Online marketing has become essential to reaching the modern consumer. According to the Pew Research Center, an estimated 87 percent of adult Americans report using the internet. Additionally, a large majority of people seeking legal advice will use a search engine. For law firms that want to build a strong presence and help prospective clients find them, understanding how to use digital marketing can make an enormous difference in their success.
Diving into digital marketing, however, can be intimidating for many law firms. Even in the digital age, firms still don’t have a presence online. So, many professionals are true novices to the field. This might make venturing into online marketing waters a little intimidating. Fortunately, there are a number of resources on the internet and on bookshelves that can help firms get started and see the power that online marketing can offer.
Websites to Visit
A number of websites offer valuable resources for firms. Professionals can take webinars to learn best practices, read articles and ebooks to learn about strategy, and digest case studies that will let them see what online marketing can accomplish. Here are a few to consider.
Search Engine Journal focuses on providing the latest information on search engine marketing. Their site is divided into sections such as PPC, SEO, News, and Social, allowing you to read the posts that apply more directly to your goals. The digital marketing industry can change quickly as Google updates their algorithms and consumer expectations change. Having a resource that focuses on remaining abreast of the latest changes in the industry will be a valuable source for mastering digital marketing.
Social Media Today offers a wealth of information about the latest in social media marketing, but they also provide great resources for learning about other forms of digital marketing. You can register to receive their newsletters as well as join their community to learn more from experienced members of the industry.
The Content Marketing Institute offers a number of articles and educational resources that you can use to start understanding the value of content and digital marketing. They offer white papers, ebooks, and webinars that you can use in addition to their blog to better understand the industry. You can even enroll in their Content Marketing University.
Books to Read
In addition to the valuable insight that websites offer, books can also offer incredible depth that firms can use when starting out with digital marketing. They also offer the built-in advantage of being a concrete resource that novice digital marketers can reference whenever they need them. These books in particular stand out for the insight they offer those new to the industry:
“Anything,” by Seth Godin
Seth Godin has a well-earned reputation as a leader in the content-marketing industry. He demonstrates not only an insightful understanding of how the industry works and what drives customers, but also possesses a talent for explaining these ideas to others. Any books you can find by Godin will be a great addition to your bookshelf.
“Epic Content Marketing,” by Joe Pulizzi
This book offers an excellent break-down of the industry. Fortune Magazine even named it one of the Top 5 must-read business books. This book will help you understand how to create content that your customers actually want to read, engaging them and convincing them to do business with your organization.
Digital marketing offers your firm the chance to shine with prospective customers. You will understand what your customers care about, thus helping you draw them in and view your firm as the group that can help them. Start building your digital strategy by investing in some of these resources to better understand the industry.