Digital Marketing: An Overview
What excites and motivates you the most? Managing a small law firm or a personal brand? Your website or design portfolio may serve as a conduit for attracting clients to your law firm.
Attention is hard to come by these days. Searching on Google or reading your newsfeed might make you feel like there are a million people shouting for your attention, which can make advertising your law firm seem like an impossible task at first. If you want to be heard over the noise of digital business, you need to find a way to stand out from the crowd. Here is where digital marketing comes in.
Trusted Full-Service Small Law Firm Marketing Services in California
At Advantage Attorney, we know how a law firm works and what it’s like to work in the legal field. We offer full-service marketing packages and legal technology and software solutions that are made to fit your needs and budget, no matter how long you’ve been helping clients as a lawyer or if you’ve just opened your practice. Our experts in the legal field help law firms get discovered locally through our small law firm digital marketing agency.
We offer these services to clients all over North America who practice law in different areas, such as immigration, bankruptcy, civil litigation, criminal defense, estate planning, family law, personal injury, and real estate. Book a call with us today to find out how we can help you grow your law firm!
What is Digital Marketing?
Digital marketing, often known as online marketing, encompasses any marketing initiatives conducted over the internet. Businesses connect with current and potential customers through digital channels like email, search engines, social media, as well as other websites. This also covers communication by text or multimedia messaging.
An experienced inbound marketer might say that inbound marketing and digital marketing are almost the same things, but there are some small differences. Read through to learn more!
Digital Marketing in Business
At this point, internet marketing is critical for your small business or law firm. Every other brand appears to have a website. And if not, they have a presence on social media or a digital marketing campaign. Consumers now anticipate and rely on digital information and marketing as a method to learn about businesses and your law firm’s practice areas or services. You may be creative and experiment with a range of marketing approaches on a budget because digital marketing has so many possibilities and ideas.
The use of multiple digital tactics and platforms to interact with clients with who they spend the majority of their time: online, is what digital marketing is all about. The finest digital marketers understand how each digital marketing campaign contributes to their overall goals. Marketers can also support a wider campaign using free and paid channels, depending on the objectives of their digital marketing strategy.
Reaching Niche Audiences, Building Brand Awareness
For example, a content marketing specialist can write a series of blog entries that generate leads from a new audiobook by the law firm. The social media marketer of a law firm may then help in promoting these blog entries via sponsored and organic posts on the company’s social media accounts. Perhaps the email marketer designs an email campaign to provide individuals who download the audiobook with further details about the business.
Digital marketing allows you to reach a bigger audience than conventional means and target audiences who are most likely to purchase your product or service. Furthermore, it is typically less expensive than traditional marketing and allows you to monitor progress on a daily basis and tweak it as needed.
Are you going through a lot of challenges in building brand awareness? In making your audience read through your service page or blog to get to the CTA? Contact us! At Advantage Attorney Marketing, we can help you make people remember your law firm.
7 Types of Digital Marketing: Which Is Best?
-
Search Engine Optimization
The purpose of Search Engine Optimization (SEO) is to raise a business’s ranking in Google search results, resulting in more search engine traffic to the business’s website. To do this, SEO marketers research the words and phrases that consumers use to search for information online and include those terms in their own content.
So, what are some of the things that might help a website’s SEO?
It’s critical to note that one of the factors that makes Search Engine Optimization difficult is that the answer always relies on Google and its most recent algorithm. In light of this, the following are some of the most crucial concepts from Moz’s Beginners Guide to SEO that SEO strategists and marketers, in general, should be aware of regarding how SEO functions today:
- Content indexing – is making it possible for search engines to clearly “understand” what your site’s content is by including alt text for pictures and text transcripts for audio and video content.
- Good link structure – It is critical that search engines can “crawl” your site structure and readily discover all of your information. An SEO specialist may perform a variety of things to correctly arrange links, URLs, and sitemaps so that site crawlers can find them.
