How to Use Instagram for B2B Marketing?

Sabah Noor

Jul 27, 2020

10 min read

Table of contents

The Potential of Instagram for B2B Marketing
Developing a Content Strategy for B2B Instagram Marketing
Leveraging Hashtags for B2B Instagram Marketing
Enhancing Engagement on Instagram
Utilizing Instagram Stories and Highlights
Collaborating with Instagram Influencers
How Instagram Ads Help in Instagram Marketing?
Monitoring Instagram Marketing Performance
Why Choose Saffron Edge for B2B Instagram Marketing?
Conclusion

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Have you ever wondered how Instagram, a platform known for lifestyle and consumer brands, can be leveraged for B2B marketing? Are you struggling to build an engaging presence for your business and connect with other companies?

If so, you're not alone. Many B2B companies are now realizing Instagram's immense potential for brand awareness, relationship building, and lead generation.

Instagram has over 2 billion active users worldwide, and 90% follow at least one business account. Additionally, 50% of users have visited a website to purchase after seeing a product or service on Instagram. (Source)

This demonstrates the platform's ability to influence decision-makers and drive conversions, making it an essential tool for B2B marketing.

The Potential of Instagram for B2B Marketing

Instagram's visual-centric platform enables businesses to compellingly showcase their products, services, and company culture. For B2B companies, this entails moving beyond traditional marketing tactics and embracing a more authentic, humanized approach.

Businesses can create a relatable brand image that resonates with other enterprises by sharing behind-the-scenes content, employee stories, and customer testimonials.

Integrating social media marketing strategies within this approach further enhances engagement, brand visibility, and relationship-building opportunities.

Setting Clear Objectives

Before diving deeper into Instagram marketing, defining clear objectives is imperative. Whether it's enhancing brand awareness, generating leads, demonstrating expertise, or building a community, having specific goals will steer your content strategy and assist in measuring success.

Optimizing Your Instagram Profile

Your Instagram profile serves as the digital front door to your brand. To create a lasting impression:

Profile Picture: Utilize a high-resolution version of your company logo to ensure brand recognition.
Username and Display Name: Maintain consistency with your other social media handles to uphold brand uniformity.
Bio: Construct a concise and compelling bio that clearly articulates what your company does and the value it offers. Incorporate relevant keywords to boost discoverability.
Link in Bio: Since Instagram doesn't permit clickable links in captions, use the bio link effectively. Consider employing link-in-bio tools that generate a landing page with multiple links, directing users to resources like your website, blog posts, or product pages.

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Developing a Content Strategy for B2B Instagram Marketing

A meticulously planned content strategy is the cornerstone of successful Instagram content marketing. Key elements to consider include:

Content Pillars

Establishing content pillars helps create a consistent and structured approach to posting. Identify core themes that align with your brand and audience interests.

For B2B companies, content pillars could include industry insights, product showcases, client success stories, thought leadership, behind-the-scenes content, and educational resources.

These themes ensure your content remains relevant and valuable to your target audience.

Content Formats

Different content formats cater to varying audience preferences and engagement styles. To diversify your content strategy, leverage a mix of static images, videos, carousels, Instagram Stories, Reels, and IGTV.

For example, carousel posts are great for storytelling or step-by-step guides, while video content—especially short-form videos on Reels—helps capture attention quickly and enhance engagement rates.

Visual Aesthetics

Maintaining a visually appealing and cohesive brand identity is crucial for B2B marketing on Instagram. Use consistent color schemes, fonts, and imagery styles across all posts.

A professional and visually harmonious feed builds brand recognition, credibility, and trust among your audience. Consider using templates and design tools like Canva or Adobe Spark to ensure uniformity across your posts.

Content Calendar

Planning and scheduling your content in advance ensures consistency and efficiency. A well-structured content calendar helps maintain a regular posting cadence, preventing gaps in content delivery.

It also allows you to align content with key industry events, product launches, and campaigns. Scheduling tools like Later, Buffer, or Hootsuite can help streamline your posting process, ensuring timely and consistent engagement with your audience.

Leveraging Hashtags for B2B Instagram Marketing

Hashtags are vital tools for expanding your content outreach on Instagram. To utilize them effectively:

Research: Identify industry-specific hashtags that your target audience follows. Tools like Instagram's search function and third-party apps can help you discover relevant hashtags.

Mix It Up: Employ a combination of popular, moderate, and niche hashtags to maximize visibility. While popular hashtags have a broad reach, niche ones can connect you with a more targeted audience.

Quantity: Instagram permits up to 30 hashtags per post, but quality surpasses quantity. Focus on relevance rather than exhausting the hashtag limit.

