If you want to put the most effective marketing ideas for law firms into practice, you’re going to be doing a lot of work online. In a study by Martindale Nolo, 78.4% of lawyers said online marketing was their best-performing advertising medium.
This shouldn’t come as a surprise. Consumers now have smartphones in their pockets that are more powerful than the computers that sent the first humans to the moon. Every resource we need is just a tap away, whether we’re shopping for shoes or looking for a lawyer.
So, if you’re ready to finally amp up your law firms’ marketing strategy, here are the 9 strategies you can’t afford to ignore.
1. Start a Law Blog
The public doesn’t know much about the law — not the fine details, at least.
While there are plenty of online resources they can turn to, you have an opportunity to stand out in your area of law. The law differs from state to state. Make your blog the top source of legal information for your niche in your state.
Publish blog posts regularly: a few a week, if possible. If you’re strapped for time, you can always contract the work out to a blogger with legal expertise.
Speak directly to your audience. For example, if you’re a personal injury lawyer, address your audience as “you” and answer frequently asked questions about your practice area. Visit Utah Advocates for more info on how to write for personal injury clients.
2. Build a Mobile-Friendly Website
If you let out a sigh of frustration every time you look at your website on your phone, your visitors are doing the same thing. Law firm web design doesn’t vary much from site to site. But there are a few things you can do stand out.
First, you should make your website mobile-friendly by making it mobile-responsive. Don’t create a separate website for mobile devices. Instead, make your website adjust based on the device that’s accessing it.
This will require the attention of a web developer, but it will be worth it. A growing population uses their phones to access the internet more than they use a desktop computer or laptop. Some people use their phones exclusively.
3. Get Friendly with Live Chat
When someone contacts a lawyer, time is of the essence. You’d think lawyers would be quick to respond to leads and prospectus. But according to Law Technology Today, a shocking 42% of lawyers take three or more days to reply to an online form submission or voicemail.
Live chat is a simple feature you can add to your website to streamline your response time. You can even hook it up to your cell phone, so you never miss a lead.
Keep in mind: Live chat is not a channel for providing legal advice. Rather, it’s a way to nurture your website visitors toward a consultation.
4. Do an SEO Audit of Your Website
If you’re unsure about what SEO stands for (it stands for search engine optimization), or you haven’t updated your website in years, it may be time for an audit. Improving SEO rankings often requires technical knowledge, so this may be a job suited to a web developer.
Nonetheless, improving your SEO by adding meta information, header tags, and other attributes can help search engines better understand your website. There’s no silver bullet for ranking in search. But maintaining a basic SEO strategy isn’t just one of the most important marketing ideas for law firms — without it, it’s hard for anyone to find you online.
Once you’ve got your SEO taken care of, you can focus more on creating helpful content for your lawyer blog.
5. Create Targeted PPC Ads
It’s easy to waste a lot of money on pay-per-click (PPC) ads. The trick to success is finding your PPC niche market. You can do this with display ads on social media networks, but Google AdWords remains one of the most popular lawyer advertising tools because of its precision targeting.
For example, if you’re doing personal injury marketing, the keywords you choose will matter. Ads targeting a keyword like “best lawyers” won’t always give you viable prospects. But keywords like “personal injury lawyer in (your town here)” and “how to find a personal injury lawyer” might.
6. Stay Active on Forums
Not every client will find your blog to get the answers they need. Many people still post legal questions to sites like Avvo and Justia. Try to answer relevant questions on these sites as often as possible. Typically, the people asking them need more than answers — they need a lawyer.
In addition to making your stay active within forums and putting your name and face out there, it’s also a good idea to search for local legal directories as well. Many of these sites not only offer listing services for free, or at a premium — but they often rank really well for content as well.
7. Always Track Your Leads
If you aren’t tracking your leads, you won’t know how well your marketing strategy is working. That means you could be wasting money on strategies that aren’t generating new clients.
You may need a CRM to track your leads and contacts effectively. Some CRMs can even give you analytics to help you measure the success of your marketing campaigns. But if you don’t want to use a CRM, an old-fashioned spreadsheet can help you measure your success and keep track of your contacts.
