There is absolutely no denying the fact that the product marketing Industry has long shifted its operations from mainstream television to the internet. In light of this shift, sellers and service providers have made use of different methods and techniques to lure potential customers towards their online businesses.
As the Internet keeps on growing and expanding, technological advances have led to the development of more sophisticated and effective ways for online businesses to increase the traffic on their websites.
Just like any other online service provider, law firms also need online traffic. However, a common question that arises is, “What is the best way for law firms to attract online traffic?” The simple answer to this question is PPC.
Although modern law firms are aware of the fact that a solid online presence is essential for their business, some of them are still reliant solely on organic traffic and primitive SEO techniques to attract new customers. For all the lawyers reading this article, PPC is the most inexpensive and time effective method of marketing your legal services online.
PPC stands for pay-per-click and it is an online marketing model in which advertisers pay a set amount of money each time one of their ads is clicked. Basically, it is an inorganic way of getting potential customers to visit your site by posting ads for your service on different online platforms. Search engine advertising is one of the most popular forms of PPC and it is used along with traditional SEO techniques to boost your website’s online reach.
To give you an idea of how effective PPC can be, let’s look at what world-renown digital marketers like Neil Patel have written about the efficacy of PPC marketing.
“If you know what you’re doing with PPC and target active keywords, you’ll see traffic increases almost immediately after you set your bid prices.”
He also adds, “Strong social media, SEO, PPC, and content marketing initiatives work together to optimize your website to convert paying customers and generate revenue for the business.”
From the above excerpts, it is clear that PPC is a quick and effective method to accelerate your online reach. Furthermore, when it is used alongside other online marketing techniques like SEO, PPC guarantees quantifiable ROI for your efforts.
One of the biggest problems associated with organic marketing techniques and SEO is that the online traffic they attract rarely consists of potential clients. This is because traditional marketing techniques, by default, are geared towards improving the quantity of online traffic on your website.
However, law firms are legal service providers that operate on the premise of providing legal aid to prospects that are actively looking for a lawyer. This is where PPC comes out on top, as it specifically targets prospects that urgently need an attorney and are ready to become clients. It’s this kind of pinpoint targeting that makes PPC such an effective tool for boosting your firm’s conversion rates.
With rapid advancements in technology, mobile phones have evolved into minicomputers that can be used on the go. Nowadays, online marketing is highly geared towards accommodating mobile users by making advertisements as mobile-friendly as possible.
This is because Google and other search engines have been giving priority to mobile-friendly sites in their search results for some time now. As a result, PPC ads become much more visible to mobile users as they appear right at the top of their search results, taking up the majority of the screen.
After a law firm decides to build their own campaign, there are a few important pointers that need to be kept in mind:
- Determine your target audience by using data collection techniques such as polls and online surveys. This will help you in creating the right Ads and setting up the right target criteria for your PPC campaign.
- As PPC is used with conventional SEO techniques, selecting the right keywords is essential to reach your target audience. For law firms, this target audience is usually within their local area. Hence, it is imperative that you use keywords that highlight a specific location.
- Monitor your campaign performance on a consistent basis by developing a regular reporting cycle so that you can better understand the effectiveness of your ads.
Now that you’re aware of the benefits of paid advertisements, it is about time that you invest in legal PPC for your law firm.