Branded Hashtags: Create and promote a unique hashtag for your brand. Encourage your audience to use it, fostering a sense of community and making user-generated content easily discoverable.

Enhancing Engagement on Instagram

Engaging with your audience on Instagram is crucial to building a strong online presence and fostering meaningful relationships with your followers.

Audience engagement is a two-way process that involves sharing valuable content and actively responding to interactions. Here’s a detailed breakdown of how you can effectively engage with your audience on Instagram:

Respond Promptly

Timely responses to comments, direct messages, and interactions help build trust and credibility.

Regularly monitoring your Instagram account ensures that no message or query goes unanswered. This practice makes your audience feel valued and encourages further interactions.

Set up notifications for comments and DMs to respond quickly.
Acknowledge positive feedback with a thank-you message or emoji.
Address customer inquiries and complaints professionally.
Engage in conversations on your posts to boost visibility.

Encourage Interaction

Encouraging discussions and participation makes your audience feel involved. A strong call-to-action (CTA) can drive engagement by prompting followers to share their thoughts or experiences.

Use captions like:, What are your thoughts on this? Comment below!”, “Tag a friend who needs to see this.” and “Double-tap if you agree!”
Create interactive polls or quizzes in Instagram Stories.
Ask open-ended questions to encourage responses.

Feature User-Generated Content (UGC)

User-generated content (UGC) is an excellent way to build trust and create community. Sharing content created by your followers acknowledges their effort and encourages others to engage.

Repost customer testimonials, reviews, or creative content using branded hashtags.
Acknowledge the original creator by tagging them in your posts.
Run a campaign or contest encouraging followers to share content related to your brand.

Host Live Sessions

Instagram Live is a powerful tool for real-time engagement. It allows direct interaction with your audience, making your brand feel more approachable and personal.

Plan live sessions like:

Q&A sessions to answer followers’ questions.
Product demonstrations showcasing how to use your products.
Industry discussions featuring experts or influencers.

Announce the live session in advance to increase participation.
Encourage viewers to ask questions during the live session to boost interaction.

Utilizing Instagram Stories and Highlights

Instagram Stories offer a platform for ephemeral content that can humanize your brand and showcase its personality. For B2B marketing:

Behind-the-scenes: Share glimpses of daily operations, team events, or project developments to build transparency and trust.
Polls and Questions: Engage your audience by soliciting their opinions or answering their queries.
Tutorials and Tips: Provide valuable insights or quick how-tos related to your industry, positioning your brand as an authority.

Preserve valuable stories to Highlight, categorizing them for easy access on your profile. This allows new visitors to comprehend your brand's offerings and culture swiftly.

Collaborating with Instagram Influencers

Influencer marketing isn't confined to B2C companies. Partnering with industry-thought leaders can amplify your brand's reach and credibility.

Identify Relevant Influencers: Seek individuals with a substantial following in your industry who align with your brand values.
Authentic Partnerships: Collaborate on content that delivers genuine value to the audience, such as co-hosted webinars, joint live sessions, or sponsored posts.
Leverage Employee Advocacy: Encourage employees to share company content on their accounts to expand reach organically.

How Instagram Ads Help in Instagram Marketing?

Paid social media advertising on Instagram is a powerful tool for businesses looking to expand their reach and target specific audiences effectively. By leveraging Instagram ads, brands can enhance their marketing efforts and drive conversions. Here are the key ad formats that contribute to a successful Instagram marketing strategy:

Photo and Video Ads

Instagram is a highly visual platform, making photo and video ads an effective way to showcase products or services. High-quality visuals grab attention and encourage engagement.

Attract potential customers with visually appealing content.
Increase brand awareness with eye-catching images or videos.
Drive traffic to websites, product pages, or online stores.

Carousel Ads

Carousel ads allow businesses to share multiple images or videos within a single post, making them ideal for storytelling and product showcases.

Highlight different product features in one ad.
Engage users by allowing them to swipe through content.
Encourage higher interaction and click-through rates.

Stories Ads

Instagram Stories ads appear between users’ stories, providing a seamless and immersive experience. Since Stories disappear after 24 hours, they create a sense of urgency.

Utilize full-screen content for maximum impact.
Include interactive elements like polls, stickers, and swipe-up links.
Increase audience engagement and conversion rates.

Lead Generation Ads

These ads are designed to collect user information directly on Instagram without requiring them to leave the platform.

Simplify the process of gathering customer details.
Generate potential leads for businesses efficiently.
Reduce friction in the customer journey by eliminating external redirections.

