Digital Marketing Strategies for Solicitors and Law Firms

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This guided journey is designed to help legal professionals identify the most effective digital marketing strategy for their legal practice. It provides a step-by-step approach, beginning with an exploration of essential tactics like SEO, Paid Digital Advertising, and Social Media Marketing.

It leads you through an assessment of your company resources, setting a realistic budget, and aligning your marketing goals with your market position. Culminating in a strategic selection of digital marketing tactics tailored to your business’s requirements and resources. You will also find our free Marketing Strategy and Budget Tracker template to help with your planning. First, let’s get acquainted with the importance of your brand and reputation.

Branding and Web Design

Before you invest time and money promoting your business, first you need to step back and take a pragmatic view of your brand image and website.

Prospective customers will form an opinion of the quality and capabilities of your business within moments of landing on your home page or social profile

…and first impressions count.

Does your page tell the audience what you do, who you are, and why you’re qualified to offer them advice? Is the design professional, the layout clean and easy to navigate, and is your website mobile responsive with fast load times.

website branding

There is little point investing in lead generation to bring users to your landing page, only to turn them off as soon as they arrive. Your goal is to convert visitors into paying customers.

Assess the position of your brand and website with the following objectives in mind:

  1. Brand Identity: Does your brand image project your professionalism, expertise, and values.
  2. Website Design: Your website should be visually appealing, easy to navigate, and mobile-friendly. It should clearly demonstrate the services you provide.
  3. User Experience (UX): Is your site well-structured and fast. Does it guide potential clients into taking action and inquiring about your services.
  4. Content Strategy: Your website should include informative and engaging content that answers the common questions and needs of your target audience.
  5. Local SEO Integration: Every Legal Services website should incorporate Local SEO to help your business appear in Google Local search results.
  6. Social Media Integration: Integrate your social media profiles with your website to promote your content across different platforms.
  7. Trust Signals: Include client testimonials, case results, accreditations, and awards.
  8. Call-to-Action (CTA): Strategically place clear and compelling CTAs throughout your website encouraging prospects to schedule a consultation or download a resource.
  9. Landing Page Design: Design high-converting landing pages for your marketing campaigns. These pages should be free of distractions, and aligned to your campaign.

Developing your brand, website, and landing pages is a key component to convincing customers that your law firm is more credible and personable than your competitor on the other side of town. Our advice for any legal professional just starting out, or those who have a marketing budget of less than £5,000 per year, is to spend it here. Get your Social profile and website looking professional, and ready to convert visitors.

If while reading this, you come across opportunities or marketing initiatives that feel complex or too time consuming, we can step in and help. At Switch Jam we have an experienced marketing team, happy to develop bespoke marketing strategies, or execute omnichannel campaigns on your behalf. That being said, let’s talk about your target audience.

Identifying Your Target Audience

Understanding your target audience is a cornerstone of effective marketing. By accurately identifying who your clients are, you can tailor your marketing efforts to be more efficient and yield a higher return on investment. Different legal services naturally attract different client profiles. For instance, the clientele for mergers & acquisitions will significantly differ from those seeking family law services.

How to Identify Your Target Audience

To create a clear picture of your ideal client for each service, consider these two simple approaches:

  1. Profile Existing Customers: Utilise your existing customer data to profile clients based on the services they use. Analyse this data for demographic, psychographic, behavioural, and geographic patterns. This method is particularly effective if you have robust historical data. For B2B clients, you can often find additional firmographic company data online, enabling you to profile their size, location, and industry type.

  2. Create a Customer Persona: If your customer data is limited, construct a fictional customer persona based on your experience and qualitative knowledge. This persona might include details like age, marital status, number of children, and decision-making habits. For example, a typical family law client might be a 35-45-year-old female, recently divorced, with one or two children, living within a 15-mile radius, and who values comprehensive information and expert advice.
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Using Customer Profile Information

  1. Targeted Advertising: Utilise profile data points such as age, gender, and interests to create precise target audiences for digital Ad campaigns. This will ensure your marketing reaches the target audience while minimising advertising expenditure.
  2. Content and SEO Strategy: Geographic and social insights will guide content creation and SEO. Certain market segments will have an interest in specific legal services, so take advantage of the data to target this opportunity. For example, if your customers are 70% M&A clients, then your content strategy will need to be M&A focused content for LinkedIn and website SEO.
  3. Social Media Focus: Use the social platforms where your target demographic hangs out. Better still post content in groups, chats, or forums.
  4. Personalised Communication: Tailor your emails and social media messages using profile insights to increase engagement and conversion rates. B2B clients need a different style of message than a divorce client.
  5. Service Tailoring: Adapt your legal services to meet the specific needs of your client profiles to improve satisfaction and loyalty. Or develop new add-on services to promote to existing customers.
  6. Solve Customer Pain Points: If you understand who your customers are, you can accurately identify their pain points and challenges. Meaning, you can present your organisation’s Unique Value Proposition (UVP) and demonstrate how your services solve these pain points. This will form the core of your marketing message across all of your activities.

