You’ve heard it time and time again: you need to invest in law firm marketing. But where do you start? And how much is it going to cost you?
Executing a marketing plan is more achievable than you may think. To remove any barriers between you and your marketing success, let’s debunk five common myths about law firm marketing.
Myth #1 – I have to spend a lot of money to make an impact.
Ok, yes, there are some more costly ventures when it comes to law firm marketing. For instance, unless you know what you’re doing, maybe steer clear of pay-per-click for the time being – that one can add up fast! Instead, try starting out with social media ads.
In social media advertising, a little can go a long way. You can market to your target audience at an affordable rate – it only costs between $10 and $15 to expose your firm to 1,000 targeted users on Facebook. It’s also a user-friendly platform where you don’t need to be a professional marketer to run the show. Just pay to play.
Another opportunity is investing in online legal directories, such as FindLaw.com, LawInfo.com, and Abogado.com. Paying a small fee to show up directly where legal consumers are looking when they need help is easy, cost-effective, and worth the effort. Wherever you choose to start, you can start small. Focus on finding what works for your firm and take it from there.
Myth #2 – When it comes to ROI, the numbers never add up.
Marketing is a process of trial and error. This may sound discouraging if your budget is small and your need for results is imminent, but it’s important to think about how you’re viewing ROI.
You need to define and measure your goals to understand how to get the most out of your marketing activities. This may mean redefining ROI as something like achieving greater exposure to your target audience or developing a stronger presence on social media. Again, start small, set attainable goals, and read up on how you can further calculate your marketing ROI. A digital strategy should be made before starting any marketing efforts, so you know where you’re aiming and what you want to get in return.
Myth #3 – I’m strictly a word-of-mouth referral firm and don’t need to market myself.
Word-of-mouth is a great starting point, but it’s not something to solely rely on. Once a friend or family member refers you, what will that person do? Chances are, they’ll look you up online.
Having an online presence is crucial for your firm’s success. Think about where you would go as a consumer. To a law firm’s social media page? Reading online reviews? Directly to the law firm’s website? That’s exactly where potential clients are looking and where you need to show up and represent your firm. If you haven’t built out your social media presence or haven’t asked past clients for reviews, now is the time to start.
Potential clients will also notice if your website is mobile optimized. Oftentimes, if a referral from a friend or family member comes in, they will immediately type it into their phone’s web browser. If they see a mobile-friendly website that’s visually dynamic and easy to navigate, that may be the encouragement they need to follow up on that referral.
Myth #4 – Marketing my law firm and branding are the same thing.
Marketing and branding are similar, but not the same.
Branding is the essence of your firm – down to the logo, colors, website design, office presentation, and more. Marketing is about using tools and strategies to push your brand to the desired audience.
Branding on its own is crucial, as it helps clients understand who you are and what you stand for, but it’s not enough. A brand needs marketing practices to connect with its target market – after all, what good is all that work you put into your branding if no one sees it? Marketing and branding work with, and not in place of, each other.
Myth #5 – I need to hire a dedicated marketing professional on my staff.
There are a lot of marketing activities you can do on your own, whether using digital resources or seeking out user-friendly platforms. From social media to legal directories, your law firm’s website to gathering ratings and reviews from past clients, there are several achievable ways for you to get your firm the exposure it needs.
But, if you’re feeling overwhelmed or are looking for a helping hand, FindLaw is here. With FindLaw, you can get support developing and executing your marketing strategy so you can get back to what you do best – practice law.
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