8. Get Active on Social Media
In a joint study by Bloomberg Law and the Legal Marketing Association, 52% of attorneys said social media was their highest-rated marketing initiative. In fact, social media was ranked higher than every other strategy.
Once, social media was a grey area for lawyers, ethically. You still need to be careful what you post, but if you want to reach your potential clients, social networks can’t be ignored.
Research which platforms your prospects use. Post regularly and respond when people like and comment on your posts.
9. Generate Referrals
Just because most marketers are investing in digital strategies doesn’t mean the old school approaches are obsolete. 62% of consumers still seek lawyer referrals from friends and family, according to Above the Law.
Take a systematic approach to your referral strategy. Referrals can come from anyone in your network, like past and present clients, classmates from law school, professional service providers, family, and friends.
Once you map out your existing contacts, develop a plan for outreach. You can send automated emails to clients to generate testimonials after successful cases, for example. Create referral scripts to give to other contacts and reach out personally to those you’re most comfortable with.
Discover More Marketing Ideas for Law Firms
The cyber world is always evolving so make sure you do some research on the latest marketing trends or better yet consult an expert in online legal marketing to help raise the bar for your law firm.
If you just need more marketing ideas for law firms. Shoot me an email at any time to start up a conversation.
5 Ways to Generate High Quality Leads for Your Business in 2019
Generating leads for your business is important. After all, more leads means more chances for conversion, which leads to a boost in sales for your business. In fact, according to Hubspot, 69% of marketers say converting leads is their top priority. But are the leads you’re generating converting?
If the answer is no, it might be because you’re not generating high quality leads. You want to focus on attracting high quality leads because they’re the people most likely to become paying customers. But how do you do it? You can’t spend all of your time interviewing each visitor to your website to see if they’re serious about spending. Luckily there are a number of tactics you can use to generate high quality leads and some of these tactics can even do the work for you — 24/7 — with little effort on your part.
Get ready to generate more leads that are interested in buying, check out these 5 ways to generate high quality leads.
1. Use an Exit-Intent Popup
Did you know that over 70% of people who leave your website will never return? That’s a ton of potential high-quality leads you could be missing out on. So, how do you prevent your website visitors from abandoning you without giving you their information? The answer is to use an Exit-Intent popup on your website.
An Exit-Intent popup tracks when a user is about to leave your website and sends them a targeted message at exactly the right time that convinces them to sign up for your email list. That way, instead of losing that visitor forever, they’re now one of your email subscribers that you can directly message any time you want to promote new content, introduce a new product, or announce a sale for instance.
It’s not difficult to add an Exit-Intent popup to your site. You can use a tool like OptinMonster to create an eye-catching popup in minutes with their drag and drop builder. OptinMonster also integrates with all of your favorite email marketing services like Constant Contact and Mailchimp so you can easily create an email list that’s full of engaged high-quality leads for your business.
2. Offer Content Upgrades
It’s safe to assume you’re already creating content like blog posts to attract users on the web to your site, but not all of those readers are high quality leads. In order to separate your blog readers who just want to consume your free content anonymously from the ones who’ll be more likely to become paying customers, you need to offer content upgrades.
A content upgrade is simply a freebie that you offer to your visitors in exchange for their email address. When a user says yes to your content upgrade, you know that they’re interested in what you have to say and they value your expertise, this makes it easier to turn them into paying customers in the future.
See more examples like the one above, in this content upgrades resource guide.
You can use a free tool like Canva to easily create checklists, mini ebooks, calendars, templates, and more that your site visitors will be dying to get their hands on. Just make sure your content upgrade is relevant to your business. You can also offer a few different types of content upgrades so that you can get customers to segment themselves. For example, if you offer training for aspiring bloggers and virtual assistants, create a content upgrade for each. Then you’ll be able to tell which products/services each of your visitors are interested in.
3. Guest Post on High Quality Publications
Want to broaden your reach and attract leads that have never even heard of you before? Another easy — and free — way to generate more high quality leads is to guest post on high quality publications. By guest posting on other popular blogs and publications, you’ll be able to introduce your business to a ton of new potential leads. The fact alone that you’ve landed a spot on a blog that that new audience loves and trusts is enough to convince them that you’re a thought leader in the industry too. You’ll get a link back to your website and a whole new audience that you can convert into leads and eventually paying customers.