In essence, your customer profile information is not just a static dataset; it’s a dynamic resource that can drive the effectiveness of your marketing efforts, enhance client engagement, and contribute to the overall growth of your legal practice.

4 Digital Marketing Tactics For Lawyers

Solicitors or Lawyers across the UK and United States tend to see improved results when using one of the four marketing channels detailed in this next section. All of which are suitable to use when looking to increase your client network.

1. Search Engine Optimization (SEO)

Search Engine Optimisation has been one of the most cost-effective approaches to lead generation over the past decade. In short, SEO involves optimising a website’s structure, content, and reputation. Through this process search engine bots pick up signals indicating that a website’s content is the best in class and should therefore feature prominently at the top of internet search results.

The benefits of SEO are substantial, offering long-term visibility and credibility. According to a study by BrightEdge, organic search drives 53% of website traffic, demonstrating the potential of SEO. A website is an asset that will keep performing long after the investment has ended.

Local SEO is ideal for law firms offering services within a specific radius of their premises. By Optimising your Google Business Profile, you can appear in Google Local business results and on Google Maps.

National SEO is more complex, and requires high levels of optimised web content, along with the expertise to build backlinks and manage the technical properties of the website.

Content Marketing or copywriting optimised for SEO, is a stand-alone marketing discipline. However, it becomes a key part of an integrated SEO strategy because web pages need content to host keywords and tell Google what the website is about.

High-quality helpful content is a critical ranking factor so under no circumstances cut corners. Instead, be sure to write in-depth, insightful, and factually correct content that offers value to the reader.

Regularly auditing and comparing your website against your competition is the most successful approach to reaching the top of search results.

Technical Difficulty

Google’s Ranking Criteria are complex and change frequently, putting SEO into a specialist category.

Most companies outsource SEO to specialist agencies to manage content production, link building, and other technical aspects affecting the site’s indexing, crawlability, and speed.

Time and Cost

SEO is a long-term play, notable improvements can take 3-9 months as search engines assess your website’s credibility and its value to their audience.

Our Local SEO services cost between £150 to £900 per month, with Standard SEO ranging from £1,000 to well over £10,000 per month depending on scope and complexity. Learn more about our packages here: SEO Services.

2. Paid Digital Advertising

Online advertising operates at the opposite end of the spectrum to SEO, in that Paid Ads are instant, and require on-going investment to stay live. Once the creative aspect, copy and offer is decided upon, an advert will begin to appear and run until the funding is removed.

Law firms should focus their advertising budgets on Google PPC (Pay Per Click) Ads, and social media platforms such as Facebook, and Instagram for private clients. LinkedIn and Google Ads are good options for Commercial clients.

To start with you will need to perform keyword research to understand the type of keywords available within your industry such as “divorce lawyer near me” and the many hundreds of permutations that exist.

Google PPC Ads are text-only adverts that appear at the top of search engine results pages. Whereas, social media platforms offer a variety of formats including single image, carousels, and video.

During setup, you will also need to input a bidding strategy and create a target audience.

Ads need to be optimised over time and to do this you need to collect plenty of data by running a broad range of Ad Sets over a defined period. At Switch Jam Digital, we recommend starting with 8 different Ads sets, each with a single variable, allowing us to see what individual differences are moving the needle.

After 30 days begin to remove poor-performing keywords or pause the worst-performing campaigns, and then optimise at least twice per week to narrow down your campaigns to the most cost-effective Ad Sets.

Depending on the Advertising platform you will need a level of technical and creative skills to create the Ads using video or images, artwork, copy, an attractive offer, and an effective call to action to prompt viewers to click. This is often the stumbling block for most businesses, and where outsourcing will often produce more compelling advertising campaigns, resulting in time and cost savings.

Technical Difficulty

We often hear businesses say, “Paid Ads don’t work, we didn’t get a return on our investment”. The reality is that Paid Ads are an excellent marketing tool if used in the right way. Ads are not difficult to set up, but they can get complex very quickly, especially if you are split testing to find the best permutations.

