The Ultimate Marketing Checklist to Set Your Firm Up for Success in 2022
In the world of digital marketing, nothing stays static. That’s why you need to continually review and refine your processes to ensure you’re getting the most bang for your buck.
This marketing checklist will help take the guesswork out of your promotional efforts and provide you with the structure and direction your firm needs to succeed in 2022 and beyond.
Audit Your Website
Your website is the one area you have complete control over. You’re the gatekeeper who determines what is and isn’t shown to your visitors. Since your website will help set their first impression of your firm, it should provide a seamless user experience from start to finish.
Did you know the legal market experts at MyCase can build a custom website for your firm in as little as 10 days? Click here to get started.
Increase Load Times
Google PageSpeed Insights is a free tool that helps you find and fix any issues that are slowing down your web application. It also measures the performance of a page on a scale of 1-100. Aim for 90 or above for both desktop and mobile.
Make Your Website Mobile-Friendly
Since Accelerated Mobile Pages (AMP) signals to users that a site is mobile-friendly, implementing AMP on your website will help improve your search results. This means keeping scrolling, panning, and resizing to a minimum across devices.
Although plug-ins can add functionality to a website, they can also introduce security risks. Evaluate your plug-ins to determine whether or not you need them.
Share Reviews and Testimonials
Your online reviews and client testimonials should be prominently displayed on your website. This will help create trust, strengthen your credibility, and offer social proof of your service capabilities and past successes.
For more information on how to create, grow, and protect your firm’s online reputation, check out our FREE guide – Online Reputation Management for Lawyers.
Display Legal Awards and Accolades
Whether it’s Avvo or Super Lawyers, publishing awards or honors on your website is another trust-creating feature that can attest to your firm’s expertise.
Include Creative Elements
Your website needs a professional look and feel, which aligns with the expectations of your target audience. In addition to being eye-catching and easy-to-read, it should reflect your values and goals as a law firm.
Adding a video to the homepage of your website will make it easier to connect with visitors and keep them engaged. The visual format will help your prospects get a true sense of what it’s like to work with your firm.
Use Real Photos
Stock photos no longer cut it for most people. Instead, consider populating your website with real photos of your team and office.
Write Compelling Content
Creating compelling law firm marketing copy means talking about the needs of your audience. To achieve this, try reducing the use of unnecessary jargon and instead, put together concise and approachable copy.
Assess Your Social Media Efforts
Legal consumers are increasingly turning to social media for legal advice and services. Each time you post on your firm’s social channels, you provide your audience with the opportunity to directly interact with your firm. Staying consistent and being guided by data is key to succeeding on social media.
Analyze Your Audience on Each Platform
Most social media sites provide you with information about how your followers consume and interact with your content. Audit your followers at least twice a year to ensure your followers reflect your target audience.
Instead of manually entering your leads’ information, MyCase gives you the option to create and embed a ‘Contact Us’ form directly on your website. Here’s how.
Calculate Cost vs. Return
Take a look at how much your firm is spending on social media and how much value you’re getting in return. This goes beyond the cost of paid ads and includes expenses like third-party analytics tools, marketing agencies, and premium subscriptions.
Research Your Competitors
It’s always good to be aware of your competitors. Look into how they’re leveraging social media–which platforms they’re using, the types of content they’re posting, how often they’re posting, and which posts of theirs are getting the most engagement.
Putting it All Together
After conducting an extensive review of your marketing strategies, you’ll be in a good place to start the year strong. If the time you spend revamping your marketing plan results in more engagement, clients, and revenue, then it’s time well spent. Kick off your journey by downloading our free marketing checklist here.
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