If you’ve made the leap to start your own law firm, congratulations. You’re now ready to start serving clients after getting through the daunting process of forming a solo law firm business.
But how will you get your first clients? You may be lucky enough to get referrals from your friends and family members. However, these may not be enough to allow you to compete with the more than 446,000 law firms in the U.S.
You’ll need a digital marketing strategy to help you tap into today’s increasing online prospects. Here, we will guide you through creating a digital marketing strategy to help you excel as a solo practitioner.
What Is a Digital Marketing Strategy?
A digital marketing strategy is a channeled approach to online marketing that helps businesses like yours attract leads and convert them into paying customers.
The strategy involves using channels like email, social media, and your website. It will help you reach out to potential clients online, where they are spending most of their time.
Creating a digital marketing strategy will help you focus your time and money on the marketing activities that will likely produce results for your business. A digital marketing strategy will increase your firm’s online visibility.
As more people discover your solo law firm, there will be a high possibility that they’ll become paying clients. More clients equal more revenue for your firm. A digital marketing strategy will also allow you to track your progress over time and make the necessary adjustments to continue seeing results.
How to Create a Digital Marketing Strategy
Now that you know why you need a digital marketing strategy, it’s time to start putting one together. Here are some of the essential elements to include in your solo firm’s digital marketing strategy:
The first step in any successful marketing strategy is to set goals. Without goals, you won’t be able to measure your success or failure. And if you can’t measure your progress, you can’t adjust your strategy as needed.
When setting goals for your digital marketing strategy, make sure they are SMART. For example, your goal might be to “double website traffic from organic search within six months.”
Determine Your Target Audience
Who are you trying to reach with your digital marketing efforts? This is an important question to answer early on in the process.
Your target audience will largely determine the type of content you create. It will also determine the social media platforms you use and the overall tone of your marketing efforts.
You can start by developing buyer personas to understand your target audience. If you specialize in one particular type of law, such as personal injury, you should target clients looking for personal injury lawyers.
Research Your Competitors
Before you start putting your digital marketing strategy into action, it’s essential to know what your competition is up to.
Start by doing a Google search for keywords related to your solo law firm. Scan the first page of results and take note of the firms that appear. These are your top competitors. Visit their websites and take note of their digital marketing efforts.
What type of content are they creating? What social media platforms are they using? By understanding what your competition is doing, you can better position your firm to attract clients.
Choose Your Digital Marketing Tactics
Once you’ve set your goals and target audience, it’s time to start thinking about which digital marketing tactics you will use to reach your target clients.
Some of the most effective digital marketing tactics include:
Social Media Marketing
Social media platforms like Facebook, Twitter, and LinkedIn will offer your solo firm a cost-effective way to reach your target audience. You can use social media to share your blog posts, build relationships with potential clients, and run targeted ads. You can also start a social media campaign to promote a specific event or offer.
Content marketing is about creating valuable, relevant content that appeals to your target audience. The content could be blog posts, infographics, or video content. A well-executed content marketing strategy can help you attract new visitors to your website and position your firm as an authority in your practice area.
As a solo practitioner, email marketing will allow you to stay in touch with past, present, and potential clients. You can use email to share your latest blog post, promote an upcoming event, or offer a discount on legal services. By building relationships with clients through email, you’ll be on top of mind when they need legal assistance.
Pay-Per-Click (PPC) Advertising
PPC ads are a type of online advertising that allows you to pay for placement on search engines like Google. When potential clients search for keywords related to your law firm, your ad will appear at the top of the search results.
This tactic will help you rank higher in search engines when potential clients search for terms related to your legal services. SEO for lawyers includes optimizing your website for relevant keywords, improving your website’s design, and creating high-quality content. You should also invest in local SEO to target clients within your area.
Enhancing the Website’s User Experience
You should ensure that your legal website is easy to navigate and provides a positive user experience. If potential clients can’t find what they’re looking for on your website, they’ll likely leave and visit one of your competitors’ websites.
Measure Your Results
You’ll need to measure your results to see if your digital marketing efforts are paying off. There are several metrics you can use to measure your results, including:
- Website traffic
- Social media engagement
- Email subscribers
- ROI is based on the revenue generated from your digital marketing efforts
By measuring your results, you can adjust your strategy to help achieve your business goals.
Create an Effective Digital Marketing Strategy for Your Solo Law Firm
Developing a digital marketing strategy for your solo law firm doesn’t have to be complicated or time-consuming. By following the steps outlined above, you can create a targeted plan that will help you reach your target clients and grow your law firm.
Do you need help crafting a digital marketing strategy for your solo law firm? Our team at Law Firm Marketing 360 has the experience to help you develop a strategy that will get you more clients. Contact us today to start growing your firm.