DIGITAL PR: Your Law Firm Can Reach a Broader Audience in 2021

 

Digital PR is a powerful strategy brands use to improve their visibility using internet-based strategies, and when done correctly, can reap great benefits via a broad range of marketing channels. Similar in many ways to traditional PR, digital PR increases your audience using methods such as content marketing, social media, SEO and influencer outreach. 

 

Digital PR is highly effective in the legal marketing space as well. Several digital strategies are already popular with legal marketing and law firm professionals, including webinars, podcasts, engaging social media and well publicized interviews in online publications. So, how can your firm maximize digital PR to reach a broader audience in 2021?

 

USE CONTENT TO CREATE AN UPTICK IN WEB TRAFFIC

Content is key in increasing traffic to your webpage.  That could mean anything from consistently creating fresh blog posts to keeping your news section up to date with the latest releases, media mentions and articles to posting engaging video and podcast content.  No matter what kind of content you’re creating, consistently posting a variety fresh content is important. But it is also important to employ a strategic digital PR strategy designed to boost your search ranking and increase traffic, leveraging these content rich pages as resources.  This presents opportunities for your webpages to rank as a key resource, driving-up search engine results pages (SERP) ranking and increasing traffic.

 

ESTABLISH YOUR ATTORNEYS AS SUBJECT MATTER AUTHORITIES

Any well-designed digital PR plan includes publication of high-quality articles authored by your attorneys on top-ranking sites with a high level of traffic, as well as establishing the attorneys as go-to resources for reporters at those same outlets. This is a critical step in ensuring that your target audience views your attorneys as a trusted source for credible information.  It also boosts the firm’s image and increases the level of trust. As trust in the firm grows, it becomes more of an authority in its niche.

 

A good digital PR strategy will also help steer your audiences’ perceptions and attitudes towards your firm, leading to organic referrals from your target audience. Eventually, these contribute to a high authority and well-reputed firm.

 

GET SOCIAL AND GET EVERYONE SHARING

Social media is more important than ever, and firms should be taking advantage of the many benefits these platforms provide in terms of getting their content out to a wider audience.  Not only should the firm be consistently posting their digital content to their firm-wide social media pages, but individual attorneys should also be sharing that content and engaging on social media as well.  All of those likes and shares work with the social media network algorithms to ensure more people are viewing your content and linking back to your site.

BOTTOM LINE
The bottom line is that a well-executed digital PR strategy is critical to giving your law firm a competitive edge in 2021 and beyond.  If you’re not consistently creating content and pushing it out in a variety of ways, we promise, your competitors are. ELPR is well equipped to assist law firms in developing and maximizing digital PR plans, creating opportunities to establish trust and authority for individual attorneys and for the firm.