6 Steps To Succeed With Marketing Intelligence For Your Company

Vibhu Satpaul

Feb 17, 2021

10 min read

1. Identifying Your Competitors Benchmarking
Identify Your Direct Competitors -
Identify Your Indirect Competitors
2. How To Select The Right Metrics to Measure?
Brand-Based Metrics -
Performance-Based Metrics -
3. Gather Audience And Intelligence Data Of Your Competitors
4. Design A Competitive Analysis
5. Communicate The Marketing Insights Throughout The Company
6. Convert Data Into Action And Action Into Results

As a business owner or a company leader, you tend to spend a lot of hours dwelling on your company’s marketing tactics. You must have encountered terms like ‘Marketing intelligence’ and ‘Competitive marketing’. So, what is Marketing Intelligence, and what is Competitive Intelligence?

Marketing Intelligence is the day-to-day information collected from a company’s market, this data or development metrics are then analyzed and put together to make crucial business decisions such as recognizing important market opportunities, and identifying market penetration strategies that enable the business to boost their revenue in the end.

On the other hand, when we talk about competitive intelligence, we mean analyzing the data gathered by studying the company’s market competitors. How can someone map out their company’s process of competitive intelligence? Well, that question may have an elaborated answer.

As we dug into several studies and saw various competitive intelligence reports, we found several parameters such as KPIs, goals, and resources, etc. We found out that different companies had a distinct process or a different mechanism behind building their competitive intelligence.

The process of building Marketing intelligence emphasizes more on knowing what the rest of the market is doing. It allows you to know about the audiences you can target and tells you the current strategies of your market leaders. Nowadays parameters like CRMs, social media website analytics, audience segmentation tools, etc are helping businesses to grow at a greater pace than ever before.

When we talk about investing in Marketing Intelligence, we talk about investing in enhancing your company’s marketing. If you are a business owner, marketer, or company leader, then you must go through these six steps to succeed with effective Marketing Intelligence for your company.

1. Identifying Your Competitors Benchmarking

What is benchmarking? When you measure the quality of your product against the quality of those products that are produced by the current market leaders, it is called benchmarking. You need to set your standards and identify your competitors. Competitors can be both direct and indirect competitors.

Identify Your Direct Competitors -

Do Market Research - Analyze the market of your goods or services. See which companies are selling the same product as you. Which market competitors do you often see in the sales process? Watch out for their products and marketing strategies.
Customer Feedback Is Vital - Once you build a decent customer base, make sure to take their feedback on your services and products. You can also ask them about the products they usually prefer to buy from a competitor. They may reveal some new competitors!
Social Media Community Posts Or Forums - A recommendation from a friend or a family member influences our buying behavior. In today's digital world, customers take suggestions from social media websites and online forums like Reddit or Quora. You can dig into such posts because they’ll tell you more about your competitors.

Identify Your Indirect Competitors

Keyword Research - Perform a competitive SEO analysis to find out which brands or businesses are competing with your business in terms of content on Google. Every query on a search engine begins from a keyword. You have to be aware of the keywords that your indirect competitors are using.
Analyze Google SERPs - Your indirect competitors might be choosing the same topics that might be valuable for your products or website too. Recognize those keywords that are closely related to your products and services. Analyze the SERPs to spot websites that have similar content or keywords, those websites are your indirect competitors.
Paid Data - Go into Google AdWords to evaluate the keywords that are crucial for your brand. Is the competition high for those keywords? If yes, then spot the businesses that are buying ads on those keywords. These paid ads might be competing with your content. Paid data will let you know about the competitors that you weren’t aware of.

2. How To Select The Right Metrics to Measure?

Choosing The Metrics to Measure Choosing the correct metrics to measure your brand and performance depends upon your business objectives and your digital marketing strategy. Your strategies must be a mix of both, brand-based marketing and performance-based marketing. But it is not possible to consider everything during the process of building marketing intelligence for your business due to limited resources, therefore, you can focus on the following metrics.

Brand-Based Metrics -

Demographics of your audience.
The shifting behavior of your audience across the web.
The intent of your audience and major trends in the category.
Performance of your competitors and their tactics on social media platforms?.

