Law Firm Web Marketing

    

Mobile Marketing Tips for Law Firms

Mobile marketing is gaining immense popularity, and in almost any professional context. Mobile marketing for lawyers and law firms is projected to be one of the most efficient channels for branding and advertising, especially for those legal professionals who handle plaintiff-consumer cases.

However, if carried out inaccurately, mobile marketing could offer minimum returns and could even pose detrimental risks if not monitored correctly. Lawyers in particular will want to focus on mobile marketing campaigns that target very specific markets and areas of law. And with the various opportunities for mobile marketing, legal professionals will want to exploit only those techniques that will aid their marketing efforts, not hinder them.

Below are considerations and tips to help you and your practice develop the optimal mobile marketing strategy.

Considerations for Going Mobile

The first and most important step to implementing mobile marketing for your law firm is to set goals and objectives. This may require an extensive evaluation of your services and your firm's position in the market, but in essence, this phase of incubation and planning will help you figure out exactly how mobile marketing may help your firm.

Some questions you may what to ask yourself are:

  • What types of services is your target market searching for on mobile phones?
  • What types of mobile applications and mobile marketing tactics suit the firm the best?
  • What types of clients will be receiving mobile-based promotions?

Start getting your creative juices flowing, and conjuring up some innovative, yet intuitive ideas that flow with the services and brand of your firm.

A Mobile-friendly Website is a Must

Some law firm websites are complex and deep with tons of webpages. If a prospective user is looking for help from a mobile browser, you will want to make sure the content of your website is clearly viewable. More importantly, you will definitely want to ensure that you have a legitimate call to action so they can contact your firm.

In some cases, a dedicated website, such as .mobi, may need to be developed in order to cater to your mobile market. If this investment seems overkill, you can reduce the size of the mobile website to only a few key pages, or perhaps create a simple landing page that includes only basic information about your firm. And of course, don't forget about a prominent call to action.

Capturing Mobile Traffic

There are plenty of mobile advertising channels to choose from, but the most powerful come in the form of search engine marketing.

Being found in the search engines, whether on a PC or smartphone, can be a complete marketing game-changer. There are two methods to obtain better search exposure: organic SEO and Pay Per Click advertising.

Organic SEO for lawyer websites requires a more long-term investment of optimizing the content on the site, as well as executing link building campaigns and other off-site strategies. This process is a bit more time consuming, however it can offer great returns and cost-efficient marketing spend.

In Pay Per Click (PPC) advertising, the opportunities are a bit more immediate. A firm can bid for top search engine placement on the keywords that drive the best traffic. And with mobile search, attorneys can take advantage of "click to call" - when a user clicks on a paid (PPC) ad, his or her phone immediately starts calling the firm. What's nice about "click to call" is that a mobile-friendly website is not needed.

Mobility Moving Forward

First, have your goals, objectives, and overall game plan laid out. Don't be afraid to ask for insights from other marketers or even future prospects. Perhaps try surveying a few of your trusted clients to get feedback as to which mobile marketing strategies might work the best.

Mobile marketing is growing fast, so make sure your legal practice is ahead of the game.

If you have any questions or comments about mobile marketing for lawyers and law firm, please add them in the comments section below.

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