In 2020, digital marketing for B2B businesses is set to evolve once again. Every year, tech tools influence the way businesses market their products. To keep ahead, here are some ways your law firm can improve your marketing strategies in 2020.
5 Tips on Boosting Your Law Firm Marketing Strategy
Ensure your website is always kept optimized and updated.
A B2B website has transformed from being a calling card to a salesperson. Today’s B2B website serves multiple purposes. Primarily, it should be “a tool that converts visitors into customers,” as per Forbes, but it should also be a venue for content distribution and data gathering. As part of your law firm marketing strategy, Forbes suggests that your B2B website must be clear in its branding and messaging, must load fast no matter what device it is accessed on, and must provide users with easy navigation to support an overall positive online experience. Law firms must keep this in mind: potential customers visit your website because they need information to address a real-life problem or a question they need to answer. Your website should provide them enough tools or knowledge to get them to reach out to you for more information. Factors such as easy-to-understand sign up pages and contact forms should be a priority. Making it easy for customers to reach you means that your website is kept optimized for both desktop and mobile devices, ensuring a seamless experience for your customers. Ensure load times are fast, as no one wants to wait for slow-loading pages.
Have a relevant social media presence as part of your digital law firm marketing strategy.
Just like B2C customers, B2B customers are taking to social media to become informed. While they may not be heading to Facebook to read up on reviews, they may be already judging your business by its LinkedIn page (if you have one). In fact, as much as 49% of B2B buyers research vendors on LinkedIn, checking profiles for more information to help in the decision-making process, Weidert reported. Additionally, 44% of B2B buyers found potential vendors by exploring shared connections on LinkedIn. If that statistic isn’t enough, take a closer look at what IDG found: as much as 84% of C-level and VP-level buyers are already using social media as part of their decision-making process when it comes to purchasing. This is indicative of how important it is for a B2B business to have a relevant social media presence in the top social media channels for B2B businesses. According to the Content Marketing Institute, “LinkedIn, Twitter, and Facebook are the top three social media platforms that B2B marketers use for content marketing purposes.” Additionally, 61% of B2B marketers increased social media use for content marketing purposes in 2019 compared to the previous year.
Understand who your target audience is and what they need.
Today’s markets are information-driven. That’s why it’s important for B2B businesses to understand who their customers are and what they need. Inc. suggests communicating with customers through surveys or collecting data from different law firm marketing activities. Understanding and profiling your target audience and understanding what they need will help your B2B business develop unique products and services that better address your customers’ needs. The importance of understanding your target audience and defining customer personas lies in being able to develop better marketing strategies for each segment and getting better leads and closing more deals.
Consistently provide valuable content for your audience.
As part of your law firm marketing strategy, you must have a content strategy. The goal is to provide customers with value through content so that they take action, whether it’s to pick up the phone and call your representative or take a step closer to purchasing. The Content Marketing Institute outlines a checklist for creating valuable content, citing that content must be findable, readable, understandable, actionable, and shareable. As mentioned earlier, your valuable content must encourage your target audiences or potential customers to take action.
Be clear yet empathetic in your messaging.
B2B businesses may often use rigid language and industry jargon that may distance themselves from their customers. Having clear yet empathetic messaging can help your law firm business deliver the right message to your potential customers. Communicate using a language that your target audience understands. This is where, again, knowing who your target audience is, comes into play.
If your B2B business is looking to develop better law firm marketing strategies in 2020, team up with a B2B marketing firm that knows your areas of expertise. A B2B marketing firm can help you define marketing objectives and develop activities that will meet those objectives thanks to their experience in law firm marketing, financial services marketing, industrial marketing and other B2B industries.