Last time, I discussed how to make your blog the authority in your field. Meanwhile, the world of internet marketing and SEO is becoming a vast one, and while I try to keep up with all of the ins and outs it has to offer, it takes dedication and some serious research sometimes to keep on top of the competitors in your industry. This week I thought it would be a good idea to compile a short list of dos and don’ts that every law firm should understand about online marketing techniques. Some might be straightforward, others I may have touched on before, and still more may be new to you.
What I really want for my readers is to know that they have come away with a sense of new knowledge on the subjects about which I write. This article proves no different, and I hope that it inspires you to stay on track and take a few chances with the newer tips and tricks offered.
Do Stay Focused
Staying focused is nothing new to a lawyer or law firm, as every case requires your utmost attention and some deep digging for facts, but what I am talking about here is staying focused on long term marketing goals. Many companies, not just law firms take on a one-time event, activity, or marketing concept in the hopes that it will pay off forever, but the truth is that just like anything else, in order for marketing to work on a constant basis, it must be used consistently. Olmstead & Associates suggest:
Frequently law firms experiment with marketing and engage in isolated promotional activities not integrated with the firm’s business plan with the expectation of immediate results after the one-shot activity. The firm engages in fits-and-start activities that are completely unfocused, unrelated to an overall plan, unmeasured, inconsistent and often inappropriate.
It is still a great idea to interact in community activities, take on projects that are local and may bring in some additional brand recognition, but you also want to branch out with a few long term marketing techniques as well. Sometimes the addition of a one-time event can make a big difference to a long term campaign if you know how to correspond the two. An example of this is when law firms use social media as a promotional tool, a community fundraiser can be advertised through your social media feed, and your involvement may gain you some additional recognition from new potential clients.
Don’t Disregard Video As A Sincere Form Of Marketing
It can be tricky to incorporate videos in your day to day marketing without feeling like a bit of a phony, but here is the thing: your videos don’t need to be commercials for your firm. The videos that you create can be promotional without sounding promotional, you just need to show potential future clients that your team is approachable, human, and caring. Use videos from the above-mentioned public events, make a short video diary of daily life at the firm, or post up one tip from your niche of law for viewers each week. Web Marketing Today states:
Two sites started to change the value and importance of videos as an effective marketing tool. First is the growth of YouTube into a powerful search engine that’s now owned by Google. That combination started giving increased significance to video as a better form of content than the written word. The second site is Facebook.
The world has become a very visual being, which means that we all love to see what’s going on, rather than just read about it. If you can show viewers what it means to use your firm’s services as opposed to a competitor, you could find yourself with some much higher levels of website traffic.
Do Use Marketing With Visible Results
While all traditional marketing methods shouldn’t necessarily be off the table in favor of internet marketing, you do want to minimize some of the strategies that increase spending, but give you no sign of success. Larry Bodine suggests:
Don’t waste any money on marketing that is not measurable. If you can’t measure it, don’t do it. For instance, advertising and public relations are widely used, but after you’ve spent $20,000 on it, do you have any way that you can check to see if it actually generated any results? I don’t think so.
Try to keep your focus primarily on processes that can be measured, as this will give you a better overall ability to stay on track, plan, and organize. Success comes in many ways, and in the marketing world, it is the little things like being able to monitor traffic that can really let you understand whether you’re wasting money or making a worthwhile effort.
Don’t Ignore The Power of Communication With Your Clients
Finally, don’t give up on the power of communication, or just sit around waiting for all of those potential clients to contact you. Make an effort to get out there, speak to people who are interested and make them believe that you are the right man or woman for the job. Many cases that require a lawyer are very personal, whether they are based on family law, criminal law, injury claims, or any other field, you will find that if a person can see you as dependable and approachable, they will be much more willing to trust you with their personal issues. ABA Journal says:
Contact three to five potential referral sources a week—every week, regardless of how busy you are—and arrange to meet for coffee, drinks or a meal. That works much better than reaching out only when business is slow.
This can be through e-mail, social media, or telephone, although the more personal method of a phone call is often the most successful, even in today’s world of modern communication methods. If you call and the response comes back in email, it is fine to switch to this more low key method of talking, but making the first move in a firm, self-assured, and confident way will set the tone for your first impression on a client.
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