In today’s competitive legal market, a fine-tuned marketing strategy is not only crucial to your firm’s success but to its survival. This can be crazy-making for attorneys trained in the minutiae of law, not search engine optimization (SEO), and yet it as much a fact of the twenty-first century as touchscreen technology or TikTok (for better or for worse). Today’s marketing tools have grown so precise that failure to engage simply amounts to failure to stay afloat. Avoid bottoming out by acknowledging the following 7 deadly sins of legal marketing and ensuring you steer clear of each.
- Measuring the Wrong Metrics
Your marketing strategy is only as good as the data that drives it. Do you know your cost-per-lead? How about your opportunity-to-close-rate? Is your SEO campaign calibrated toward driving organic traffic? Which branch of your strategy delivers the greatest return on investment (ROI)? All leading firms have clear and ready answers to the above. Do you?
- Confusing an Investment for an Expense
Office space is an expense. Bar association dues are an expense. Marketing is an investment. Confusing the one for the other hamstrings your ability to craft an effective strategy because it drives you to make budget cuts instead of reallocations (among other errors). If your metrics are on point and you understand marketing to be an investment in your firm, you also understand that when ROIs dip you need not cut spending but redirect it to a more productive channel.
3. Failing to go Local
Data shows that consumers overwhelmingly prefer locally-listed businesses. This means that if you don’t show up when they plug “estate planning law firm” into Google Maps, they won’t show up at your door (or in your inbox). Fix this by building familiarity with Google My Business (GMB) and similar technologies.
4. Ignoring SEO
Few firms are so foolish as to ignore SEO altogether and yet many do such a poor job that the outcome is the same. An effective SEO strategy does not just mean content creation but content promotion directed at creating awareness. What’s more, SEO is not just a webpage full of targeted content but a strategically designed webpage, itself (among many other things).
5. Overlooking Mobile-First Indexing
More than three years have passed since Google announced that their crawling, indexing, and ranking systems would transition to favoring mobile (as opposed to desktop) websites. This means that if you don’t yet have a nimble mobile website you are missing out on significant traffic which, of course, also means a significant loss of revenue.
6. Failing to Funnel
As competition for keywords on Google and other search engines grows, leading firms are going a step further in targeting their digital marketing campaigns. Specifically, they rely on a funneling approach that converts leads by first creating awareness, nurturing consideration, driving conversion, and then building loyalty. Each stage relies on a crafted approach that, when applied effectively, makes marketing strategies from even five years ago look as obsolete as the iPhone SE (you know, that model released in 2016).
7. Going it Alone
As legal marketing grows in complexity, it becomes ever more important to recognize that, as an attorney, you are trained to practice law not marketing. For this reason, leading firms rely on law firm consultants to design and calibrate their marketing campaigns as well as coach them through nurturing employee engagement and client-centered business practices (among other corollary aspects of running a successful firm). The result? Their lawyers can focus not just on being lawyers but on being the best lawyers possible.
For more on building a competitive marketing strategy and staying ahead of the competition don’t hesitate to contact Legal Marking FLOW either by calling (720) 990-9673 or reaching out via the contact form on our website.