It’s important to know that digital marketing is about far more than just throwing out a bulk of content.  Take some time to explore those elements, and read through a brief explanation of a few digital marketing tips for your small business now.  

Focus on Mobile Optimization

Mobile access to the internet is a way of life, and your business will do well to acknowledge the influx of mobile devices online today.  No matter the purpose of your digital content, it should be designed to please mobile web users.  

Responsive design will help your content be more relevant to users’ needs.  Build content that can adjust to various display sizes and is easy to manipulate.  

Learn to incorporate SEO

Search engine optimization should be a normal part of your vocabulary when you’re working to create a digital presence for your small business.  SEO is a term used to describe all the things you can do while designing your content to make it more appealing to Google search algorithms. 

When your content please the algorithms, you’ll rank higher in the SERPs (search engine results pages).  Using tactical terms to gain the attention of your target audience will help show clarity to Google.  Content that ranks in the top few listings of the SERPs gets much more attention than everything else.  

Disburse Quality Content

It’s true that a lot of content is a good idea, but you can’t just throw anything out there on the internet.  Your digital content should be enriching and helpful to whoever comes across it online.  

Build a business blog for your operation, and upload new posts regularly.  Disburse content that is relevant to your operation, and teach readers interesting things about the industry.  

Utilize Social Media

Social media is an extraordinary outlet for any small business.  Work diligently to spread the word on various social media platforms, and watch the popularity of your business rise.  

Add social media sharing icons to your business website, your blog, and other digital content your business creates.  Grant users the chance to share your organization with others, and you’ll reap the benefits of some free marketing.  

Reach Out Through Email

Email connections are valuable to businesses of all shapes and sizes.  Gather useful email connections through your business website and other digital mediums.  

Use your email rolodex for sending out regular newsletters, important information, sales confirmation, and more.  Email correspondence builds consumer rapport.  

Each works together to deliver a marketing experience that’s – hopefully – engaging for the clients and profitable for the business. But there are two elements that matter more than most: messaging and audience.

In this article, we’ll be zooming in on the latter half to help your law firm uncover and reach your target audience.

Why You Need a Specific Audience

It’s easy to take a generalized approach to law firm marketing – addressing anyone and everyone who will listen. After all, American culture teaches us that bigger is always better. However, reality is different than perception. Narrowing your focus down to a specific audience allows you to develop a more powerful message.

“Niche targeting helps you in a few ways. Most importantly, it helps you avoid competition; there are thousands of lawyers writing about generic topics, and if you try to compete with them, you’ll end up wasting your time,” AudienceBloom’s Sam Edwards explains. “If you’re writing content for one specific group of people, you’ll have fewer competitors to worry about, and more ranking opportunities. It also gives you a chance to optimize for long-tail keywords that often get overlooked.”

In a world of macro, top-down marketing strategies, law firms that aren’t afraid to zoom in and adopt a micro, eye-level approach will experience superior results.

4 Tips for Clarifying Your Audience

You might already have a pretty decent idea of who your audience is, or you may be totally clueless. Either way, there are ways for you to make progress.

Here are a few helpful suggestions to assist you in clarifying your audience:

1. Identify Your Niche

Ironically enough, the audience research process begins by looking inwardly at your law firm and what it is you want to focus on. While you may be proficient in multiple areas of law, your marketing efforts will be far more effective if you drill down to a specific niche.

For example, your law firm might offer a wide array of personal injury representation. But if you specifically focus on car accident related injuries, you’ll find it easier to reach a specific audience with an articulate message.

Furthermore, is there a specific geographical market in which you’re trying to serve this niche? In other words, is it nationwide, statewide, or in a specific city? You might even drill down smaller and go after an audience in a specific part of the city. This doesn’t mean you never work with anyone outside of this area – it simply focuses your approach to allow for greater clarity.

2. Establish Demographics

Within your practice niche and geographical location, you’ll have to determine the demographics of your audience. This includes things like education level, income level, gender, age, and profession.

You can gather demographic information by reviewing your Google Analytics account, studying your social media followers, and tracking who is walking through the doors of your practice on a regular basis.

3. Determine the Primary Pain Point

What is your target audience’s biggest frustration or pain point? This is the element that will shape the flavor of your entire marketing messaging.

The biggest pain point isn’t always the most obvious need. For example, a car accident victim’s biggest pain point may not be money. It’s financial assistance that allows them to feel the peace of mind that comes with providing for their child’s future. It might seem the same on the surface, but the latter pain point shapes an entirely new message that isn’t present when the primary emphasis is on cash.

4. Figure Out Where They Spend Their Time

Where does your audience spend their time? This includes both online and offline environments.

Based on these insights, you can learn more about who your target client is, how they absorb information, and who or what has influence over them.

Set Your Marketing Goals

It’s never too late in the year to establish some specific marketing goals and begin working towards a big-picture objective. But to achieve your big-picture goals, you’ll need to start by narrowing your focus down to a specific audience that will respond to tailored messaging.

t’s hard work, but it pays off in the end.