- Keywords and keyword targeting – One of the essential building blocks of SEO is properly deploying your keywords – i.e. the search phrases you want your site to be found for – in your content and headers. Stuffing your content with as many keywords and keyword variants as possible is no longer a recommended digital marketing technique. Writing high-quality content with keywords in headers and a few times in crawlable page content is now regarded as best practice and will help pages rank higher in search results.
-
PPC Ad (Pay-per-Click)
Pay-per-click advertising and sponsored search engine results are examples of pay-per-click advertising. This is a short-term digital marketing strategy, which means that if you stop paying, the ad disappears. PPC, like SEO, is a marketing strategy for increasing internet search traffic for a business.
Pay-per-click advertising can refer to commercials that appear at the top and sides of search results pages, advertisements that appear when surfing the web, advertisements that appear before YouTube videos, and advertisements that appear in mobile applications.
Difference Between PPC and SEO
Another distinction between pay-per-click and SEO is that you only pay for results. In a conventional PPC arrangement, such as a Google AdWords campaign, you will only get charged when someone clicks on your ad and visits your website. Pay-per-click advertising allows you to spend virtually any amount of money. Some businesses may notice benefits after paying only a few hundred dollars, while many huge corporations spend tens of thousands of dollars every month on pay-per-click advertising.
How Much Would PPC Cost?
The cost of running an ad or promoting your search results is mostly determined by the level of competition for your keywords. High competition keywords (those that many people look for and for which many sites compete) will be more expensive, whereas lower competition terms will most likely be less expensive.
When you create a pay-per-click campaign, you can specify whether you want your ads or promoted results to be seen by people worldwide or exclusively inside a certain geographic area. According to Google, if you are promoting a physical store, the option to personalize by geography allows you to avoid wasting ad revenue by delivering advertising to people who do not reside anywhere near your store.
PPC advertising can be daunting for many. Let Advantage Attorney Marketing do all the PPC advertising work for you so you can focus on winning your clients’ cases!
-
Social Media Marketing
This encompasses everything a company does on social media. Although almost everyone is familiar with social media, marketers must tackle it in an integrated and planned manner. Social media marketing is much more than merely posting to social networks and reacting to comments.
For a digital marketing effort to be effective, it must be organized and consistent, rather than an afterthought. There are various online tools available to automate and schedule social media postings to help keep messages consistent, but marketers should only use automation as a tool, not a “set it and forget it” solution. Users will immediately figure out if there is no actual person behind the posts.
Creative Thinking Combined with Data-Driven Planning
Analytics is an important aspect of social media marketing: social media marketers must be adept at assessing the performance of their postings and developing plans based on that data. According to marketing writer Jayson DeMers, another incentive for marketers to continuously measure and analyze their initiatives is that this data helps them to demonstrate a particular campaign’s ROI (return on investment) and whether it delivered any value to the company.
In addition to Instagram and Twitter, there are other free methods for spreading your message. Google Ads, eBay, Facebook Messenger, and Marketplace are some more alternatives.
In other words, social media marketing is far more involved than simply monitoring your own Facebook or Twitter presence. It necessitates a combination of creative thinking and objective, data-driven planning, and it may be an excellent fit for individuals who appreciate combining these two disciplines.
-
Content Marketing
To raise brand recognition, content marketing employs narrative and information sharing. The ultimate aim of content marketing is for the reader to take a step toward becoming a client, such as asking for additional information, joining an email list, or completing a purchase. Blog postings, resources like as white papers and e-books, digital videos, podcasts, and much more can all be considered “content.”
Don’t Just Sell, Deliver Value to Your Clients
In general, content marketing should first and foremost deliver value to the consumer, rather than simply advertising the brand or attempting to sell something. Content marketing is about developing a long-term, trusted connection with your consumers that can lead to numerous transactions over time, rather than just completing a single transaction.