Wondering how you land a spot guest posting? First, search the internet for blogs that are related to your niche. Make sure the blogs and publications you choose get lots of traffic and seem to have an engaged online community. Study their blog posts and come up with some topic ideas you think their readers would be interested in. Then it’s as simple as sending an email or filling out their guest posting application. Don’t forget to read the site’s guest posting guidelines too so you craft a perfect post that gets accepted every time.
4. Add a Contact Form
A simple contact form on your website isn’t actually as simple as it seems, it’s actually a powerful website element that can generate high quality leads for your business. Just adding your email address or phone number to your website requires users go through an extra step in order to get in touch with you. So, instead of contacting you, they’ll pass and move on to another site.
Instead, the visitors to your site need a quick and convenient way to contact you, which is where a contact form comes in. Users who contact you through your form will identify themselves as higher-quality leads; they’re interested enough to reach out.
You can use a tool like WPForms to easily build a great-looking contact form for your website. You can create an awesome contact form in no time using their drag and drop builder and you have the ability to fully customize the form to your needs. For instance, you can add fields to your contact form that ask visitors to state their budget for a project or the yearly revenue of their company to help you further qualify leads.
5. Add a Live Chat Option
Want to generate high quality leads on your website even when you’re not around? You can do that if you add a live chat option to your website. Having a live chat system that’s available 24/7 will allow your website visitors to get answers to their questions immediately, and the faster they get answers to their questions, the faster you can turn them into customers. In fact, according to Invesp, 77% of customers won’t make a purchase if there’s no live chat support.
Adding a live chat feature to your site is simple when you use a tool like Olark. With Olark, you can easily identify and engage with qualified leads using their features like automated messaging that can send messages based on customer behavior for instance, custom pre-chat surveys, and in-depth reporting.
Start Getting More High Quality Leads Now
What are you waiting for? With these easy-to-implement strategies that you can incorporate today, you can start to drastically increase the quality of your leads. Higher quality leads mean that you can stop wasting your time on users who’ll never convert and instead enjoy more sales for your business and stronger relationships with your customers.
Become a Lead Generating Machine: Creative Ideas to Generate Lucrative Real Estate Leads
65% of business owners state that their biggest challenge is generated leads. If your real estate company belongs to this 65%, you might not know how to fix the issue.
Generating leads for a real estate company is often confusing. Should you fixate on cold calling? Or should you make use of social media instead?
Below you’ll find some proven strategies that’ll help you generate more real estate leads. With the help of these tactics, you should be able to fix your current lead generation problems, before it’s too late.
Reach Active Buyers Using AdWords
You can use AdWords to reach people that are actively looking to buy a home. For instance, if someone types in ‘buy homes in Seattle,’ you can use AdWords to market to this individual.
To succeed with AdWords, you’ll need to consider the kinds of keywords your target market will type into Google, when looking to buy a home. You can either come up with a list of keywords yourself, or you can use a tool like the Google Keyword Planner to help you.
When you target a particular keyword, AdWords will only charge you if someone clicks on your ad. But, the amount you pay per click, is going to depend on how much competition there is for the keyword in question. If a lot of other advertisers are also targeting the keyword, your costs will likely be higher.
Setting up AdWords campaigns isn’t easy, and you might want to bring some experts onboard. Ideally, you’ll want to work with a company that has experience on how to approach PPC for real estate pros. Such a company will know how to overcome some of the common hurdles that affect real estate pros that are looking to set up a PPC campaign.
Use Facebook Ads to Reach Certain Demographics
With Facebook Ads, you can target certain demographics that might be interested in buying a home.
Take a moment to think about your past clients and try to identify any common demographic traits they had. Did they belong to a certain age range? Did they have a certain kind of job? Had they experienced certain life event?
Once you have a list of common demographic traits, create a Facebook Ad campaign that targets individuals with these traits.
Keep a close eye on the response that’s your ads are generating. If you find that results are poor, you may need to adjust your targeting settings. You might also want to consider split-testing the images you use in your ads.
