Marketing can be challenging, even for an established law firm. You want to get new leads to walk through your door, but to do so, you must make sure that people know and trust your firm. If they don’t recognize your firm’s name, prospective clients are more likely to go with better-known firms, leaving your attorney’s without the clientele they need to survive \u2014 and thrive \u2014 in the competitive legal landscape.<\/p>\n
To get new clients and improve your return on investment (ROI), your law firm needs to use marketing tools that can assist and strengthen your marketing campaigns. From keyword research to getting recognized on a social media platform through high-profile cases, helpful marketing tools let you reach your target audience, track your impact, and boost your overall legal marketing efforts.<\/p>\n
Now that you’re ready to improve your law firm’s online presence, it’s time to start working with powerful marketing tools to extend your reach.<\/p>\n
One primary way most law firms generate business is by running digital ads that target a specific audience. For example, your firm could run a paid ad on search engines like Google or Bing \u2014 this puts your firm’s website in front of people by paying for ad space online.<\/p>\n
To make the most of your Google Ads, you’ll need to become familiar with\u00a0Google Analytics<\/a>, which:<\/p>\n Google Analytics is a powerful tool that provides you with the\u00a0“ABCs” of content analytics<\/a>: audience, behavior, and conversions. Once you learn to use the platform, you’ll easily see who your visitors are, what they do online when interacting with your ads and website, and if and when they convert.<\/p>\n Remember to do keyword research to make the most of your Google Ads. Google Analytics can help with that, too, helping you find the right keywords for your\u00a0pay-per-click (PPC) advertising<\/a>.<\/p>\n At Scorpion, we run\u00a0advertising campaign<\/a>s that drive revenue. You choose your budget, and we\u2019ll make sure you get the most for your money. We\u2019ve generated 100+ million leads for our customers because we focus on diversifying your ad strategy. More places to advertise means more leads.<\/p>\n FYI: We also have a partnership with Yelp to make advertising easier and more cost-effective.<\/em><\/p>\n A\u00a0customer relationship management (CRM) platform<\/a>\u00a0is a marketing tool designed to help make marketing easier so you have complete visibility into your lead generation.<\/p>\n The purpose of a CRM is to keep your firm organized. It has three primary benefits:<\/p>\n Google Search Console has tools and reporting options to help you measure your website’s search traffic and performance. You can think of it as your primary campaign monitor.<\/p>\n The purpose of getting to know Search Console is to help improve your website’s search engine ranking. When your website ranks well for certain keywords, users are more likely to find and reach out to your firm when they need the kinds of legal services you offer.<\/p>\n Google Search Console has several significant benefits for you to consider:<\/p>\n If you plan to use a feature like\u00a0Google Business Profile (GBP)<\/a>\u00a0(which we highly recommend), you will also want to become familiar with Google Search Console and ensure your GBP is always up to date.<\/p>\n Google Search Console has the potential to change your law firm’s trajectory with better leads through improved\u00a0search engine optimization (SEO)<\/a>. As such, it’s a digital marketing tool your law firm shouldn’t miss.<\/p>\n Customer outreach can be tough to keep up with, but social media and email campaigns are both great ways to identify prospects and keep them \u2014 and your past and current clients \u2014 updated about your firm.<\/p>\n When it comes to social media, the first step is to determine which platforms will work best for your firm (hint, the ones your target audience is most likely to be on). For example, you might create a business page on Facebook, Twitter, or TikTok.<\/p>\n Next, you’ll create content to release as a social media post you can duplicate or modify across your chosen platforms. Creating content that can be used across multiple platforms offers you greater potential to reach more customers (particularly those who don’t use all forms of social media). These posts help generate organic (or free) traffic for your website.<\/p>\n You can also use paid social media marketing tools, like Facebook Ads, to expand your reach. And you might want to consider word-of-mouth marketing via high-profile cases who can work as referral partners.<\/p>\n You want to use these social media platforms and their tools to drive prospective clients to your website or contact form. A robust\u00a0social media marketing strategy<\/a>\u00a0will help you gather contact information you can use to drive leads.<\/p>\n Using your list of prospective and current client email addresses, you can use an email marketing tool like Mail Chimp or Sprout Social to build your campaign. Choose the relevant email list, type of email you’re sending out (marketing, newsletters, etc.), and design the specific email message.<\/p>\n Good email marketing<\/a>\u00a0starts with a personalized subject line and content that subscribers will want to open and read about. For example, if you run a personal injury law firm, sending out emails referring to recently won cases or discussing common questions would likely benefit your email’s readers and help establish you as an authority in your legal niche.<\/p>\n Artificial intelligence (AI)<\/a>\u00a0is another powerful tool to consider using to help promote your law firm. When combined with human ingenuity, AI can be an impressive tool for content creation and marketing campaigns.<\/p>\n\n
2. A Customer Relationship Management Platform<\/b><\/h3>\n
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3. Google Search Console<\/b><\/h3>\n
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4. Social Media and Email Campaigns<\/b><\/h3>\n
Using Social Media<\/b><\/h4>\n
Using Email<\/b><\/h4>\n
5. Artificial Intelligence<\/b><\/h3>\n