Performance-Based Metrics -

Your competitors’ keyword rankings (non-branded).
Your competitors’ website traffic and acquisition channels.
Your competitors’ budget for digital advertising on all platforms.
Your competitors’ strategies for email marketing, SEO, paid ads, display ads, CRO.

Apart from these metrics, when it comes to building a robust digital marketing strategy, you must know the essential details about your competitors like - What is their spend on ads?, What amount of traffic are they driving to their website? What type of content do they post and what is the retention rate? etc.

3. Gather Audience And Intelligence Data Of Your Competitors

Intelligence gathering is a prime segment of effective marketing intelligence. Every business or brand collects Marketing Intelligence data in its way. Even local businesses keep an eye on ads that are displayed in the newspaper, on the other hand, large companies create their pool of data by buying data through various platforms.

Almost every business in the world focuses on internal data provided by platforms like Facebook Audience Insights, Social Media Analytics, Google Analytics, Excel. It is very important to recognize your competitors’ online presence. This step is a time-consuming step of the research phase.

Apart from internal data, try exploring their content that is publicly available such as product pages, websites, project teams, social media content, announcements, etc. You can evaluate this data to gather helpful insights.

4. Design A Competitive Analysis

When we talk about evaluating the gathered intelligence data, we talk about breaking down the statistics or information to pull out crucial trends and important details. Once you have these chunks segregated into several other segments, it becomes easier for the whole organization to understand and interpret them. The information can be easily passed on to the whole organization.

Design a competitive analysis for your business, it can be done in several ways. You can perform a benchmark analysis wherein you can gather all the information about your competitors and make a separate profile for each of them. Making such profiles are very beneficial because it allows you to see all the details of all the competitors in a single document.

You can also perform ‘real-time’ analysis and track their actions. One of the most effective ways to keep track of your competitors’ actions is to set up instant alerts on their product changes, new customer feedback, etc. This will allow you to provide a day-to-day analysis to your team.

5. Communicate The Marketing Insights Throughout The Company

Well, it’ll be a waste of time and effort if the gathered marketing intelligence data is not being utilized to enhance your marketing strategies. Therefore, it is necessary to pass on this vital information through some sort of platform to the whole organization. You can use dashboards provided by platforms like Google Data Studio and Tableau. The only issue with such dashboards is that they need to be updated constantly. Automatic dashboards can be costly and challenging for your team because they require integrations and APIs.

A large number of companies share their marketing intel through email, some still rely on meetings, others use an internal team chat through communication tools like Slack or Campfire to deliver instant messages or updates to the team. You can also use tools provided by companies like intranet or wiki to deliver alerts to your team and store all the profiles of your competitors.

Another way to deliver important updates about your competitors to your team is by choosing the old traditional method of providing slide presentations to them. Slides are simple, shareable, approachable, and can be easily accessed. You can mention your key points to your team and explain to them your objectives in a short time.

6. Convert Data Into Action And Action Into Results

What is the ultimate aim of marketing intelligence? Better marketing performance and results, right? Whether you want an increase in sales, more brand visibility, a larger customer base, etc, there can be several different business goals.

The most important thing is to link your marketing intelligence with your marketing strategies. Well, we still don’t have those software or tools that can magically build a link between your marketing intelligence and your marketing strategies. We can’t automate them. But there’s one thing that we all can do, it is the process of backing our strategies with our data.

The sphere of marketing has evolved significantly. We can now rely on data-driven strategies. Most of the data that was collected in the past 10 years has largely affected the present state of our marketing environment. So whenever you are evaluating or developing marketing strategies, make sure that you come across both, internal as well as external data.

So once you have identified your competitors, collected the data, analyzed it, and passed on the information to your organization, you need to convert your data into actions. For instance, the data gathered can be used to tweak your content marketing strategies, social media strategies, A/B tests or it can be used to develop new marketing plans. The data gathered about your competitors’ products or the pricing can be used by your product team or sales team in their sales processes respectively.

The process of building marketing intelligence for your company is a very crucial step. As we have discussed earlier, marketing Intelligence is the day-to-day information collected from a company’s market.The data or metrics gathered can be very beneficial for a company. It can help a business like yours in making better business decisions. It can help your team in identifying important market opportunities and can help you to figure out market penetration strategies that can boost your company’s annual revenue. Make sure to follow these six steps to succeed with marketing intelligence in 2021.

