7 Digital Marketing Top Tips for Legal Suppliers
Legal marketing is known for its traditional practices more than its innovation, but if one thing has been made very clear for businesses since the start of this decade, it’s that innovations are essential to keep businesses secure, stable and sustainable. These don’t have to be dramatic changes, something like a new approach to digital marketing can be transformative enough to bring in new business and retain existing clients.
A great tip for legal suppliers is to invest enough in order to produce an ROI that will drive growth. However, legal sector marketing is often neglected, with the average firms allocating less than 2% of their revenue into it- despite the data showing that those that spend more on marketing tend to see improvements in aspects like demand and productivity.
Just because your competitors may not be investing enough into their own marketing doesn’t mean you can rest easy, with a bit of time and investment, there’s an opportunity for your marketing to have the edge. However, the window before the competition intensifies is closing- the legal services revenue forecast predicts continued growth of 4.9% for legal services, indicating more investment in marketing.
In this article, I’ll take you through 7 digital marketing tips for legal suppliers to help you improve the outcome of your marketing efforts. You’ll notice that each item I’ve identified feeds into the next, this is because every aspect
Your 7 Top Tips To Digital Marketing
At the heart of any successful digital marketing is a strong strategy. When it comes to marketing to traditional sectors such as legal, firms want to outsource to providers that fully understand their industry, and so as a legal supplier, your strategy needs to focus on building credibility by showcasing your expertise and knowledge.
Your marketing also needs to work as a finely tuned machine, with one function supporting and elevating the other aspects. For example, if you’re trying to drive traffic to your site with a great social media strategy, but your site isn’t user friendly, you’ll have a high bounce rate and keep losing out on potential leads that arrived from your social media channels with intent.
When you build your strategy, there are 8 steps you’ll need to facilitate the following:
- Agree and develop an action plan
- Develop content to promote your expertise
- Build an engaging website and make it visible on Google
- Educate, inform & entertain by regularly sharing content
- Generate leads for your LinkedIn
- Nurture your prospects with personalised messages and offers
- Give clients a reason to return with regular updates and offers
- Monitor and analyse your marketing for strengths and weaknesses
Once these actions have been put into motion, your marketing will have all the components it needs to retain existing clients and sustainably reach new audiences.
As a legal supplier, there is probably a growing list of competitors that you want to stand out from, and so there’s little room for error when it comes to your website. Think of your site as your digital business card- if it’s rough around the edges and doesn’t give the visitor the information they need, they’ll look to your competition.
An effective website for a legal supplier should possess a few components:
- Seamless navigation
- Consistent and clear branding throughout
- SEO to enable qualified leads find you through Google
- Fresh, relevant content
- GDPR compliant
Your website is also usually your most valuable marketing asset. It connects to almost every touch-point of your clients’ customer journey, and so having someone responsible for the day-to-day upkeep and security of your site should be essential.
So you have a website which is secure and has seamless navigation to take visitors exactly where they want to go- but what content and marketing assets do you need to include to keep visitors on your site and get them to ‘know, like and trust’ you.
As a legal supplier, credibility is everything, and so your website needs to include all the essential material to help establish your brand as a voice of authority within the sector. To do this, you’ll need to keep your site up to date with fresh, relevant content.
Assets to help build your credibility include:
- Blog page with industry insights
- Case studies
- eBooks, brochures and whitepapers
It’s crucial that your audience can easily locate these on your site. However, to actually grow your audience, you’ll also need to make sure it’s in reach of new audiences outside of your existing clientele, too.
You can achieve this on-site with Search Engine Optimisation (SEO) so that your target audience can find you through the search engines. Getting a top-ranking spot on Google will mean lots more qualified leads entering through your site- but this only works as part of a long-term, consistent strategy, as Google’s crawlers regularly check your site to index it on the search engine results pages. Algorithms inform the ranking position based on a number of SEO factors, including content, site speed, bounce rate and more.
However, there are also faster ways of reaching new audiences which can work in conjunction with an effective SEO strategy.
Our tips for legal suppliers wouldn’t be complete without giving your Key Performance Indicators (KPIs) a mention. In order for marketing to be a success in any sector, you need the tools and process to carefully track each aspect of your marketing.
If one function isn’t working to full effect, it will impact on the whole of your strategy, and so the tracking of your progress and results will allow you to pinpoint what’s performing well, what needs improving, and what needs a new approach.
However, one of our top tips is to ensure the metrics you do track provide value and move you closer to your goals. Metrics that don’t do this are called vanity metrics- while they may look satisfying on paper, they don’t actually contribute to anything in practice.
There are lots of legal suppliers who are true experts and specialists in their field, but if they can’t communicate directly to their audience, no ones going to know how great they are. While a robust SEO strategy will bring more visitors through the search engines (SEO is responsible for 50% of the internet’s traffic), it makes a lot of sense to also seek out an audience where you know they’re spending their time: on social media.
For legal suppliers, the place to focus your attention is on LinkedIn. LinkedIn is one of the most (if not the most) accessible platforms for you to find and reach decision-makers on. It also happens to be a platform where people expect to do business and engage with suppliers and so your audience will be more open to learning about your products/services.
To engage your audience, it’s a good idea to start out with a content plan with at least 2 social posts plotted for each week- and this is where your marketing assets on your site, like articles, videos, testimonials and so on can be shared.
However, the first people to see (and engage with) your posts will almost always be in your existing LinkedIn network, and so to really execute your LinkedIn social strategy really well, creating a network that elevates your strategy should be on your action list.
All marketing technically falls under ‘lead generation’, but there are a couple of specific, targeted methods that we use to obtain qualified leads that will also grow your prospective network on LinkedIn.
Using LinkedIn Sales Navigator to find and connect with your market segment and using conversational marketing to build authentic relationships with the decision-makers at firms can provide significant value, and supports other areas of your marketing. The more qualified leads you build on LinkedIn, the more that will see your social media posts with a CTA to your site. You can also use LinkedIn networking as a method of collecting qualified leads for your email marketing campaign.
Lead magnets are another method of building clean email lists with a high chance of a conversion. You may consider offering something of value to your target firms, such as a free eBook or a complimentary webinar, in exchange for the visitor’s company email address. Once you’ve begun the process of generating qualified leads, email marketing is the final marketing action we recommend for legal suppliers.
Email marketing is a highly effective tool that legal suppliers can use to reach out to those entering into the customer journey as well as to retain existing clients. One tip for legal suppliers is to never underestimate the value in client retention- it’s cheaper to do, and it’s what 79% of Chief Marketing Officers are looking to in order to fuel growth in the next year.
Use email marketing as a direct line of personalised communication to keep your clients informed about any relevant updates or developments in your business. However, you’ll also need to provide something of value to the firms receiving your updates. You can include similar items to what you use as your lead magnets, including free trials, ebooks, and so on.
With email marketing, you can also create different contact lists and build various automations so that you can personalise your messaging depending on the audience and meet their needs at every stage of the customer journey.
Taking personalisation to the next level, using a combination of email marketing and LinkedIn lead generation, will provide you with an edge over your legal supplier competitors and ensure you retain more of the firms that are already on your client list.
What's the Take Home?
While the legal sector isn’t known for its innovative marketing, it’s quickly growing and, in the process of becoming more agile, it’s beginning to embrace digital and tech more wholeheartedly. The result is that legal suppliers can expect to see more comprehensive marketing strategies from their competitors, where all the dots made up by the various marketing channels are connected. The only way to progress forward as a legal supplier is to raise the bar yourself, providing your audience with a customer journey that they’ll come back for.