Is SEO different for SaaS companies? The answer might surprise you.
A digital marketing agency for lawyers is absolutely what your law firm needs in today’s market. The days of relying on television, radio and newspaper ads and bus stop signs are gone, or at least the need to rely on that kind of advertising is diminished.
Your potential clients are looking at different channels, so you need a marketing services company that knows how to get your brand and messaging in front of them.
Why is a digital marketing agency for lawyers so much more important?
Digital Marketing For Lawyers Finds More Qualified Leads
Digital marketing for lawyers or indeed for any business actually brings in more qualified leads than nearly any other method of marketing or advertising.
In past decades, lawyers advertised in print media like magazines and newspapers, on television and radio, usually through local stations though some firms would have national campaigns. There were also billboards, of course, and many law firms still advertise on billboards, bus stop benches and other available spaces.
But there’s a problem with that kind of marketing.
Your brand and your services are being pitched to everyone who sees or hears your ad spot. How many of them are looking for a lawyer at all, let alone an attorney who practices in your specific area of law?
The phrase “painting with too broad a brush” comes to mind.
Digital marketing, including paid search advertising and search engine optimization as well as social media and placement campaigns, make your firm visible to people who are actively searching for “divorce attorneys near me” or whatever law practice you specialize in.
Instead of advertising to everyone and their brother and their dog, you’re able to market directly to the people who actually want your services. Digital marketing for lawyers allows you to focus your spend where it will bring the highest return on investment.
Digital Marketing Allows For Far More Targeting
As we mentioned, using a digital marketing agency for lawyers will get you more qualified leads, but will also allow for far more targeting in the use of advertising.
Like any business, you may have a core demographic that your firm tends to cater to. Not all legal practices do, of course, and many legal firms offer their services to every conceivable age group, income level and other demographic that exists.
It’s also the case that you’re able to target specific areas, even down to the zip code. If you’re only competing for customers in a specific city or region, you can target that specific area and eschew any others.
Why waste marketing spend in places where you don’t and possibly will never do business in?
Geographic targeting is also uber-important in today’s mobile-first world, as the most common way people find a lawyer is not through the yellow pages; they search for “employment lawyer in Coeur d’Alene.” If that’s where you operate, that’s the search term your site needs to rank highly for and that’s the search phrase that your ad needs to appear for.
Search engine advertising – also called “pay per click” or PPC advertising – can target those searches through search engines as well as other channels (such as YouTube and Google partner websites) and SEO techniques can make your website rank higher for those search terms.
Social media advertising can target potential clients on Facebook, Twitter and other platforms as well, putting your ad in front of qualified leads instead of advertising to everyone.
Social media also lets you interface with that much more quickly if you have someone manning your social media accounts. That personal interaction can result in on-boarding clients, since using social media is so much more personable than just seeing an ad.
Make Sure You Hire The Right Digital Marketing Agency For Lawyers
However, it’s not so simple as hiring any digital marketing agency for lawyers. Specific expertise is actually required.
The catch is that there are specific rules that search engines and other digital channels have about how a law firm and legal services can be marketed, as well as other industries. A typical business selling something like cloud computing software or custom umbrellas doesn’t really have many restrictions imposed on them by search engines and social media platforms, but certain industries do, and for a variety of reasons many of which are perfectly sound.
The legal profession in particular is definitely one of them.
Therefore, make sure that you ask any prospective digital marketing agency that you’re looking to hire if they have experience with marketing law offices and legal services. Compliance will ensure best results as you do not want your law firm to wind up paying a Google penalty, which can have serious ramifications.
It’s imperative that you find a digital agency that is familiar with digital marketing for lawyers, and has experience in ensuring compliance as well as getting results.
