Legal Marketing: Digital Transformation Of The Legal Sector

The legal sector has been revolutionized by the boom that digital marketing has experienced in recent years. So new channels to publicize legal services have been incorporated into the communication strategy of law firms and law firms.

We have also observed the development of new firms increasingly specialized and media, which stand above the competition, thus reaching the concept of legal marketing. Increase in the demand for legal services on the Internet

The number of lawyers in Spain has increased by 31% in the last ten years, while matters entered in the courts have decreased by 39%. Thus producing an imbalance between supply and demand in the legal sector.

Draws attention-according to data obtained in Google Trends – the significant increase in Internet searches of the word “lawyer” in Spain from January 2004 to October 2017, surpassing 200% growth. So we can conclude that, unable to speak, according to previous data, of an increase in the demand for legal services, there is an increase in the market for legal services on the Internet. That is how it is so necessary to give visibility to law firms on the Internet.

The increase in Internet intermediation in the day to day of the users means that the Network is used to consult any information. And is that more than 80% of Spanish households have broadband connection and recognizes the use of the Internet to search for information, according to the survey conducted by INE and the use of ICT in homes.

Legal marketing as a specialty

If we check back, we can see how the use has evolved and also the role of the user/client on the Internet. Now he takes power and decides how he wants to “see” and relate to the brand. When making a decision, is influenced by digitalization, online reputation or recommendations on social networks. This means that the legal sector must be present and manage to create an excellent digital corporate image, which transmits security and reliability for users to show interest and, subsequently, hire the service.

The legal sector, due to this phenomenon, has been adapting to ICT, using the resources it offers. 97% of lawyers believe that new technologies are essential for the practice of law, according to the survey conducted through the VI Barometer Internal Law.

The law firms are mainly focused on creating websites, although there are already many law firms that dare to advertise on the Internet and develop digital marketing plans. These trends have led to an increase in the CPC (cost per click), even exceeding five euros for each click on specific keywords related to legal marketing.

Other Marketing resources for law firms

What to do when faced with this phenomenon of strong digital competition? Undoubtedly, seek to differentiate ourselves from our competition. Use different channels and marketing resources that allow us to perform innovative actions. There are very few law firms that, for example, have dared to show us the insides of their office with a virtual tour on Google. Incorporate this type of resources, most commonly used by restaurants, hotels, etc. It can be a small step to differentiate yourself from competitors. And like this, there are many other possibilities! As in all sectors, in Marketing for lawyers, we must begin by knowing where we are going to find the right path.

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Legal Marketing: How To Make My Office More Visible On The Internet?

Have a website for your law firm and active blog

The basis of a Legal Marketing strategy is the website. It is essential that the site of a law firm show a professional image and be well structured. This should be the case for two reasons. First of all, keep in mind that a web page always talks about ourselves. In this case, the website will function as a showcase for the brand image of the firm. The first impression must be good to attract the customer’s attention. Also, a well-organized website always improves the user experience by enabling the user to find all the information he needs in the least number of clicks. This improves customer satisfaction and reinforces the excellent image about you.

Equally important that the design of the web is to have an active blog with relevant content. Having a corporate blog will help us develop a good marketing strategy for our law firm. It is worth mentioning here one of the main errors when starting a blog in a law firm: only make publications about favorable judgments or talk about professional successes. This, together with the low frequency of publication, makes the blog not useful in its mission. Like this, we run the risk of falling into self-sacrifice. Talking about our successes is a good practice. However, we should never lose vision of the utility function for the user that should cover the blog.

In the blog should be discussed, therefore, on legal issues preferably in an informative tone. It is very common to publish posts or infographics that provide interesting data on various topics. Even illustrative videos that solve doubts and help the client. This type of actions make the client have a more professional vision of our office, which reinforces the brand image.

Search engine positioning or SEO

One of the main channels that we must take into account when developing a legal marketing strategy is search engine positioning or SEO positioning. We’ve talked before about organic positioning and even offered some basic SEO tips.

It is worth remembering that content marketing is essential in SEO today. Generating and optimizing content with SEO criteria is necessary. In this way, the content appears in the top positions of the search engines. And is that today the trend of users with legal advice needs is to use Google as the primary source of information regarding your requirement.

For this reason, the selection of content for our website or blog will not be arbitrary. You must respond to a careful analysis of previous keywords by following the content plan established in advance.

Use of social networks for lawyers

Undoubtedly, the power that social media has today to make brands visible. That a law firm is present in social networks is essential to strengthen its online presence. Although you should select with rigor in what social network are intended to perform marketing actions. Not all are suitable for a legal professional.

The use of social networks will focus primarily on making quality content to accompany the content marketing strategy carried on the blog. Or even act as a speaker to spread the contents of the blog itself. In this way, the material can reach a much wider audience. This improves the possibility of finding a potential client who wants to hire the services offered by the firm. It is worth mentioning that they can also be given other uses, such as sharing news related to our legal practices.

In principle, two social networks should be used to reach all audiences: LinkedIn and Facebook. Both with a different target audience. LinkedIn is an excellent option to get your content to a more professional sector that requires legal advice. So it is a more specific channel directed to companies. On the contrary, Facebook can be an alternative to reach a more generalized public. Perfect for offices specialized in everyday matters.

Digital Advertising vs. Traditional media in Legal Marketing

In the legal field, there is reluctance to advertise on the Net. It may seem that the firm does not have enough clients. But this is very far from reality. Advertising a law firm can help give visibility to the firm. Above all, if the advertising campaigns are coherent with a content marketing strategy.

Generally, the digital advertising that is created within the legal marketing plan is based on pay per click, known as SEM, and that is to publish ads in Google AdWords.

Other online advertising options are those offered by the social networks themselves ( Social Ads ) Social networks have a large amount of information about users. Advertisers can use this to know and analyze where potential customers are. Typically, ads on social networks are segmented based on socioeconomic, demographic or professional information. What allows to create a particular advertisement for a specific profile. If we know our ideal client, this type of advertising can be useful.

That said, we should not fall into the error of overlooking the still existing ‘digital divide.’ And is that yet many people are not in constant interaction with the digital world. Advertising in traditional media can help us reach these types of customers. Therefore, combining digital advertising and traditional advertising can be an excellent incentive to achieve the maximum number of potential clients for the law firm.

In the legal sector, the decision to hire a lawyer is highly related to the credibility and reputation of the lawyer. And launching a marketing plan can vary significantly support their recognition and visibility in the digital sphere, increasing their reliability and therefore their reputation. Also, in the next post, we tell you how to include Inbound Marketing to your legal marketing strategy.…

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