Law firms all over the country are looking for ways to grow and be successful. One way is by marketing your law firm, but not every form of it can work effectively in order to produce desired results-which means there’s no shame if you’re unsure about what method will best suit YOUR business needs! In this blog post, I’ll discuss some highly effective methods that lawyers might use when trying their luck at taking an already thriving practice up another notch or two. From social media strategies (perfectly legal!) right through website design, here’e everything you should know to market your law firm effectively. But first, we’ll discuss a marketing concept known as ‘marketing as a service’ or ‘MaaS.’
Decoding: What is marketing as a service?
Marketing as a service (MaaS) is a new type of marketing that is becoming increasingly popular with law firms and other businesses. MaaS is a subscription-based service that provides access to a range of marketing tools and human resources, including website developers & designers, content producers, CRM technology, email marketing platform, lead tracking software, and more. The benefit of MaaS is that it allows businesses to outsource their marketing needs to a team of experts, freeing up time and resources to focus on other areas of the business.
By providing you with a full marketing department for less than the cost of a single in-house employee, MaaS has the agility, affordability, and expertise to use all of these platforms to supercharge your marketing. This approach puts the brightest talent across every facet of marketing at your disposal, delivers tailored solutions, and utilizes custom tech, all for a flat monthly fee and no contracts.
We have worked with many law firms that needed help filling gaps in their marketing, standing out in a crowded field, and connecting with potential clients. MaaS has delivered, negotiating solid solutions for scalability and ROI using multichannel marketing solutions customized to THEM. Here is a look at what we can do for YOU.
Create Your Brand Identity
In a crowded market, law firms need to be as compelling as the work they do for their clients’ cases. MaaS can help you zero in on what makes your business different. Then our marketing professionals craft a messaging strategy that outlines your target customers, incorporates your unique selling points (USPs), and creates a cohesive framework around which all of your marketing will be structured. Once your brand identity is in place, your business is ready to wow.
Create a Website for Your Law Firm
Customers no longer regularly visit your office. The Internet is now the place they go to discover local businesses. Your website represents your business and may be consumers’ first impression of you. With a beautiful online presence, you earn more leads, convert more customers, enjoy greater visibility on search engines, and gain credibility among your target audiences, who now expect a professional and reliable business to be online. In addition, your website serves as a place to direct leads from all of your other marketing endeavors, a place where they can get more information and easily connect with your brand.
MaaS leverages a team of industry-leading designers, copywriters, photographers, videographers, and more who work together to create a professional website that drives leads and conversions among your target audiences. Designed with your needs as a law firm in mind, this website will embody your brand and include critical elements for any potential client: A list of your areas of expertise, contact forms to schedule a consultation, and educational pages to help clients navigate the law more confidently.
Design Printed Sales Collateral
MaaS creates beautiful, vibrant, branded sales collateral that gives you yet another touchpoint where you can connect and engage with potential clients. Need business cards to give to potential clients? Looking for trifold brochures to promote your specialties? Looking for one-page documents to focus on awards or testimonials? MaaS equips you with the materials they need to be effective.
Launch an SEO Strategy
The leading source of traffic to your website, and one of the best sources of leads for your business, is Google. Most customers, when they use this search engine, are looking for terms such as “law firms near me.” These industry-specific search terms show intent to use the services you have to offer. In order for you to be visible and dominant in your local market for these keywords, you need SEO. Leveraging MaaS allows a team of SEO experts to implement advanced search engine optimization techniques to help position your business on the first page of the search results.
These include the following:
- Developing a powerful Google Business Profile
- Implementing a keyword-rich blog strategy
- Website optimizations
- Keyword niche pages
- Paid and unpaid search techniques
- Integrated map and competition targeting solutions
- Reputation management campaigns
- Content marketing
- Updating local listing sites
- Developing Google Places listings
- And more
Manage Your Reputation
About 75 percent of consumers are more likely to trust a business that has positive reviews. From encouraging clients to leave reviews, to promoting positive reviews on social media, to helping you navigate negative feedback, professional reputation management ensures that potential clients always see your best side.
Manage Your Online Listings & Directories
Google My Business and other online listings and directories play a key role in your online visibility. By keeping them accurate, updated, and active, our team will ensure that your business is always front and center when potential clients are looking for the effective law services you have to offer. Accurate listings also ensure that clients can always reach you when they are ready to call, visit, email, or explore your website.
