By Marc Apple ● ● 7 min read
Table of Contents
TL:DR Effective digital marketing for estate planning lawyers helps law firms connect with more clients who could benefit from their services. Law firms should implement website optimization and social media marketing strategies to improve their client acquisition efforts.
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According to the CDC, almost 3.3 million Americans die annually. Many deceased people leave behind estates for their families to sort out, providing the country’s 200,000 estate planning law firms with plenty of business opportunities. Doing digital marketing for estate planning lawyers is a fantastic way to help your law firm stand out in the crowd.
By putting the right digital marketing strategy in place for your estate planning law firm, you can connect with potential clients and build relationships with them like never before. You can also improve your firm’s online visibility, position it as a leader within the industry, and increase its size in the coming years.
Not sure where to start when utilizing digital marketing?
Read through the marketing and branding strategies you should use to elevate your law firm’s status.
Read through the marketing and branding strategies you should use to elevate your law firm’s status.
Gaining a Clear Understanding of Your Estate Planning Law Firm’s Potential Clients
Before your estate planning law firm begins strategizing which digital marketing tactics to implement, know precisely which potential clients you will attempt to reach.
Understanding your firm’s target audience and what they’re looking for from estate planning law firms will simplify creating a digital marketing strategy.
Pinpoint Your Target Audience
Identifying the target audience for your estate planning law firm’s digital marketing push is critical. If you aren’t sure which segments of your local population fall into your target audience, it could doom digital marketing for estate planning lawyers from the beginning.
Your estate planning law firm’s target audience might consist of:
- Retirement-age individuals
- Individuals with higher-than-usual net worths
- Small business owners with complex estates
- Families with complicated structures
- Parents establishing estate plans for children
Targeting the right audience with digital marketing campaigns will set them up for success and ensure they end up in front of those most likely to explore what your law firm offers.
Targeting the right audience with digital marketing campaigns will set you up for success.
Conduct the Necessary Target Audience Research
It isn’t enough to identify your estate planning law firm’s target audience and leave it at that. You should also research this audience and discover as much as possible about its demographics and characteristics.
Learn about your ideal client’s:
- Age
- Location
- Legal needs
- Online behaviors
That last factor is essential for law firms brainstorming digital marketing ideas.
Identifying where to find your target audience online will help you connect with them more easily.
Identify Your Target Audience’s Needs and Pain Points
Your target audience includes potential clients with specific problems that your estate planning law firm could help them solve. However, you must know what these clients need and which pain points are most problematic. This will enable you to highlight how your firm will help them overcome legal obstacles.
Research the phrases prospective clients punch into search engines like Google and Bing to uncover their pain points. Equipped with this information, you can create more content that resonates with your target audience and fuels your lead-generation efforts.
Creating a Well-Defined Digital Marketing Strategy for Your Estate Planning Law Firm
Once you know the target audience for digital marketing for estate planning lawyers, start putting together the strongest marketing strategy possible. This strategy should include the right marketing messaging and a healthy blend of different content types, such as blogs, videos, case studies, and more.
Establish Your Online Presence With a Website
A recent American Bar Association survey found over 90% of law firms have websites. Does yours?
If not, make this a top priority. Without a website, your estate planning law firm will inevitably miss out on connecting with clients.
It’s one of the top digital marketing tools for law firms.
Use Website Optimization and SEO Strategies To Improve Visibility
Don’t just set up a website for your estate planning law firm and leave it at that. Prioritize using search engine optimization (SEO) strategies to make your site more visible.
To do this, commit to optimizing your website with tried-and-true content marketing techniques. Improve your estate planning law firm’s SEO by:
- Performing keyword research and incorporating the correct keywords into content
- Adding the appropriate mixture of internal and external links to content
- Finding ways to earn backlinks to content on other websites
To maximize SEO, consider features like your site’s loading speed and mobile friendliness. Additionally, emphasize the importance of local SEO by optimizing your Google Business Profile and adding more location-specific keywords to your content to attract more local clients.
Take Advantage of Targeted Ads on Google To Reach Clients
If you have room in your budget while doing digital marketing, investing in targeted ads on Google will put your law firm in front of even more possible clients.
Google Ads will present digital advertising to those searching for estate planning keywords.
Using Google Ads to its full potential will require you to maintain a laser focus on your target audience. Google enables you to showcase display, search, and video ads to the people who are a part of it.
Taking Your Estate Planning Law Firm to the Next Level With Social Media
The same American Bar Association survey we alluded to above found that law firms use more than just websites to reach their target audiences. Nearly 90% of law firms also rely on social media to help them create stronger connections with potential clients.
Sign Up for Accounts on the Right Social Media Platforms
You must create accounts on the appropriate social media platforms to utilize social media while performing digital marketing for estate lawyers. A few favorites for law firms include:
- YouTube
- TikTok
Your law firm can use social media platforms for different purposes. LinkedIn, for example, is an excellent option for lawyers looking for professional networking opportunities. TikTok is a great place for those trying to show off their personalities to possible clients.
Make sure the content you share is engaging and informative.
Share Engaging Content on Social Media
No matter which social media platforms your estate planning law firm chooses to use, make sure the content you share is engaging and informative.
This content should:
- Address questions and concerns those in your target audience have
- Teach potential clients about what your law firm brings to the table
- Build up the trust that people have in your law firm
Create Meaningful Connections With Social Media Followers
After your estate planning law firm establishes a presence on social media, it won’t be long before people in your community begin following its accounts.
Work to create connections by interacting with social media followers.
Continue posting on social media consistently to make your law firm look more active online.
Come Up With Clearly Defined Digital Marketing Goals for Your Estate Planning Law Firm
If you start doing digital marketing for estate planning lawyers without any goals in mind, you won’t have the chance to measure the effectiveness of your efforts. Look back at how much your firm has spent on marketing in the past and the return on investment (ROI) it received.
Use this data to set ambitious new goals for your firm’s digital marketing push.
Monitor your firm’s progress and adjust your goals as necessary.
Generate a Digital Marketing Budget for Your Estate Planning Law Firm
A successful digital marketing campaign involves many elements. You must invest in everything from target audience research and SEO to paid advertising and social media management.
Calculate a digital marketing budget that will allow you to check all these boxes without breaking the bank.
Review your budget periodically and consider allocating more financial resources to the marketing strategies yielding the best returns.
Embrace the Value of Digital Marketing for Estate Planning Lawyers
The value of digital marketing for estate planning lawyers cannot be overstated. You may attract more leads and retain more current clients when you make digital marketing and advertising more of a priority.
Don’t have the time to devote to digital marketing but want to make it a larger part of your operation? Forward Push Law Firm Marketing is here to help. Contact us at (800) 692-4037 today to schedule a free consultation with our digital marketing experts.
FAQs
Find the answers to commonly asked questions about digital marketing for estate planning lawyers? below.
Why Is Digital Marketing Important for Estate Planning Lawyers?
Digital marketing is important for estate planning lawyers because it strengthens their online presence, improves visibility, and attracts new clients.
What Is the Most Crucial Aspect of Digital Marketing for Estate Planning Law Firms?
Every aspect of digital marketing for estate planning law firms is essential. From identifying a law firm’s target audience to signing up for social media accounts, law firms should take each aspect seriously to earn the greatest return on investment.
How Much Does Digital Marketing for Estate Planning Lawyers Cost?
The cost of digital marketing for estate planning lawyers depends on many factors. The size of a digital marketing campaign and its elements are two key components when determining the cost.
