The methods of advertising and marketing for Law Firms have drastically changed over the years. With the rise of social media and the need for instant gratification, users have greatly changed the playing ground. Law firms need to get savvy with their marketing efforts. Here are 7 legal marketing mistakes to avoid:
1.Ignoring Social Media. Do not overlook social media as a vertical for generating new clients. Facebook, Twitter, Pinterest, and Instagram can be a powerful medium for driving client engagement and lead generation. Social proof is also used as a ranking factor for Google, so visible engagement on top social media platforms is key.
Tip: Choose 2-3 top social media platforms that you know your ideal audience engages with. Then make a social media scheduling calendar. Be strategic with your posts. Use automation tools such as Hootsuite or Buffer to schedule out your posts.
2. Having outdated websites.
Websites must continually be updated with the newest technologies and plugins. Today’s searchers have less and less patience for broken links and poor navigation. Website design and branding are crucial and create immediate trust. It is said that we have 3 seconds to capture a user’s attention. Does your website immediately answer the following?
– What do you do?
-What types of practice areas do you offer?
-Do you have social proof that you can fight the best for their case?
Last but not least, your website MUST be mobile responsive. Google has recently changed their indexing to Mobile-First which means they can penalize your website if it’s not mobile friendly. Visit the Mobile-Friendly Test and check if your website passes the test.
3. Ignoring SEO.
SEO stands for Search Engine Marketing. It entails website optimization to make it easier for Search Engines like Google, Yahoo, and Bing to find your website on specific keywords. One important aspect of SEO is having website pages for the different services that you offer. Do not just simply list your law practice areas just on one page. Have a dropdown where each area has its own unique page and text.
Text is the foundation for SEO. If you want local SEO (AKA being found in your business areas locally), you need to list the cities and your firm’s address on a few pages of your website.
Tip: Use the Yoast plugin if you are on WordPress. It can help you optimize your pages and blog posts. Also, hire an experienced SEO company to help you maximize your ranking opportunities.
4. Ignoring Paid Placement/PPC.
No matter what kind of Law Firm you run, you will find that it is a very competitive and saturated market. In order to stand out from the crowd, potential clients need to see your brand over and over again. Strategic paid campaigns such as Google AdWords will allow your website & ads to appear to potential clients searching for your service online.
Lawyers tend to think Google AdWords is just those text ads you see in Google results. In fact, there are different kinds of display ads. Those are the visual ads you see when you visit websites. One cool thing you can do with Pay-Per-Click is to run a retargeting campaign for all your website visitors. Once they leave and go to other websites online, your brandable ad can appear on the sidebar, top and footer. This reminds them to visit your website again and entice them to contact you.
Tip: If you want true ROI, then don’t run your own Google AdWords campaign.
5. Managing your own PPC accounts.
When we get a new PPC client, we are able to see how the campaigns were set up incorrectly. You do not want to be an ATM for Google, getting nothing in return. If done correctly, PPC advertising can be a great ally in generating new client cases. However, it can be very complex.
You need to know about quality scores, negative keywords and the different types of matches that are right for your campaign. Spend time on your cases and not just throw money out the window.
Tip: Don’t do it yourself; hire someone who is bringing you ROI. If you are not sure if your current campaigns are working properly, contact us today for a complimentary audit and we can see if you are indeed receiving ROI.
6.Ignoring Online Listings & Customer Reviews.
92% of consumers now read online reviews vs. 88% in 2014.40% of consumers form an opinion by reading just one to three reviews vs. 29% in 2014. There has been a considerable decrease in those that “never” search for a local business online, down from 22% to 9%. There has also been an increase in those that search for a local business every day, up from 7% to 14%.
Google reviews can be great for boosting local SEO, so it is essential that you ask for the customer reviews. You need to also stay on top of your reputation management. Consider listing your business in the following online directories: Google My Business, Yelp, Bing, Yahoo, FindLaw, Avvo, and Nolo. Some of these are free with paid upgrade options.
Tip: Ask for client reviews once you are done with their case. Manage your reputation online and reply to negative reviews. Also, make sure your business is listed online in a few directories.
7. Ignoring Blogging.
I heard a saying once that said: Your website is your handshake and your blog is your voice. Use your voice to showcase your brand, expertise and law experience. Everyday searchers are looking for information in regards to their law needs. Your blog can be super resourceful while bringing you organic free traffic.
Tip: Make a blogging plan and aim at blogging once a week. Make sure your blog post has at least 500 words. Then don’t forget to share your blog post on your social media platforms.
Unsure of what to blog about? Need Law Firm Blogging Tips? Grab your free 10 Top Blogging Tipsworksheet below.
We hope you have enjoyed these legal marketing tips and mistakes to avoid. If you don’t have time for social media, blogging, reputation management, and PPC, then contact us today for a free audit and consultation.
We are an experienced digital agency with over 16 years of experience in handling marketing and SEO for lawyers. We offer Video Marketing, PPC, SEO, Blogging and Social Media Management. We would be honored to help your firm get new clients. Contact us today at 1(844) SEMNEXT (736-6398).