29 Nov Importance of Digital Marketing for Lawyers/Law Firms To Close More Sales
What is, without a doubt, the biggest challenge today for your law firm? It’s undoubtedly constantly getting leads to your law firm. If you can predict the number of leads next month, you can predict your sales and growth. However, most law firms have no idea how many leads will arrive next month and cannot foresee whether they will make overhead or not. Follow our “4R Marketing System” on how you can support your law firm to get more leads and close more sales!
Yes, You have read that right– Conquer The Local Market!
And the kicker is – your law firm doesn’t have to be high in a big town! Maybe in a small or medium-sized market here in Florida, you are only a one or two-person law firm that has trouble generating new leads! We will help you turn this problem of lack of leads into your favorite problem with more leads than you can deal with!
How Can You Get More Than 100 Leads In A Month?
First – time is the most crucial component here. We’ve focused on building law firms for over five years now, and we’ve really “Cracked the Code” in these last few years.
Over the years, you will see that we have refined what we do into a 4R marketing system.
This is an evergreen marketing system where we can easily plug in various platforms and services to join each of the four pillars: Reputation, Reach, Resell, and Referral. Now we add every law firm and small business with whom we work into this system, and guess what? It’s working!!
What is The Method of 4R Marketing?
4R Marketing System is a marketing system built to optimize all four marketing pillars.
The 4 R stands for:
What do you think people are saying about you? Reputations take a long time to construct, but with just a few strayed comments of disgruntled clients can be badly affected. We are battling this in a few ways:
Where do you think people are going to research you or your law firm? In case your website is too old, your reputation will immediately hurt. Websites are like dresses or clothing. Styles are evolving, and technical advances are more significant. Would you wear a 10 years old suit for a meeting with a potential client? I don’t think so!
So why are you going to make your website look old?
But it happens. Me and my team audit websites during the day, and the main trend I see is that law firms will usually let their website sit down for up to 10 years before they do anything about it.
However, technology is evolving rapidly.
Again – 80% of the traffic on our websites is mobile! But I’ve been running through websites that are not updated since 2010. And because websites are one of the first places where clients go to research about your law firm, why would you let that go? The easy way to refresh your website every three years is to keep your wardrobe up to date. Your website is your employees who work for you 24 hours a day, so why not give it a refresh every three years?
- Monitoring Your Reputation:
You want to be the first and not the last one to know when someone says something about your law firm, right?
We add each of our customers to our credibility surveillance system; therefore, they know immediately when someone tells them good or bad online feedback. In my view, reputation is the very core of all online marketing, and it makes sense to track, at least every day and minute, what people think about you.
- Engine of Reputation:
A Reputation Engine is just a framework for reviewing you. Normally, only crazy people leave feedback. However, very few law firms have anything in place to receive these reviews. Therefore we have built a framework that systematically collects customer feedback. This system deals with email or SMS messages so that the customers tell you how they did. And the beauty is – you need to provide us your email or cell number, and the system will do the rest!
- Social Media:
When we work with social media platforms, we usually figure out that our clients don’t exist on social media platforms. Usually, my response is, “Why does that matter?”
So we advise our clients to add informative content on all the social media platforms so that they look like professionals in their field when someone looks for them.
If you do all the above, then your foundation will be laid.
- Step 1 – Update your Website
- Step 2 – Check your Reputation
- Step 3 – Ask for Reviews
- Step 4 – Add Content Regularly to Social Medias
Most advertisers spend their time here – and with good reason! It is necessary to reach out to ensure more people today than yesterday knew about you!
What are we generally focused on? Please see the following:
- SEO – This is the plan for the long term.
- Google Maps: It’s important to dominate the keywords people are looking for by changing SERPs (Search Engine Results Pages).
- Google AdWords: This is a short-term tactic, and it’s necessary to evaluate the keywords with which people actually convert.
- Facebook: Facebook’s targeting aspects are unmatched.
- Video Marketing: This connects and amplifies all aspects by 10!
I will explain what we’re doing with each of the above:
- SEO – Search Engine Optimization:
SEO is the process of optimizing the pages to the top of search engines. We have optimized our own pages and my customer’s websites and built a framework.
First – I’m talking about organic SEO. Bio-area, which is, by the way, the most trusted area. That’s why it’s so difficult to get there and linger!
- Blog Post:
Content is the most valuable to Google. Right? Yeah – indeed. It’s all about the foundation of the whole Internet: free content. The more you write and post on your website, the more love Google sends.
That said, we have content in blog posts as our basis for SEO, and each blog posted then links to one or more of them. Personally, I prefer to use content and scatter links through blog posts. If you see the links in this blog, you’ll see what I’m doing right here. It is necessary to regularly add blog posts since Google doesn’t like static content and only rewards content-adding websites. I like 6-8 blog posts per month, but I know some sites that add a blog post every day and dominate their SEOs.
- Landing Pages:
Landing pages are pages designed for a single keyword or several keywords. Therefore, it is necessary to have pages that are optimized not only for SEO but also to get people to act.
We, Ace Legal Marketing, have built an in-house platform to help us and our customers create landing pages. Before we created this method, the number of pages we were able to write was minimal, and most SEO offices were still limited.
