An attorney’s practice is a service-oriented practice. The majority of attorneys practice corporate law, litigation, real estate, or probate law. The purpose of an attorney is to provide legal services to those who cannot afford legal help otherwise. Therefore, marketing an attorney’s practice means marketing the legal services that they provide.
In light of this, it is important to develop an online marketing strategy that is directed at potential clients who need legal services.
How to Build a Better Mousetrap
The first step in creating an effective online marketing strategy for an attorney is to analyze the competition. The aim is to determine the strategies that will allow you to stand out from the crowd and gain the clients you need to prosper. To do this, you will compare your offerings to those of your competitors. You should also familiarize yourself with the different types of customers that your practice serves. This will help you identify the types of content that would be most effective for attracting the kinds of people you need to attract.
The Research Step
Once you have taken the time to discover the strength of your competitors, it’s time to move on to the second step: competitive analysis. Your aim here is to discover the strengths and weaknesses of your competitors so that you can position yourself as the best lawyer for the job. To get the most from this step, you will need to approach it objectively. That is, you will need to put out of your mind all personal feelings about your competitors and form a dispassionate view of their practices. You can also use a tool like Google Trends to get instant access to a variety of key indicators about a particular niche or industry. These tools can be extremely valuable in helping you discover competitive analysis that will strengthen your practice.
The Conceptualization Step
To arrive at a creative and effective legal marketing strategy, you need to move on to the next step: conceptualization. Your aim here is to develop an idea for an online marketing strategy that is suitable for your practice. This is a critical step because you need to ensure that the strategy that you develop will be able to help you accomplish your practice’s objectives. To do this, you will need to consider a number of key factors. First, you will want to ensure that the strategy is sound from a marketing point of view. You will also need to consider how the strategy relates to your personal and professional objectives. Finally, you will need to ask yourself whether or not you are prepared to put in the necessary time and effort to see the strategy through. If you are, then great! If you are not, then you might want to consider whether or not you should even bother developing the strategy in the first place.
The Execution Step
Once you have developed a sound concept for an online marketing strategy, it’s time to move on to the last and most critical step: implementation. Your aim here is to put this strategy into practice. To do this, you will need to take certain steps. First, you will want to select the platforms that you will use to implement the strategy. This is essentially a list of steps that you will need to take to make the strategy work. Second, you will need to develop an editorial calendar. This calendar will help you decide when you will publish content to make use of SEO. Third, you will need to establish metrics for the strategy. This will involve tracking the results of your efforts and adjusting your strategy accordingly. For example, if you track the results of a particular piece of content and discover that it did not perform well, then you will need to remove it from your editorial calendar. If you do not track results then you run the risk of wasting a lot of effort and possibly even worse, hurting your practice.
From the very beginning, we have discussed the importance of having a clear objective in mind when creating an online marketing strategy. That is, you need to be certain that you are developing a strategy that will enable you to serve your practice’s purpose effectively. To provide the best legal services to those who need it, you will need to put aside all personal feelings about your competitors and form a dispassionate view of their practices. Only then will you be able to create a strategy that is effective in boosting your practice’s visibility online.