Although each law firm is different, they all have one thing in common: the need to grow their practice as quickly and efficiently as possible. Online marketing is probably the best way to expand your legal practice in today’s digitalized world. Without any data, however, your digital marketing efforts will be futile.
Digital law firm marketing without any data is like a missile without a target. You will end up wasting a lot of money, energy, and resources, with little or no increase in sales conversions or the online presence of your legal practice. Sometimes, this half-cooked marketing approach can also impact your online reputation negatively.
Here are a few tips for creating data-driven marketing campaigns that can help your firm thrive.
Understand What Your Competition Is Up To
Competitor analysis is one of the bedrocks of a data-driven marketing approach, especially when it comes to lawyer PPC. It helps you gauge the strengths and weaknesses of your current and potential competitors. As you will be investing considerable money and time in lawyer PPC, it makes sense to pay for advertisements and campaigns that are likely to offer higher returns.
You can use competitor analysis in organic SEO as well. It can help you develop a more holistic law firm marketing campaign in the short as well as the long term. You need to find out what type of content, advertisements, social media promotions, and digital PR your competitors are using to attract customers.
Though competitor analysis is useful, you shouldn’t just replicate what your competitors are doing. You will need to review and refine your law firm marketing strategies as per your business goals. In other words, you should avoid using tactics that fail to align with your goals or produce inadequate or no results.
Capitalize on Users’ Intent
Another crucial element of data-driven law firm marketing is the user intent data. This data helps you understand what your target audience wants during the different stages of the customer journey. That’s why most marketers use intent-based keywords in their law firm SEO campaigns and content marketing. You also need to identify and optimize intent-based keywords.
Furthermore, you will need to map the customer journey and combine it with your keywords to get a unified view of your marketing strategies. It will help you create content that perfectly resonates with your target audience at the specific stages in their customer journey. You can then use AI-based analytical tools to deploy the content based on your user behavior analysis.
For example, when suing someone, the user will want to research how long it takes to settle or win a case, how much it costs, and how a lawyer can help among other things. Informational content like this is more likely to resonate with users in the initial stages of their journey. Targeting them with informational intent keywords can help increase the chances of conversion.
Leverage Data for Remarketing
Remarketing or retargeting is also a great way to create data-driven marketing campaigns. You can use a remarketing code, called a pixel or tag, to retarget the people who have already visited your website. You can send relevant promotions, including paid ads, content links, and other actionable content to your prospects.
These users are more likely to be converted with remarketing. However, you need to collect user behavior data from your website, social media, and other online channels for precise retargeting. You can use law firm marketing tools like Google Analytics to create and optimize such campaigns.
You can also use your monthly newsletter or email list for retargeting your prospects. For example, you can send content related to your expertise, free consultation, your work process, and your recent achievements to users that have already completed their basic research. As these users have strong purchase intent, informing them about the exact benefits of hiring you (without appearing self-promotional) can help boost your conversions.
Optimize Your On-Site Content and User Experience
Your website is going to be at the heart of your digital marketing campaign. All your incoming prospects will visit your website before taking the desired action. On-site content and law firm web design optimization will facilitate this transition. Based on user behavior data, you can identify the content and the areas of your website with high and low customer engagement.
You will need to collect and analyze user data, such as heat maps, bounce rate, and time spent on a webpage, among others. A careful analysis of this data can help you optimize your content and law firm web design. For example, if a particular CTA is getting more clicks and conversions, you can try using similar CTAs on other webpages.
Similarly, you can curate and optimize content that brings in more web traffic and ranks higher in search results. You can also provide backlinks to the evergreen website content from your guest posts and social media promotions. Creating campaign-specific and keyword-optimized landing pages can also help boost the success of your lawyer PPC marketing.
As you may know, marketing your law firm in this digital age can be quite expensive. Data-driven marketing allows you to keep track of what works and what doesn’t, making sure you get the best return on your marketing spend. Hopefully, the above four tips will help you take a more data-driven marketing approach. Of course, you can hire an experienced and skilled digital marketing law firm like Gorilla Webtactics to create highly data-driven marketing campaigns. Call us today at (612) 260-1506 or contact us online to know more.