The 5 pillars of digital marketing


Once or twice a year, it’s a good idea to review and update your digital marketing plan. This will help you get more leads (and convert them), stay in touch with clients and contacts, stimulate repeat business and referrals, and build your “brand”.

Here’s a brief checklist of things to consider:

  1. Your website(s)
    • Home page layout, first impressions, navigation
    • “About” you page
    • Images
    • Contact information/forms
    • Content about legal problems and solutions
    • Content about your services/offers
    • Keywords/focus
    • FAQs
    • Landing pages
    • Mobile friendly
  2. Social media presence
    • Which platforms?
    • Your bio/links
    • Promote your website and other content
    • Promote your clients’ businesses/causes
    • Promote other professional, bloggers content, events
    • Engagement (if that’s your thing)
    • Posting schedule
  3. Content marketing strategy
    • Blog posts, articles, videos, podcasts, interviews, reports, ebooks, brochures and handouts
    • Valuable and/or interesting information
    • Tailored to prospective clients and referral sources in your target market
    • Demonstrate your knowledge and expertise
    • Educate about legal problems and solutions
    • Help people get to know, like, and trust you
    • Testimonials, endorsements, success stories
    • Easy to read and understand
  4. Traffic
    • Guest posts on other blogs, sites
    • Social sharing
    • Advertising
    • Social media posts
    • Speaking/presentations/networking
    • Marketing alliances with other professionals
  5. Newsletter/email
    • Stay in touch with clients, prospects; stimulate repeat business, referrals, social sharing, reviews
    • Sign-up forms on website/landing pages
    • Lead magnets/incentives (to build your list)
    • Schedule (weekly, daily, other)
    • Content ideas
    • Building engagement/fans
    • Stimulate feedback, questions

You don’t have to go “all in” on all of these strategies. I don’t. But you shouldn’t ignore any of them.

Get to together with your team to review your current digital footprint and consider what you need to add or update.

This will help you sort out your website

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