Digital marketing is the set of all marketing actions carried out online which aim to publicize the services offered by a law firm or a lawyer to their prospects/clients when you visit website.
Lawyers and jurists implement their strategies with two digital methods:
- Inbound marketing: content creation, blog posts, and natural referencing
- Outbound marketing with paid referencing, prospecting, etc.
The Fundamental Differences Between Inbound And Outbound Marketing
The legal profession, a rapidly evolving sector
Historically, PPC for Attorneys, web marketing did not necessarily rhyme with legal professions. However, this results in significant opportunities for the liberal professions, which are taking over digital marketing.
Indeed, the sales tools of a law firm consisted of printed marketing materials, presence at trade shows, recommendations, and cold calls. These tactics are no longer as effective as they used to be, so “Legal Marketing” is a growing principle.
This concept is now carried by marketing methodologies that are much less intrusive and more respectful of consumers than those resulting from traditional marketing. In other words, it is not a question of selling legal matters but of building relationships around your services, values, and identity, using the advantages of new technologies.
The Benefits Of A Digital Marketing Strategy
Defining its positioning is the priority for a law firm or an independent lawyer. Digital is an opportunity for lawyers to meet the expectations of their clients. It facilitates access to the law, and a lawyer guarantees constant and instantaneous communication and allows greater transparency and responsiveness. A law firm with a website has more visibility on the internet. People seek a lawyer either by word of mouth or via the internet. The web is, therefore, the second lever for acquiring potential clients for a lawyer.
For a lawyer, the main objective of digital marketing is to differentiate yourself from the competition. It is an investment that allows you to:
- Better understand the needs of your customers;
- To communicate;
- And to interact with them, to differentiate yourself and better sell your legal services.
As in all sectors, digital transformation and customer expectations lead legal professionals to use new technologies resulting from digital marketing. You will gain notoriety and attract new prospects by establishing trust with your customers. Legal marketing reminds you that the customer is at the center of your organization and actions. Finally, it allows you to understand your customers better and personalize your relationship.