Digital Marketing with for example is a marketing strategy applied to online channels; that is, it promotes products and services on the Internet. Legal Marketing, in turn, applies marketing strategies to publicize the services of lawyers and law firms. This article brings tips for lawyers who want to start or enhance a digital legal marketing strategy, from website design to marketing tools for content creation, and tips to disseminate actions on social networks.
Lawyers In The New Era Of The Digital Market
Before the Covid-19 pandemic that caused social isolation worldwide, many lawyers were still fighting against the digitization of law firms. Law, one of humanity’s oldest professions, brings a tradition of business carried out through face-to-face meetings, with handshakes and eye to eye. In the best style, the face-to-face meeting with the client is essential to close the contract: “If the client sits in front of me, I’ll close the deal for sure.”
However, social isolation has shown by force that physical contact is not essential to keep law firms in operation; on the contrary, those prepared for the so-called digital service took the lead. With that, digital marketing for lawyers has become a commodity; lawyers or law firms that were not on the Internet had to run after the loss and adapt to the new digital market.
The truth is, it’s not enough to have a website, a social network, and a lot of legal knowledge if users don’t know you’re there. Digital marketing for lawyers is essential to achieve digital authority, that is, to become a reference on the Internet, ensuring access that will facilitate contact with users and lead to the closing of contracts, even remotely.
But how to start a digital marketing strategy for lawyers amid an economic crisis and low budget? We have complete content on identifying legal demands during the crisis; see here.
Importance Of The Website For The Law Firm
In the old days, when a lawyer dropped out of college and wanted to start his own business, the first step was to rent an office and have business cards made. The first step is to create a website for the law firm and social networks to publicize it on the Internet. The website is the lawyers’ virtual office; it will show the user the firm’s area of expertise. It must provide security for future clients, and social networks are the business card, attracting clients and propagating the firm’s information and contents on the Internet.
In addition to visual elements such as logo, fonts, and colors, the law firm’s website needs to be full of useful information according to the common pains of its target audience, proving the lawyers’ authority to solve their clients’ problems.
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