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10 Exceptional Email Marketing Examples from SaaS Companies

Email marketing remains a cornerstone of effective communication, offering one of the highest returns on investment (ROI) in all industries. Businesses can see an average return of $38 for every dollar spent on email marketing. SaaS and B2B marketers recognize the power of this channel, leveraging it to deliver personalized, targeted, and impactful campaigns. Here, we’ll explore 10 outstanding SaaS email marketing examples that excel in design and content and provide actionable takeaways to enhance your email marketing strategy. Essential SaaS Email Marketing KPIs and Metrics Before diving into the examples, it’s crucial to understand the key performance indicators (KPIs) to track for a successful email marketing campaign: Email Open Rate: Indicates how well your subject lines perform, with 47% of recipients opening an email based on the subject line alone. Click-Through Rate (CTR): Measures how many recipients click on links within your email, reflecting the effectiveness of your email copy. Email Conversion Rate (CR): This shows the percentage of recipients who complete the desired action, such as upgrading their software. Bounce Rate: The bounce rate in email marketing shows the percentage of emails that weren’t delivered. There are two types: soft bounce (temporary issues like a full inbox) and hard bounce (permanent issues like non-existent email addresses). It helps monitor deliverability and maintain a clean subscriber list. 10 SaaS Email Marketing Examples Done Right 1. Shopify – Welcome Email Shopify’s welcome email sets a great first impression by managing expectations and providing immediate value. The email is personalized, expresses gratitude, and outlines what customers can expect next. Takeaways: Personalization: Even simple personalization, like using the recipient’s name, builds trust and makes communication more relevant. Gratitude: Thanking customers for choosing your product sets a positive tone and fosters a sense of loyalty. Information: Clearly stating the benefits and what the customer can expect in future communications helps create a positive relationship. 2. Monday.com – Onboarding Sequence Monday.com uses a series of onboarding emails rather than a single welcome email. Their onboarding sequence includes crisp copy, video tutorials, and hyperlinks to the mobile or web app. Takeaways: Keep it Short: Avoid overwhelming new users with lengthy guides. Bite-sized information is easier to digest. Use Videos: Tutorials are engaging and help users understand how to use the product effectively. Provide Links: Make it easy for users to access your platform directly from the email. 3. Litmus – Promotional Emails Litmus uses subtle animations to make its promotional emails stand out without overwhelming the content. The swipe motion in their email gives a peek “under the hood,” making the headline come alive. Takeaways: Visuals Matter: Thoughtful design and subtle animations can draw recipients to engage with your content. Effective Contrast: Highlight key elements like your call-to-action (CTA) to make them stand out. Organized Layout: Use white space to separate sections and enhance readability. 4. Basecamp – End of Free Trial Basecamp’s email at the end of a free trial period focuses on building trust and reducing confusion. It clearly states the trial status, actions needed, and what will happen next. Takeaways: Nurture Prospects: Build trust by clearly explaining the benefits and next steps. Simplify Subscription: Explain the subscription process and highlight how easy it is to cancel. Reassure Data Safety: Let customers know their work and data are safe, alleviating concerns about losing their progress. 5. Squarespace – Trial Extension Emails Squarespace’s email emphatically offers a trial extension, acknowledging that users get busy and offering a one-click extension. Takeaways: Understand Customers: Acknowledge their pain points and offer solutions that show empathy. Simple CTA: Make actions easy to perform with clear and direct CTAs. Clear Benefits: Explain the benefits of upgrading succinctly to motivate users. Want to reduce your CAC to half? get in touch 6. HubSpot – Online Event Invitation HubSpot’s invitation to their Inbound 2021 event is personalized and conversational and highlights the benefits of attending, including featuring notable speakers. Takeaways: Focus on Benefits: Explain what attendees will gain from participating in the event. Showcase Speakers: Highlight expert speakers to attract attendees and build credibility. Use FOMO: Create a sense of urgency and exclusivity to drive registrations. 7. Canva – Customer Retention Emails Canva celebrates users’ achievements and motivates them to reach new milestones. Their email also encourages sharing on social media. Takeaways: Acknowledge Achievements: Recognize and reward user milestones to foster loyalty and motivation. Set New Goals: Encourage continued engagement by setting new challenges or goals. Social Media Integration: Use CTAs that promote sharing on social platforms to expand your reach. 