Shamil Shamilov, Managing Partner dNOVO Group.
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While most industries have moved online to match evolving technology, the legal industry has stuck to traditional marketing methods.
But the pandemic changed all that, forcing law firms around the world to move into the digital age. Today’s legal practice reluctantly accepts that clients are online and seek legal services there. So they have to be there too.
And while building an online presence is important, it’s unwise to skimp on marketing to save money or time.
Some businesses may be tempted to use pre-packaged social media solutions. For example, an agency that says “10 blogs/month” or “100 tweets/month” looks attractive at first glance. But in a rush to deliver volume, such agencies often fail to keep up with Google’s ever-changing search algorithms and produce low-quality content that doesn’t meet their clients’ business goals.
But is it possible to do digital marketing without wasting money? The key is knowing where and how much to spend. Here are my best recommendations for where and how you should spend your marketing budget.
Website development and ongoing maintenance
Your website is the backbone of your online presence, the way you communicate who you are. Without it, it will be difficult for clients to find and trust you.
A brochure-style website costs $14-$28 per month to create in a website builder like Wix and consists of several pages containing important business information, so independent legal practices should be enough.
For large law firms, consider custom websites for up to $50,000. These can be created using code on platforms such as WordPress.
WordPress is a great choice for creating user-friendly and mobile-optimized websites, but a custom website is more profitable if you want to stand out. First, it is specifically designed to meet your needs. Second, everything builds directly on top of it, so it loads faster and provides a better user experience.
Keep in mind that website hosting costs at least $2.95-$228/month, domain registrations cost $10-$15/year, and SSL certificates cost $50-$450/year.
Apart from your website, your SEO also needs to appear high in Google’s search results.
How do I make my website SEO-friendly? Start with these tips.
• Make sure each landing page has a unique title and meta description
• Use Friendly URLs
• Use image titles and alt text
• Optimize your website for mobile
• Optimize site speed
content marketing
Content and SEO go hand in hand. Creating search engine-optimized content requires a strong content marketing plan. Your plan should include all tools, distribution channels, resources, and costs that will be incurred.
Keyword research tools, which can cost around $200-$500 per month, are necessary to know what your audience is searching for and to develop relevant content. Creating content can cost a small company thousands of dollars, and a large company $3,000 to $5,000, depending on the volume and ability of the writer.
Lawyer.com and canadian lawyer Magazines with sponsored submissions are also good for SEO.
Guest posting is publishing an article on another website. This is usually done in exchange for links or money. Prices may vary depending on publication size. For example, you can publish in: lawyer Magazines are $500 a month, but larger publications can be $50,000 or more.
Search engines consider sites with higher Domain Ratings to be more authoritative, trustworthy, and trustworthy. Publishing on such sites with the right keywords and links can drive more traffic to your site.
Off-page optimization
Off-page SEO is a set of strategies for increasing search engine rankings outside of your website. Publishing content and backlinks from reputable online websites are two of the most effective ways to do this. Your goal is to expose yourself to new audiences, establish yourself as an expert in your field, and show Google that you can be trusted.
There is no specific price range for off-page marketing. It depends on the publication or author’s fee. You can also use off-page tactics such as commenting on blogs and forums, creating a business profile, and listing his business locally on Google for free.
It may sound easy, but it’s a lot of work. Check out blogs, forums and social media sites that may be interested in linking to your website. Next, you need to generate linkable content, which is time consuming and expensive. Depending on the vendor, you can expect a monthly budget of at least $6,000-$7,000.
social media marketing
Paid ads on Facebook can help you drive traffic to your website or gain followers thanks to its wide reach. It costs between $1,000 and $2,000 per month, but it’s a powerful way to attract new clients.
You can also open a free business account on Twitter to promote your services via sponsored tweets. This can cost anywhere from $450 to $1,600 per month, depending on how aggressively you want to advertise.
LinkedIn is also great for business outreach. Sidebar ads appear in user feeds, and InMail ads allow her to email millions of her LinkedIn members. These costs range from $1,000 to $1,500 per month.
Google Ads and other paid advertising
With Google Ads, you can quickly generate quality leads for your website. However, these ads require you to bid on competing keywords, which can be expensive.
Consider using an advertising agency that specializes in legal marketing to ensure your campaigns are monitored and optimized for cost efficiency.
Agency-managed campaigns cost about $5,000 per month, depending on the area of business.
Allocate a budget for the tool
Digital marketing is complex and continually evolving, so you need to streamline your processes. Otherwise, your efforts may be wasted. For example, you may need social media scheduling tools to visualize and plan your content, or legal CRM software to automate your email campaigns.
After all, you need to know exactly where your money is going and your return on investment. You can save time and money by outsourcing most of your digital marketing activities. Professional bodies have the necessary resources and expertise and access to insights. These factors can contribute to the company’s improved ROI and the success of his digital marketing campaigns.
