Digital Marketing, or online marketing, has become a huge industry, and there are many methods and vendors in the space. You probably know that digital marketing is important, but you can't or don't want to spend time on something that's complicated and difficult to understand. On Point Legal Tech has a dedicated full-service digital marketing team that provides SEO, social media marketing, paid advertising, and content marketing.
Don't rush into choosing a digital marketing vendor
There are many digital marketing vendors that practice "black hat" techniques or guarantee results.* I've worked with a lawyer that saw an SEO presentation at a seminar and was immediately sold without any research. Another bragged about his new web guy that's generating great traffic to the firm's website only to find it was short lived. The vendor used black-hat techniques and eventually got the website blacklisted.
All digital marketing vendors need to be carefully and properly vetted. On Point Legal Tech can help craft the perfect campaign for each customer, and we would love to meet with you and discuss our techniques.
* Never hire an SEO who guarantees they'll get your website on the top spot in Google!
"We cast a large net…" by pulling the right digital marketing options from a sea of choices.
Lots of terms, acronyms and overlap make understanding digital marketing confusing. To simplify things, let's focus on three broad digital marketing categories we use for law firms.
PPC: Pay-per-click Advertising
Ad campaigns on Google search, Google local, and social media networks.
Learn more
SEO: Search Engine Optimization
Potential clients are searching the Internet for lawyers more each day and a comprehensive SEO plan can help capture (and convert) those leads into clients. Your web page will start ranking higher, and most importantly, attracting quality traffic inclined to convert and bring in revenue for your law firm.
SEO can be broken down into three main sections:
- Technical SEO - website and server optimizations
- On-page SEO - optimizing individual web pages
- Off-page SEO - links and other external signals
Initiating an SEO campaign is not like flipping a switch–it's a highly choreographed strategy that involves multiple parts working together. Pricing is based on the amount of competition for the desired keywords and key phrases in a specific geographic region. When you're ready to make the commitment to investing in an SEO campaign, we will review your practice areas, budget and goals to deliver the perfect online marketing package specifically tailored for your law firm. The strategy must be evaluated and tweaked over time to produce the best results, and a minimum three month commitment is needed to generate an acceptable ROI.
PPC: Pay-per-click Advertising
In a pay-per-click (PPC) advertising campaign, potential clients pay a fee each time one of your ads is clicked. Essentially, it's a way of buying visits to your site, rather than attempting to "earn" those visits organically. Search engines like Google and Bing offer PPC advertising programs, and most social media platforms, like LinkedIn and Facebook, also have PPC advertising options. Advertisers bid on keywords or phrases relevant to their target market and when a user types those keywords into a search engine or visits a website with related content, the advertiser's ad may appear.
Local Services Ads, allow you to advertise your law firm on Google and receive leads directly from potential customers. These leads come in as phone calls and messages sent through your Local Services ad.
Content Marketing
Do you want to find new clients, or do you want prospective clients to find you? Content marketing focuses on creating and distributing valuable and relevant content to attract and engage a target audience with the goal of driving profitable customer action. It is an effective way to build trust and establish a relationship with potential clients and is an important part of a multi-pronged marketing campaign. By providing useful information, such as blog posts, videos, and social media updates, a law firm can attract and retain a clearly defined audience, ultimately leading to increased website traffic and client engagement.
We can help them find your brand with our expertise. At On Point Legal Tech, our experienced content marketing professionals can create a personalized strategy for your firm whether you market to plaintiffs or defense. We encourage visual storytelling through crisp textual or video contents attracting prospective clients and increasing firm awareness on popular search engines.
