The solo practitioner of law has plenty of opportunities but also a lot of challenges.
As important as in-person networking is to establish a clientele base, you can only see so many people in a day and still practice law. Online activities, with their ability to scale, are indispensable.
And there’s no shortage of tools available to help you build an online law practice.
We’ve already covered the essentials of digital marketing for your law firm on this blog, from social media outreach to the necessity of a blog to the complementary benefits offered by both organic and local SEO.
If you’re executing the fundamentals, a pay-per-click (PPC) ad campaign on Google is next.
The advantage of a PPC campaign is simple:
There’s no better way to target exactly the kind of person you think is a good prospect, and no better way than to engage them at exactly the time they’re looking for someone like you.
Here’s how it works:
You pick the keywords they have to enter into Google in order to trigger your ad’s display. You only pay if they click on the ad and come to your site.
There’s no in-person networking event in the world that allows you this level of precision in your marketing.
There are ways to reduce the costs and make the campaign even more efficient.
If your Google Analytics account is properly linked to Adwords, you can build an Audience List (IP addresses that have visited your site before). Then, you can run a campaign exclusively to that list, ensuring your ad is only seen by people you’re familiar with.
It’s an investment of time and money to do it right. But if you’re already executing the basics of an online law practice and are looking for more, a Google PPC campaign is a good next step to take.