According to a new study by The Research Intelligence Group, 76% of consumers (that’s 3 in 4!) look for a lawyer using online resources at some point during their search.
For lawyers looking to identify leads and find clients, this means one thing: in today’s digital age, a robust online presence is absolutely crucial. Lawyers can choose to join the conversation or lose out on valuable business development opportunities. In order to successfully market yourself and your firm, you should regularly maintain the following online assets.
Custom Website with an Integrated Blog
Knowing how often consumers turn to the web for general inquiries nowadays, it is absolutely essential for lawyers to have a website and blog that can address common legal questions and issues. Offering helpful whitepapers, checklists, FAQs and articles on your website not only demonstrates your profound knowledge and breadth of experience on the subject, it also proves your value to online consumers. Plus, a unique and appealing client-friendly web design helps to separate your firm from the competition.
Strong Social Media Presence
Social media is a phenomenal marketing tool for today’s legal professionals. Frequent activity across all major social media platforms allows you to spread your message to a wide audience and interact with potential leads on a more personal level.
Nowadays, consumers receive input and advice online from family and friends through social networks like Facebook, LinkedIn and Twitter. When people receive a service, whether good or bad, they often post comments and reviews online. It’s now possible to get tips and suggestions when choosing a lawyer from a handful of contacts and connections, simply by reviewing what they’re posting via social media. That’s the power of peer recommendation.
Regular Email Marketing Campaigns
Frequent email marketing campaigns are great for keeping in touch with your mailing list. In business, it’s a common rule that 80% of your business comes from 20% of your clientele. Those clients or contacts that provide referrals likely make up a chunk of your mailing contacts. By sending out email campaigns on a regular basis, you remind them of your services and encourage them to spread the word. Plus, email marketing is a great way to keep everyone updated on new offers or firm events and invite them to follow your updates via social media.
In order to rank high in search engine results, it’s good practice to optimize your website. By considering how search engines work as well as the way in which consumers perform web searches, a marketing professional will be able to assess your website and take measures to improve its visibility in the search process.
There’s no denying that today’s digital age has dramatically changed the way in which people look for lawyers, or any professional service for that matter. In the end, the way in which you choose to react to this change will have a great impact on the success of your business.
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