By strategically using Instagram ads, businesses can reach their target audience, boost engagement, and drive sales, making them an essential component of Instagram marketing.

Monitoring Instagram Marketing Performance

Monitor your Instagram marketing performance using key metrics such as:

Engagement Rate: Likes, comments, shares, and saves indicate how well your content resonates with your audience.

Follower Growth: Observe how your audience expands over time.

Website Clicks: Measure traffic directed to your website via the link in your bio or Stories.
Conversions: Track leads or sales generated through Instagram campaigns.

Utilize Instagram Insights and third-party analytics tools to assess performance and refine your strategy based on data-driven insights.

Why Choose Saffron Edge for B2B Instagram Marketing?

In the fast-paced world of B2B marketing, Instagram is no longer just a B2C playground—it’s a powerful platform for building brand authority, engaging decision-makers, and driving high-intent leads.

At Saffron Edge, we craft data-driven Instagram strategies tailored for B2B brands, ensuring your content resonates with executives, industry professionals, and key stakeholders. Our approach combines:

Targeted Content Strategy – Thought leadership, case studies, and engaging visuals designed to capture C-suite attention.
Precision Audience Targeting – Leveraging advanced analytics and AI-powered insights to reach decision-makers.
Lead-Generating Ad Campaigns – Optimized Instagram ads with laser-focused messaging to drive conversions.
Engagement & Community Building – Strengthening relationships through interactive content, polls, and direct messaging.
Seamless Integration with ABM & Sales Funnels – Aligning Instagram efforts with your broader marketing automation and lead nurturing strategy.

B2B brands that leverage Instagram effectively see increased brand credibility, stronger client relationships, and a competitive edge in their industry.

Conclusion

Instagram presents immense opportunities for B2B marketing. It enables brands to showcase their expertise, engage with their audience, and foster meaningful connections.

By formulating a strategic approach that encompasses optimized profiles, compelling content, audience engagement, influencer collaborations, and paid advertising, B2B companies can harness Instagram's power to achieve their marketing objectives.

Saffron Edge is the leading digital marketing agency specializing in helping businesses leverage Instagram's potential to drive growth, enhance brand visibility, and generate quality leads.

Frequently Asked Questions

Absolutely! Instagram helps B2B companies increase brand awareness, engage with industry professionals, and generate leads through visual storytelling, thought leadership content, and interactive engagement strategies.

B2B companies should share industry insights, product showcases, client testimonials, behind-the-scenes content, and educational materials. A mix of images, videos, carousels, and Stories ensures diverse and engaging content.

Utilize lead generation ads, direct messaging, call-to-action (CTA) buttons, and valuable gated content like whitepapers or webinars. Engaging with potential clients through comments and DMs also fosters lead opportunities.

Hashtags improve content discoverability. Using a mix of industry-specific, branded, and trending hashtags helps reach the right audience and expand brand visibility.

Key metrics include engagement rate, follower growth, website clicks, and conversions. Instagram Insights and third-party analytics tools help measure performance and refine strategies.