8. Chanty – Re-engagement Emails Chanty’s re-engagement email reminds inactive users of the platform’s benefits and provides easy access to the app. Takeaways: Nurture Inactive Users: Keep communication lines open with low-engagement users by reminding them of your product’s value. Segmentation: Tailor messages to different user segments for better results and higher engagement. 9. Userpilot and Zoho – Feedback Emails Userpilot and Zoho ask for customer feedback to improve their services and categorize users based on their responses. Takeaways: Encourage Feedback: Offer incentives for providing feedback to increase participation. Highlight Value: Remind users of your product’s benefits to encourage positive feedback and continued use. 10. Zapier – Updates/Digest Emails Zapier’s digest email informs users with personalized content and clickable buttons for detailed information. Takeaways: Prioritize Information: Divide content into primary and secondary sections to highlight the most important updates. Allow Choice: Let readers choose which details to explore further, enhancing their engagement. Use White Space: Enhance readability and organization by using white space effectively. Want to reduce your CAC to half? get in touch Additional tips to elevate your email marketing strategy Customized content, A/B testing, audience segmentation, mobile optimization, obvious call to action, metrics tracking, and astute automation may help you improve your email approach. These strategies help you fine-tune your strategy for optimal effect by increasing engagement and conversions. Personalization and Segmentation Personalization goes beyond using the recipient’s name. Segment your audience based on behavior, preferences, and past interactions to tailor your messages more precisely. This increases relevance and improves engagement rates. Compelling Subject Lines Since the subject line is the first thing recipients see, it is crucial to your email’s open rate. Craft subject lines that are concise, intriguing, and relevant to the recipient’s interests. A/B tests different variations to see what resonates best with your audience. Mobile Optimization With many users checking emails on mobile devices, ensure your emails are mobile-friendly. Use responsive design techniques to ensure your emails look great on all screen sizes. This includes using larger fonts, touch-friendly buttons, and a single-column layout. Interactive Elements Incorporate interactive elements such as buttons, carousels, and collapsible sections to make your emails more engaging. Interactive emails can increase click-through rates and make your content more memorable. Clear and Strong CTAs Your call-to-action (CTA) should be clear, compelling, and easy to find. Use contrasting colors to make your CTAs stand out and position them strategically within your email. Consider testing different CTAs to determine which ones drive the most conversions. Consistent Branding Use your brand’s colors, fonts, and logo to maintain consistency in your email design. This helps reinforce brand recognition and makes your emails look professional. Consistent branding builds trust and ensures your emails align with your marketing efforts. Value-Driven Content Always provide value in your emails, whether it’s through educational content, exclusive offers, or useful tips. Value-driven content keeps your audience engaged and encourages them to look forward to your emails. Highlight the benefits of your product or service and how it can solve your recipients’ pain points. A/B Testing and Analytics Regularly perform A/B testing on different elements of your emails, such as subject lines, content, images, and CTAs. Analyze the results to understand what works best for your audience. Use analytics to track key metrics like open, click-through, and conversion rates and adjust your strategy accordingly. Remember, the key to successful email marketing is understanding your audience, delivering value, and continuously optimizing your strategy. Conclusion Building an effective SaaS email marketing strategy is paramount for any company’s success, and at Saffron Edge, we excel in crafting and executing top-tier strategies that drive results. While adhering to best practices is crucial, ongoing testing and iteration are pivotal in honing the perfect approach. At Saffron Edge, we meticulously refine our tactics, drawing inspiration from successful examples and tailoring your emails to resonate authentically with your audience. Each iteration offers valuable insights into what works best for your brand, allowing us to continually optimize and improve your email campaigns. Our expert team ensures your campaigns are effective and aligned with your unique business goals. ...

