Digital Marketing Tips For Lawyers To Lower Their PPC Costs
Jun 30, 2021
Jun 30, 2021
10 min read
10 min read
Google's parent company, Alphabet, generates $183 billion in revenue. Almost 80% of their total revenue comes from their Google Ad business. It is needless to say but a large number of businesses are playing their bets on some kind of digital marketing strategy. In fact, 95% of the small businesses plan to increase their spending or investment in digital marketing tactics.
Digital marketing is the soul of most businesses that helps them survive in this modern, cut-throat competition. Using the latest marketing ways, optimizing the business website to attract clients, computing keyword relevancy for more web clicks, and adding quality backlinks- are a few things that you can do to make your digital marketing project a success. In 2020, we saw that more and more businesses were relying on digital marketing strategies to ensure revenue growth in Covid-19. In 2020, the digital space for advertising outgrew itself by surpassing the print media industry and became the second largest medium after TV.
Online marketing is one of the crucial pillars for every business, be it a manufacturing firm or a professional service provider. It significantly creates opportunities for a company to expand to the global marketplace by realizing its target audience and building brand credibility over the years. In addition to that, every business aims to reduce their annual marketing cost and simultaneously obtain more quality traffic. However, this would sound hare-brained without an organized strategy. So, here comes the role of digital marketing- to help publish your content in an efficient state that successfully stimulates customer visits.
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Digital Marketing - Insight!
A digital marketing plan consists of various policies and immediate actions that need to be addressed by the business firm to digitally improve their brand image and communicate with their target groups. By analyzing the data figures and stats received from a local advertisement to campaign drives run for a unique product/service, the process of digital marketing has a lot on its plate for you. Being in a generation where the internet decides your brand's online visibility, it is evident that digital marketing is a way out for you to acquire brand exposure and earn profits.
Given that if you have a law firm or are a lawyer yourself and aspire to take your services online, you have multiple reasons to take up online marketing practices and accelerate the process real quick. Since a law firm requires detailed research for client cases and compute brand-related information in a systematic form for the customers, digital marketing tactics form the bedrock of such a smooth procedure.
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Advantages Of Digital Marketing To Law Firms
While being in a law firm or providing legal marketing services yourself, there are ample opportunities that come your way if you focus on effective digital marketing. Here are a few benefits that a lawyer gets to enjoy by using online marketing to expand their scope of support -
Focussed Towards Clients - Customers are the blood of any business and especially essential for service professions such as lawyers. It is imperative to include them in the online marketing drive and strive to find what interests them, in terms of the website interface, service efficiency, to bring an upward shift in client satisfaction.
Optimum Conversions - Once a customer visits your legal website, it is your duty to take them forward from thereby providing them the resolution via services and gaining an agreement. It results in a conversion of a visitor into a successful client. Lawyers can also use conversion rate optimization (CRO) tools to obtain quality conversions in lesser time.
Monitor and Analyse Online Performance - With the help of digital marketing tools, a lawyer can quickly track their online marketing metrics' success and act on the present efficiency via different strategies. Since every business over the globe gets impacted and rapid changes in this dynamic market, a credible diagnosis of your online marketing framework is essential to enhance and develop the further process.
Pay-per-click Costs
Pay-per-click or PPC refers to a basic fee that advertisers pay whenever a visitor clicks on their website. You can calculate the cost of pay-per-click by dividing the total advertising expenses by the number of clicks of the visitors on the website. Thus, the search engines' estimated PPC cost could be high or low, depending on your target groups. According to online research, legal terms like a lawyer, personal attorney individually bag in many PPC costs. Since this practice comes under paid advertising, there are numerous ways a lawyer can use digital marketing to lower these PPC costs for the firm's success -
Geo-Target Your Prospective Clients - Most of the time, you need to Geo-target a radius to target your clients, be it within a state or a region. A lawyer can easily use online marketing tools to set a defined location where most of your potential customers would reside. Run trial campaigns before setting up the radius to get an advanced search and prepare ads accurately. As a lawyer, you can take advantage of online tools or consult an expert to help you through this in an effective way. It will enable you to lower the PPC cost as only those customers will visit your website in that location and are targeted as per the advertisement.
