In the competitive digital landscape, staying ahead of the competition is important for law firms that want to thrive and succeed. For any law firm, employing effective marketing strategies is a great way to attract new clients, establish credibility, and grow the practice. The following are tips when engaging in online marketing for criminal defense lawyers.
Set Goals
When executing your marketing plan, ensure you do so with a purpose. A lot of law firms use familiar marketing tactics. But setting goals rather than resting on familiar things lets your firm select marketing strategies that allow for better ROI. Also, it reveals the strategies that work and the ones that need targeted improvements. Start by setting specific, measurable, time-based, and relevant goals.
When you operate a law firm, you may be looking to improve your new client acquisitions, revenue, and profit. Keep in mind that goal setting is about data collection, not motivation. Initially, you may set unrealistic goals; however, this process offers you benchmarks you can work from and indicates the feasible performance levels. Eventually, you can set specific goals and utilize them to direct the marketing activities to invest in.
By having goals in mind, you can come up with a targeted marketing plan to attract the right clients and remain savvy on your advertising analytics, key performance indicators, and return on investments. This way, you will know you are within your set budget and timeline. After defining your goals, tie every goal to a certain metric. For instance, if want to increase website traffic, measure the number of visitors that visit your site and the way they got there. CRM software and Google Analytics can help you track your firm’s marketing performance.
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Build a Working Website
The website of your law firm serves as its your office building’s digital version. Do not take your website lightly. A functional website doesn’t have to be flashy. However, it should clearly describe the practice area your law firm covers and the reason your firm can offer exceptional service to potential clients who visit your site. Think about how a visitor would navigate your website and motivate them to take certain actions when they arrive. Usually, this action is to schedule a legal consultation. But it can also be giving their email address to sign up for a newsletter or access legal content. Be specific about your legal services and the benefits you provide. To make such information readily available, be deliberate when structuring the layout of your site.
Provide Valuable, Quality Content
Search engine optimization or SEO is focused on offering great content for Google to serve its users, increasing your site traffic. This traffic is converted into leads that can generate revenue. Great content can be permanent and make up your site’s structure or continually updated such as blog posts, announcements, and news. If you can provide your audience with good, quality content that offers them the right legal information for their needs, search engines may display your content prominently in search results. This provides you with a better chance of capturing the attention of a bigger audience.
Content marketing and the quality leads it brings greatly benefit criminal defense firms. If you want to utilize content to gain leads, target the search user’s intent. Give the information they are looking for or provide them with answers to their questions. This does not have to sound like a sales pitch. Rather, it should focus on educating your target audience. For instance, if a user wants to know how they can defend themselves against a theft charge, give them a specific response to it. While you educate your audience, you also describe your service at the same time. You are telling your audience what your firm can do for them.
