As the legal industry transitions to the online marketplace, many law firms are adapting to digital solutions. They aim to effectively reach and convert potential clients through online marketing efforts. However, coming from a non-tech field, some law firms are still understandably falling behind in the trend.Digital marketing can be an overwhelming process for industries like the legal sector. Fortunately, with various online resources like this one, understanding it is manageable.
Let’s start by learning some mistakes beginners might make when utilizing digital marketing. Read below for more information.
Your Website Is Outdated
Simply having a website is no longer enough for modern businesses to compete in today’s competitive digital environment. Maintaining an active online presence is vital for potential clients to assess the seriousness of your marketing and communication efforts. If your website looks abandoned or outdated, it sends a negative impression to your visitors, telling them you might be an untrustworthy business.
Being outdated goes beyond looks. A slow, unresponsive, hard-to-navigate, and non-mobile-optimized website creates the impression that you’re not keeping up with necessary maintenance. It also raises concerns about the security of your site.
Remember, businesses in all industries benefit from establishing a credible online presence. Consider your website as the online version of your law firm office. You want to attract potential clients by offering quality experiences and insightful information that addresses their inquiries. To achieve that, you need a well-maintained and regularly updated website.
You’re Doing SEO Wrong
Search engine optimization, or SEO, involves using various ranking factors to improve your website’s visibility in search results pages. These factors include using the right keywords, producing quality content, and offering seamless website experiences.
Some beginners think that SEO is solely about keywords. Most overuse keywords in their content to rank higher in search results. Unfortunately, search engines like Google consider this practice, known as keyword stuffing, an attempt to manipulate ranking. Consequently, they may lower a site’s placement in search results.
Other SEO mistakes you might be making include duplicating content, ignoring internal linking, and failing to optimize various elements like metadata. Additionally, not publishing enough quality content is an SEO mistake that you should avoid.
You Don’t Publish Enough Content
Content continues to be the backbone of every successful digital marketing campaign. It enables businesses to communicate with potential clients and establish themselves as an authority in their field.
As mentioned earlier, if you don’t produce enough quality content on your website and across various platforms, you could significantly harm your online performance. That means you could miss out on valuable opportunities to convert potential clients.
Remember that your target audience may not be not well-versed in the legal industry, let alone your specialization. This presents various opportunities to educate and inform potential clients. You can publish different informative and engaging content to cater to their needs.
If you’re afraid of running out of content ideas, you can always repurpose your existing content and transform them into other formats. Besides blog posts, you can leverage various content forms to communicate with your target audience. For instance, an article could become a video essay or a podcast episode.
Today, missing out on social media marketing can severely cost a business. Non-tech industries like the legal sector are no exception.
Social media has become an integral part of people’s lives. It’s where they give and receive updates, entertain, shop, and even make a living. That’s why missing out on using any platform is one of the biggest mistakes your law firm can make.
Another mistake is assuming Facebook is the only social media platform businesses can utilize. The great thing about using social media for marketing lies in the wide selection of platforms available, ensuring there is one fit for every industry. For instance, if you’re targeting a more professional crowd, you might benefit from launching a LinkedIn page.
Moreover, your preferred content direction can help determine the platform you should use. For example, if you’re interested in creating entertaining but informative content, you might thrive in launching a TikTok account. Meanwhile, if you want to publish long-form videos that dive deeper into your field, you could start a YouTube channel.
You Don’t Request Public Reviews
Referrals still play a significant role for law firms. Before, referrals would be from word-of-mouth. Now, they come in online reviews and testimonials.
Recommendations and feedback from online users are considered a form of user-generated content (UGC). UGCs help elevate a company’s credibility by providing honest content from genuine customers. UGCs don’t have any marketing direction or involvement from any team inside the company. Instead, they come from an authentic experience translated into content and published across different platforms.
Many customers leave online reviews about a product or service after experiencing it. However, most of them don’t. That’s why you must always encourage your clients to leave a comment on your pages or their own platforms. You can feature some positive ones on your website as social proof to help boost your brand’s online image.
Don’t Make a Costly Mistake
Today’s digital landscape provides many opportunities for businesses, like law firms, to compete and build credibility. However, making mistakes like those mentioned above could cost you a chance of reaching and converting your potential clients.
Fortunately, there’s an abundance of solutions available online. Take the time to study before employing any digital marketing strategy. This allows you to maximize their potential and ensure a successful online campaign.
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