As with any other business, bankruptcy lawyers require strategies and planning to succeed with their advertising. With a well-developed marketing strategy in place, you'll be able to stand apart from other law firms. However, there are some steps you will need to take if you want to launch a strong digital ad campaign.
Before we go into the tactics involved in a winning digital marketing campaign, two things need to happen first:
1. Create a marketing/advertising plan
Before you can begin developing your advertising strategy, you need to have a plan in place. Consider the demographics of your target audience, the specific legal issues they’re experiencing, and the criteria that are most important to them. For instance, some priorities for your audience might include cost, trustworthiness, and geographical distance.
You can paint a picture of your audience by surveying existing customers, or you can engage in paid market research.
2. Position your company/brand
You also need to position your company, which means placing your brand higher in customers' minds than your competitors. What is it that people are looking for from the perfect firm, and how can you give it to them?
Apart from positioning, you will also need to demonstrate credibility and authority through branding efforts. Branding will entail getting prospects to develop a positive perception of your firm and as you develop a unique and trustworthy identity. In turn, good branding can improve positioning within your target audience.
With these steps in mind, the following are some elements to include in a digital advertising campaign.
One of the key ingredients of successful digital advertising for legal services is a fast and user-friendly website. It only takes around 0.05 seconds for people to form an opinion about a brand's website and decide whether to stay or leave it. With so little time, it's necessary to make a good first impression.
Ensure your website accurately represents your law firm, with color schemes and visually appealing content that's unique to your brand. Your website should also be easy to navigate with a clearly labeled menu and pages that detail your firm, practice areas and ways to contact you.
In addition to an accessible and attractive website, you will need to implement good SEO practices to help you establish a strong online presence on search engines. You can make sure people find your website on Google and other search engines by:
- Claiming your local listings
- Syndicating your listings
- Obtaining reviews from past clients
- Practicing good on-page SEO, including optimized content and headers
- Improving technical SEO on your website
Expanding on the last point, your website should have fast-loading webpages. Research has shown that nearly half of all people expect a website to load in 10 seconds or less. Your website also needs to be mobile-friendly as many people search for businesses on mobile devices. Also, all URLs on your website should be keyword-friendly and relevant to the page content.
Webinars and Blog Posts
To expand your brand and establish yourself as a thought leader in the legal field, you can also take advantage of webinar opportunities and write blog posts. Webinars can be an excellent way for people to get to know you as a recognizable persona, gaining their trust. Meanwhile, blog posts can attract people who are researching topics at every stage of the buyers funnel, from basic information about bankruptcy to finding the best attorney.
To attract more attention to your blog posts and webinars, you can also share them on social media platforms.
Through social media, you can promote your website, webinars and blog posts. You can also communicate with prospects and past clients using social media engagement as you build your reputation on Facebook, Twitter and other channels. At the same time, you'll be able to run video or image ads and target relevant audiences. When used properly, social media can effectively supplement your website and other digital marketing efforts to maximize your reach.
Work with a Media Partner for Your Next Bankruptcy Attorney Advertising Campaign
By developing an effective digital advertising strategy and positioning your brand, you can stay ahead of competing law firms and establish trust among your audiences. With a combination of good website design, SEO, webinars, blog posts, and social media engagement, you'll benefit from a complete advertising campaign. Pairing this with an on-air television schedule will also enhance your reach and boost your credibility even further. If you're worried about being overwhelmed when developing a digital advertising campaign, a dependable media partner can help you put together a winning strategy.