Boost Your B2B Growth with Instagram

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They are totally unaware of the hidden benefits of a user-friendly legal services website. You might get shocked with the fact that in this digital era, around 40% of the small law firms don’t even have a website. If you are compromising on having a user and conversion friendly website, then you are missing a big chunk of a targeted market. Source: Profitworks.ca Having a legal services website helps your law firm in accessing potential customers who are looking for legal services online. Nearly 70% of law firms have earned potential law cases through their online presence with a website. Characteristics of a Marketing Centric Website Imagine a client comes onboard and you miss the commitments, what’s gonna happen? He will bounce back, right? Similarly, it happens the same way when your law firm's marketing strategy is driving traffic to your website but it’s unable to meet the users’ expectation. Most of the people value their website no more than a business profile. It’s actually a lead generation machine if it is properly utilized. If you are building a website, it must contain the following characteristics from a marketing standpoint: Mobile Optimized After the Google’s Mobile-First Indexing update, mobile websites have become a center point of attraction for the business owners. According to which, the mobile version of your website will be given the priority over the desktop while indexing by the Google. So make sure that your mobile’s website structure is user and search engine friendly. Additionally, the mobile traffic of the website in most of the niches is increasing drastically. According to a data by Stone Temple, Legal Services or Law Firm niche is among the most mobile-centric industries. Accessibility Having a creative website containing captivating visuals does not consider as a user-friendly website. Accessibility is one of a major factor of user-friendly website. Your website design should be capable to cater users’ problem within the matter of milliseconds. According to a legal research study, a user takes 50 milliseconds to make an opinion about a website. So considering the fact that the first impression of a user is a crucial one since it will decide that whether or not he/she is willing to proceed the journey. While designing a law firm website, you need to follow certain rules of accessibility. The best way is to consider the ADA Compliant Website checklist which will give you an exact idea on what needs to be done in order to make it accessible for all sorts of audience. Conversion Centered A website without conversion centric elements is like a product without a manual. It actually helps customers in a positive ending of their journey. According to HubSpot, following are 7 principles of a conversion centered web design: Now let’s take a look how these principles could be implemented on your law firm website. Encapsulation This technique is mainly used to bring the attention of a user to a certain spot of the website where your CTA is placed. It could be done via using contrast colors or dynamic shapes. One lawyer website, WACHP.com did a really good work with the encapsulation technique. Main tagline along with a CTA is being placed on the torn part of the box. Contrast and Color It simply refers to playing with contrast colors. When you use a totally different color on your call-to-action button compared with its background color, it will automatically bring the user’s attention. Here is another great example of a law firm website, “Malman Law”, who played around the contrast and color strategy. Directional Cues It refers to visual indicators which are normally used to direct a user towards a certain call-to-action button. YLaw Group is doing really well with this technique. As shown in the above screenshot that the dog ear is in contrast color and is pointing towards a call-to-action button to generate more phone call leads. White Space White is a color that can make any color pop up. When it comes to CTA placement white spaces usually help them in making them stand out. Take Bighorn Law as an example and see how they utilized their white spaces in their website design. Urgent and Scarcity This rule is mainly used for e-commerce or SaaS business. But it could be done in several ways, like: Offer free consultation for a certain period of time Download a free resource i.e. e-book and whitepaper Try Before You Buy Offering a free trial to your clients can even generate massive leads for your law firm. So, if you are looking to expand the growth canvas then this is something that can surely bring an impact. West Coast Trial Lawyers are really doing well with this free trial strategy. Social Proof It basically refers to showing a crowd around your brand in order to build trust among the customers that other people are engaged with your business. This could be done by showing certain numbers, statistics and demographics of users who are currently engaged with your business or may have hired your services in the past. This is how you can also do it with your law firm website. Pay Per Click Marketing Trends for Law Firm Before digging into the pay per marketing strategies for attorney’s website, it is important to know the basic function of different paid campaigns for sure success: When investing into the PPC, you need to be very careful since its one of an expensive niches. According to an infographic found on WordStream, law industry has the highest average cost per click in the search ads. So here are some core pay per click marketing techniques that can help you make an effective paid campaign: Ruling Locally with a Proper Geo-Location Targeting Law firm marketing is mainly dependent on the local keywords so it is mandatory that you are targeting the right region in your campaigns. Around 36% of the Google searches belong to certain region/location. This seems to be a very basic factor but still many of the law firms avoid it and as a result they ruin their PPC budget. It is a fact that if your business is mainly designed to cater the local audience then your marketing efforts need to be focused towards generating local leads. It doesn’t even matter how much you are specialized in your industry, a person belonging