Content marketing complements other methods of digital marketing by incorporating SEO search phrases into new website content, and the content developed may be shared as social media postings and in email marketing newsletters.
Content Marketing Statistics Analysis
Analyzing your content marketing statistics may reveal a lot about your customers:
- What are they seeking when they visit your site?
- What kind of content keep people on the site longer and searching around?
- What types cause them to lose interest and leave?
Content marketing, as opposed to PPC, is a long-term approach. According to Marketo, a marketing automation business, marketers build up a library of material (text, video, podcasts, etc.) over time that will continue to draw consumers to the site via search engines. This content collection also promotes brand awareness and raises your status as an information resource. And, if visitors are visiting your site for knowledge, you want them to remember you as an expert when it comes time to buy.
Content marketing is an excellent opportunity for those who like writing, as well as video and audio creation. However, like other aspects of digital marketing, content marketing needs excellent strategic and analytic abilities.
-
Email Marketing
Despite the rise of social media platforms, mobile applications, and other channels, email remains one of the most successful marketing tools, according to Rogers. It may be used as part of a content marketing plan to provide value to consumers and eventually convert them into customers. According to the American Marketing Association, email marketing professionals not only understand how to build attractive campaigns but also understand optimal audience outreach and are experienced at monitoring consumer interactions and data and making strategic decisions based on that data.
Email Marketing Analytical Measures
Many different analytical measures are available in email marketing software, but two that marketers are constantly striving to improve are the open rate (the percentage of recipients who opened the email) and the click-through rate (the number of recipients who opened the email and clicked on a link in the email). According to Constant Contact, a prominent email marketing software business, there are several things marketers can do to make their emails more engaging to consumers and more likely to be opened. These are some examples:
- Establish a Sense of Urgency – Writing email copy that informs readers that time is running out to take advantage of a special offer or that only a limited number of offers are available might improve the number of people who click through to your website.
- Make Your Email More Personal – Including the recipient’s name in your emails and subject lines have been shown to enhance open and click-through rates. (For example, “Katie, a special deal only for you.”)
- Allow Recipients to Choose Their Preferences – Allowing people to choose how frequently they want to hear from you can help keep some of your email subscribers subscribed and clicking on your emails.
-
Website Design
A company’s website is one of the most essential platforms for various sorts of digital marketing in today’s digital marketplace.
When visitors arrive at your website, they begin to form an image of your brand. Your website will also inform them about the items or services you offer and the value you can deliver to customers.
A variety of things go into website design. The site’s layout influences which pages are featured and how users navigate to them. While written content shapes how people see and comprehend your company. Logos, colors, photos, and other branding components are very vital to have on your web pages.
With all the free platforms available to learn how to build a website, it still takes a team of web designers specializing in building law firm websites to create a masterpiece. At Advantage Attorney Marketing, we can do just that for you!
-
Conversational Chat Box
Chatbot is a computer software that simulates human-to-human dialogue, typically over the internet.
Growth hackers are fascinated with email automation. Chatbots, on the other hand, are automated tools that will drive future marketing efforts. These may be used for customer service, as a recommendation engine, and even to nurture leads.
According to a Hubspot survey, 47% would purchase products marketed by a chatbot.
Get in Touch with a One-stop Shop for Small Law Firm Marketing in California!
Are you overpaying for small law firm marketing? You don’t have to search around for different agencies to perform all 7 types of digital marketing efforts for you. From designing your website, establishing your digital marketing plan, and keeping track of your statistics, we’ll handle everything so you can focus on your law practice.
At Advantage Attorney, we are credible in the legal industry and know more than anyone else about your law firm’s marketing and technology needs. We understand what it takes to build your law firm and help you thrive in your practice.
That is why we attend to your clients as well as your staff. We’ll help you be noticed by the right clients with our full-service marketing packages and bring your team together with our cutting-edge cloud computing technology – all at affordable prices! What are you waiting for? Call us for an appointment today. Let’s talk about growing your law firm business.
