It is now easier than ever for clients to find the services they need when they need them. However, when it comes to digital marketing for solicitors, tax advisors, or accountants, there is no one-size-fits-all approach. Every firm is different, and each firm will need to tailor its marketing strategy accordingly. That said, a few general tips can be helpful for all firms.

The empty chair

Let's begin with an exercise to help you to better understand your target audience. Imagine that you are sitting at your desk with an empty chair across from you. Now picture an ideal client sitting in that chair. What are their personality traits? What are their interests? What do they care about? What kind of services do they need? How are they finding information? What are they reading?

Once you have a good idea of who your ‘target persona’ is, you can begin to tailor your marketing efforts. You want to make sure that your brand and messaging resonates with them and that you are easily found online when they are in need of your services.

Know thyself

One way to gauge how well your digital marketing is working is to google your name and firm (after clearing your internet history cache). If you're not happy with the results, then it's time to make some changes.

You may need to focus on SEO (search engine optimisation), create more content, or invest in paid advertising. It may even be an issue with your website design or user experience. Weaknesses in your digital presence can be a significant hindrance to your success, so it’s essential to identify and address them as soon as possible.

Google My Business

When it comes to marketing for professional services firms, one of the most important things you can do is make sure your ‘Google My Business’ listing is up-to-date. This includes ensuring that your business hours are correct and that you are regularly posting fresh content.

Another tip is to build Google reviews and share them. When clients leave positive reviews about your firm, it helps to boost your ranking in search results. Plus, it increases trust and credibility among potential clients. Ask clients to leave a review on Google by providing them with a link. If they are happy with your services, they will be more than happy to do so. These reviews are also useful for your website as testimonials when doing proposals or tenders too, as validation of your engagement with clients.

LinkedIn

LinkedIn can be a powerful tool. If your target audience includes businesses, it’s wise to ensure you have a strong profile. Make sure you are using LinkedIn to its full potential by creating a solid profile, sharing relevant content, and connecting with as many people as possible. You should also ensure that your contact details are extensive – including your email, phone number, website, and office address.

LinkedIn can also be a great way to build your firm brand. You can do this by creating a LinkedIn firm profile. Administrators to the firm account can then invite their personal LinkedIn connections to follow your firm. This is a useful way to harvest personal connections from multiple individuals. There are 100 free invitations to use per month.

It’s also a great way to show off your firm’s strengths and expertise, so make sure you take the time to provide as much information as possible and add posts regularly.

Regular posting

When it comes to digital marketing, one of the most important things you can do is to post regularly. This includes sharing fresh content, tagging people and companies in your posts, and using relevant hashtags. If you can keep your social media accounts active and engaging, you will be more likely to attract potential clients. So make sure you put in the effort to post regularly and use engaging content.

‘Pay-per-click’ advertising

Paid advertising can be a great way to generate leads. You can use PPC (pay-per-click) advertising on platforms such as Google AdWords, Facebook Ads, and LinkedIn Ads. When setting up your PPC campaigns, make sure you target the right keywords and use relevant ads. You should also track your results and make changes as needed.

Review your analytics

One of the most critical aspects of digital marketing is to review your analytics and progress regularly. This will help you to determine what’s working and what’s not. It’s also a good idea to set some goals and track your progress towards them. This can help you to stay on track and ensure that you’re making progress.

Low and no-cost resources

There are several low and no-cost resources available when it comes to digital marketing. These include things such as free photo libraries, blog post templates, and social media tools.

Make sure you take advantage of these resources, as they can be a great help in getting your marketing efforts off the ground. Look at websites like Unsplash, Lumen 5, Biteable, and Canva for some great free photo libraries and video tools, and HubSpot and Hootsuite for some great free social media tools.

Google News Alerts

Google News Alerts can be a great way to keep track of what’s happening in your industry. You can set up alerts for specific keywords, and Google will send you an email notification whenever there is new content about these keywords. This can help you stay up-to-date on the latest news and trends in your industry or with specific clients.

External help

Last – but certainly not least – you may want to consider hiring expert copywriters and ‘digital gurus’. This can be a great way to get help with your marketing efforts and ensure you’re doing everything possible to reach your audience.

Make sure you do your research and find an agency or individual who has outstanding reviews and trustworthy customer service. Freelance websites like The Indie List, Fiverr, UpWork, and PeoplePerHour can be a great place to find talented copywriters and digital experts.

Continuous process

Digital marketing is a continuous process once the basics are in place, and you should remember this and take it seriously! Your firm sends a message by not focusing on an area that’s frequently important to your clients and their businesses.

Regardless of your size, it’s crucial to have a plan and put in place effective digital marketing practices that will work for you. It’s essential to be always learning and evolving with the times, so make sure you stay up-to-date with the latest digital marketing trends. If you're looking for advice or help with your digital marketing, don't hesitate to reach out to an expert.

• Download our ultimate digital marketing checklist.

Watch the recent Information Session with Mary Cloonan Digital Marketing Strategies (16 February 2022) 

Mary Cloonan is the founder of Marketing Clever. If you would like to attend a webinar on digital marketing strategies on 16 February 2022, register here.