Marketing is about connecting with your target market in the right place at the right time. Today, those connections are made online; hence the term, “digital marketing.” The modern law firm deploys a number of online strategies to meet their goals for lead generation, lead conversion, brand awareness, and building a deeper relationship with prospects and clients. Here are 7 ways for you to optimize your law firm’s digital marketing strategy:

#1: Prioritize substance over style.

The thing about technology is there is always something shiny and new to attract attention, making it easy to lose sight of the prospect you want to target. But if you are going to succeed at digital marketing, you must make your target market the center of everything you do. Focus your efforts first on building a better online mousetrap that will enable you to generate and covert leads; then worry about getting eyeballs on it.

#2: Update your SEO regularly.

Google makes tweaks to its algorithm over 500 times a year, so industry experts recommend you update your SEO at least once every three months. Scrutinize your keywords, cull the poor performers and optimize the best performers to make your firm as discoverable as possible.

#3: Utilize blogging to generate leads.

Every post you create adds one more indexed page to your website, which improves your chances of discovery by prospects. It also tells Google that your site is active and growing, helping to elevate it in search rankings. The fresh content drives more traffic to your site and your social media pages, also increasing your rank. Everything about blogging is good for SEO provided you are adding content your users find relevant and valuable.

#4: Host live events.

Take the topics you used to present live and fashion an online webinar for prospects and clients. Use a webinar hosting platform like GoToWebinar that helps you organize and market an event and manage attendees. Promote sign-ups in your e-newsletter and on social media as well as emails to segments of your mailing list who are most likely to be interested in your topic.

#5: Up your email game.

Email still remains the #1 way to reach a target audience with a specific offer or message, so don’t give it short shrift. Today, email should be considered a mobile experience since a majority of people now read their emails on their phones. It performs better than text messaging since it can be accessed from multiple devices, has more space for messages, and is nonintrusive.

#6: Master social media.

No matter how big or small your business, social media has become the medium for reaching prospects you could not ordinarily reach any other way. Find the best social media platform to reach your target market, then target your posts to the best times to share. Engage with those who engage with you, whether it’s a comment or a complaint.

#7: Make everything mobile.

Make sure all your online content — website, blog, landing pages, etc. — looks good on mobile devices. Consumers today expect a cohesive presence across all platforms and you want to be sure that your content is easily accessible to all. If your website is not designed with responsive design and you haven’t done a version of it strictly for mobile, it’s way past time for an update.