According to the Federation of Law Societies of Canada, Canada has approximately 134,195 lawyers. Lawyers who have a good reputation can keep clients coming back. For those who aren’t yet there, a digital marketing strategy can help them make their name known to consumers of legal services.
“First of all, if you don’t have an online presence, you’re not going to go very far,” says Tony Poland, co-founder of LegalMattersCanada.ca, which provides brand-marketing expertise to the legal profession. “We’ve come far from yellow pages listings or bus ads.
An example of a digital marketing strategy is to write blogs that showcase thought leadership in a specific area of expertise. Also, get active on social media and pitch journalists to be experts in news stories. Optimize the firm’s website.
A strong online identity is essential, as Judith McKay (McKay Tetrault’s chief customer and innovation officer) wrote for Canadian Lawyer . Lawyers used to build client-relationships by interacting with clients face-to-face. Videoconferencing was then made possible by COVID-19. McKay said that while people are increasingly using videoconferencing to communicate from their homes, many top legal decision-makers prefer to do so virtually. McKay also said that clients continue to search online for information about lawyers and use LinkedIn to find them.
Poland says that lawyers should consider who their target audience is before writing blogs. Lawyers should not advertise a resume or list of skills and accomplishments. Instead, they need to communicate with the audience and show how they can solve their problems. He says that you should not focus all your posts on yourself, but the client you are trying to attract.
McKay stated that blogs and digital marketing strategies should reflect a client’s growth potential and identify trends that present opportunities for them.
Poland warns against legalese, jargon, and suggests that lawyers communicate their thoughts clearly so that the average person is able to follow them and engage.
Like everyone else, potential clients are constantly inundated with information. Analytics can be used to help lawyers create marketing content that is relevant to client preferences. McKay said that lawyers can use aggregated data analytics to gain insights into the best timing, format, frequency, and frequency of their content. McKay stated that advanced marketing automation platforms monitor client behavior as they interact digitally with content. They combine implicit preferences with explicit preferences to provide more relevant marketing content.
Poland claims that ten years ago, social media was not required by lawyers. This has all changed.
He says, “We encourage our clients be active on Twitter and Instagram, Facebook, LinkedIn, and Facebook – the better your name will get out there, the greater the chance of success.”
Clio’s Complete Guide To Social Media for Lawyers states that a lawyer’s strategy in social media should start with finding out what ethical standards and rules their law society requires. Next, they need to determine their short-term and long term goals. Then they should research the strategies of other lawyers using social media. Finally, they need to “start small”, launching only as many accounts as they can maintain consistently.
Lawyers have many options for content creation. They can share existing content and/or interact with people across the different platforms. However, they need to determine what type of activity is most appropriate for their target audience.
Clio suggests that you create a schedule. Lawyers can use tools to create a content calendar and plan posts ahead of time. This will enable them to increase engagement and maintain a social media presence.
Lawyers can also use tools to track, measure and evaluate social media activity. Clio warns that law firms who fail to monitor which content is most successful run the risk of spending their budget on ineffective materials.