Structure Your Keywords As Per Customer’s Search Intent - Structure Your Keywords As Per Customer's Search Intent - Before publishing the advertisement on the website, it is essential to understand the customer's search query intent so that your website is visited with a purpose. Based on that, include keywords necessary and apt in the customer's search, so it directly lands on your website, thus ensuring to-the-point pay-per-click.
Connect With Clients - Often, your competition rises when you fail to effectively contact your prospective clients after they have landed on your website. Responding quickly to their inquiries helps you eliminate the probability of shifting to another platform, thus ensuring that the PPC cost incurred provides a positive return.
Managing PPC Drives - Once your advertisement is online and you're set to acquire leads in terms of the number of visitors on your legal website, the next step is to analyze the things that are non-efficient on your website. It could be irrelevant keywords, limited geotargeting, etc. After tapping down the ill-factors, you can reduce bidding on those keywords that do not perform, ultimately reducing your PPC costs.
Schedule Your Ads - A lawyer's requirement might increase on specific days, at particular times. Observing these patterns and scheduling your advertisements or remaining active on the website at that time potentially helps you to save some on PPC.
Need expert assistance to help you climb the ladder of conversions, reduce the PPC budget or implement digital marketing tactics for customer engagement? We know what you want! We at Saffron Tech will help you in this journey. Our well-strategized and consistent approach towards your client base will enable you to reach new levels of customer satisfaction and simultaneously save on your pay-per-click costs. Furthermore, with our team of digital marketing professionals, we assure you of the best possible service so you can elevate your brand image and performance. For more information, reach out to us now!
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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The Concept Of Virality And How It Is Crucial For Your Inbound Marketing Campaign
Internet today is filled with so much of information and sometimes trashy information that it becomes hard for information seekers to get the best results. Viral marketing is any marketing technique that induces the websites or users to pass on the marketing message to other websites or users, creating an exponential growth in the message’s visibility and effect. As social sharing has accelerated at an exponential growth over the last few years, so too has some of the websites and enterprises that have learned to leverage the full scope of social. One of the noteworthy example of such sites is BuzzFeed that has tripled its monthly visitor count over the last two years, from 4.3 million to 19.3 million. Clearly, BuzzFeed has tapped into something important to the domain of marketing that’s fuelling its massive growth. This method is known as Viral marketing, and you can replicate this method too for your business. Reasons Behind BuzzFeed’s Marketing Success 1. Audiences Most Crucial to Business Are “Bored” The target audience that is most crucial to their business are “bored at work”, those who have jobs and have ample of time to browse the internet without supervision. Such audiences are typically looking for content that: Will alleviate boredom Will connect with their current frustrations in life. Another kind of audience that emerged were the consumers who use content on their mobile phones while waiting. It was found that it was this audience that was the principal driver of social sharing. 2. Certain Content Types Defined in Viral Marketing Though these categories may not be the same for your business, BuzzFeed identified some of the content categories that were an immense success for it. These include: LOL: Humorous content Win: Content that the audience finds to be very useful, ingenious or admirable OMG: Content that shocks the audience Cute: Self-explanatory, generally animal-based content. Trashy: Content that makes people feel better by mocking the failures of others, especially the famous. Fail: Content that points out the failings of the society or individual, let’s the audience vent their frustrations. WTF: Bizarre or strange content that triggers the curiosity in the audience. These are some of the examples of content types that you can use for brainstorming your content. The most important question that you need to ask yourself is “ how will this content make the readers react?” 3. Self-Identification is Important For People It might seem logical to many business owners, that making content targeted broadly at their audience will work, but this might not be always the case. Targeting a specific audience can sometimes be extremely successful. For example, BuzzFeed utilized such an article by aiming: “ 21 problems All Sarcastic People Understand”, which has reached 5.5 million views since May 12, 2014. This type of post particularly attracts people who believe they have a certain characteristic, experience or opinion-- in context of this article people related themselves as being sarcastic. Such posts generate interest from a lot of like-minded people, who then share it with more like-minded people, which leads to exponential growth in pageviews. 4. Social Activism Can be a Key Driver Too It is not always the cat videos or funny things that can go viral, it turns out people also has an emotional connect towards the society. People also share content they are passionate about and want to spread ideas and their own views about it. Because they have an emotional response after reading or viewing the content, they want to share this information as well as show others that they care about the real issues and follow the news stories of the day. 5. Being Human! While juggling for so many strategies and objectives when creating content, you must not forget the most important criteria to include: making your content human. By this we mean, you must focus on the human aspect of stories-- forgetting this can make your content look robotic. While creating content, ask yourself this: “why would people want to read this?” Or even better “why would you want to read this?” Some of the examples cited from Upworthy are: Mind blowing stories based on science fact Stories featuring true human moments Stories depicting the win of good over evil ...
