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How to Pick the Best Marketing Approach for Your Law Firm

Feb 23, 2021

No matter the nature of the business, every business owner has something in common. The desire for their bottom line to expand as much as possible. There are a lot of ways that you can try to meet that goal, and many companies use a variety of tactics to help pad their odds of success. Of course, there’s no way to say for sure that anything will work but by employing the strategies that work you can definitely feel as confidently as possible that you’re doing all you can to get the maximum yields for your efforts. Online marketing can mean a lot of things, and one of the most important things to look into is national and local SEO services for law firms, depending on the scope of your firm. SEO can give you a competitive edge and ensure that you get more organic traffic to your website.

What is SEO?

Before delving into the benefits that online marketing can have for your law firm, it’s important to go over a complex but vital part of this process. Search engine optimization, or SEO for short, is the process of getting your website as close to the top of the search results as possible. The way that search engines rank search results is by scouring the internet and finding the websites that appear to be the most relevant to any particular keyword, so the goal of an SEO campaign is to make your website appear to be the most relevant one from all of the available options.

Because search engines run off of a very complicated algorithm, search engine rankings can change very quickly in either a positive, or a negative way. SEO experts are aware of this so they employ a multitude of techniques to ensure that their client’s website is attractive as possible to search engines in general. A good SEO plan can include things like enhancing your website, backlinking around the web, blog posts, keyword research, and a lot more. SEO campaigns are typically very complex and require a variety of strategies to ensure that the search environment that is created in the process is strong and continues to flourish.

Online Marketing and Your Law Firm

The internet is here, and it’s not likely to go anywhere for a very long time. Considering the vast number of people that access the internet every day, your online presence and your online marketing strategy are critical for ensuring that you are reaching your target audience. When done correctly, your online marketing strategy can bring you a large percentage of organic traffic which is typically considered to be the highest quality kind of leads. 

Types of Marketing

The type of marketing that will usually yield the highest number of organic leads is called inbound marketing. It’s a very powerful tool and can be used to have a bit more control over the way potential clients perceive your law firm. This is especially important because the way your customers think about your law firm will heavily affect how likely they are to do business with you. There are a lot of things that are considered inbound marketing. Search engine optimization, pay per click ads, viral marketing, online seminars, utilization of earned social media presence, and word of mouth are all great examples of inbound marketing.?

The end goal of inbound marketing is to ensure that your customer’s first impression of your company is as positive as possible. When you law firm comes off as a bastion of information when people stumble upon its website they’re more likely to believe that you know what you’re doing, and law happens to be a field that the higher the level of expertise you convey the more likely clients will be to contact you.

The other type of marketing is called outbound or interruption marketing. This method is a lot more active in catching potential clients attention, but if overdone can make your business come off as a nuisance. The idea behind this method is that the more potential clients see the name of your business, the more likely they will be to call you when they need a lawyer.  Billboards, mailers, TV and Radio ads, print ads, telemarketing, and spam emails are all examples of this method. 

Which Marketing Style is Best?

There is a lot of debate about if inbound or outbound marketing is better. Both sides bring up a lot of valid points. Inbound marketing makes it easier for people that are looking for your services to find you and allows you a little more control over who finds your website, while outbound marketing casts a much larger net in an approach much like throwing everything at the wall to see what sticks.

On the other hand, the philosophy behind outbound marketing genuinely holds water. If people see your name when they don’t need your services, there’s a good chance that they’ll contact you when they do need your services because they’ll be more likely to remember the name of your company. There’s also the fact that outbound marketing gives you a higher chance of being the first name that someone sees when they do need your services. 

So, really, the best approach is to use a combination of both. That way you can get the best of both worlds and ensure that you have a strong presence both for people that are looking for you as well as general public knowledge. It is, however, usually considered a good move to strategically use outbound marketing in moderation. Going overboard can make your company come off as annoying to potential clients which can make them choose someone else even if they think of your law firm first.

Making the Best Choices for Your Law Firm

There are a lot of choices to make when it comes to your law firm. Who you want to employ, which cases to take, how to represent your clients the most effectively, and on top of all of that you always have to be careful to make sure you don’t do anything that will get you disbarred. Your marketing strategy shouldn’t be another point of stress, and that’s why so many law firms undergo marketing and SEO campaigns with companies that specialize in these things to ensure that at the very least that part of their business can run with as few issues as possible. 

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