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The rollercoaster ride of 2020 is almost over, and 2021 is on the horizon. Digital marketing never stops, and if you want your law firm to compete in 2021, start looking at the hottest digital marketing trends for the fresh, new year ahead. What are the best strategies for promoting your law firm in 2021? Read on to learn more about crucial opportunities for legal digital marketing.
Legal Digital Marketing
Legal digital marketing for small law firms uses online technology to advertise and promote legal services. Focusing on computers, mobile devices and various digital platforms, digital marketing is the preferred modern strategy. There are four main ways for law firms to advertise online, and each method has its pros and cons. They include:
- SEO is a good investment of time and money, since it is effective and long lasting. Unlike other methods of advertising, SEO doesn’t get used up or go away once it has been applied.
- PPC is “Pay per click” advertising and it can gather immediate client leads. The drawback is that once you have gotten the clicks, your money is spent, and when you stop paying for PPC, you will no longer get those leads.
- Social Media can build your brand, educate your ideal client persona, and draw visitors to your website.
- Attorney Directories, when optimized fully, are an outstanding way to promote your law firm and its services.
SEO (search engine optimization) is an effective marketing strategy that demands time and effort, but offers solid results. By the use of carefully chosen key words and phrases in online bodies of text, SEO is ideal for legal digital marketing. SEO has been around a while now, but what are the cutting-edge SEO trends for 2021?
SEO in Spanish
The numbers report that Hispanics make up 17% of our U.S. population, and this group is growing rapidly. Allow your digital marketing strategy to reflect this trend — especially to the younger Hispanic audience. Seriously consider creating original content with SEO in Spanish for your law firm’s website. Do not simply translate existing English SEO into Spanish, since the translated phrases might be awkward or inconsistent after translation. Transcreation for SEO is better than translation, because it adapts the message into the language while preserving its original intent, style and context.
Video marketing can capture interest and attention like text cannot, and it allows your law firm to have current, appealing content you can share in a variety of online venues.You can optimize your videos for search engines and track the metrics to see how video is performing as a piece of your marketing plan.
Your law firm’s podcast can be a highly effective tool, attracting potential clients and establishing your authority. When you transcribe your podcast, you can employ SEO and boost up your search engine rankings in the process. When guests appear on your podcast, they can provide a link to your podcast on their own website, which creates a positive, ongoing web of support for your digital marketing strategy.
Continue Quality Content
Quality content is still an essential foundation for your law firm’s website and marketing plan, because it gives a key guide to legal matters and can direct consumers to contact you. Make your website a trusted resource with relevant, top-notch content that is optimized for SEO.
Voice Search Optimization
Consider the growing trend of voice search when producing website content. If your website is not already optimized for voice search, 2021 is the year to jump in. Voice search has been trending for a while, and is surpassing everyone’s expectations. Voice assistants are here for the long-term, and if your website is not prepared and ready for voice search, you will be missing out on a big chunk of search engine volume.
Pay-per-click (PPC) results can be quick and impressive. Also called a “paid search”, PPC enables a law firm to bid on keywords and pay when people click on these. Here are two sharp 2021 trends for PPC:
Google Search Ads in Spanish
As mentioned before, digital marketing to the Hispanic population is a growing opportunity, and it has significant potential. You can start tapping this neglected resource by making one quick change immediately: check your ad campaigns and change those that are “English-only” and adjust them to include Spanish. When a user interfaces using Spanish, your Ads will automatically switch over to Spanish.
Google Display Ads
Another key opportunity for law firm growth in 2021, the Google Display Network is a powerful way to reach 90% of internet users. The Google Display Network offers ads to target audiences when they are otherwise occupied online, or when they are in the middle of browsing and getting ready to buy. When a potential client is researching legal services and considering their options, Google Display Ads can direct them.
The past year was a positive one for social network growth and engagement. Even though 2020 lockdowns were a possible reason for this, experts do not expect social media use to decline; in fact just the opposite. Here are some essential social media strategies for legal digital marketing in the year ahead.
Facebook is a preferred and powerful tool for lawyers and there are a few strong trends.
- Facebook Ads for Law Firms is a proven and successful way to invest in digital marketing. The cost-per-click of Facebook Ads is less than for Google Ads, but Facebook use is on the rise — so this is a great opportunity for 2021.
- Organic growth through posting. Promote your law firm by creating appealing and consistent posts, targeted to your ideal client (create a buyer persona). For many law firms, Hispanic individuals are an ideal and untapped client base.
Your law firm should have a brand, and Instagram is a superb place to promote it. Offer regular law firm updates with stories and posts to keep in touch with your followers and to draw new ones. Explore the use of Instagram ads as a way to connect with and retarget consumers who click on them.
Other Social Media
2021 may uncover more popular social media platforms, so stay alert to other emerging trends and be ready to share your brand.
Online legal directories (such as Justia.com, LegalZoom, FindLaw.com, Avvo.com and Nolo.com.) are a vital, fast-growing marketing opportunity for 2021. In order to capitalize on these directories for successful digital marketing, your law firm’s listing must be optimized. You can learn more about using attorney directories by visiting their sites, but for most of them, it is a preferred strategy to fill out a complete profile rather than include just bare bones information. There are optional upgrades, and listing your law firm in multiple directories may be an effective game plan as well.
Last, but not Least: CONTENT, CONTENT, CONTENT!
Make 2021 Your Year To Increase Your Law Firm’s Online Visibility!
Less people are commuting to work and viewing billboards, and more people are searching for relevant legal information and help online. Legal digital marketing can transform your law firm and the trends are constantly changing. In 2021, consider doing more to reach the Hispanic population, fully employ social media, optimize ads, use directories and SEO in order to create a vibrant legal digital marketing plan in the year ahead.
Law Quill would welcome the opportunity to visit with you about how we can help you increase your law firm’s online visibility and gain more clients! Schedule a free visit with us by scheduling a quick phone or zoom call at your convenience on our calendar today. You can also email us at [email protected].