Digital Strategies to Build Your Client Base
When you’re running your own law practice, you’re wearing every hat. It can be exciting, exhausting and a little scary at times. When you have to do it all, you want tried and true strategies to help you build your client base. Of course, in today’s world, that equates to online or digital marketing tools that will give you the most return on your investment.
Before You Spend Money on Digital Marketing
To get the most out of your online marketing, it’s important to be clear about a few things before you start implementing any strategies:
- Understand what you want to accomplish with your marketing—The more specific you can be about your goals, the better you can craft your approach to meet your objectives. Are you looking to increase the number of people contacting your firm? Are you hoping to highlight a specific practice area and build a targeted segment of business? Are you hoping to build a greater name recognition in the market?
- What tools are you interested in using?—Do you want maximum exposure on digital platforms or do you want to target a specific type of tool, such as email, social media or video marketing?
- How will you measure your performance?—Your key performance indicators (KPI) should coincide with your goals. If you’re looking for more leads, you’ll want a key performance indicator that tracks that data.
- How much are you paying and what are you getting in return?—It’s not that difficult to keep a tab on costs, but you also want to have a system in place for tallying how much revenue you generate through your online marketing.
Effective Strategies for Marketing a Solo Practice Online
Though there seem to constantly be new ways of marketing yourself online, the tried-and-true digital strategies remain the most effective for solo practitioners:
- A well-optimized website with dynamic content—It’s not enough to purchase a domain name and put your contact information on it. You’ll want to develop an attractive and informative website that ranks well with the search engines. Statistics indicate that more than half of all small business visibility online starts with an online search. To perform well with search engines, you’ll need to take great care to fully optimize your website. It’s important to understand, though, that doing so will only bring people to your website. Your ultimate goal is to get them to contact you…that’s most effectively done with dynamic and compelling content.
- A well-orchestrated social media campaign—Studies show that most consumers turn to social media to get more information about a business. If you’re not on Facebook, LinkedIn and other platforms, prospective clients will likely look elsewhere. Make certain you claim any available business listings on social media channels, and that you read all reviews and post an appropriate response. Keep your listings fully updated and share client testimonials, if possible.
- Regularly post informative blogs—Take a half an hour once or twice a week to write about some area of your practice. Don’t try to answer potential client questions—the purpose of a blog is to show your expertise and increase your visibility, not to solve potential clients’ problems. You would rather they hire you to resolve those issues.
- Consider Pay-Per-Click (PPC)—If you have the financial resources, you can bid to appear around the top of the search engine results page. Of course, you’ll still need compelling content when a potential client goes to your website.
Let GetLegal Help You Market Your Solo Practice Online
At GetLegal, we offer attorneys and law firms nationwide more than 20 years of proven experience in digital marketing. We provide a comprehensive array of online tools to help you connect with and bring in more paying clients, including video production, custom content and design, search engine optimization (SEO), social media campaigns, directory listings and online reputation management. To learn how we can help you generate more potential clients for your practice, go to https://glpbpro.wpengine.com/ or call us at 1-877-359-7077.
