Does your marketing team talk to each other? (No, not your human team, your digital channels!)
Too often, law firms treat their website, LinkedIn, email newsletters, and online ads as separate silos.
The result? Inconsistent messaging and missed opportunities. Integrated digital marketing means every channel works in harmony, amplifying each other’s impact.
How to get your channels in sync:
>>> Unified message: Ensure your tone and branding are consistent everywhere. A client reading your LinkedIn post and visiting your website should feel the same voice and quality.
>>> Cross-promotion: Make channels support each other. Published a new legal insights blog on your site? Share a teaser on LinkedIn. Mention it in your email newsletter. Let each platform feed traffic to the others.
>>> Aligned campaigns: Work toward common goals. Launching a new service or webinar? Create a landing page on your site, drive sign ups via social posts and emails, maybe even run a targeted ad. All channels, one goal.
>>> Holistic monitoring: Use analytics to see the whole client journey. For example, track how many people come from a LinkedIn post to your site and then fill out a contact form. When you view channels as one ecosystem, you can tweak each part for the good of the whole.
>>> Personal Insight: I recently helped a firm that had a fantastic blog section buried on their site with little traffic. We started sharing those posts on the fee-earners LinkedIn profiles and the firm’s page. The result? A big spike in blog reads and several new client inquiries that traced back to LinkedIn.
Sometimes the fix is simply connecting the dots.