to another region won’t come to ask for your services. Set the radius where you can actually serve your audience. Understanding Search Intent with respect to Budget Search intent is now becoming a very crucial part of both organic and paid marketing. Search Intent refers to understanding the core intention of a user’s query. Before proceeding with this discussion let’s learn the common search intent types: Branded Keywords: These are the queries when you are very much in the market and users are aware of your brand name. Informative Keywords: These are also known for problem solving queries. When a user seeks information using search query on Google. Transactional Keywords: These are actually money making keywords helping you generate more qualified leads for your business. qualified leads for your business. Transactional keywords like “injury lawyer Sanford” are commonly used in most of the law firm PPC campaigns. However, informative keywords could be used as well depending on the budget. Informative keywords have long-lasting impact on your business sales. Assume that a user is landing on a blog post or resource page containing in-depth guide through a keyword like “how to find the best divorce attorney”. Solve the problem of that user through your content and convert them through powerful call-to-actions. Magnetizing your Ad Copies Your ad copy actually decides whether users will continue their journey with your website or choose an alternate one. Consider following these ad copywriting techniques for an optimum quality score: Keep it relevant with the targeted keywords and landing page content Personalize your ad copies by serving 2nd person instead of 1st person Include facts and figures to gain the trust i.e law case winning numbers or number of clients, etc… Interrogative headlines sometimes do wonders in terms of increasing CTR Discuss the users’ benefits like ‘Free of Cost Consultation’ Play around the ego-bait technique to grab the user’s trust and attention Keeping your Audience Near to your Brand with Near Me Keywords Adding near me to your main service based keywords is now becoming a trend in the online marketing industry. It is actually getting hype and businesses are making dollars out of it. Here is a 5 years comparison of near me related keywords in the law firm industry: As you can see that near me related user searches are increasing over the span of last five years. Make sure that your pay per click strategy contains near me related keywords. Optimizing your Landing Pages Efficiently Here we need to understand a fact that PPC landing pages are different from regular service/product pages. Once a user lands on your website’s landing page, make sure to display only that content which is relevant to his/her search query. Following are some crucial factors: Avoid using unnecessary menus in the header navigation that can lead users to other pages Add a video which can help grabbing users’ trust either it could be testimonials, service overview, success stories, etc… Content relevant to the targeted keywords along with attractive visuals Add elements that indicate social proof around your brand Include phone number, email address, live chat and contact form for an ease to contact Mobile design should be user-friendly Social Media Marketing Trends for Law Firm Attorney at Work conducted a social media marketing survey and got responses from 406 legal professionals, including 183 lawyers. 85% of lawyers believes that social media is a part of their marketing strategy. Social media marketing not just helps you in branding your legal services but also helps you in bringing more potential clients for your business. Effective Social Media Platforms for Law Firms LinkedIn, Facebook and Twitter are the 3 top most preferred social media platforms in the marketing strategy. Most of the law firms underestimate the power of social networks because they are unaware of the hidden benefits of this medium. Let’s learn how to promote your business on various social channels. Embracing LinkedIn for Lawyers Since, LinkedIn itself is an entirely a professional network, it works both the way i.e. create a personal profile and create a business page. Using Personal Profile for LinkedIn Marketing I won’t dig into a general discussion by listing down steps to create a LinkedIn account. Let’s proceed on how to brand a law firm on the most lawyers’ preferred social media network. Never let your LinkedIn profile be a resume by just listing your core skills, qualification and employer history. Instead make it look like profile of a thought leader by including the following elements: Add a professional profile photo and cover photo in order to grab optimum number of views. According to LinkedIn, a profile with a profile picture can have 21 times more views and up to 36 times more messages. Add all the niche related publications i.e. Blogs, E-Books and White Papers in your profile so that users can know the level of your expertise. Add your past achievements in your profile in order to retain the trust among the users. Get endorsements and recommendations from your clients and industry’s experts. Start adding relevant and potentials users to your account. Use a LinkedIn search feature to discover lawyers with in your niche and location. You can also add different niche lawyer belonging to a different geographical area. It has numerous benefits including potential referrals, builds community which can actually support your content. Once you are done with adding people of the same profession, then also consider adding people who could be a potential customer. Let’s say you are a Tax Lawyer then your potential users on LinkedIn could be CEOs, CFOs, Entrepreneurs and those who own any company within your geographical location. Once you found that you have a decent number of potential users on your LinkedIn account, then proceed with sharing your knowledge and experience in the form of posts, articles, videos or even slideshares. It is considered as one of the finest content distribution channel.Try focusing on crafting some unique, in-depth guides, how-to’s and listicle posts. Here are some jaw breaking facts about content marketing on LinkedIn: 45% of the LinkedIn article readers are in top-level positions including managers, VPs, and