1. Search Engine Optimization
One of the most cost-effective tools that businesses have today at their disposal is SEO. This allows businesses to target specific customers with very specific and immediate needs. By targeting customers right when they are looking to buy, SEO can be a very effective marketing strategy for law firms. In many cases, law firm SEO will aim to target prospective clients who are making searches within law firm’s field of specialty. Instead of targeting a more broad range of potential legal clients, this can be much more effective. Law firm SEO can also be very cost-effective and lead to a very substantial return on investment.
2. Search Engine Marketing
In contrast to SEO, Search Engine Marketing (SEM) is a strategy that uses online display advertising in order to generate new leads. For many professional legal services today, this can be an effective way of generating interest in a legal firm’s offerings. Targeting customers who have visited the website previously can help to bring them back after they left the site. Since many customers might shop around before making a purchase, this can help to capitalize on leads that have been generated more effectively. Additionally, this can help to spread brand awareness among those who are targeted in the campaign.
3. Social Media
These days, social media is yet another tool that law firms have at their disposal in order to market online. While many customers are using social media for personal use, they are also using it to keep up with some of their favorite brands. Social media can be a great way for customers to organically become interested in the offerings of a law firm over time. This can be especially effective for self-employed attorneys who wish to keep up with their customers on a personal basis as a friend.
4. Email Marketing
Since most people today check their email, sending a routine newsletter can be an effective way of reaching these potential customers. Even if the email does not compel a person to make an immediate purchase, they may keep the law firm in the back of their mind for later date. When legal issue comes up, the prospective client will be more likely to use the firm that they recognize and trust as a thought leader because of the email literature that they have received.