Over 70% of leads aren’t prepared to convert the first time they interact with your law firm. For over 60% of marketers, lead generation is the number one challenge. A few small mistakes with your digital marketing strategy can have a major impact.
Here are 10 common digital marketing mistakes you’ll want to avoid. Knowing to avoid these mistakes can help you reach more prospective clients. You can set your law firm up for lasting growth and success.
Otherwise, you might struggle when marketing law services online. Your competitors might have an easier time reaching clients instead.
Don’t let that happen. Instead, take the time to improve your digital marketing strategy with these tips today.
1. Not Setting Goals
One of the biggest digital marketing mistakes you can make is failing to set your goals. Distinct goals can give your digital marketing strategy focus. You can determine which tactics will help you accomplish your goals.
Choose goals that are:
For example, you can set a goal to generate 30% more website traffic by the end of the month using blog posts. Maybe you want to use video content to become a thought leader.
Make a list of what you want to accomplish when marketing law services online. For example, maybe you want to:
- Generate brand awareness
- Remain top-of-mind
- Become a thought leader in the industry
- Build brand trust
- Retain loyal clients
- Generate more leads
- Book more consultation appointments
- Improve your ROI
Then, determine which tactics will help you accomplish each SMART goal. For example, you can use search engine optimization and pay-per-click advertising. These search engine marketing strategies can help you generate more traffic.
If you’re not setting goals, you might fail to choose the right digital marketing strategies.
2. Targeting Every Customer
One of the biggest digital marketing mistakes you can make is trying to reach everyone. Instead, take the time to research your audience.
Determine who your clients are based on demographics and psychographics. If you’re focused on a broad audience, create distinct personas. You can create personas based on:
- Household income
- Buying behaviors
- Services (personal injury, criminal charges, etc.)
- Marital status
- Pain points
Once you learn more about your clients, you can create content with each group in mind.
Personalizing your content can deliver five to eight times the ROI on your marketing spend. It could lift sales by 10%.
3. Never Setting KPIs
Once you establish your goals, set key performance indicators (KPIs) for each one. If you’re not setting KPIs, you can’t measure your progress. You might struggle to realize you’re failing to accomplish your goals.
Set a KPI for each goal you create. For example, you can measure your:
- Website traffic
- Social media followers
- Dwell times
Make sure to set a distinct KPI for each goal on your list.
4. Neglecting Social Media
Social media marketing can help you engage and interact with potential clients. You can generate brand awareness and remain top-of-mind. You can also let your followers know about your latest accomplishments.
Many law firms make the mistake of neglecting social media. You don’t have to feel wary about social media marketing, though. Instead, start sharing your website traffic on social media.
Make sure to use social media platforms your target audience uses, too. Otherwise, you might struggle to reach your ideal clients.
5. Never Retargeting
Pay-per-click (PPC) advertising can help you generate brand awareness and website traffic. When someone clicks on your ads, they’ll arrive on your site. You can create text and visual ads.
Your ads will either appear on Google search result pages or social media platforms.
If you develop a PPC advertising campaign, make sure to use retargeting. Retargeting will help you reappear in front of previous website visitors. You’ll get a second chance with potential clients.
Retargeting ads are also cost-effective, allowing you to improve your ROI.
6. Forgetting to Nurture Clients
As you work to avoid these digital marketing mistakes, make sure to nurture your current clients. Nurturing your clients can help you build brand trust and loyalty. One client can become a repeat client in the future.
For example, you might help a client after a car crash. They might return to you for help with their will and testament. They might return again to file for a divorce.
Retaining clients long-term can help you save money on acquisition.
7. Never Researching Trends
As you start building your digital marketing strategy, make sure you’re keeping up with the latest trends.
For example, video marketing is becoming more popular. You can use video content to engage prospective clients. You can also demonstrate your experience and expertise, fostering brand trust.
If you’re neglecting the latest trends, clients might think you’re falling behind the times.
8. Overlooking Email Marketing
Email marketing isn’t dead yet. When marketing law services online, don’t forget to create an email campaign. You can even automate your emails to keep nurturing previous clients.
9. Forgetting to Optimize
Nearly 70% of all online experiences begin with a search engine. Unfortunately, less than 1% of Google searchers look at the second page. Without search engine optimization (SEO), prospective clients might struggle to find your law firm online.
Search engine optimization can help your website and content rank higher on search engine result pages. A higher ranking can help your law firm by:
- Boosting brand awareness and recognition
- Generating website traffic
- Positioning your website ahead of competing law firms
- Increasing brand trust and loyalty
- Establishing your credibility in the industry
- Positioning you as a thought leader
- Generating leads/booking more consultation appointments
- Improving your ROI
If you’re neglecting to use search engine optimization, your competitors will appear before you in a search. You’ll miss a chance to book more consultation appointments as a result.
First, use your audience research. Create content with each client persona in mind.
Then, determine what keywords your clients use to find your law firm online. You can use keyword research tools like:
- Answer the Public
- Keyword Planner
- Google Trends
Look for long-tail keywords that are posed as questions. Then, create high-quality, long-form content to answer each question. Prospective clients will start to recognize your experience and expertise.
As you start creating content, make sure to focus on demonstrating your expertise, authority, and trustworthiness (EAT). EAT can boost your brand’s credibility. Prospective clients will have an easier time trusting you as a result.
If they trust you, they might feel inclined to schedule a consultation appointment or hire you.
Create different forms of content, including:
- Blog posts/articles
- Videos (testimonials, how-tos/tutorials, company culture, etc.)
Focus on creating helpful, actionable content with each post. Then, add a call-to-action encouraging people to contact you. Make sure the call-to-action is specific and urgent.
For example, you can encourage people to schedule a consultation appointment to learn more.
Types of SEO
As you start marketing with SEO, it’s important to consider the types of SEO you use.
There are four different types of SEO:
- On-page SEO
- Off-page SEO
- Technical SEO
- Local SEO
On-page SEO involves optimizing each blog post you create. You’ll need to use a specific target keyword for each post. Then, include your target keyword in the:
- Page title
- Opening and closing paragraphs
- Body text
- Image alt text
- Meta description
- An H1 header
- Image file name
Off-page SEO involves factors you can’t completely control. You’ll need to generate backlinks to improve your ranking. Backlinks are links from other sites that send readers to your website.
You can generate backlinks by guest blogging on someone else’s website. You can also use the skyscraper method when creating content.
Technical SEO involves elements of your website. Google prioritizes websites that are fast, secure, and mobile-optimized. It looks at the mobile version of your website first to determine rankings.
One of the big mistakes you can make when marketing law services online is neglecting your website. Make sure your website creates a positive user experience (UX). Appeal to Google’s Core Web Vitals, too.
You can appeal to local clients by developing a local SEO strategy. Create location-based content on your website. Optimize your Google My Business listing to reach locals, too.
Marketing with SEO can set your law firm up for lasting growth and success.
10. Neglecting to Outsource
If you want to avoid these digital marketing mistakes, consider outsourcing. Outsourcing can help you save valuable time and money. You can also avoid making mistakes that might lead you to blow through your budget.
Instead, you can leverage an experienced team’s expertise to reach more clients.
Set for Success: 10 Digital Marketing Mistakes to Avoid for Lawyers
Avoiding these 10 digital marketing mistakes can help you draw more clients to your law firm. Otherwise, you might miss a chance to book more consultation appointments. Competing law firms might get ahead as well.
Before that can happen, consider updating your digital marketing strategy with these tips in mind.
Need help developing your law firm digital marketing strategy? We’re here for you.
Request a free audit today to get started.