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5 Essential Questions You Need To Ask Your Clients Before Creating Their Social Media Calendar
“Failing to plan is planning to fail” that is an old but a wise adage that is true when we talk about social media marketing strategy. For your client, the task might have got over by just outsourcing the social media marketing job to your agency, but your job starts when your client’s job ends. Creating a detailed, goal-oriented social media strategy gives you a rock solid boost to proceed seamlessly during the campaigns. “If your social media strategy is just for the heck of it, your fans and potential customers are going to know” said Amy Porterfield, leading social media strategist and co-author of Facebook Marketing All-In-One for Dummies. In the worst case scenario, your clients would turned off of your brand and move on to your competitors. To carefully strategise and plan your every step while marketing for your client, will help you in the long run and smooth relationships with your client. And to plan, you need to ask some specific questions, and we’ll tell you why you need to ask those questions. 1. What your client expects to achieve through social media marketing? It totally depends on your client’s business type. He may want to use social media to popularize his brand, to directly interact with potential customers, or to promote specific products, services or website. Even if that question is answered, you need a deeper understanding about the customer’s needs. Specifically think about how you can solve those needs by using social media. That’s a big task and needs to be documented. 2. Does the client needs a presence on all social media channels? That is the question that needs your expertise to answer it correctly. If the client demands that he wants his company to feature on all social media channels then it is you who could tell all the pros and cons involved. If certain channels do match up with the need of your client then you need to inform him. Usually for small businesses it is advisable that they start by using one blog site and one social media network-which one? Where most of your client’s customers are present. To add to the discussion, there are other social media channels than Facebook where your client’s business can show up. One is Twitter, that is a platform easy to learn and use, and it’s 140 character limit is unbeatable. Second is Google+, which is essential to boost your Search Engine Optimization(SEO) efforts. If your client’s firm is a B2B, then probably LinkedIn or Slideshare can help you reach out the influencers in your client’s industry. For B2C, being on Facebook and Pinterest will be a smarter option. 3. Does your client wants to use social media as a customer service platform? If your client’s answer is yes then you’ll need to dedicate a person for this task. Social media is fast becoming the most common way for current and potential customers to interact with businesses. In such cases, people will reach out to your page either to praise the company’s products and services or to complain about some product. In such a case an ORM(Online reputation management) is essential to handle for your marketing agency. 4. How often do we post on social media channels? Depending on your client’s industry type, certain content has to be posted on the chosen social media channels. For example, channels like Facebook, Pinterest, Instagram, and Google+ are more of visually attracting channels and hence the posts should be related to these. Memorable images of your products, company event videos, behind the scene employees at work, fun work environment are some of the kind of posts that work well. Frequency of the posts is usually 2- 5 times day that works well with these channels because all of the target audience is not present at the time you post and posts become stale in news feed and are lost. Scheduling the posts at fixed intervals during the day have worked better for many successful campaigns. 5. How we are going to report about the success of our social media marketing efforts? Your client will definitely want to know how their money is being spent on the marketing efforts. To provide them with the analytics report, you can use either the metrics offered by the social channel itself like Facebook offers Facebook Insights, Twitter Analytics and many more. If you are looking at using third party tools then you can follow this article on- 19 free social media analytics tools for marketers You can use the data generated by the report to not only report it to your client but also to better plan your future posts and decide on the most effective ways to interact with the account fans and followers. ...
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