Top Law Firm Marketing Tips for 2018
Law Firm Marketing has changed drastically over the past decade. We are now at a warp speed and the trend for 2018 is only continuing on that path. With changes to Google and Facebook algorithms, new social media platforms emerging and a change in the way consumers are searching for services, it can be hard to keep up. At Amicus Media Group, we hope to keep you ahead of the game by giving you 5 foolproof tips for keeping up with the Law Firm Marketing trends of 2018.
The competition is stiff. Everyone is going online. To survive, you need a web presence and you need a strong marketing campaign. To be effective, you need a budget that is appropriate for your law firm size and strategy. Marketing experts suggest that you spend about 2 to 5 percent of gross revenues on marketing efforts. The marketing campaign should be diverse and the budget should reflect the diversity.
Speaking of Diversity
A Law Firm Marketing campaign that depends solely on SEO or PPC will not be as successful as a diverse strategy that blends the two successfully. Search Engines are constantly changing. They are getting smarter using artificial intelligence to learn how users search for services, goods and information. The algorithms that search engines use to rank pages are constantly changing. Paid listings are getting top billing and a large emphasis is being placed on local listings. You need to diversify and you need to learn what is working and what isn’t. It doesn’t end with digital marketing. Think TV ads, online commercials, radio and more.
Network, Network, Network
This is an age-old adage but it still rings true. Word of mouth referrals are a powerful tool. While relying solely on word of mouth referrals or past client referrals will leave you hung out to dry, understanding their importance and the importance of a strong networking strategy will increase your bottom line. Make sure that you stay in touch with past clients, join local bar associations, participate in conferences and trade shows, create a strong testimonial process and create a referral process with other attorneys.
Update your Website
Nothing will make you look more outdated in 2018 than an outdated website. If your website hasn’t been updated in the past 3 years, update it now. Engaging potential clients is crucial to your ROI. Your website should have videos and pictures. You should have a blog. I know, most of us cringe at the thought, but a blog allows for you to keep current information updated regularly on your website. You should have a social media campaign and those accounts should be updated regularly. Make sure you review your state’s ethics rules before posting anything. Always review any information that is posted on your behalf, but ultimately do not be afraid to post. Consumers are looking toward social media sites for reviews and information on whether you are trusted by current and previous clients. Do not underestimate the power of social media.
Again, this is nothing new. You should establish your niche and learn how to market to your market. In Law Firm Marketing the “how” may be changing but not the “why.” At the end of the day, all of this is about getting more clients. Given the competition, you need to have a clearly defined brand with a unique selling proposition (USP). Your USP is what sets you apart; its what makes your firm unique in an otherwise overcrowded playing field.
Lost in the alphabet soup of Law Firm Marketing? Do your eyes get crossed every time you hear SEO, PPC, USP, SEM, SERP and the like? Then the one takeaway from this for 2018 is that you need a Law Firm Marketing Manager. Once you have a basic understanding of digital marketing, talk to someone who knows the ins-and-outs. Talk to someone who can get you results and a high ROI. Make sure you can measure your marketing efforts and track all of your results in real time. Want more?