Consider this, if you’re running Paid Ads, your campaigns will be competing directly with marketing agencies running campaigns for their clients.

Unless you have significant experience in optimising Ads it is often best to outsource your Ads Management. This will usually lead to an overall improvement on your Ads spend, even accounting for agency fees.

Time and Cost

Expect to wait 30, 60, or even 90 days before you have enough data to optimise your campaigns.

Depending on the format and set up you select, you will either pay per click or per thousand Ad impressions (CPM).

Running your own Ads can be as low as £100 per month, but for a serious lead generation campaign most businesses will need to budget at least £1,000 per month plus any agency fees. Our management fees start at £300 per month then taper off from 30% down to 15% of your Ads spend. You can find our full range of Google Ads services here and Social Media Ads here.

One final component that cannot be overlooked is the importance of a high quality Landing Page. This is the page a prospective customer lands on after they click your advert. Failing to create a landing page that pushes the prospect into action will waste you Ads spend and reduce ROI.

3. Social Media Marketing

Social Media Marketing aims to connect your business with clients and prospects on platforms like LinkedIn, Twitter, and Facebook. This approach to marketing involves sharing helpful content, engaging in conversations, and building a community around your brand and its services. It’s an effective way to enhance brand awareness, build a sense of community, and drive traffic to your website.

If you manage to build a following, or run a social group, you will have an audience that consumes your content within their news feeds.

The basic concept of social media marketing is to publish high-quality helpful content, and over time people will choose to follow your company page or your personal profile. Once you have established an audience you can post service-based content showcasing what you do and how it can help your audience. Ultimately prompting them to think of you when they need legal advice.

There are several major social media platforms catering for different market segments. LinkedIn is an excellent place to find B2B clients, with over 400 million users. Facebook has 3 billion active users, and typically caters for an older audience, ranging from 25 years and up. TikTok’s 1.2 billion younger users prefer short form video reels. YouTube has 2.4 billion users consuming video content that average 15 minutes and Instagram’s 2 billion users prefer to consume image-based content.

Start off by creating a content schedule, comprising of different message types to take the prospective customer on a journey from awareness and trust, through to engagement.

  1. Creating Awareness
    • Educational Content: Share short, informative pieces on legal topics.
    • Industry News: Post updates on legal developments.
    • Introductory Videos: Quick videos introducing your firm and services.
  2. Building Trust
    • Client Testimonials: Highlight positive feedback from clients.
    • Behind-the-Scenes: Show your firm’s culture and daily activities.
    • Expert Insights: Offer brief analyses on complex legal issues.
  3. Prompting Engagement
    • Interactive Posts: Use polls and questions to engage your audience.
    • Promote Your Offer: Once the audience has had time to get to know and trust you, post your service offering, highlight any offers or unique benefits, and include a call to action.

Each type of content plays a specific role in attracting, engaging, and converting your social media audience into paying customers. Since legal services are typically purchased on a needs be basis, it’s important to keep a regular cycle of content flowing and when someone needs your service, they will already know who you are and what you offer.

Technical Difficulty

Most in-house teams can manage basic social media activities, such as account set up, scheduling and posting. The main limitation is in the creative skills required to deliver compelling content on a regular basis.

If your business does not have the skills or resource, you can outsource the production and management of content to a freelancer or agency. The modern day omnichannel marketing offered by some agencies will give you a consistent marketing message across all social and digital channels, connecting your social content with your Ads campaigns and SEO content.

Time and Cost

Results from social media marketing can be seen relatively quickly, especially in terms of engagement and growing follower numbers. However, converting this into tangible website traffic and client leads may take longer.

In-house social media marketing is low in cost, and just requires time, consistency, and creativity.
For outsourced Social Media Management expect to pay £300-£1,500 per month depending on the number of platforms you need developing and the volume and complexity of posts. If you are just starting out focus on the primary platform your audience hang out such as LinkedIn or Facebook.

4. Email Marketing

Email marketing can be split into two categories, 1. Existing customers who need nurturing and retaining, 2. Prospective customers who need to transition from cold to warm clients.

No doubt you have received thousands of emails from companies that you have previously purchased something from, only to hit the unsubscribe button. Well, this is basically Email Marketing to existing customers. The purpose of the email is to keep customers ‘in the loop’ with news, services, and promotions.

