Digital transformation is changing every industry, especially the legal field. According to recent research, 96% of people seeking legal advice use a search engine, while 74% of consumers visit a law firm’s website to take action. While this is undoubtedly a sign of progress, it also can be a double-edged sword. As more and more law firms have increased their digital presence, the market for new clients and talent becomes more competitive. So, in order to win the fight for new clients and recruits, it’s important to understand the latest trends to market your law firm in 2019. These trends include:
Investing in SEO
As previously noted, the vast majority of people looking for legal advice are using search engines (Google, Yahoo, Bing) to do it. Search engine optimization (SEO) is the practice of ensuring your content, such as a blog or a website, appears higher in search engines when people search for your services. Having your firm appear first is critical, as roughly 55% of clicks go to the first three search results. Simple ways to improve SEO include:
- Having an appealing, mobile-friendly website
- Adding relevant keywords to tags, headings, and descriptions
- Creating landing pages with action-related keywords, such as “Car Accident Lawyers”
- Adding local SEO elements, such as a Google My Business profile
- Getting placements in online directories
Using your digital presence as a recruitment tool
Roughly 90% of all marketers report that social media has generated more exposure for their business. 61% saw spending at least six hours per week on social media marketing improved search engine rankings. The reason for these results is obvious: being on social media allows you to engage directly with your target audience. It provides a chance to share your firm’s culture, prestigious attorneys and landmark cases.
Being active on social media is a great way to find and attract new talent. Facebook and Instagram are both widely used by aspiring legal professionals, while LinkedIn is a critical tool for finding potential talent as well as sharing your take on the legal profession. Be sure to create and monitor your presence on workplace review websites, such as Indeed or Glassdoor. These sites help improve your firm’s reputation, as well as give potential employees a chance to know where they will be working before they apply.
Use the right analytics and reporting to measure success
Every firm tries to measure the success of their marketing campaigns. However, sometimes firms make mistakes by overanalyzing the wrong metrics. Instead of focusing on engagement, such as how many likes a video has or how many clicks a blog generated, try to use key performance indicators to gauge success. These indicators include increased leads, revenue, total new clients, conversions, and return on investment.
Understanding the latest trends and offering different strategies is essential in creating a well-rounded, successful digital marketing plan, and Performance First Marketing can help. Contact us at (818) 949-2618 or online to find out how our services can improve your business’ digital presence.
By Performance First on June 24th, 2019 in Services