Directors (Source: LinkedIn) Maximum number of shares are acquired by long form content. (Source: OkDork) Even influencers are adopting this distribution channel and according to statistics 30 most shared content of 2015 & 2016 on LinkedIn were composed by LinkedIn Influencers. Using Company Page for LinkedIn Marketing Make sure that your official LinkedIn page is active and contain fruitful content for your targeted audience instead of just promotional stuff. The content mentioned above could also be shared on your company page. Follow the valuable company page management techniques guided by LinkedIn . Empowering Facebook Ads for Law Firm Marketing Let’s talk about the 2nd most preferred social media channel among lawyers. It is a common misconception that Facebook ads are only for promoting your product and services. Most of the business owners focus on a user-group who are in the purchasing phase. Source: Vendasta Though, that particular group of users can definitely offer the best ROI but it could be further improved if users from the previous groups are also being served. In this regard, your Facebook ads could be run for the following purposes: Blog Ads: Write a blog post on a common problem being faced by the audience in your niche and promote it on Facebook. E-Book Ads: In-depth content in the form of an e-book or whitepaper could be a value added asset for your business. Bring engagements on your assets effective ads campaign. Free Consultation Ads: Offering something free of cost to your users could increase the chance of optimum conversions. It must be a part of your Facebook ads. Video Ads: Video content could help users in getting their problem solved with in a matter of a minute. So, it is recommended to boost it on your Facebook to empower your video marketing. Legal Form Ads: Once you feel like users are now under your trust, start promoting your services. Lead ads are usually expensive than the rest of the campaign types so you need to make sure that users have a strong belief on your business. Retargeting Ads: Users who had shown certain interest in your brand could be a greater prospect. Don’t forget to show your upcoming ads to them using ads retargeting. Utilizing Twitter for Law Firm Marketing When you talk about Twitter, it doesn’t even matter which industry your business falls in. It is a powerful source of branding, community building and lead generation for any business. Here are some quick tips to boost your law firm marketing using Twitter: Follow the right people: Most of the people just randomly start following accounts regardless of knowing the niche of that person. It is recommended to follow people from the same niche or could be with in the arena of law industry. Initiate by tweeting to them or responding to their tweets to build a relation. In a longer run, it will definitely pay you out with referrals. Law isn’t about being too formal: it’s a myth that law industry is a serious and formal niche. Most of the law firms twitter accounts seem to be boring. Don’t be too formal instead share memes, GIFs and videos which are relevant to the context. It actually helps in digesting the information easily than a dry content form. Participate in trending hashtags: When you find a trending hashtag in your specific niche, start tweeting and participating in it. These trending hashtags can assist you in sure-shot visibility on Twitter. Run a custom hashtag campaign: Make sure to run your own custom made hashtag campaign with time to time. Make sure that your hashtag contains your brand name. Search Engine Optimization Trends for Law Firm This is something where your major focus should be. It’s an ongoing process that offer long-lasting returns but you need to make sure that all aspect of your SEO campaign are properly aligned. Most of the SEO agencies cater each project the same way regardless of knowing the trends in that specific niche. Such agencies are considered as Bunny-Bread agencies that tend to implement the same techniques on all niche projects. There are various aspects in law firm SEO where the techniques vary or are different compared with the rest of the niches. What is Attorney SEO? Attorney SEO refers to a process of bringing your website’s ranking on the first page of search engines by adopting search engine friendly techniques resulting in qualified organic traffic and conversions. Effective SEO Strategies for Law Firm Let’s dig in each of the aspect of law firm SEO in order bring qualified organic traffic and conversions for the website. Keywords Research and Analysis When we talk about keywords research, there are majorly 3 types of keywords: Primary Keywords Secondary Keywords Tertiary Keywords But they could be further divided into the following: The entire game of local SEO is based on the location based keywords in which you are actually targeting that specific user group who are at their conversion phase. When it comes to location specific keywords, it is recommended to include ‘near me’ and ‘around me’ related terms instead of just focusing on the main region. Such keywords should be majorly targeted on the home page of the website whereas all the buying intent keywords should be targeted on the inner or category pages of the website. No doubt that these local and buying intent keywords are the money making machine for any law firm but at the same time the importance of long-tail keywords can’t be ignored. Did you know that 70% of the web searchesp are made via long-tail queries? --> Source: Neil Patel Now, here a question arises that how can someone explore the long-tail keywords? My simple opinion would be to strengthen your research skills and find commonly asked questions over the internet. Here’s how you can do it! Using keyword research tools like SEMrush and Ahrefs. Using Google Search BuzzSumo Question Analyzer Discover QnA platforms like Quora. Onsite SEO Strategies for Attorney Website Following are some onsite SEO strategies that need to be adopted in order to make your website up to the search engine standards: Optimize your title tags by incorporating your targeted keywords in it. Don’t spam, make it more natural for the search engines and users. Follow the same rule of optimization for the heading tags as well. Compress your website’s images and attribute them with