The truth is, customer retention, and more importantly engagement, is largely based on a good product-market fit. So you should expect to have customers unsubscribe over time. This typically indicates that they were not interested in your offer. People with genuine interest will scan your content and potentially engage with it if the timing is right for them.

Prospective B2B customers, on the other hand, require more sophisticated email strategies. You need to identify potential prospects, acquire their contact information, and qualify the prospect for compatibility with your service. You’ll then need to run automated email sequences to transition prospects into warm leads, and ultimately appointments.

Your existing customers can in many ways be treated the same as your social media followers. Whereby you periodically send them high-value content and offers that you believe they would find appealing.

All you need is their email address, their first name (to personalise the message), a robust bulk email tool, and frequent database cleaning to remove email accounts that fail to deliver. This will help your spam score.

On the other hand, B2B prospecting usually requires more complex systems. This includes specific domains and email addresses, DKIM and DNS records, lead generation tools, email verification tools, and email outreach tools with sequencing. In some instances, you may also require a CRM system to handle the high volume of activity, as it can be a numbers game with thousands of emails being sent per campaign.

It is also worth mentioning here the importance of high-quality sales copy in email marketing. The goal is to move the recipient from “who the hell are you” to “yes, I do trust you and I will give you my money in exchange for your services”. Not an easy job and requires thousands of emails to split-test the best-converting copy.

Technical Difficulty

Building a substantial and relevant email list of existing customers takes time, but once established, it can be a powerful tool for direct client communication.

For B2B lead generation, prospects are identified, email lists are built to include name, job title, phone number, company, address, number of employees, revenue, plus other relevant attributes.

Building quality lists requires data scraping, email verification, list cleaning and lots of research. When you put all this together, it is no surprise that this is a specialist activity.

Time and Cost

Email marketing to existing customers in-house requires a basic bulk email tool such as Mailchimp that can be purchased for under £15 per month. Plus, the resource to create the content and perform the task each month.

For prospecting, the quality of your B2B email list data will determine the price. Our LinkedIn Email List service for example starts at £195 for 100 qualified and verified leads, going into thousands of pounds depending on the volume of data and the level of qualification required. You can see the full range of LinkedIn Outreach services here.

Outsourced Email automation set up, sequencing, email copy, and appointment booking will usually cost £1,500+ per month depending on the volume and complexity of the service.

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Deciding On the Right Marketing Strategy

Executing any strategy effectively requires a combination of expertise, resources, funding, and a clear direction of travel. This section will prompt you to explore your current position so that you can choose a strategy that will fit your current means. You will also find a free Marketing Strategy and Budget Tracker template, that will assist with scheduling and budget management.

Assessing Resources and Expertise

Steps: Begin by evaluating your in-house capabilities, assessing technical skills, marketing know-how, and workforce availability within your team. Do you have marketing personnel in place with expertise in SEO, content creation, social media management, and / or email marketing? It often helps to get your provisional plans down on paper, try using our Marketing Strategy Planner template below. This will give you a focal point when asking these questions.

Considerations: Based on this assessment, determine if your current team can effectively handle your marketing needs. If gaps are identified, consider whether outsourcing to specialists or hiring additional talent is feasible. This decision should be based on the complexity of the desired marketing strategy and the level of expertise required to execute them effectively.

budget calculation

Understanding Your Budget

Steps: Establish a marketing budget that aligns with your company’s financial resources. This involves not just setting a total budget but also deciding how it will be allocated across different marketing channels.

Considerations: The budget should balance cost-effective strategies with those that may require higher investment for greater impact. For instance, content marketing may require lower upfront financial investment, but have a long incubation period. Whereas paid advertising strategies like PPC often need a larger budget, they also offer faster results.

Analysing Current Position and Goals

Steps: Conduct a thorough review of your firm’s current market position and client base. This includes understanding the strengths, weaknesses, and unique selling propositions of your business. Also, clearly define your short-term and long-term marketing goals.

Considerations: Choose a marketing strategy that not only addresses your current market position but also aligns with your future aspirations. For example, if your goal is to expand your client base locally, local SEO and community-focused social media marketing might be more relevant than national SEO strategies.

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choosing a strategy

Selecting an Appropriate Strategy

Steps: With a clear understanding of your resources, budget, and goals, you can now match your firm’s needs with suitable digital marketing strategies. This involves selecting a mix of techniques that collectively work towards achieving your marketing objectives.

