Legal Marketing Naysayers – Is Your Firm Actually Marketing?

Some attorneys don’t believe online marketing strategy works for them, or their firms – but have they actually tried doing it? Have you tried marketing your firm consistently, or did you give it a go for a month or two, lose steam and stop?

It’s no secret that online marketing (and online operations in general) is still a whole new world to many attorneys. Many don’t have the time to commit to marketing online, or the time to learn how to streamline it efficiently. Others just don’t understand it and don’t try; however, online marketing is an effective way for attorneys to grow a brand, network and client list.

Make a Plan Before Jumping In

Many of the naysayer attorneys are of older generations. The online marketing world may be new to them, but it isn’t something to shy away from, or attempt without a plan. Research your colleagues and competitors to make a plan for your own marketing strategy. If you just “wing it,” I guarantee you will get frustrated.

Online marketing is a powerful tool for attorneys. Once you have a plan, you can automate the process and measure your results.

It Doesn’t Work Overnight

We live in a world where we want results as fast as possible. Whether it be the download speed on a file or to get rich quick, we want it now. However, online marketing doesn’t work overnight, and many attorneys grow weary of keeping at it for too long if they don’t see results immediately.

Consistency is key: your website, your SEO, your social media outreach, and your newsletter production need to continue growing. This is especially true when it comes to content on your website. Google loves consistency, and when you’re consistently producing valuable content, your place in the search results will increase. The same is true for your marketing.

Measure Your Results and Adapt

Have you measured the results of your marketing efforts? How have you deemed online marketing ineffective?

Online marketing is bigger than just obtaining clients. It’s about creating a brand and establishing yourself or your firm as a thought leader in your field. If you measure the effectiveness of your actions, you can adjust your strategy depending on the results you see.

For example: if your website is getting a lot of traffic, but little interaction, maybe potential clients find your website unappealing. Or, if you see little traffic to your website, maybe you aren’t targeting the right groups or areas.

Measure your results and adapt to them to see more success.

Online Marketing is Both a Marketing and Networking Tool

One of the biggest blunders attorneys make is that they expect their online marketing to get them direct business from clients online. This isn’t always the case. Your marketing efforts should have two purposes:

  1. a way to obtain clients online, and
  2. a conduit for creating interaction between you and potential clients.

Online marketing allows you to reach far greater audiences than your local paper or networking groups. Online marketing’s true power comes from its ability to put your brand in front of a vast amount of potential clients, rather than smaller groups. When you begin to focus your online marketing as both a marketing and networking tool, you will see much more success.

Don’t Have the Time to Do it Yourself? Hire Someone

I’ve found that one of the biggest reasons some attorneys believe online marketing doesn’t work is because they don’t have the time to dedicate to making it work, or don’t know how to do efficiently. Many attorneys will try a few online strategies for a month or two, then call it quits because they feel they can’t keep up with the fast-paced environment. Others may take one look and disregard online marketing entirely.

There are ways to market online that are time efficient and effective, especially when you set the groundwork properly. Most of it can even be automated. If you truly don’t have the time, then hire someone to do it for you. Ask us how to get your marketing on track!

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