Up until recently, the success of many law firms and other legal organizations was primarily built on referrals, where word-of-mouth was currency. Bringing in new leads and clients was all about reputation management, networking, and making the most of the visibility you would receive through large industry events and well-known publications.
Today, however, 96% of people searching for legal advice now use a search engine – and 62% of these legal searches are non-branded.
The majority of people looking for legal services and solutions aren’t using a specific company name. In fact, they’re statistically a lot more likely to use a geographic term in conjunction with the topic of their interest – so for instance, defense attorneys in Boston. Therefore, from a business-to-consumer perspective, your online presence and content, as well as a well-designed, well-optimized and easy-to-navigate website are going to make a significant difference in the way your firm or institution is perceived.
It's no secret that marketing is going digital across all industries. And to keep up with competitors, law firms need to follow suit and adopt fresh legal marketing strategies that accommodate the needs, research habits and buying behaviors of the modern prospect.
Without further ado, here’s a look at four legal marketing tactics you may not have tried yet that can pay off big in terms of lead gen results without breaking the bank.