Create Professional Photos
Our industry-leading photograhy experts ensure that your law firm is displayed in a compelling, professional manner, so clients trust you to take care of their legal problems for them.
Manage Your Multi-Channel Social Media
More than 70 percent of Americans have a social media account, and 55 percent of consumers discover new businesses through social media. You want to be where your potential clients are, and that is social media.
Our social media professionals will develop and implement plans to build active communities across the social media channels that mean the most to your business. Platforms we can utilize include YouTube, Facebook, Instagram, and LinkedIn.
Implement Search Engine Advertising
By running strategically placed ads on search engines, MaaS can boost your online visibility and drive conversions. Search engine advertising primarily involves paid ads on Google and Bing. These ads appear for certain search terms that relate to your business and sit at the top of the search results for maximum visibility.
Implement Paid Social Media Advertising
Social media ads alert consumers to your business where they are spending time. Improved visibility for your business means improved leads and a better ROI. Through MaaS, advertising and social media experts leverage the power of social media to get visibility and engagement for your business with paid social media advertising.
Available on Tik Tok, Facebook, and Instagram, these ads appear alongside posts and videos to capture audience engagement. The best part? Social media advertising can be targeted specifically to the customers you want to reach, so you can maximize your budget and drive your results up.
Set Up Tracking & Analytics and Monitoring Reports
Track your websites, campaigns, and paid advertising through enterprise-level tracking tools that break down information at a granular level. Once you have all the data about what is driving the growth of your brand, you can make intelligent decisions that drive growth and ROI.
Track All Incoming Leads
The value of any marketing investment is the ROI. You need to know which of your marketing efforts are producing the best results. Through DNI, business call tracking, and form tracking, MaaS can track every lead and help you determine the ROI of each of your marketing campaigns.
✅ Dynamic Number Insertion (DNI)
DNI involves creating a separate phone number for each of your marketing touchpoints. Google Ads, for example, would have one phone number, while your print flyers would have another and your email marketing landing page would have a third.
✅ Business Call Tracking
DNI works in tandem with business call tracking to help you pinpoint the origin of every lead you obtain over the phone. Business call tracking can identify which phone number was used for each lead, enabling you to identify the marketing strategies that are producing the most leads.
✅ Form Tracking
Similarly, we use enterprise-level tools to track the origins of every form submitted on your website. Lead origination and tracking means that you always have a complete picture of your marketing performance so you can make smart decisions about how to move forward.
Manage Your CRM Database
Legal clients and leads require careful, personalized attention throughout their entire case. Using a CRM helps you keep tabs on their journey and reach out to them at opportune times to keep your company top-of-mind. MaaS provides you with access to a CRM database that stores all of the information about your leads and contacts. See who contacted you and what happened with each lead. See texts, messages, and phone calls, all in one database to help you stay on top of everything, simply. When you choose MaaS, we can even help you set up your CRM database and manage it with insights, advice, and tools to help you get the most out of it.
Implement Marketing Automations
Get more done in less time with marketing automations through GoCRM. We can create automated templates through GoCRM that allow you to target chosen segments of your contact lists and complete routine tasks without taking time away from your daily schedule. We can develop the content, create the segmentation, choose the triggers for the automations to send (e.g. Leads who have not responded in a certain period of time), and set up the timeline for the automations. Once the automations are created, you can nurture leads through the sales funnel while focusing on other important business tasks.
Develop Email Marketing Campaigns
As one of the marketing approaches with the highest ROI, email marketing can boost your revenue and turn cold leads hot. MaaS can leverage these emails to nurture leads, promote your legal expertise, deliver educational material, and target consumers who are looking for law firms in your area. With MaaS, you can use emails to overcome objections, provide social proof, educate your audiences, and let consumers know that you are an option in the legal field.
Provide a Full ROI Report
With MaaS, you receive a full ROI report based on real-time data and analytics plus our ability to identify the source of every lead. MaaS allows you to watch your business, and your profits, grow!
Marketing-as-a-Service gives you a modern solution to your marketing, whether you are looking to fill gaps in your marketing or seeking the services of a full marketing department. With customization, attention, and tools, we can build the marketing presence your law firm has been dreaming of. Contact us for a FREE marketing strategy roadmap today.