appropriate ALT text. Avoid using duplicate content on the website instead create unique content for your business website. Proper canonicalization structure needs to be followed. After the Mobile-First Indexing Update, Google is now primarily considering your mobile version of the website. Make sure your website is responsive and its content is similar compared with the desktop version. Build a proper internal linking structure on the entire website. Publish blog post on the website actively to not only generate traffic but revenue as well. Technical SEO Techniques to Follow Following are the crucial technical SEO factors that need to be considered while finalizing your website: Improve page speed scores of both mobile and desktop. Consider using Google’s latest Lighthouse Tool. Optimize the crawl budget by removing the unnecessary resources and redirections from the website. Include a proper XML sitemap and submit it to the Google Search Console. Upload robots.txt file to let Google know about the unnecessary paths to disallow. Implement Schema Markup of Local Businesses and Reviews on the website. Add SSL certification to your website. Eliminate the overall number of broken links on the website. Avoid using flash elements on the website. URLs should be search engine and user-friendly. Add breadcrumbs for a digestible website structure. Local SEO Strategies for a Surefire Success Source: SEO Expert Brad Google Maps plays a vital role when your business is located in a certain region. It is mandatory that your business is accessible to your audience on the map results. The local search ranking is based on the theory of NAP+W. N = Business Name A = Address P = Phone Number W = Website It is important for any webmaster to have all the above information in order to rank in the local search results. Beside this, following factors have a strong impact on your website’s rankings in the SERPs: Accuracy Number of Local Citations User reviews Accuracy of Business Information Accuracy is a core element of Google Trust on which it actually decides which businesses to index high in the local search results. Below image from Moz’s Whiteboard Friday will easily define the main factors that influence local listings’ accuracy: Source: Moz In short, you need to make sure that the following information of your business should be the same on all the local directories over the internet: Business Name Business Address Business Primary Phone Number Business Hours Business Website Business Email Most of the business owners and marketers avoid this inaccuracy concern but the truth is that $10.3 billion worth of sales are being wasted every year because of missing or incomplete business information. This will eventually result in losing customers’ trust in your brand and here is a statistical data which will prove the given statement. There are various other factors that influence the accuracy of a business information but the above mentioned are the ones that actually impact your online and offline conversions. Moz listed the main local data providers on their website, make sure that your business information is correct on these data sources. You can also run a local citation test by hiring services or tools like Yext, WhiteSpark, BrightLocal, TheHoth and PlacesScout. Number of Local Citations Get your attorney featured on optimum number of business submission platforms. This will actually give signals to crawlers which will eventually increase your website ranking in the local pack search results. Your primary focus should be getting your business submitted on the following websites: Google my Business Yelp Bing Local.com Merchant Circle Foursquare YellowPages.com Whitepages Yellowbook CitySearch User Reviews Acquisition As you can see in the above screenshot that Google gives importance to the businesses having good customer reviews. Users prefer reading business reviews before hiring any law firm for their cases. Source: Bright Local Here are some best practices for reviews acquisition and management: Ask your clients to review your law firm on Google my Business Avoid posting fake reviews. Cater the negative reviews as well. Create a separate reviews landing page which can direct the users to your GMB page. Ask for reviews from industry experts and influencers in your circle who has different expertise than yours. Link Building Techniques for Law Firm Link building plays a vital role in the overall Local SEO campaign. According to a statistic by Bright Local, 72% believes that link building is one of a very important task in their SEO campaign. There are numerous benefits of building high authority and relevant links for the website including: Increase page and domain authority Increase referral traffic Increase brand visibility and exposure Links from high authority websites increase syndication opportunities Increase website’s trust and credibility Edge over the competitors Additionally, you need to look in to different metrics before proceeding towards building a link which includes: Domain Authority (DA) Domain Rating (DR) Page Authority (PA) Page Rating (PR) Spam Score Trust Flow Organic Traffic Let’s learn some profound link building techniques for the law firm industry: Legal Directories Relevancy matters the most when it comes to building links for the competitive niche. Directory submission that exactly falls in the law category could be very powerful for your organic search campaign. Avoid submitting your website on general directory submission websites since you won’t find any value in it instead it would be harmful in terms of website’s ranking in the SERPs. Here are legal directories which will definitely assist you with link acquisition. S. No. Directories DR 1 https://lawyers.law.cornell.edu/ 91 2 https://www.avvo.com/ 90 3 https://www.justia.com/ 88 4 https://www.bestlawyers.com/ 81 5 https://www.leadcounsel.org/ 72 6 https://www.lawguru.com/ 71 7 https://www.ilrg.com/ 67 8 https://www.lawyercentral.com/ 67 9 https://www.elocal.com/lawyers/ 73 10 http://www.morelaw.com/ 54 11 http://www.lawfuel.com/ 51 12 http://lawlink.com/ 54 13 https://www.myattorneyhome.com/ 47 14 http://www.lawyerlegion.com/ 57 15 https://www.listalegal.com/en/ 51 16 http://www.judged.com/ 52 17 https://www.attorneys.org/ 33 18 http://legalpointer.com/ 6 