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8 Digital Marketing Foundations for your Law Firm

8 Digital Marketing Foundations for your Law Firm

Digital Marketing For Law Firm

8 Digital Marketing Foundations for your Law Firm

Here Are 8 Digital Marketing Foundations That You Can Make Use of in Your Law Firm

If you own or manage a law firm and wish to grow your business by gaining new customers, building a positive reputation, and being a leader in your field, please keep reading this post: 8 Digital Marketing Foundations for your Law Firm. Digital marketing is a complicated industry with many moving pieces but many benefits. With so many things changing daily, it can be hard to keep up and do everything right. That's where this article comes in. It explains eight marketing foundations to help law firms market their business online.

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Foundation #1 Established Branding

This is the foundation of your marketing. Is your branding clear? Do you have a professional logo, tagline, and mission statement? Have you identified your goals, target audience, values, and tone? These are all part of your brand and how the public perceives and recognizes your company online and offline. Tip #1 is establishing your brand as a lawyer or law firm. This can include both company branding and personal branding.  

Foundation #2 Website

A professional website is critical for any business, especially for a law firm. Your website is often the first impression potential clients will have of your firm, so it's essential to make sure it reflects the professionalism and expertise of your organization.

Here are some top points to include in your website strategy:

  • Keep your content up-to-date and relevant. Regularly update your website with fresh content, including blog posts, articles, and newsworthy items. This will help keep potential clients engaged and show that your firm is current on the latest issues affecting your practice area.
  • Use engaging visuals. Choose high-quality images and videos that capture visitors' attention to your site. These can be used to showcase your team, highlight awards or accolades, or give potential clients a glimpse into what it's like to work with your firm.
  • Make sure your website is mobile-friendly. With more and more people accessing the internet from their smartphones and tablets, ensuring your website is optimized for mobile devices is essential. This means having a responsive design that scales to fit smaller screens and ensuring all your content can be easily viewed on a mobile device or tablet.
  • Make sure your site is easy to navigate. Visitors should be able to find what they're looking for quickly and easily, especially your contact information and areas of practice.
  • And most importantly - make sure your website is ACCESSIBLE. A WCAG AA 2.0-compliant website is not only required by law in most regions but also allows your website to be accessed by anyone visiting it. 

Related News: Web Accessibility Just Makes Good Sense

Foundation #3 Social Media

Social media is a powerful tool for any business but it benefits law firms. Why? Because social media platforms provide a way to connect with potential clients, build relationships, and foster trust. Legal professionals can use several social media platforms to their advantage. 

We suggest attorneys and legal firms have profiles on the following platforms:


PROtip: Use the same logo, cover graphic, bio, and about information on all platforms to look consistent and professional

Foundation #4 Social Media Content

As a law firm, it is essential to have a solid social media presence. Your potential clients are likely to search for you online, and through social media, so it is crucial to have engaging and informative content. When creating social media content for your law firm, consider the following tips:

  1. Keep it professional – While you want to be friendly and approachable, remember that you represent your business. Avoid using slang or making jokes that could be interpreted as offensive.
  2. Be helpful – Share articles, tips, and resources that your potential clients might find useful. If you can provide valuable information, you will build trust and credibility.
  3. Showcase your work – Share case studies, testimonials, and success stories. This will give potential clients a sense of what you are capable of and how you have helped others in similar situations.
  4. Stay up to date – Keep your content fresh by regularly sharing news, updates, and insights on recent developments in the law. This will show that you are knowledgeable and keep up with the latest trends.
  5. Be active – Respond to comments and questions promptly and engage in conversations with your followers. This will help build relationships and make your law firm more personable.
What sort of social media plan do you need? | SOCIAL MEDIA MARKETING AND MANAGEMENT | @DufferinMedia

What sort of social media plan do you need? | SOCIAL MEDIA MARKETING AND MANAGEMENT | @DufferinMedia

 FREE RESOURCE: Social Media Management

Foundation #5 SEO / Search Engine Optimization

SEO is a vital part of any digital marketing strategy and can be a great way to get your legal business noticed online. Did you know that Google uses over 200 known factors to rank website pages in its search results? Search Engine Optimization is an ongoing task of your business.

Here are some tips on how to optimize your website for search engines:

  1. Use keyword-rich titles and descriptions. Ensure your website pages have descriptive titles that include relevant keywords for your business. This will help your pages rank higher in search results. Similarly, ensuring that your website descriptions are keyword-rich will also help you attract more visitors from search engines.
  2. Publish high-quality content. Search engines favor websites that offer helpful and informative content. If you want your legal business to be found online, make sure to publish blog posts, articles, and other forms of content that are useful to your target audience.
  3. Build backlinks. One of search engines' most important ranking factors is the number of backlinks pointing to a website. Backlinks are links from other websites that lead back to your site. The more backlinks you have, the higher your website will rank in search results. You can build backlinks by creating quality content and promoting it on social media and other websites.


Foundation #6 Google My Business

Google My Business is a free and easy-to-use tool for businesses and organizations to manage their online presence across Google, including Search and Maps. Verifying and editing your business information can help customers find you, contact you, and learn more about your business. Google Review is also a crucial part of your GMB profile, and as a law firm, the more positive reviews you have, the better the trust from potential clients will be.  


Foundation #7 Email Marketing

Email marketing might be one of the most significant missed opportunities for law firms as part of their marketing strategy. Email marketing has a very high ROI (Rate of Return) and is a very effective way for your firm to communicate with your clients and potential clients.

It can start by collecting all your current clients' emails and segmenting them into a list. Then make sure you are capturing all of the potential customer inquiries into an email list as well. You will be surprised how quickly this list can grow. Each new email added is potential revenue.

Your email marketing strategy may be as simple as sending out one email newsletter per month or more complicated and sending out multiple emails per month to various segments of your list. Email marketing is one tactic that will have incredible results for your law firm regardless of which strategy you use.


Foundation #8 PR (Public Relations) / Media

Lastly, including a foundation in your digital marketing strategy to allocate some resources to PR is something you should consider a vital part of your success.

Public Relations and Media marketing efforts include gaining mention or articles in local or industry publications.

Examples of PR:

  • Press Releases
  • Being featured in an industry publication
  • Being featured in local newspapers
  • Being a guest on podcasts
  • Hosting a Webinar
  • Being a guest on a Webinar
  • Public Speaking Engagements

The multi-benefits of PR efforts are: increasing the trust in your firm and your brand, gaining content for your website, social media, & email marketing, and ultimately gaining new clients.

Public Relations is also beneficial to SEO because when another website links to your website, it generates a high-quality backlink which Google favors.

Digital Marketing Strategy for Your Law Firm

Digital marketing is a great way to reach new audiences and grow your law firm. However, it's important to lay a solid foundation before spending money on digital marketing campaigns. In this article, we've shared eight digital marketing foundations that every law firm should consider before starting their digital marketing efforts. By taking the time to implement these foundations, you'll be setting your law firm up for success in the online world. We hope you found this article valuable - 8 Digital Marketing Foundations for your Law Firm.

Get started with Dufferin Media’s Branding Services. Book a FREE NO OBLIGATION discovery call with a digital marketing advisor today!

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