As the owner of a law firm, you likely understand the importance of having an ever-growing roster of new clients. After all, continually attracting people to your firm is how you sustain business in the first place. Unfortunately, this crucial element of maintaining an enterprise is often the hardest to accomplish.
Luckily, modern technology provides an edge over traditional advertising that makes it easier to not only help people find your firm, but to also ensure the ones that do find it are people who are actually likely to invest in your services. Internet marketing offers multiple avenues to increase your audience base, but you’ll need to follow a few steps in order to make it happen. To get started, utilize the tips outlined in the guide below.
The Most Effective Internet Marketing Strategies to Increase Qualified Leads
1. Local SEO
SEO stands for search engine optimization. This term refers to the practice of trying to reach your target audience through specific internet search terms. The idea is that by optimizing your website and social media pages with these keywords, your listing will appear in a potential customer’s internet search, thus making it easier for them to locate you and invest in your services.
There are two types of SEO you can engage in. The first is national, in which you attempt to target customers on a national or global level. The second, local SEO, focuses on limiting your target audience to those in your immediate and surrounding areas. A national approach works well for companies that sell products or can work with clients around the country. But for law firms, who are often only licensed to practice in one area or state, a local approach is far more effective.
You can implement this approach in one of two ways. The first includes modifying your target keywords to include your local area. So, for example, if you are a divorce attorney in Brooklyn and want to target individuals who need help with child custody, you might opt to optimize for the term, “child custody lawyer in NYC.”
The second approach focuses on evaluating the search trends of your local area. When you’re looking up keywords, you can filter the results to show only those searches in your town, county, or state. Then, from that pool of results, you can select the terms that have the highest search volume and the lowest level of competition from other law firms.
2. Paid Advertising
Organic SEO practices will eventually help you climb the ranking of search results on Google. But it’s worth noting that this practice doesn’t garner results overnight. If you’re looking for more immediate results, paid advertising programs are also effective. In this case, you can tailor your campaigns to a very specific audience to ensure your listings are promoted to the exact right consumer. These advertisements will appear higher on the search results, making them more readily available to potential clients.
When creating a paid campaign, you have significant control over the entire process. You can determine everything from the length of the campaign to the amount of money spent, as well as the unique attributes of your target audience. This might include their location, age, sex, and interests. That way, you’re more likely to attract individuals who are qualified leads.
Building Your Business
As with anything, building your online presence and attracting more clients to your firm will take time. But with a bit of hard work and dedication, you’ll quickly start to see how internet marketing helps create an influx of new potential clients.