- Social Links:
You can instantly share posts on your social networks like Facebook, Twitter, LinkedIn, Google+, and many others if you post a blog on your website. It attracts the search engine spiders so that our blog posts receive a direct boost in the rankings.
So, we tried this technique, and it works, sure enough! In fact, we built it on our tool to get the post shared immediately on the social canals of our clients and the other 300 of our company that sends Google a huge social signal.
- Google Map:
Google Maps is a tale different from SEO. It now appears in virtually every SERP or Search Engine Results Page in the “Three Pack.”
Optimization of maps takes a tactic very different from Organic SEO. We can focus only on certain keywords, so we have to choose and then only continue the ones we look for.
Secondly, backlinking is different, so we can only use the above quotes.
First of all, we want to claim and refine the Google listing and then start building quotations. They are close to the above ties, so incorporating both backlink strategies into one makes sense.
- Google Ads:
Google ads are called Google Ads, and we like it to figure out what keywords and landing pages work best when waiting for SEO to arrive, as sometimes it can take six months to a year to apply for competitive keywords. We get the data from the Google AdWords campaigns instead of finding out which keywords would convert. The other advantage is that we can help push our customers almost instantly – at least in days compared to months.
Facebook’s advertising network is just fantastic. If you need to introduce your ads to a newly born couple waiting for a baby, you can do this. Ads are not the best thing about Facebook, though that’s pretty awesome – it’s because you can sponsor messages.
We want to use the blog posts that we write for our customers and bring behind them ad budgets. For example, when writing an article called “10 Things to Know Before You Start the Divorce Process,” we can post it on Facebook and then boost the post for potential divorcees. Using this strategic approach, we not only help to raise traffic in this blog post, but Google also sees what is going on.
- Video Marketing:
According to CISCO, 64 percent of all user Internet traffic was online video, and it is anticipated that by 2019, it would grow to 69 percent, and by 2020, to 79 percent. At this point, video is essential, almost crucial.
You’re already slipping behind your rivals if you have no video plan. For many reasons, we like to use video marketing:
SEO – Google loves video; for a reason, they own YouTube. We found a trend in rankings for optimized videos, and it’s magical to combine a video on a blog post. Youtube – Facebook loves Video. They really enjoy it so much that we generally get the clicks of $1 to $1.50, and we can get $.03 to $.05 when a video is involved. This means if you have a video post versus a text blog post, you’ll pay $50 for video versus $1.500 for text for every 1,000 eyeballs on this content. This is a GREAT difference!
Here is the approach for video marketing:
- Build the 3 to 5-minute video.
- Build a video transcript for the blog post.
- Upload and customize the video for keywords like Divorce Lawyer and Criminal Lawyer Florida, etc.
Create a blog post with the transcript on your website and incorporate it into the video. Make sure you get good calls for acts such as “Call for help with Divorce Today (xxx)xxx- xxx! “Also, make sure you build links to the rich landing pages of your keyword, and you get some link juice from this message. Share your Facebook video with a teaser text linked to the blog post. Boost your post with a $50 ad budget for the goals you want.
Now here it’s getting interesting. Have you ever heard of Thumb’s marketing law for Touches? Do you remember marketing takes 8-10 touches before anyone takes the action they want?
Ok, if it takes 8-10 touches, then does not Remarket use the vast majority of websites? It makes sense for me to bring visitors back to your website to convert them, where Remarketing comes in. Remarketing is a technology that was only available for the “big boys” like Amazon and Walmart until recently. We use remarketing through Google Ads and Facebook to display ads to people visiting our sites so that they can return to the website for action, usually by calling or filling out a form.
In the above examples, imagine that we have a visitor to your site due to our video and then conclude that something happened while reading or listing your blog posting, like answering a call or leaving your computer or phone. If you have remarketing in place, you can remind them of the blog. Now let’s take it a step closer, and what if you show them a piece of content that might interest them?
For the “10 Things to Know Before You Start the Divorce Process” blog post above that, we created a video; what if you have another article entitled “3 Things to Never Do If you Consider a Divorce?” The possibilities are limitless. You can use this technology to build a drip system of content posts to continue to bring users back to your site before they take acts such as filling out a form to contact them.
FACT: References convert better and quicker.
However, there is a catch: even if your clients love you, they won’t recommend you or your law firm to their friends unless you ask them. Then the question becomes: how do you recommend it to people?
- Social Media
Social media is great. The very essence of social media results in references. It’s more like a guide to someone who likes your post; if someone shares it, well, it’s a reference. Then there are ways to get a referral via social media. Facebook accounts, for example, now have a “Share” button at the top of the page. If you often ask your audience, they may just share your page!
The newsletters are the lifeblood of your efforts in marketing. If you’re raising something, your email list should be. And what’s the best part? If you use your newsletter to run a reference campaign, you can combine it with a share and reference campaign on your social media. I’m going to get into newsletters sometime because this eBook is 3000 words beyond what I expected. For the time being, you don’t have to wait passively for your clients to chat about your business! Look for a new case study on how newsletters and email drip schemes can significantly extend the law firm.
We have helped over 100 lawyers achieve their marketing goals and increase their revenue by getting more high-quality clients. Book a consultation with us to see how we can help you. Feel free to reach out for any solutions to your digital marketing needs. Our email address: firstname.lastname@example.org.