The legal field isn’t known for making quick changes. However, that should not stop you from upgrading your firm’s practices. Law firms should not hesitate to adapt to new technology. With huge companies like Google and Apple, there is a lot of technology that can help improve the effectiveness of your digital marketing plan.
Today, we are going to focus on the biggest tech company in the world. Their products can help with your workflow and marketing needs. Let’s take a look on Google.
The King of Marketing: Google
Google has a wide range of analytics, marketing, and workflow tools to help drive case intakes, search engine rankings, and website traffic.
Most people use the Internet to search for local products and services, including legal consultation. Think of Google as a huge phonebook. Clients looking to find a local business will use the web around 85 percent of the time.
You want to get your law firm in front of those local clients, and that means appropriately utilizing Google to enhance your digital marketing. When customers are searching for legal help, your firm needs to advertise and follow those prospective clients.
Here are the top five Google products that you need to use to boost your law firm’s online presence.
Google Local (aka Google My Business)
Google Local is essential to engage with your potential clients, and it allows Google to know a little bit about your firm.
Their service will let you list your business hours, contact information, and other details about your practice. When a person is searching for law firms in the area, your practice’s information will show up in the listings.
You want to be included in Google’s local 3-Pack. What’s a 3-Pack? It displays three local businesses after an online search, and these results are gathered from Google Local information.
If you want to appear in the 3-Pack, you need to keep your Google account current as you continue to produce engaging content.
Google Console
Google Console is a one-stop solution to view your website’s optimization, and it also plays an important role in legal SEO marketing.
Your law firm can solve website crawl issues, site speed, indexing, and AMP. Along with that, you can get a detailed look at visitors’ page visits and their searches on your site.
Google Console is one of those keys to the success of your law firm’s digital marketing strategy.
Google Analytics
You may have heard the words: search engine optimization or SEO. What is that? In a nutshell, SEO uses specific keywords, links, and content to tell Google to rank your site higher on the results page.
SEO is a must for any digital marketing plan!
Google Analytics will help you plan the right SEO strategy. Their software tracks trends for websites, including content performance, keywords, traffic sources, and conversion rates.
You can even see where your new clients are coming from, and it gives you a clearer picture if you are targeting the right cases in your local market.
Google AdWords
Google Analytics is a great way to operate your marketing campaign. AdWords is another key to get that plan into place.
This Google tool displays ads to people across the Internet. The targeted ads show up on search engine results pages and banner ads.
The best part: you can target key demographics in your area.
You can accomplish this in several ways:
- Target by keyword: You can choose keywords that most clients will use in a search (i.e., “personal injury attorney in South Beach”).
- Target with banner ads: These ads will display when a person visits a specified page (in most cases, a law-related page).
- Target by demographics: You can expand your audience and target particular groups by age, gender, income, and more. Google helps track this information from cookies and other Google-based accounts.
With the help of Google AdWords, you are putting your law firm in front of the right prospective clients.
YouTube
You might not consider YouTube to be a tool for your firm but think again. Content marketing is slowing replacing SEO keywords. Fresh and engaging content generates three times the ROI of outbound marketing. And the best part: it costs 62 percent less than traditional marketing methods.
You want to create and promote content that your clients want to consume. YouTube is the perfect outlet to attract clients with engaging content.
Your firm can create videos to explain certain aspects of the law, discuss news topics, and even offer tips. This strategy is what is known as “inbound marketing.” Instead of stale TV ads or cold calls, you are attracting clients with useful, high-quality content.
Which Google Tools to Use?
You really want to take advantage of everything in Google’s toolbox. Each tool works with the others to maximize the effectiveness of your digital marketing efforts.
Google controls how your law firm will perform online, as they ensure their customers will find the best search results to meet their needs. On their own, these tools will help with marketing. However, you want to use them in conjunction to crack the ever-changing Google search algorithm. Take advantage of these tools to get better tracking for your law practice.
When you combine inbound marketing, analytics, and SEO, you will get some exposure for your firm to keep those clients coming in.
Get Started Today!
If you are looking for legal marketing services, you can contact us. We specialize in creating a digital marketing plan to suit your law firm’s goals.
We have the experience to build your law office’s brand presence and drive new case intakes.
You don’t want to be left behind with your digital marketing strategy. Let us help you get started today and grow your law firm’s online presence!
