Law firms face increasing levels of competition, ethics-based restrictions, and sometimes a negative perception from their target audience. With additional market entrants, the rise of LawTech services, and more sector-specific challenges, the industry has undergone a major facelift in recent times – and it continues to evolve.
The days when reputation alone was enough to win new cases are long gone.
But such challenges create exciting opportunities to grow your firm.
Legal marketing is about listening to what clients want from you and then focusing your attention on solutions that work for them.
This establishes trust and credibility in today’s digital world.
We understand that the field of legal marketing is more complex than most, and the big fish – the ones already doing it well – prove mighty competition.
So, how can a smaller law firm stand out and win new cases online?
We’ve created some essential marketing resources to help law firms establish a winning digital marketing strategy that generates more traffic, converts more leads and helps grow the business.
Buyer personas for law firms.
Let’s start by defining your audience. Who are they and how do you reach and influence them?
Personalising your marketing for different segments of your audience is the most effective way of attracting and engaging with your prospects and clients. By understanding the fundamental goals and challenges each audience segment faces, you can tailor your messaging for maximum impact.
Our free buyer persona template for law firms will help you define, understand and better serve your audience.
Creating a content strategy for law firms.
What’s next? Well, your audience needs to be able to find you when they search for things related to your services.
Great content builds trust and demonstrates credibility within your target audience, and if SEO tactics are applied correctly, it can also ‘pull’ the partly qualified leads – relevant web searchers – to your site.
In this guide we’re going to walk you through the steps needed to create a content marketing strategy that improves your brand’s digital footprint, generates leads and helps your business grow.
Here’s everything you need to get started with content marketing for your law firm in 2020.
Inbound marketing for law firms.
Let’s tie it all together with a powerful inbound campaign.
Inbound replaces traditional campaign methods – print ads, tv ads, cold calls, cold emails, and flyers – with tactics to attract and convert leads who are already interested in your service.
While outbound methods ‘push’ your content in front of a large and often unqualified audience, inbound marketing aims to ‘pull’ part-qualified leads to your site, making it easier and less costly to acquire new business.
Here’s our inbound marketing guide to help you build campaigns that attract, engage and delight your audience online.
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