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Is Digital Marketing Right for My Law Firm?

by Zak Smith   |   Jul 08, 2019

This is a question you may ask yourself repeatedly. However the question isn’t actually going to be “Is digital marketing right for me?” Instead, it's more about what type of digital marketing is beneficial for your firm. The "right approach" in advertising is a loaded question—and every firm is different and requires a specific strategy.

Are you looking for phone calls, chats, or lead forms? Or, are you looking to generate brand awareness and promote yourself on social media? Your goals will shape your strategy and provide a clear path on what needs to be done to have a successful law firm digital marketing campaign. After all, there's nothing more stressful than running a campaign and having it fail to deliver the quality leads you’re looking for.

PPC for Lawyers

Perhaps you've tried paid search in the past and had no success, but that doesn’t mean you should give up entirely on the approach. When you think of pay-per-click (PPC), Google is probably the first thing that comes to mind. You may also think about high cost per click (CPC) costs and large amounts of competition. However, Google isn’t the end all be all of paid search. And simply setting up a simple Google Ads account isn’t going to cut it anymore.

The keywords “lawyer” and “attorney” are two of the most expensive keywords on Google and Bing, sometimes costing more than $100 per click for searches like “personal injury lawyer” and “auto accident attorney”. With this being the case, law firms can easily spend $50,000 to $100,000 per month on PPC just to keep up with competitors. Keyword choices, geo targeting, and practice area focus are just a few of the many aspects of PPC advertising that can help keep a firm stay competitive.

Attorneys must take a holistic approach to their paid search strategy—and not only promote services on Google, but Bing as well. This helps diversify their marketing initiatives with a cost-effective alternative that works in tandem with Google. Clicks are considerably cheaper with Bing. And because Bing isn’t as popular as Google, there’s less competition. This means a lower CPC, without an impact in your positioning on search pages.

Lawyers sometimes have to get creative to find solutions that work. When it comes to PPC for lawyers, creativity is key to drive new leads. Your ability to connect with relevant traffic, get more clicks, and outrank local competitors depends on how well your strategy works in tandem with other marketing initiatives.

Social Media For Lawyers

Facebook and Instagram have changed the way we communicate and connect with others—and these platforms are now increasingly relevant in the communications between lawyers and their clients. With an exceptionally large user base of up to 2.38 billion monthly active users, Facebook enables law firms to reach a larger amount of potential clients.

There are two key ways to attract clients on Facebook: organic and paid ads. Organic Facebook advertising allow you to provide valuable content, like blog post, contests/giveaways, and general interactions with the public and potential clients. Paid ads allow you to interact with new or returning visitors to your site, or with specific targeting criteria like locations and interest.

Facebook marketing is often underutilized by many law firms. This platform can give you a distinct edge over competitors. Use organic Facebook marketing to develop strong relationships and a trustworthy, credible online presence. And use Facebook Ads to help push people further through the funnel.

Customized PPC Strategies Drive Results

While experience matters, it doesn’t always make an agency good at paid search management. Having the knowledge of what works—and what doesn’t—is critical to running successful PPC campaigns. From helping personal injury lawyers attract local traffic and attract high quality leads, to helping criminal defense lawyers lower their CPCs in Google Ads, Workshop Digital offers customized digital marketing strategies that drive results for law firms.

Portrait of Zak Smith

Zak Smith