Building your Online Law Presence
Starting out in the law business and want to get ahead of your competitors? Read on to find out how to build a strong online presence without breaking the bank.
Before you rush into the online world all guns blazing, take a look at what your competitors are doing. Read their onsite copy, check out their social presence and analyse what is and isn’t working for them. Go beyond this, make a list of the terminology competitors use to speak to their audience and see if you can identify a gap in the market to stand out from the crowd.
Tone of voice is key to developing a strong online presence and used correctly can become the bread and butter of your marketing. Make sure that whoever is in charge of the writing has a strong flair for the written word because copywriters are essentially invisible salespeople. Food for thought.
Once you’ve figured out exactly what your USP is, it’s time to decide on a target market. This will be easy if you are already doing regular business as you can create personas based on your current demographic. Compile persona’s based on age, occupation, budget, goals and trusted sources.
If you don’t have an existing customer base yet, use your competitors as a jumping off point to identify your target market. The more specific your target market is, the more targeted your marketing needs to be. Conversely, if your service appeals to a large variety of people, emulate this in your marketing.
It’s all very well claiming that your law firm is the cat’s pyjamas, but without a regularly updated onsite blog to go alongside your web page copy, it’s going to be pretty hard to prove it. Onsite blogs are the place where you can brag about that award show you got invited to, showcase exceptional client feedback or even put together advice pieces to prove that you really do know what you’re talking about.
The truth is, any business worth their salt needs an online blog to strengthen brand identity, gain the trust of potential clients and rank favourably in search engine results. Come up with a content strategy and aim to update your blog at least once a week.
It’s a common myth that all social media is good social media – there’s no point in creating an Instagram account – which is targeted at 16-25 year olds – if you specialise in divorce settlements. Twitter is a strong social media choice for the law industry as it doesn’t require any flashy images or videos, just a terrific command of the English language.
The basic rules of Twitter are to be generous with other people’s content, follow your target market, develop a tone of voice, be consistent with content and optimise your tweets for search. Follow these 5 golden rules and you won’t go far wrong.
Strategy is important. Just as you wouldn’t run before you could walk, be sure to map out exactly where you want to be in 6 months’ time and exactly how you’re going to get there. Don’t attempt to wing it.
Legal PR is tricky to get right, but the more you prepare, the more likely you are to succeed. Be realistic in your expectations, don’t expect to be featured on the front page of Google or get a shout out from The Guardian in the initial months. From establishing a presence on social media to gaining blog traffic, remember Rome wasn’t built in a day.
Author Note: Byfield Consultancy are a group of established reputation management consultants situated in London. Specialising in legal PR and media skills training, this well-respected PR firm work behind the scenes to raise the profile of businesses using a variety of innovative techniques. For more information or to make an enquiry call 0207 092 3999.