What is digital marketing?
Digital marketing, also known as online marketing, refers to all marketing efforts that occur on the internet. Examples of digital marketing channels include:
• Search Engine Optimisation (SEO)
• Content Marketing
• Social Media Marketing
• Search Engine Marketing (SEM)
• Affiliate Marketing
• Native Advertising
• Marketing Automation
• Email Marketing
• Online PR
• Inbound Marketing
• Sponsored Content
• Instant Messaging Marketing
Law firms may use one or more of these digital marketing channels to generate leads and establish a stronger online footprint.
Why digital marketing?
In the current climate, digital marketing is a must for law firms to progress. Digital marketing helps you to reach a larger audience than traditional marketing. It is more cost-effective than most traditional methods. Digital marketing is also measurable and allows you to pivot and change the digital marketing strategy to optimise the results.
How does it fit into your marketing mix?
Digital marketing can support your marketing plan and your overarching goals. Depending on the goals of your strategy, digital marketing can further enhance the outcome of your strategy by targeting specific people through free and paid channels.
Digital marketing can only work if your website is up to scratch. If your website is not content-rich or has the tools to convert traffic, you may find digital marketing is not the right strategy for your firm right now. You may need to upgrade or fix your website first to ensure your digital marketing campaigns delivers the maximum results.
Where do you start?
The digital marketing space can be daunting for many firms. You should start with your marketing plan and get an audit of your website to check it is effective and build a digital marketing strategy around it to support your overarching goals. It is critically important to have your website right before you dive into any form of digital marketing.
Once your website is up to scratch, create a digital marketing plan that will help you achieve your goals.