Marketing is an important aspect of any business, including law firms. Although marketing may look easy, you need a knowledgeable approach to your marketing strategy to truly get results.
Otherwise, it's all fluff.
With that said, below are some common marketing mistakes that you should watch out for.
Failure to define a target audience
One of the most common mistakes that law firms make when planning out their marketing strategy is failing to identify who their target audience is.
Creating a marketing campaign isn't enough when it's wayward and unfocused. If it doesn't have a target audience, then who is going to get your message?
Thus, it is crucial that you invest in market research that will let you know who you should be targeting. Who are the people that you would want to be your client? What qualities make them your ideal customer? These are the questions to ask yourself.
Targeting the wrong keywords
Another common marketing mistake for law firms is that they tend to target the wrong keywords.
Business owners, in general, are under the wrong impression that they should be using as general a keyword as possible so that they can reach the most number of people.
Although that strategy can get you the most views and clicks, it will take you a long time before you get clients who actually convert. Thus, it is crucial to target the right and specific keywords so that you get the results that you want.
Targeting the wrong keywords may make you miss your target audience, which is why you should choose it carefully.
Not using videos in your marketing efforts
If you're marketing your law firm digitally, then you know that it can be hard to communicate your trustworthiness and authority only through your website. However, there are many ways to be able to do this, and one of the ways is to use videos.
With videos, potential clients can discern your trustworthiness through your body language and how you speak and act. Although text and images are important, videos can push that potential client to the end of the marketing funnel, so don't neglect videos in your marketing.
Besides, if you have a video on your website, then some search engines will view this favorably. It can make you rank higher on search engine results.
Neglecting your online reputation
When you're a law firm, then you know that your reputation is just as important as the quality of service that you provide. You may be the best law firm in the world, but if you don't manage your reputation well, this can mean nothing, especially if you're marketing yourself online. Your online reputation warrants importance.
With that in mind, make sure that you post positive testimonials and reviews on your site. Aside from that, if you have social media accounts, then communicate with your target audience in a professional but friendly manner. It's a good way of building up your reputation online.
Ignoring the full-funnel strategy
A lot of law firms tend to invest their time and energy into getting views and clicks. Although this is an important part of the sales funnel, it's not the end of it at all.
When your law firm invests in views and clicks, then you may not be spending a lot of time on your conversions, so you aren't getting any business results.
According to Amazelaw, a top marketing agency for law firms, implementing a full-funnel strategy is crucial to the growth of a law firm. It makes sure that not only will they get clicks, but they will also have a solid enough relationship with their clients that it can push them towards a conversion.
Not measuring key performance indicators
If you don't measure key performance indicators for your marketing campaign, then you are missing out on a lot of key information. Key information that will help you optimize and tweak your future marketing campaigns for the better.
A genuinely excellent marketing strategy relies on data, after all.
Not measuring your key performance indicators is a huge mistake that some law firms make. If they aren't measuring KPIs, then they're measuring or trying to relate the wrong KPIs together.
Thorough research and analyzation is the only way you can figure out which KPI you need to monitor. Base it on your business goals and the goals of your campaign to make it easier to figure out.
Not having a localized marketing strategy
Another common marketing mistake that law firms make is that they don't narrow down their marketing strategy to a specific locality.
Your law firm doesn't exist solely on the Internet. It surely has a physical location too. With that said, your marketing strategy should focus on the needs and wants of local clients to be able to attract and maintain more clients.
When you localize your marketing strategy on digital, it will help you appear on search engine results for people who are looking for your service that are near you. These are clients that are most likely to avail of your service so you want to get their attention the most.
By knowing the most common marketing mistakes that affect the growth of your law firm, you can avoid making them again. Plus, you get to focus your marketing initiatives better to be able to truly help make your law firm grow to its fullest potential.
