There are so many channels and tactics that can bring your legal marketing vision to life. So many, in fact, that it can be difficult to tell which ones have an impact from which ones are a waste of time. To help lawyers plan their best marketing, we’ve compiled this list of the most effective marketing tactics for lawyers to incorporate into your digital marketing efforts.
Lawyer Marketing Tactics
1. Brand storytelling
When trying to capture attention, storytelling is a good way to echo. Our human brain is wired to search for a narrative, so it makes sense to incorporate one into your online presence. Leverage storytelling on your About page and consider applying storytelling in other content like video series and thought leadership.
2. Digital PR
People are spending more time than ever on social media. Today’s PR professionals not only focus on getting articles out in the media, but also driving traffic to websites and social media profiles. When considering collaborating with media outlets or journalists, consider topics that perform well on social media.
People are listening to audio content online more than ever. The demand for valuable, high-quality content is real, and now is the perfect time for law firms to capitalize on the trend. For more details on podcasting, read our previous article on the subject.
4. Video Marketing
Video has become even more popular than blogging when it comes to content marketing. Video is flexible, helps with search optimization, and creates engagement. Savvy lawyer marketing professionals are producing compelling video content at record rates.
5. Blog Title Optimization
If you don’t have a good headline, people probably won’t read the rest of your content. Increasing the effectiveness of your titles is a good way to increase your click-through rates. When planning titles, consider a few options and don’t be afraid to experiment sometimes.
6. “Pillar group” model
Google has evolved to understand the thematic links between user queries. To make the most of this, try to implement a topic-based content strategy. In this model, you generate and organize content around certain topics, rather than keywords. Have a top-level pillar page, then link to cluster pages that dig deeper into the topic sub-pages.
7. Historical optimization
You’d be surprised how much traffic older blog content can generate. You can build on existing organic value by updating and reposting posts that are still relevant. It also helps blog creators to optimize their efficiency and reduce the amount of content to create.
Attracting new audiences is important, but so is improving the profitability of audiences you’ve already acquired. While retargeting is an underused tactic, it’s a great way to remind people of their original interest and increase the likelihood that they’ll return to your site.
9. “Skyscraper” SEO method
High quality links are essential to your SEO business. One way to build those links is to use an SEO strategy that leverages other content. Using this methodology, you can find content that ranks well for your primary keywords, and then develop even better content. Then, use various SEO tools to find sites linked to your competitors’ content and contact them to see if they’re willing to replace those links with yours.
10. A/B Testing for Calls to Action
Buttons that send people forms or opt them into your email communications are essential for lead generation. That’s why it’s a good idea to test them from time to time to make sure the performance is optimized. Try testing two CTA elements simultaneously to see which works best.
11. Truly Valuable Emails
Email can be very powerful in earning and nurturing leads. But since people receive so many emails, it’s important to do what you can to entice them to keep opening yours. Send emails that provide useful, high-quality information that can help people in some way if you want to build a loyal and engaged audience.
12. Audience segmentation
Creating more personalized experiences is a great way to improve your lead nurturing strategy. Think about how you can send the right content to the right person at the right time. To properly segment your database, you will need a CRM system. For example, HubSpot allows marketers to collect visitor information and then build lists based on that information so they can send more targeted communications.
13. Marketing Automation
Taking audience segmentation one step further, marketing automation uses technology to eliminate manual actions and trigger repetitive or programmable features automatically. These principles are typically applied to large-scale CRM and email marketing activities. Use marketing automation to create lead nurturing campaigns, autoresponder sequences, event reminders, re-engagement efforts, customer onboarding programs, and more.
Chances are you can improve your digital marketing efforts. Even if your marketing function is a well-functioning machine at this point, it’s worth focusing on innovation and new ways to reach prospects. Start by reviewing this list and thinking about what attorney marketing tactics you can implement in the short term to get better results. For help in developing an effective digital marketing strategy, contact us today for a free consultation.