed without a strong online presence.
The best way to increase your online presence is by being proactive about it. That’s why you want to be intentional about your law firm’s marketing strategy.
Don’t think that you’re in a better position than most law firms just because you have a digital marketing strategy. Having a bad digital marketing strategy is just as bad as not having one.
What does a bad digital marketing strategy look like for law firms? Let’s find out.
A Strategy With No Mission
There’s no point in having a law firm marketing strategy if you don’t know what you want to do with it.
Goals are the driving factor behind a digital marketing strategy. You have to sit down and think about what goals you want to accomplish with your law firm’s digital marketing strategy.
Clients may not be booking you for your legal services because your law firm doesn’t have a website. You may want to increase your clientele.
Maybe you’re a small law firm that wants to build its credibility and compete against the huge law firms.
There is a strategy for each goal that you want your law firm to reach. Knowing what those goals are will help you receive the best results from your online marketing.
A Lack Of High-Quality Content
It still surprises me when I visit a law firm’s website and that website doesn’t have a blog. In 2022.
Every business knows how beneficial content marketing is for their online presence. Content creation is still the primary online marketing technique for businesses to use.
Adding high-quality content on your law firm’s website builds your online credibility in several ways. It establishes your authority on a particular practice area with your audience. It also helps you to build trust with your potential clients.
Having high-quality and relevant content on your website benefits your law firm and your clients. Your clients’ fears and concerns are addressed, and in return you become the legal expert that they refer to and think about when they need legal services.
That’s why you don’t just want to create any type of blog post or FAQ page. Your law marketing strategy can help you be more intentional about the type of content that you provide on your website and social media platforms.
One of the biggest pros about a digital marketing strategy is that it helps your law firm consistently brand itself across all platforms.
You want to make sure that whatever content you provide on your website and social media platforms are consistent with your law firm’s brand.
Every law firm has a brand, regardless of their practice area. In fact, a good law firm marketing strategy knows how to incorporate a law firm’s practice areas into their branding.
Let’s say your law firm specializes in family law. It would be weird to see a blog post related to celebrity gossip on your website. Your clients would question how that content is related to your practice area.
But if the story involves a celebrity couple’s custody battle, for example, that story could be used to tie into one of your practice areas.
The same is true for all social media posts. Regardless of the platform that your law firm is on, your brand’s identity does not need to be compromised.
A great digital marketing strategy helps your law firm maintain its brand voice on every type of online platform.
A Lack of A Social Media Presence
On the flip side, another sign of a bad law firm marketing strategy is one that does not include content for social media.
Law firms have a love-hate relationship with social media, which is understandable. Many lawyers avoid social media to maintain their clients’ confidentiality.
Then you have some lawyers that just avoid social media entirely.
In any case, you’re missing out on a larger audience when you decide to ignore social media.
The right digital marketing strategy can help law firms use social media in a creative and responsible way.
There are other creative social media posts that law firms can create to engage an audience. Law firms can create surveys for potential clients to fill out and share past successful cases with their audience.
A Strategy That Includes Everybody
Another sign of a bad digital marketing strategy is a strategy that is targeted towards everyone.
Don’t let the Internet fool you. Just because it’s a large, large, large place doesn’t mean that you want to market to everyone.
A digital marketing strategy makes it easier for your clients to find you. You want a strategy that can help directly connect you to your clients as much as possible.
Your law marketing strategy should help you determine your target audience and the best way to market to them. This involves lots and lots of research about their wants and most importantly, their problems.
Clients are more inclined to book you for your legal services when you can share how those services help them solve their problems.
Make 2023 Your Year!
The best time to start is now.
Think about the goals that you want your law firm to reach, the types of clients you want to service, and the type of content you want to create. This will make it easier for you to manage your law firm’s online presence.
Regardless of how you feel about law firm marketing, you can make 2023 your law firm’s best year by being proactive.
To learn more about digital marketing and how it can help your law firm, check out my other blog posts Need Some Content For Your Law Firm’s Website? Here are 6 Unique Options – Valeria Publications and Lawyers, Here’s 4 Things You Can Do To Spice Up Your Website – Valeria Publications.
If there are some unique ideas that you’re excited about using to market your law firm, feel free to share in the comments below.