It’s tough when you’re trying to both run a law practice and keep track of your marketing. Because of the juggling involved in running a firm, it’s common for attorneys to hire someone to help with their marketing. That’s great. In fact, we do that kind of work, so we’re all on board with hiring people to help with marketing!
A common problem we see in the world of legal marketing, though, is that many people confused advertising with marketing. Advertising can be an effective and profitable part of a marketing campaign, but often advertising is the only thing that is done, and that’s not good.
We see many lawyers using Dex or similar services for their “marketing,” but all that these companies are doing is creating a generic landing page and pointing AdWords ads to it. This is advertising, not marketing.
This is expensive and not very effective. If you’re in this situation, it’s important to look at your conversion rates and ROI to make sure that you’re getting the most benefit from your ads.
Running AdWords effectively takes a lot of planning and monitoring to be done well, but we don’t see that happening much. A slapdash approach is costly to you and doesn’t make a good impression on your clients.
A Comprehensive Marketing Strategy
Marketing a successful law firm should involve a lot more than ads. Your goal should be to build your site’s reputation and credibility for the long-term time horizon; it’s much more profitable over the years to build a solid website and social media presence than it is to run advertising alone.
The key to a balanced, robust plan is content marketing. Content is what Google needs to properly index your site and it’s what your clients need to learn about your practice.
Content is also what you need to share and connect with people on Facebook, Google+, Twitter, and LinkedIn.
Content is what the internet is all about!
Advertising can be an effective way of connecting your clients to your content, and then getting them to take some kind of action. But advertising without content? Not very effective.
Becoming a Mini Media Company
You’re a law firm first and foremost, but with the focus on content in our always-connected world, you’re really going to also need to be a mini media company. You need to supply your audience with articles, news, videos, and other content that they can read, watch, and share.
The amount of media you’ll need to create will vary considerably, depending on the size of your audience and the amount of competition. If you want to be the top small business lawyer in your town of 5,000 people…well, you won’t need to do much to achieve that goal online. But if you want to be the top personal injury lawyer in Houston, you’re going to need to assign significant resources to your media venture to get your message out through all of the other lawyers trying to do the same thing.
We have experience creating and running marketing strategies for practices of all sizes. If you would like a free consultation to see what we can do for your firm, contact us here or call us at (855)780-1081.
If you would some more free ideas and tips on marketing your firm, see our Complete Guide to Legal Marketing.