19 https://help-lawyer.com/ 33 20 https://www.legallistings.us/ 31 21 https://www.halt.org/ 43 22 http://www.legalwebfinder.com/ 30 23 http://personalinjuryattorneys.tv/ 7 24 https://allgoodlawyers.org/ 25 25 https://www.dilawctory.com/ 31 26 https://www.familylawcentre.com/ 30 27 https://www.lawyrs.net/ 29 28 http://www.pathlegal.com/ 29 29 https://www.justipedia.com/ 19 30 https://www.lawdeeda.com/ 20 31 https://www.mylegalpractice.com/ 25 32 https://justicefinder.com/ 25 33 https://lawyernext.com/ 2 34 http://personalinjurywarriors.com/ 25 35 http://www.legalfeefinancing.com/ 33 36 http://www.bestattorneysrankings.com/ 14 37 https://biglaw.org/ 23 38 https://www.legalserviceslink.com/ 51 39 https://legaldockets.com/ 22 Guest Blogging Guest blogging is one of the most powerful content marketing technique through which you can acquire some high quality links for your attorney website. As per statistic found on HubSpot, 53% of the marketers believe that blogging is their top content marketing priority. Guest blogging is not about featuring your content on a general and ordinary blog in order to acquire link. Following factors does matter for successful guest blogging: Relevancy Decent traffic (both overall and organic) Decent link metrics i.e. DA, DR, Spam Score, etc… Consider indexability factors Non-PBN Unique C-Block IPs Once you succeed in finding the best prospects for your guest blogging, you will not only obtain SEO benefits but also observe referral traffic coming in. Tim Soulo, the CMO of Ahrefs once did a survey from 500+ bloggers to know whether or not guest post offers referral traffic and here is what he came up with. --> Scholarship Programs Educational or .edu domains carry its own worth in the SEO industry. There was a time when people were actively building links on .edu domains and as a result Google algorithms started ignoring a lot .edu links. If it is properly implemented, then it could be the best link acquisition technique for the difficult niches like law. Try introducing some authentic scholarship programs for the university students through which your website will get featured on an official .edu websites. Link Bait Assets Though marketing in a competitive niche is not an easy job so it is obvious that you need to think out of the box. By producing some unique and top quality link bait assets you can easily attract tons of backlinks towards your website. Here are some common types link bait assets: In-depth content like e-books, resources, whitepapers and case studies Infographics Slideshares Visual assets like statistics, surveys, demographics and charts Videos with a captivating message Roundup Participation This link building technique could be sure-shot for your law firm. All you need to do is to find roundups opportunities over the internet and outreach them to feature your website. There are two common types of roundups in which you can participate: Experts Roundup – Place yourself as an influencer and people will approach you to get your opinion on a specific topic. Your feedback will be featured on their blogs along with your website address. Weekly/Monthly News Roundup – Try producing some quality resources on your website and outreach different niche related website which usually feature news and resources on their website. Growth Hacking Trends for Law Firms Growth hacking simply refers to those strategies which are mainly focused towards the growth of the organization. When businesses are in its early stage and expect an instant growth then it could do miracles if it’s done right. Growth hacking doesn’t belong to separate digital marketing group but its actually a mix of all. Most of the marketing strategies have been discussed in the article which directly or indirectly relate to growth hacking. But here are some ways through which you can boost your attorney’s growth: Video Marketing Video marketing is a content marketing technique through which you can deliver your message in less time. Try creating some unique and emotionally attractable videos and get them posted on your website and other video submission platforms. Consider the following rules before making the video for your law firm: Keep it short and to the point Keep it engaging Attractive video thumbnail Video title that can influence CTR Should be mobile optimized Email Marketing Regardless of any niche, email marketing has proven to be one of the best conversion acquisition channel. The average ROI from email marketing is estimated at 3800% or $38 on every dollar invested. Your email marketing campaign could be design on the following subjects: Offer free consultation Successful Case Story Recent launch of Resources on Website Blog post update News about an offline event Here are the best practices to follow while initiating your email marketing campaign: Attractive subject lines Clear call-to-action buttons Well-designed landing pages Personalization Factor Short and to the point Influencer Marketing Influencer marketing is all about onboarding influencers and experts on an objective to promote your business. This could be done in both the ways: Paid Promotion – Hiring influencers to promote your business across various channels including blog, video platforms, social networks and more. Mutual Benefits – Come up with a deal which can benefit them as well like featuring them on your blog and asking them to share the blog post in their circle. In a Nutshell: Law firm marketing isn’t about promoting your attorney online using ordinary and traditional marketing tactics. it’s among the toughest niches of all the time so you need to bring something extraordinary on the table to outrank your competitors in all the digital marketing grounds. Try executing the strategies mentioned in this article to boost your website performance in terms of traffic and leads acquisition. If you have a decent budget then it’s recommended to utilize it wisely. Paid and organic search marketing should be your prior focus. Spend some budget on money making keywords and if its generating conversions then consider them as main targeted keywords for your organic search campaigns as well. If you’re looking to increase your visibility and generate more clients for your practice, give us a call today. ...

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