Essential Elements Of A Dental Marketing Plan

Getting the word out about your dental practice is now easier and cheaper than ever… thanks to the internet! For dental practices of today, spending a considerable amount of money on marketing no longer means spending half of their budget on TV adverts and praying they’d bring in more patients. It’s more about making your every buck count utilizing the power of the internet... We have already covered the active role your dental website plays in the grand-scheme of things when it comes to marketing your dental practice online. It’s basically the start and end point of all your marketing efforts. So, it’s vital to have a good looking website that can convince users that you’re really serious about your practice. Before we begin with discussing the vital elements of a dental marketing plan, let’s first look at some basic objectives that your marketing efforts must absolutely fulfill - Attract: Grabbing the attention of a potential patient is paramount when it comes to making your marketing efforts a success. Capture: Setting up a mechanism to collect information from users. Taking feedback, offering newsletter subscriptions, e-books & other resourceful information is a nice way to do it. Convert: By this point, your potential patients are ready to convert to a customer. Retain: According to a study, existing customers bring in 67% more business than new customers. While acquiring new patients is kind of the reason you are marketing your practice online in the first place, you must never lose sight of your old patients. With the objectives of a marketing plan set, you need to choose the mediums you will target to get the best out of your marketing efforts. And the mediums or elements or areas of executing a dental marketing plan I am going to tell you are not, in any way, specific to dental practices but are widely used all over the globe for other niche industries as well. Here we go - Content Marketing Pushing relevant, quality content to your patients (or potential patients) that helps them in solving real-world problems related to your industry should always be at the heart of all your varied marketing efforts, doesn’t matter the platform or medium. That’s the true essence of content marketing right there and not the self-promotional stuff from brands you see online. Starting a new blog is the right way and often times the first step to kickstart your content marketing journey. Say, for a dental blog, the topics you can capitalize upon could be about ways to maintain the right dental health, the latest treatments in town and other informational but relevant topics. If done right, a well maintained blog can generate a steady flow of traffic coming to your website from scratch and keep the momentum going for long. But don’t think your content marketing efforts are confined to just marketing your own blog, even the content on your web pages can serve you well if marketed in the right place and at the right time. And it doesn’t matter if you’re posting a on Social Media, if you’re playing with content, it’s already a part of your content marketing efforts. Search Engine Optimization I am pretty sure you must have used Google or some other search engine at some point to make your life easier. Infact, I don’t blame you, there are 32.8 million searches made on Google everyday and they are all made by people looking for some answers. Suppose, even if a small fraction of them are using Search Engine Optimization for best dental practices around them, you could be drowning in some serious traffic right now but in order for that to happen, you need to rank on Google. Making yourself visible on Google is no walk in the park. You’ll have to base all your website and blog content (see, I told you it’s all about content) around keywords and that takes a lot of time and research. If you are looking to give keyword research a go, our keyword research guide can give you a headstart. Yes, it’s a pain... but if done right, Google can drive massive traffic to your keyword optimized website. Social Media Marketing Can you name a place where all your potential dental patients hang out? It’s Social Media (or Facebook to be more precise). In recent years, the entire Social Media space has evolved as a marketing arsenal of its own. You can expand your outreach endeavours on Social Media and build a loyal following with the help of engaging and visual posts, provide exceptional & quick customer support, have a look at important marketing analytics and what not, all through a single platform... which I think is amazing! And it can turn out to be amazing for your brand exposure as well. You can choose to spend money on marketing on these platforms or stay organic, it’s completely on you. Yes, paying for marketing on Social Media has its own advantages but staying organic usually reaps enough exposure to get the ball rolling, after it, it’s up to you how creative (but relevant) you can get with your posts to make your fans stay. Patient Support Remember the part about retaining patients? Patient Support is all about that and more. You absolutely need to have a relationship manager for your dental practice who will be the sole point of contact for all your patients.Being present on all the various platforms (including your website) comes with responsibilities.By marking your presence and actively marketing on all your preferred platforms, you give your users a way to contact you as well. And Social Media has emerged as a preferred way for users to submit some feedback (good and bad) or get support. But they can give you a call as well or submit a query on your website or send you an email, so you need to be present for them when they need you wherever they are or you’ll lose them if their queries go unheard or unreplied. Most practitioners don’t pay much heed to this part of their marketing plan and loose patients through the back door. But sometimes, a good support system or a complete lack of it can make all the difference in the level of success of your marketing plan. Modern day marketing is not about doing one thing, you’ll have to do a lot of things and do them all simultaneously and in sync to keep the ball rolling. Only optimizing your website for SEO won’t work well unless you have keyword wrapped content on your website. Having Social Media profiles for your dental practice is great, but if you don’t have a website to channel them further through the sales funnel, you won’t see much conversions. Just adding content on your website won’t help you gain exposure if it fails to create value…. It’s all interconnected and you will have to optimize your practice for each of them to see the best results. ...

