Digital marketing initiatives vary from industry to industry. Law firms usually have to focus on building a great website, optimizing their Google Business profile, and take advantage of content marketing to drive more traffic to their website.
Unfortunately, many of these firms make a lot of mistakes when elevating their brand with digital marketing. Avoiding these mistakes will make all the difference in saving money and time, while taking the necessary steps in boosting your online presence.
There are seven law firm digital mistakes you need to avoid in particular, and this guide will expand on what they are and how you can avoid them.
1. Having an Outdated Website
Having a quality website is the first step of building a successful digital marketing campaign. Your website will collect traffic from your pay-per-click (PPC) ads and GMB profile.
More often than not, potential clients are going to judge your business by the kind of website you have. If it looks outdated, is slow to load and isn’t optimized for searches, they are most likely going to go elsewhere.
Make sure your website has a responsive design that loads quickly on all devices using any internet browser and has been updated since the last iOS or Android update. There should also be no spelling errors or broken links. As soon as you notice something wrong with your site, take care of it before someone else does.
You should partner with a reputable website development agency to avoid this mistake.
2. Refusing to Ask for Online Reviews
One of the most common law firm digital marketing mistakes is refusing to ask for online reviews.
Refusing review requests will make past clients less inclined to leave a positive comment about your business and can lower your ranking on Google Maps.
Some firms have turned down thousands of dollars worth of revenue because they ignored spending a few hours a week collecting dozens of reviews that will send more traffic to their websites.
The best way you can avoid this mistake is by adding “Please Write A Review” or something similar when asking for feedback via email after you complete working with someone. You should also include links so people know how and where they are able to leave positive comments about you (i.e., Yelp, Facebook).
3. Not Defining Your Target Audience
It is imperative that you know exactly who your target audience is before starting any marketing campaign.
If you offer services for people under 21 years old, it may not make sense to market on college campuses or in professional journals geared towards lawyers 35 and older.
Knowing what type of demographic will be the most likely to use your service is a great way to cut down on ad spend while knowing where they are online – especially if you do PPC ads. Defining your ideal customer should take no more than an hour, so don’t skip this step.
It will help to hire a marketing consultant to create a buyer persona, or a client archetype to base your future marketing activities.
4. Not Evaluating Your Marketing Data
It is important to measure your marketing data because it will help you decide what’s working and what isn’t.
If you don’t keep tabs on where people are coming from and how they found out about your service, then there’s a good chance that money could be being wasted while not receiving the desired results – especially in PPC ads. It can also allow you to see if there are any legal changes happening with search engine algorithms, which might need tweaking for better performance.
Evaluating data before beginning new digital marketing initiatives is crucial so that things won’t get more expensive when they’re no longer needed or even worse – discontinued altogether due to lack of return on investment (ROI).
5. Not Creating Helpful Content
The best way for your website to rank well on search engines is by having content that will answer people’s questions.
If they are searching for the top law firms in their area, it may make sense to create an article about what you offer and why others should choose you over other businesses of this type. You could also share tips or articles related specifically to legal issues if that’s something your firm specializes in.
The goal here is just be helpful across all platforms so when someone searches online, they find more than one place where they can get information from – not just yours.
All in all, create content that addresses the pain points of your target audience. For example, if you offer personal injury legal services, you can write a blog about the steps a person can take after being involved in a car accident.
6. Ignoring Email Marketing
Email marketing is one of the cheapest, most effective means to grow your business.
There are so many things that can go wrong if you decide not to participate in email marketing campaigns and it has been proven time and time again how successful they have been for law firms.
One study found 80% of people who buy a product advertised via email will make at least one more purchase from the company within six months – which would mean an increase in revenue without additional costs!
If this type of campaign sounds perfect for your firm, then start by including both content (i.e., helpful articles) as well as offers (i.e., discounted legal services) on every single email sent out.
7. Inconsistent Marketing Strategies
Are you running Facebook ads that don’t align with your website?
It is important to look at all marketing strategies as one cohesive project because they’re intended to work together. For example, if someone clicks through an email link but doesn’t find what they need after reading the content, then there will be no way for them to contact you – which means that investment was wasted!
But if everything ties into each other seamlessly, then prospects are more likely to make their purchase from you instead of going somewhere else (even though there might not necessarily be anything wrong with where they found out about your services).
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