How a Law Firm can Successfully Leverage Omnichannel Marketing to Maximize ROI

With the digital marketing space growing at an enormous pace, one can no longer ignore the power that strategies such as omnichannel marketing brings. In essence, profitability and omnichannel marketing go hand in hand.

Omnichannel marketing has been around the corner for some time now. Yet law firms are still largely making the mistake of investing in only one type of advertising.

A report by Salesforce revealed that high-performing marketers are 34.4 times more likely to create personalized omnichannel partners across all business units than their underperforming counterparts.

That said, omnichannel may be a popular new marketing buzzword – and for good reason – but the strategy behind is definitely not easy to implement. In this article, we will break down the process of how your law firm can leverage omnichannel marketing to maximize ROI and ensure its success.

What is Omnichannel Marketing?

Omnichannel marketing means advertising in several different “channels” or forms of media so that you increase the chances of a prospect noticing your business, remembering it, trusting it, and finally, hiring it.

For law firms, omnichannel marketing is about maximizing their visibility in smart ways.

For instance, nowadays, the world is inching away from TVs and computers and moving toward cellphones and laptops. If you spend your entire marketing budget on TV commercials, you run the risk of losing out on potential clients who are looking for a lawyer through other channels.

When you diversify your marketing channels, you are more likely to be discovered by your ideal customer.

Plus, with 90% of consumers moving between devices while making a purchase, your ideal prospect will be able to remember you if they have seen you multiple times in a few different places. 

What is the Difference Between Omnichannel and Multichannel?

Omnichannel and multichannel marketing are often confused even though they are two very different concepts.

A multichannel approach blends the customer experience and gives them a choice to engage on any channel that they prefer. This method is pretty flexible but expects businesses to behave in the confines of the channel.

Omnichannel, on the other hand, is an approach that aims to provide a seamless shopping/browsing experience for customers. It allows businesses to advertise and sell through a variety of different channels, such as desktops, smartphones, and in-person stores.

Omnichannel has a greater focus on building communication that is aligned with the channel a customer is using and showing awareness of their individual stage in the customer lifecycle.

In essence, the omnichannel strategy removes the barriers between sales and marketing channels to create a fully integrated and unified experience for the customer.

How to Boost Your Law Firm’s ROI with Omnichannel Marketing

When done right, omnichannel marketing can go a long way in helping your law firm boost its ROI. 

Aberdeen Group Inc carried out a study which revealed that companies with a robust omnichannel strategy were able to retain 89% of their customers as compared to businesses that used weak strategies.

Here are a few ways your business can use omnichannel marketing to increase its profitability.

Integrate Data and Insights into Your Marketing Strategy

In a survey by Adobe, one-third of marketers said they would prioritize personalization as it is considered the most important aspect of marketing in the future.

Including online and offline data and insights into your omnichannel marketing strategy helps you personalize the user experience and generate profitability.

Data-driven marketing gives you all the necessary information you need about the customer and their preferences. You can use these insights to customize the buyer’s journey and deliver the right message to the right audience using the right channels.

For instance, if a customer visits your website, decides to hire a lawyer, and picks up the phone to call, you can push that offline data to your real-time personalization platform. This way, you’ll be able to design a returning web visitor experience that makes it easy for the prospect to call again.

Use Consistent Messaging Across All Channels

Consistent marketing across all channels – digital, TV, and radio – increases the purchase intent of consumers by 90%.

A customer can reach out to you through any channel they prefer. Therefore, you need to identify what you want your customers to know and train your marketing and sales teams to deliver that message across every platform of your law firm.

Provide a Frictionless Experience

60% of millennials expect a consistent and frictionless brand experience across all channels of a business, including in-store, smartphones, and online.

Omnichannel marketing helps your law firm to go beyond messaging and create a consistent experience for your customers.

Since your customer can interact with your firm through any touchpoint, there is no standalone way to create that seamless experience. It is, therefore, crucial that all your teams or departments are trained to work in coordination to provide exceptional and consistent service.

Benefits of Omnichannel Marketing Strategy

1. Better Rates of Customer Retention

Customers want to engage with firms in a way that is the easiest for them. An omnichannel experience helps them do that as it allows them to deal with a variety of means available to them.

Businesses that offer omnichannel experience witnessed up to 90% higher customer retention rates than their counterparts that employed only a single-channel approach. 

As a law firm, you can engage with your customer better on their preferred channel by sending them messages that are relevant to them. You can also use retargeting across different platforms to redirect them and keep them coming back.

2. Improved Efficiency

Through omnichannel marketing, you offer customers a central database that is accessible through any medium they like. This increases your law firm’s visibility by making all the information they need available across multiple platforms.

3. Personalized Experience

As mentioned earlier, data-driven omnichannel marketing allows you to customize the way you communicate with each customer. Through data, your company is able to monitor its customer journey across all channels they use and is, consequently, able to understand them better, making the client feel special.

4. Boosted Client Satisfaction and Engagement

Engaging with customers is difficult especially if you’re vying for their attention in the digital world. Since the omnichannel strategy works in multiple directions, marketers are able to push relevant content to users on their preferred channel to keep them engaged.

Omnichannel tools allow you to analyze customer behavior and see what they prefer to use. Is it your law firm’s mobile site? Is it your desktop website?

Whatever it may be, once determined, you can send them content according to that preference.

5. Increased Number of References and Recommendations

Your law firm can fork out large sums of money on marketing and advertising. However, there is nothing that compares to word of mouth.

According to a report by Nielsen, 92% of consumers believe recommendations from friends and family over all other forms of advertising.

This speaks to the importance of creating trust and credibility with your customers by giving them a streamlined experience – something that omnichannel marketing is optimal for.