Law Firm Marketing Techniques To Reach Its Target Audience Digitally

Building a high-quality pipeline of leads and acquiring potential clients for your law firm isn’t a walk in the park. It requires days of marketing efforts, strategies, and time. If you want more clients for your law firm and are looking to expand your business, then the internet, as a medium for marketing, could be the perfect place for you to garner a significant amount of exposure and visibility. Having a great online presence can help you in attracting more eyes over the internet to your online business, it helps you to get ahead of your competitors as well. As per the statistics released in 2019 by Georgetown Law, the average revenue growth in the law market was around 5.4%. However, the market size for online legal services in the USA has expanded into a $9 billion industry as of 2020. Many tech-savvy legal experts and marketers predict that the post-pandemic phase, the year 2021 can turn out to be a golden year for online law firms as they predict a market size of $767.1 billion. 2021 will be a crucial year for law firms that exist online, as they must fuel their ignition by working towards website optimization for better search engine rankings and enhancing their online visibility so that they can reach their target audience and can generate more leads. Let’s look at some of the major law firm marketing techniques that can help you to reach your target audience over the internet. 1. Personal Branding Is A Must No matter how easy the internet has made the online search or product/service buying, online users will always remain a bit skeptical about the effectiveness and legitimacy of the product/service providers. Nowadays it’s a matter of seconds for a client to stop over your website and cross-check some information about your previous works, attorneys, or existing law partners. Therefore the law firms must develop their brand name over their social media accounts, Google listings, and other similar platforms. It will help them to reach those clients who have been surfing the internet in search of reliable lawyers. As per a study made in 2020, 76% of lawyers prefer LinkedIn to build their social media presence, 60% prefer Facebook, 37% have Twitter accounts. Your clients want to know the face behind your law firm’s business, so even when they search your name on a search engine, they must see some credible information so that they can trust you. A strong digital presence eases your way of doing business and portrays your firm as a successful one. Building a well-branded presence over platforms like LinkedIn gives a direct statement to your potential clients that your law firm is a prominent one. Make sure you add details like bio, contact details, expertise, e-mail, and a strong CTA. 2. Focus On Local SEO If your law firm exists in New Jersey, it would make no sense for you to target clients that live in Minnesota. Isn’t it? Ignoring local SEO aspects is like throwing darts in a dark room, therefore always initiate your marketing plans by targeting audiences that exist in your firm’s location, target your home crowd first! Did you know 96% of the legal clients look for legal aid through Search Engines? Your local clients are also searching the internet for a law firm like yours, you can acquire all of them through local SEO. Focus on local keywords for your website, make sure to get yourself ranked against those keywords, get your law firm listed in local directories. Heard about NAP? It stands for Name, Address, and Phone, make sure you provide these details on local citations because it will help you in ranking well in local search results. You can also make offline efforts to promote your online website, how? By engaging with local communities at local events, law school, or college events by sharing your knowledge with them in the legal spectrum. All these efforts can help you to drive local organic traffic to your website which will help you in improving your local Search Engine rankings as well. 3. Get Instant Results Using Paid Search Using Google paid search can help you in driving highly-qualified leads instantly. Well strategized Google Ads can turn your website into a lead generating machine because then you’ll be able to advertise directly to those who are looking for a law firm just like yours. It’s one of the best ways to drive targeted traffic to your website. Your Google campaigns can be optimized according to the needs of your audiences so that you can reach highly qualified leads in no time. Your paid ad campaigns must incorporate a dense keyword strategy for the landing pages for a high-quality score with ‘Thankyou pages’ after leads submit their form. You must involve niche-specific long-tail search terms as well. Did you know 72% of legal clients access search engines via smartphones instead of desktops? Therefore, you have to ensure that your website has been optimized for mobile users as well. The Google algorithm might demote and harm SEPRs of those web site’s that aren't mobile-optimized. Therefore, make sure that your law firm's website is mobile responsive, it’ll be easier for your paid ads to drive both mobile and desktop users to your website. 