Most things are pretty expensive in Massachusetts, but law firm marketing doesn't have to be. If you have a website and some content, you're already in a good position to generate leads. The trick is knowing what to do with them.
Many lawyers depend on local clients for a large portion of their business. Consequently, law firms often use local-centric marketing efforts to expand their client base. According to the National Law Review, of those individuals looking for a lawyer, 71% consider it important to find a lawyer locally.
Massachusetts law firm marketing is similar to most law firm marketing, except that every effort is designed to target a geographic area. Taking out ads in Massachusetts-based publications and media broadcasts is one way reach local audiences. Not every law firm has the marketing budget to afford such advertisements, however.
Thankfully, digital marketing strategies can also be geared to speak to a local audience. Most of them are relatively inexpensive. Here are 4 low-cost strategies for Massachusetts law firm marketing that can help law firms generate more prospects in the Bay State:
1. Website Optimization and Local SEO
Website optimization is the process of maximizing the conversion rate that one’s website delivers. It incorporates elements of design, written content, navigation, and the calculated placement of contact forms. As a result, Massachusetts lawyers can cater to local aesthetics and include content that addresses local concerns.
Search Engine Optimization (SEO) is the process of designing web pages to achieve high rankings in search results. Keywords can be chosen depending on target markets and placed strategically throughout web copy so that search engines can find the pages easily when someone conducts a search.
Local SEO involves locally targeted keywords, such as, “Massachusetts lawyer” or “Massachusetts law firm.” The trick is anticipating which search terms prospects will use and ensuring that your law firm’s website is what they find when they do. Short keywords like these are usually difficult to rank for, however.
To achieve higher rankings, shorter keywords can inform longer variants, called “long-tail” keywords. For example, “free Massachusetts lawyer consultation” might be easier to rank for than “Massachusetts lawyer.”
2. Local Content Marketing
Individuals who need legal assistance often have questions about the local law. When they do, they turn to the internet. Because laws differ from state to state, Massachusetts lawyers can answer questions that revolve around laws in Massachusetts. By providing assistance to local prospects through blog posts, eBooks, and guides, Massachusetts lawyers can establish themselves as leaders in their area of Massachusetts law.
Successful content marketing depends entirely on messaging and consistency. Blog posts should be targeted to a specific ideal prospect and written to convert them into contacts so they can later become clients. To take content marketing a step further, lawyers can write longer documents, like eBooks, and offer them behind a contact form as gated pieces of content.
3. Locally Targeted Email Marketing
Year after year, email marketing had been regarded as the most successful digital marketing strategy by both B2C and B2B businesses: 73% of businesses say email generates a positive ROI. As part of a Massachusetts law firm marketing strategy, email marketing can nurture local contacts so that they take the next step and become clients. Once again, the key is in the messaging.
Massachusetts law firms can use segmented email contact lists to send specific emails to specific prospects. Included in the segmented lists should be a local contact list. Emails that get sent to local contacts should be catered to them specifically in terms of content, subject line, and embedded calls to action.
Using targeted emails guarantees better results, as 74% of marketers say targeted emails increase customer engagement.
4. Social Media Marketing
Social media platforms are an essential part of any Massachusetts law firm marketing campaign. This type of marketing includes posting links to both original and shared content. Shared content could include relevant news items or articles written by leaders in the field.
Massachusetts law firms should stay apprised of local news and share Massachusetts news pieces to their social media networks to reach local audiences. Special attention should be paid to news items that relate specifically to their practice area.
Possible social media venues for lawyers include LinkedIn, Facebook, and Twitter. In the case of Twitter, Massachusetts lawyers can use locally significant hashtags to create more local exposure for their tweets.
Outsourcing Your Massachusetts Law Firm Marketing
Massachusetts law firm marketing can make the process of obtaining new clients easier and less expensive for local lawyers. Many law firms don’t have the time or the budget to produce a substantial in-house marketing effort. Marketing tasks like social media maintenance and SEO fall by the wayside.
While the above four marketing strategies are inexpensive, they will take a significant portion of time out of the day if they are to be conducted properly.
To resolve this problem, lawyers can outsource their marketing efforts. Menial tasks like scheduling out social media posts, website optimization, and SEO can be assigned to marketing professionals. Relying on professional marketers ensures that every marketing effort is done correctly from the beginning.
After all, Massachusetts lawyers need focus on what they do best: assisting their clients and practicing law.