Considerations: Focus on techniques that offer the best ROI and client engagement. This might mean prioritizing certain channels over others or adopting a phased approach where different strategies are implemented in stages. The key is to ensure that each selected strategy contributes effectively to your overall marketing goals, whether it’s building brand awareness, generating leads, or nurturing client relationships. Download the free Marketing Strategy Template below to help consolidate your ideas.

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Budget Driven Marketing Strategies

Budget: £5,001 – £20,000

Strategy: Choose Professional Local SEO, Professional Content Creation or Paid Digital Advertising.

Use over 50% of your budget to improve your Local SEO by outsourcing it to an agency or professional SEO. Ask them to build high-quality backlinks and work on a Local SEO content strategy. Use the other half of your budget for branding web design, with pages including an effective Call-To-Action, and email capture functions.

Alternatively, if you are looking for quick results, consider running Paid Digital Advertising. Use Google Ads or Facebook to run tailored Ads campaigns to your target audience. If you lack the technical or creative skills, then outsource it. Professional media buyers will prove more cost-effective in the long term.

Budget: £20,001 – £50,000

Strategy: Professional SEO, or Managed Digital Advertising Campaigns, Strategic Email Marketing for B2B.

With a decent marketing budget, you should be outsourcing SEO to quickly scale organic web traffic. An agency will improve on-page and off-page optimisation, helping you rank for keywords on a local and national level. Get a website audit, with the view of maximising landing page conversion and user experience.

For B2C clients outsource Paid Digital Advertising on Google and social media. This will drive new traffic to your landing pages, while your SEO strategy matures and begins to attract organic traffic. For B2B services, consider investing in professional LinkedIn Lead Generation services or Email Outreach that can target high-value B2B clients.

Budget: £50,001-£100,000

Strategy: Full-Scale SEO and Digital Advertising, Comprehensive Content Strategy, Integrated Email Campaigns

Outsource full scale SEO on a national level, targeting lucrative keywords, high converting content and UX. Ask your agency for a comprehensive content strategy and link building plan to push your web pages into the top ranking pages of Google.

Scale up Paid Digital Advertising across multiple platforms with fully optimised campaigns for maximum reach and impact. Integrate B2B email marketing campaigns and B2C email marketing with high level lead magnets. Use a LinkedIn lead generation and booking service campaign with integrated native Ads to target specific commercial prospect clients.

Budget: £100,000+

Strategy: Market-Leading SEO and PPC, Premium Content Marketing and Digital PR, Sophisticated Email Marketing.

Outsource your entire marketing strategy to an agency. Lead the market by concurrently running cutting-edge SEO and PPC strategies. Invest in premium content such as high-level research reports or partnerships with industry influencers. Have a full scale content strategy and a team of writers delivering high quality content at speed.

Implement sophisticated email marketing with advanced segmentation and personalisation, offering Lead Magnets as on-boarding incentives. Use an automation service to move prospective clients down the sales funnel to dramatically increase conversion rates.

Work with a B2B LinkedIn Outreach service provider to identify, target, and nurture prospective high value B2B customers. Use native Ads to nurture them, incorporate personalised messaging, and webinars.

Summary: Marketing for
Legal Services

This article has covered each component of a successful digital marketing strategy for legal service professionals.

From the foundations of a strong brand and an effective website to the intricacies of SEO, paid advertising, social media marketing, and email marketing. Each of these strategies offers unique benefits and plays a critical role in building a comprehensive digital marketing plan.

Key Takeaways

  1. The Power of First Impressions: Your brand and website set the stage for client interactions. Make sure they reflect the professionalism and expertise you wish to project.
  2. Strategic Marketing Tactics: Whether it’s the long-term gains of SEO, the immediate impact of paid advertising, the community-building of social media, or the targeted approach of email marketing, each channel can have a place in your marketing plan. But don’t overstretch, it’s better to do one thing well.
  3. Resource and Budget Allocation: Assessing your firm’s capabilities and financial resources is crucial in choosing the right mix of strategies, whether you choose to outsource to an agency or run your own campaigns.
  4. Tailored Strategies for Success: The effectiveness of your marketing efforts hinges on selecting strategies that align with your firm’s goals, market position, and budget.

Moving Forward with Expert Support

As you start to develop your digital marketing strategy, remember that while the path is clear, navigating it can often be complex and come with a steep learning curve. This is where Switch Jam Digital can help. We offer a full range of digital marketing services and consultation, including SEO, Digital Advertising, B2B Lead Generation and Social Media Marketing, helping solicitors, lawyers, and companies in the legal service industry to succeed.

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