4. Video Content Is The Future We would like to quote an article that was published by Forbes, which said “Video content Will Make Up 82% of Internet Traffic by 2020”. We know that YouTube (owned by Google) is the world’s second-largest search engine after Google. YouTube’s search engine gets 3 Billion searches every month! You might have noticed how several YouTube videos rank way higher than blogs in Google Search results. Have you? According to a study made by American Bar Association, 27% of firms that have a team size of 10-50 lawyers, use video marketing to get more exposure, visibility, and clients. Law firms and lawyers can attract potential clients by building their YouTube channels where they can talk about specific problems, this will help them to attract potential clients organically because they’ll be able to rank higher in the SERPs. You can treat your videos as a smart Call-To-Action for your viewers. You can link your YouTube videos on your website’s homepage, it’ll allow your visitors to know more about your firm, and they'll feel a connection. Linking these videos on your homepage will also encourage them to share their emails because it might make your video content relevant which makes them think that your firm is a trustworthy one. 5. Publish High-Quality Content Publishing high-quality, relatable, and relevant content on your website blogs can attract online readers who might be studying the same industry. You can provide useful information or articles to your readers that can be about recent amendments in your judicial system, your successful cases, answers to their search queries, etc. It will help you in driving potential customers to your website. Always emphasize on publishing high-quality blogs rather than a bundle of poorly written pieces. The same goes for social media platforms like LinkedIn or Facebook. When you publish your opinions, videos, comments, and posts on such platforms it generates a sense of trust among your visitors. Choose one such platform that helps you to fetch more views, shares, and comments. According to a report published by Law Technology Today, in 2019, 70% of the law firms got new clients through their company's website. So it’s highly advised that you should optimize and update your website content. Make sure that your website design is attractive, every page is readable and engaging enough for a visitor so that he or she spends more time on the website. 6. Use Social Media Promotions Once you have optimized your website design, content, and other technicalities, you shouldn’t wait or just rely on your website blogs. If you have spent a significant amount of money as well as time on building your website then you shouldn’t ignore the power of social media promotions. Promote your blogs on various social media platforms like LinkedIn, Facebook, etc. Many marketers reveal that 80% of their social media leads are derived from LinkedIn. LinkedIn is 277% more effective Facebook lead generation! Promote your content through Linkedin Ads, it’ll expose your content to a much wider audience that will help you in driving loads of traffic to your website. Social media promotions or sponsored posts are meant to provide great exposure because you are exposed to a wider audience which helps you in grabbing the attention of a large audience at once. Remember, the most popular marketing channels, among all types of firms are LinkedIn (42%), Email (41%), and Facebook (33%). 7. Have A Solid Online Reputation How do you judge whether a restaurant is decent enough to have dinner at? Simply by looking at their reviews, right? This works similarly for the legal firms as well that exist over the internet, therefore you must manage your online reviews. You must encourage your previous clients to post their reviews or feedback on your attorney’s performance on review sites like Google+, Yelp, etc. Customer reviews play a huge role in influencing the purchase intent of your potential buyers. The moment a user reads all your positive reviews, he or she steps into the first phase of conversion where they find your firm reliable and therefore click on your link to check your website. 93% of online customers go through online reviews before investing in a product or a service. Make sure you reply to your online reviews, it doesn’t matter whether they are good or bad, the motive is to make every reviewer feel valued. You can address or resolve their queries, and can even make a disappointed client feel happier by assuring him or her an excellent service ahead in the future. Add client testimonials on your homepage as they help you in converting new visitors into high-value clients. Conclusion Online business is a very competitive sport, and when we talk about the legal industry, it is as furious as any other online business. To garner a large client base, you need to work actively behind optimizing your website and devote time to online marketing. Every lawyer or law firm whose website exists online must keep an eye on the latest industry trends. Today, individuals who want to seek legal aid are looking for law firms that can provide them valuable information as well as relevant content so that they can trust them. In 2020, 65% of law firms had spent their majority chunk of marketing budgets on online marketing (as per the data provided by Clio), why so? The reason is simple - 'Most of your potential clients are on the internet. Nowadays when people spend so much time over the internet and on their smartphones, nobody has the time to open their phonebooks or catalogs. They'll rather find hundreds of law firms in a single click. So law firms must have a robust online presence to attract potential clients to their website. If you are a law firm, young, budding, or old, you must make use of the internet to attract more clients. Our experts at Saffron Edge offer the best legal marketing services to grow your legal business to new heights. Contact us today to know more! ...

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