Online marketing differs from offline marketing in many ways. Offline marketing strategies often involve reaching out to potential customers to grab their attention and pull them in. Commercials, direct mail pieces, and newspaper ads are all forms of offline, outbound marketing.
Online marketing can also involve reaching out for leads with outbound methods, such as pay-per-click (PPC) advertising. But brands that use PPC ads likely put effort toward inbound marketing, as well. Inbound marketing involves strategically convincing your potential customers to come to you. That way, they feel they found you on their own
With search engine optimization (SEO), you can rank your website at the top of Google and generate leads organically. Although SEO takes work, it’s one of the best ways to see a long-term return on your investment. At ApricotLaw, we specialize in law firm SEO because we believe it’s one of the best law firm marketing strategies out there.
Link building is the bread and butter of any strong SEO campaign. To rank high in Google for your desired keywords, you must have strong and relevant links pointing back to your website. Once Google notices that you have a strong backlink profile, your website authority will build. Links work similarly to reviews. Strong links give you a good reputation in the eyes of Google and boost your status.
Without quality content on your website, you’ll have difficulty ranking, getting traffic, and generating leads. Google uses your website content to identify what keywords you want to rank for. Your content should be optimized for your law firm’s practice areas and location. It’s also important to write your content for your target audience. Ranking well in Google means nothing if you can’t convert website visitors.
Your social media platforms are where you can engage with past clients and build your brand. Although social media may seem pointless to some, platforms like Facebook and LinkedIn have become a search engine to many internet users. Without a strong social media presence, you may lose leads. You should encourage past clients to post positive reviews on your social pages and humanize yourself by interacting on social.
Although PPC ads are an outbound marketing strategy, they can be helpful in generating leads while you work on SEO for your law firm. Although SEO is valuable, it takes time. During this time, you may not be visible to your target audience in Google. PPC ads can bring your website to the top results and bring in some traffic while you work on ranking your website organically.
At ApricotLaw, we offer a free website analysis to determine the health of your law firm’s website before developing a custom online marketing strategy. We know it can feel overwhelming to dive right into various online endeavors, which is why our team eases your burden by doing the grunt work.
If you’re ready to discuss your law firm’s marketing goals in greater detail, you can schedule a free consultation with us by calling 877-203-0751 or by filling out the contact form below.
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