Start a Blog to Rank for Local Long-tail Keywords
There are many different ways to attract audiences online, but one of the most consistent and valuable have been through organic search results.
The problem with this method, is that it can take a lot of time and work to achieve the rankings and traffic you are looking for.
However, take a look at any of the top real estate blogs and you will see the massive content and search traffic that now have in place.
Another benefit to starting a website or blog for your real estate business, is that it’s a lot easier to rank for local audiences and keywords than you might think.
The more specific and niche targeted your content, the more likely you are to rank at the top of Google in smaller localized and niche markets.
Use YouTube to Promote Video Tours
People that are interested in buying a home will enjoy watching a video tour of a house that is in their desired area. Thus, if you can create video content based on the homes you have in your portfolio, you’ll be able to appeal to this kind of audience.
Pay close attention to how you title and describe your videos. Make sure you provide an accurate account of the location and specifications of the home. This’ll help your videos rank for the kinds of terms your target market will type into YouTube.
Once you begin to see some initial results, you may even want to use YouTube Ads to improve the visibility of your videos.
Ready to Generate Some Real Estate Leads?
If you’re currently struggling to generate real estate leads, the tips in this post should help you turn things around.
The modern marketing landscape provides a wide range of lead generation opportunities. This can make it hard to choose a specific marketing method, and it’s hard to say ahead of time, what is and isn’t going to work.
Thus, the only thing you can do is experiment with everything that’s on offer. In doing so, you should eventually hit upon a tactic that delivers results.
Interested in how you can drive more traffic to your real estate website? Check out this post to get some tips on what you can do!
Offline Marketing: Why It’s Still Important and How to Use It In 2019
The average small business invests 1 percent of their yearly profits in advertising. For a business earning $500,000 in revenue each year, that’s $5,000 spent on advertising.
That may seem like a lot. But consider the many different advertising options out there. That money goes fast.
That, along with the popularity of the internet, may be why so many businesses are beginning to overlook offline marketing. Instead, they are investing only in online tactics like SEO, content marketing, and social media ads.
The internet continues to become more integrated into our daily lives. Yet, offline marketing is still essential for businesses of any size and in any industry.
Keep reading to learn why offline marketing is still so important and how you can use it alongside digital strategies to strengthen your brand and increase sales.
Why Offline Marketing Is Still So Important
Online marketing strategies are certainly important. But offline continues to perform for local and national businesses for a reason: clients still need it.
Maybe these clients don’t use the internet. Or they need something more concrete to hold onto. Either way, they look for offline marketing pieces as a way to connect with businesses.
Here are a few of the reasons why you should still be using offline marketing as a part of your marketing plan.
You Still Meet Clients Face-to-Face
The internet has made it possible to connect with people around the world and around the clock. But for most industries, that doesn’t eliminate face-to-face meetings with clients and customers.
Meeting face-to-face is a chance to connect with clients on a more intimate level. If you do it right, you’ll leave a lasting impression. This is essential to building a lasting relationship with that customer.
The chance of selling to an existing customer falling somewhere between 60 and 70 percent. In comparison, the chance of selling to a new customer is 5 to 20 percent. When viewed in this way, those old, loyal clients are important.
You could send those clients an email after your meeting. But the delay between the meeting and when they read this email could be extensive.
This gives clients time to change their mind, forget about you, or even find a new company. It also requires your client to be at a computer often, which may not be the case.
Offline marketing is a great alternative in this situation. While business cards may seem old-school, they are as important now as they ever were.
They give customers something they can hold onto and remember you by. They can place it wherever they choose, and every time they see it, they’ll think of you and your services.
Read more about the many reasons why business cards are still so important here.
You’ll Target the Rest of Your Clients
Mobile devices that connect to the web are more prevalent and cheaper ever before. Yet, 11 percent of Americans still aren’t using the web.
Some of these non-internet users are older and never learned to use the web. Others have no interest in using it.
Still more blame the high costs of WIFI, laptops, smartphones, and tablets. It’s cheaper to stay disconnected.
If you’ve given up offline advertising completely, you’ll be missing out on these clients. Depending on the nature of your product or services, this could be a big loss.
Even if it isn’t a big loss, targeting these customers can only increase your potential pool.
