Reaching a local demographic is vital for many law firms, especially for those only operating in a relatively small radius. In fact, studies have shown that “20 percent of all PC search queries and nearly 50 percent of all mobile search queries carry local intent, meaning the searcher is expecting to see businesses and service providers near them in the results.”
Even if you’ve got multiple offices scattered throughout the country, you’re still going to want to focus on certain geographical areas and not the country at large. In order to generate the maximum amount of traffic and more importantly, convert your leads, it’s important that you’re able to reach prospects within your immediate area. Here’s how geotargeting can help.
What is Geotargeting?
According to Wikipedia, this is “the method of determining the geolocation of a website visitor and delivering different content to that visitor based on his or her location, such as country, region/state, city, metro code/zip code, organization, IP address, ISP or other criteria.” In other words, you’re specifically targeting clients in certain locations.
Say an attorney was operating out of Miami and primarily took cases in Miami-Dade County. They wouldn’t want to waste their time advertising to prospects in Tampa, Orlando or Jacksonville. Instead, they would want to use geotargeting to reach prospects within say a 15 to 20 mile radius of downtown Miami.
By using this strategy, you can get more bang for your buck with your marketing campaign, and you’re less likely to waste time/money reaching individuals who aren’t viable prospects simply because they are in a distant location. With that being said, here are a couple of ways to utilize geotargeting.
Create Location-Centric Content
Whether it’s a landing page, a blog post or ad copy, you can do yourself a big favor by simply throwing in keywords that signify the area you’re operating out of. In the instance of a lawyer in Miami, they might include names like Coral Gables, Pinecrest, Hialeah and so on. This would let search engines know that they were referencing a specific area in the greater Miami area. In turn, this content should show up in relevant searches.
Social Media Ads
Geotargeting is incredibly easy when using networks like Facebook and Twitter, and you can create ads to reach highly targeted segments of the population. For instance, Facebook ads allow you to break it down by country, state and city so you that you can narrow in on prospects who are located close by. On Twitter, you can include location based keywords on promoted tweets to increase the likelihood that only local prospects see them. For example, a Miami-based lawyer might use something like “Looking for legal guidance in Coral Gables.”
But that’s just the tip of the iceberg, and there’s a lot more you can do with geotargeting. I would recommend checking out this resource from Kissmetrics and this one from Constant Contact to learn more. By placing your attention on your home base, you should be able to increase the effectiveness of your legal marketing campaign, and it’s reasonable to expect a higher conversion rate.
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