We all know that weekly usage of digital screens has grown tremendously! Therefore, a legal firm should implement digital marketing techniques to help them utilize this extensive audience base to fetch more clients. Even social media platforms like LinkedIn, Instagram, and Facebook are more than merely social media platforms for lawyers. Legal marketing campaigns have been quite popular over the internet as it is one of the most effective ways for law firms to attract clients and improve revenues.
Due to this reason, numerous law firms hire a variety of law firm marketing services. You must remember that even one-third of the total clients go to the internet to start their search for an attorney. Thus, to get the best results within a short span, it will be more feasible to take advantage of legal marketing services. It would save their time and efforts as they’ll have access to a team of professional marketers.
If you are a legal firm that offers legal aid to various clients, then getting law firm marketing services can level up the game for you. How? These marketers will provide you advanced and competitive strategies that can help you outperform your competitors. Legal marketing firms can also help you realize where you are going wrong, as most legal marketers would have prior experience of marketing legal services for law firms. However, you must take care of common mistakes or loopholes within your marketing methods.
A legal firm or an independent attorney may hire some marketers or may employ an in-house team. Whether they have an in-house team or an outsourced team, legal marketing practices must align with the latest best marketing practices if one wants to attain digital success with it. Top industry practices can help law businesses beat their competitors who aren’t preparing themselves for a digital-first future. Therefore, attorneys and lawyers must ensure that they have top-notch marketing strategies.
1. Stop Wasting Money On Ineffective Campaigns
Many law firms and even independent attorneys have long-term contracts with their legal marketing firms. Many marketing firms may make lofty claims of bringing “x” amount of conversions or clients. However, you must remember that thousands of other competitors in your area are chasing the same type of clients; hence, competition is severe. Legal marketing space is a crowded place that often requires patience and aggressive sales tactics. However, a high amount of competition makes it an oversaturated market. If your existing strategies aren’t getting you financial returns, then there is no point in running those campaigns for a long time.
How to judge the effectiveness of your campaign? You must look at indicators like return on investment. When you analyze the performance of your campaign, and you find that it costs you way more than you are earning, you must pull out your money from those particular marketing channels and invest in marketing channels that are less crowded or saturated.
Your marketing campaign’s success also depends upon the execution of the campaign. You need to have some control over these decisions when it comes to choosing the right marketing campaign. It will be a good option if you cut down unprofitable campaigns. Please don’t waste your resources; instead, invest them in campaigns that give you the highest ROI or return. It would help you grow at a much faster rate.
2. Not Focussing On User Experience
If you have an old and outdated website, then you must revamp or update it. Many law firms invest loads of money on PPC ads, but they don’t put enough thought into website optimization, user experience, or user interface. When you fail to provide a premium experience to your potential clients, you fail to convert them into your customers.
Businesses need to give priority to convenience. If a website fails to offer a seamless experience to its visitors, then they’ll move to a competitor’s website. Hence, as a legal firm, you must focus on providing a rich online experience. There are some tips you can consider when it comes to improving customer experience. You must reduce the number of sections on your contact us page.
Please don’t ask them to fill in more details because you need to reach them as soon as possible. So you must optimize your contact us page so that they don’t find it difficult to submit these forms. Once they submit their details, you must reach out to them within the next few hours or even minutes. Use auto-generated emails to send them instant confirmation. Please make use of AI chatbots, live chat, or SMS facilities so that they can reach out to you instantly. Give them an option to choose a way which is more convenient for them.
3. Make Use Of Client Testimonials
If you own a law firm or practice law as an independent attorney, you must be aware of client testimonials. Client testimonials are nothing but social proof of your work; your potential clients would love to read what your previous clients say about you and your services. Testimonials encourage them to work with you. Therefore, testimonials are more essential than you ever imagined them to be.
Numerous firms have been able to gain the trust of their new clients by increasing the number of testimonials on their websites. Apart from posting testimonials on your website, you must get good reviews on Yelp, Yahoo, Google Reviews, etc. You can use these review channels to link your online website so that potential customers can directly visit you. Offer them convenience, and they’ll come back to you! Thus, you need to get reviews from multiple places; you must ensure that the reviews you receive match the services you provide.
4. Getting Way Too Technical With Marketing
If you publish content in the shape of social media posts, forms, surveys, e-books, blogs, articles, website content, etc., remember to avoid technical terms or complex terminologies. It is excellent if you have a lot of expertise over a specific subject matter, but there is no point in boasting that knowledge. If it’s impossible for an ordinary person to understand, it would please the organic algorithm. Using complex terms in your paid ads or campaigns will make them sound dull and won’t catch the readers’ attention.
You can write about the latest laws and how they affect them or what precautions they must take; you may discuss case studies. These actions can help you generate more leads because you’ll be able to connect with them. You must remember that your legal clients may not have the same level of knowledge as you or your attorneys. If you are making a video or writing a blog, you must analyze and eliminate confusing terminologies before releasing them. You teach legal processes to them in the most simple terms. Go ahead and use real-life cases or examples that can keep them engaged with your content.
Achieve Business Growth in 2021
When it comes to utilizing law firm marketing techniques for driving traffic and conversions, many marketers neglect these common loopholes. However, we wanted to address these issues so that you don’t end up trying or implementing the same harmful strategies. If you take care of these points and eliminate them at the beginning of your marketing campaigns, then chances are high that you will end up getting a better position against your competitors. You may end up having more sustainable business growth by using the right law firm marketing techniques.