You’ll Strengthen Your Local Following
With the onslaught of online businesses in recent years, it can be easy to get lost on the web.
If you’re new to a popular niche, it can be almost impossible to grow a following on the web alone. Consider just how many online clothing boutiques exist. Trying to market your new brick-and-mortar boutique alongside multi-billion dollar online stores will feel impossible.
That’s where offline marketing comes in. Use it to target local customers as you begin to build brand awareness. You won’t have to worry about getting lost in the competition because local competition will be far less prevalent that web competition.
Flyers, mailers, and billboards are still incredibly important to market yourself locally. These tactics have yet to surpass even the best online local marketing strategies for increasing traffic to brick-and-mortar locations.
You’ll Get a High ROI
Many offline marketing strategies still offer a very high ROI (return on investment) compared to online tactics. This is due to a combination of lower costs for print media and their success. Many online marketing tactics are more expensive, harder to track, and even more difficult to target customers with.
For instance, direct mailers are offline marketing techniques sometimes overlooked by new businesses. Yet, they continue to have an incredibly high ROI.
A successful direct mailing campaign can provide a 1,300 percent return on your investment. That’s $1,300 in sales for every $1 that you spend on printed direct mailers.
How to Use Offline Marketing
While the same offline marketing strategies that have been in use for decades remain popular today, they have changed quite a bit in that time.
New ways of implementing offline strategies allow you to integrate them with online strategies, keep them relevant, and increase your ROI.
Blend Digital with Offline Media
Your offline marketing strategy doesn’t have to exist entirely on its own.
One great way to upgrade traditional offline marketing tactics is by blending them with modern approaches. This allows you to create a seamless marketing plan. Do it right, and it will go from the internet to the real world and back, keeping clients connected to your brand at all times.
For instance, if you are a retailer selling products direct to customers, you likely list products on your website. You may even have a mobile app that allows your customers to shop while they are on the go.
If you also have a brick-and-mortar retail location, you can integrate QR code scanners. Simply add them to your printed in-store signage. Customers can scan them to see other products related to the ones they’re shopping for that may not be in store.
You can also integrate codes into catalogs or other mailers your business sends out. These are great for letting local customers who already love you know that they can also shop online.
Update Your Online Strategies to Keep Up with Offline Ones
Offline marketing tactics that blend seamlessly with online ones are great. Some offline strategies stand alone, like billboards or other signage. But you’ll still need to update your online strategies to keep them relevant.
For example, you need to make sure that your business’ address and contact info are correct online. This includes listings on Google, Yahoo Business, and similar platforms.
If a customer sees your billboard and Googles your business, they’ll get the address. They’ll be able to visit your store right away.
This also shortens the amount of content that goes on your offline marketing pieces. You won’t need to stuff your signs with your address or phone number. This leaves more room for other important information or eye-catching images.
You’ll also want to put effort into improving your local SEO strategies. In conjunction with signs and mailers, this is great for reinforcing your brand. It also helps you to stay connected with your clients both online and off.
Nail the Details
Larger offline strategies, like billboards, are well-known. But it’s the smaller details that set the best businesses apart.
From custom stationery to holiday cards sent to loyal customers, these smaller offline strategies won’t necessarily win you new customers. But they will help improve your relationship with existing ones and help you continue to build a winning reputation.
When choosing which smaller print marketing tactics to utilize, you’ll want to consider your audience.
Younger clients may move often, making mailers tough to use. But all age groups love to save money, making print coupons or deals a winner with any demographic.
Other old-school offline tactics, like newspaper ads, radio advertisements, and television commercials all remain popular with certain demographics as well.
Some offline marketing strategies will cost you just about nothing but can leave a big impression. You and your employees’ body language can have an effect on sales, as can your knowledge of your products, and your friendliness to customers.
Putting Online and Offline Marketing Strategies to Work
You want to do everything you can to make sure that your business gets noticed. That’s why you need to be investing in both online and offline marketing strategies.
Designing a billboard or business cards might not be too complicated. But if you don’t have experience with digital marketing, your online strategies will take more work.
Whether you need help setting up your website, implementing SEO, or need help branding yourself on social media, I can help.
Check out my services today to see how I can help your business grow on the web.
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