Law firms make numerous blunders in their digital marketing efforts but are not often directly accountable for them. However, if you are an agency that engages in DIY marketing, you are most likely accountable. Legal marketing, such as personal injury lawyer marketing, is usually not a law firm’s best and highest priority. You have more important things to accomplish with your effort and time, such as obtaining the finest results for your clients. That is why most businesses seek outside assistance from marketing professionals, who should be devoting their time and efforts to achieving the greatest results for their customers. However, there are some blunders to avoid while dealing with digital marketing pros, which are discussed below.
- Failing to vet providers adequately
Some lawyers believe they can locate a mastermind in legal marketing that doesn’t work for other legal firms or has experience in legal advertising. However, in practice, an agency like grow law firm specializing in legal marketing is frequently more familiar with legal jargon and the regulations governing advertising in the legal sector. Therefore, hiring the services of a business that solely works in the legal sector is always crucial. Ask for recommendations of clients in your areas of expertise as part of the screening process.
- Ignoring the amount and quality of content
Content reigns supreme in the digital sphere. Many law firms are unaware of this, though. They frequently overlook how important it is for information to be shared online in quantity and quality, which is counterproductive most of the time. You need adequate content to provide the proper information to your prospects, so never compromise on the quality of your content. For example, you may find personal injury lawyer marketing websites with service pages only 150–200 words long. In situations like these, you can’t assume that the potential customers would find your content useful when looking for in-depth details on their legal issues. If you provide your prospect with the proper amount of high-quality information in a well-calibrated way, it will have a far deeper and longer-lasting impact. The richness of your content is a clear sign of the legitimacy of your brand.
- Employing the “build and park” strategy
The majority of law firms frequently make the error of expecting that their investment in digital marketing will only be made once, with long-term benefits. This notion may be true for the legal sector, but that is not how the online sector operates. Any online marketing effort offered by firms like grow law firm needs ongoing care and maintenance. Managing partners of law firms frequently claim that they developed a website two years ago and do not believe it needs more development. Unfortunately, you will be disappointed if you create a strong website for your legal practice and count on it to produce more leads alone without your help. If you create a marketing campaign once and then leave it running for a long time, it will eventually stop working. As a result, it’s crucial to think about digital marketing as a permanent and full-time endeavor. The advantages of digital campaigns will start to grow exponentially the more actively you use them.
Finally, it’s time to put the tactics you know will help you develop your law practice into action now that you know the basic digital marketing blunders to avoid.