Success in today’s digital age is determined by a variety of factors. Digital marketing is one of the most important things to reach a bigger audience and engage with the correct target audience. The process is not simple. It’s all about creating a robust multi-faceted strategy across channels and planning for the long term.

You can get in touch with reputable digital marketing agencies for this as well. They will take care of all the branding and setup processes to get you started on your journey.

In this guide, we’re going to look at a 3-step process that lawyers and attorneys can use to win in the modern world with the help of digital marketing.

1. Branding & Research

The first step is to do your branding and do some research. Branding means the image that a company or person creates in your mind. When you think of Coca-Cola, for example, it evokes a certain emotion.

If you’re practicing law independently then what you need to focus on is called “personal branding.” This is different from corporate branding in how it looks and how is it approached.

For example, the logo for a corporate is generally as neutral as possible while communicating as much about the company’s motto as possible. A personal brand can use a simple name written in a nice font as its logo.

Here’s all you need to do in the first step:

• Make a logo and business card that are well-designed and professional. Hire a graphic designer if you need a more sophisticated job.
• Find competitors. This is critical. Your brand cannot grow if you don’t have practical goals. And you’re not going to get your goals right without tracking a bunch of competitors. The closer their services are to you, the better. And the further they are in terms of reputation, the better. You want to target industry leaders who are doing what you wish to do.
• Brainstorm and write down notes about your service, what will set you apart, what services will you provide, what will you specialize in, where you want to be in 5 years, what are some short-term and long-term goals, and so on. The competitor analysis you did previously might help you here.
• Pin down your target audience. Who is your ideal customer? Define their traits and pain points as descriptively as possible. This will help us later.

2. Website, Email, and Social Media

The next step is getting online. This means creating a website, getting custom email IDs, and making your social media accounts.

• Your website could be a single landing page with all the information such as about you, your services, areas of specialization, customer testimonials, and a call-to-action or form at the end; or it could be a multi-page website with lots of text and visual elements. It depends on your budget.
• Custom email IDs like [email protected] or [email protected] are highly recommended. They add a touch of professionalism to your online communication.
• There are tons of social media channels and though there are ways to use almost any platform for any industry, like TikTok videos for accountants or food bloggers making it big on Pinterest, you want to stick to the tested strategies when just starting. This means using:
  • Social networking sites like Facebook and LinkedIn, where you have your own professional identity and a page on which your personal account is an admin.
  • Social media platforms such as Twitter and Instagram, where you don’t have an admin account but just a business or professional page. Here, you can post updates about the work you do.

3. Drafting an Advertising Plan

Once you’re set-up, you need an advertising plan. PPC advertising for lawyers can a little expensive, especially if you’re just starting. This means running ads on Google for search queries. It can also be very cost-effective and highly converting if you target the right keywords for the right locations!

On the other hand, Facebook ads for lawyers are cheaper but often have a higher percentage of low-quality leads. Whereas you can run website traffic or call-me campaigns for PPC advertising, for Meta (Facebook & Instagram), we recommend going for lead generation forms.

Wrapping Up

These were only the foundational steps. Depending on where you are, who you’re up against, who are you targeting, and many other factors, your exact strategy will be pretty unique to your scenario.

• You might need to pay a lot of attention to analytics to optimize what’s not working.
• Improving your website’s SEO is a long-term process that aids greatly in a few months.
• You might want to learn and use AI tools for content generation.
• The platforms and channels you advertise on might only become clear after experimenting (and potentially losing money) on multiple campaigns.

Digital marketing processes including content planning, being active on social media, running cost-effective ads for leads, optimizing your website pages, and so on are often slow. They need constant work all year round.

If you see your motivation faltering then it might interest you to know that digital marketing services from leading firms aren’t just a quick solution with an expert team who know the ins and outs of the digital marketing world—But it’s also an excellent way to make reliable contacts who will be with you as your practice scales.

For example, getting in touch with a design agency for your branding needs or an ad agency for your Meta ads will give you a contact that you can rely on for a bunch of other related services when the need arises.