Over 60% of marketers agree lead generation is their top marketing challenge. Without a strong lead generation strategy, your law firm won’t grow. Unfortunately, making lawyer marketing mistakes can impact your success, too.
Here are eight legal marketing mistakes your law firm needs to avoid this year. Dodging these mistakes can help you reach and engage more clients.
As you take on more clients, you can boost your ROI and help your practice grow.
Set your legal practice up for success by dodging these lawyer marketing mistakes today.
1. Assuming Clients Are Identical
Over 80% of consumers say it’s important for brands to treat them like a person (not a number) to win their business. About 74% of people get annoyed when content fails to align with their interests, too.
Meanwhile, 52% will even switch brands if a company fails to personalize communications.
Consumers want and expect personalized experiences. Otherwise, they’ll consider generic content as a turn-off. One of the biggest lawyer marketing mistakes you can make is assuming your clients are all the same.
Instead, take a moment to research the demographics and psychographics they fall under. For example, you can consider their:
- Legal needs
- Pain points
- Buying behaviors
If your law firm helps clients with multiple legal needs, segment your broad audience into personas based on your services. Think of each client as a real person.
You can gather more data by checking your Google Analytics dashboard.
Then, research the phrases they use when searching for law firms online. Use Keyword Planner, Answer the Public, and Google Trends to get started. Look for longer keywords or searches phrased as questions.
You can use your keyword research to create content that appeals to your clients.
Start creating personalized content. Personalization will show clients you understand their problems and needs. They might choose to rely on your legal practice more often as a result.
2. Neglecting or Misusing SEO
When outlining your legal digital marketing strategy, it’s important not to neglect search engine optimization (SEO). SEO is a cost-effective, lead-generating digital marketing strategy. With SEO, you can improve your rankings on search engines like Google.
Higher rankings will ensure you appear in front of clients who need your services. You can start generating high-quality web traffic and leads.
As you generate more traffic, your ranking can improve further. Your legal practice’s website will rank ahead of competitors’, too. Clients will see your site before any other during a search.
Use your keyword research to determine what questions your clients are asking online. Then, produce high-quality content to answer their questions. Demonstrate your experience and expertise as an attorney through content marketing.
SEO requires many different tactics. For example, you can optimize your Google Business profile to reach local clients. You’ll need to consider link-building, too.
You don’t have to develop your SEO strategy alone.
Without experience, you could use black-hat tactics. Google might block your site from appearing on searches as a result.
Instead, consider working with an experienced legal marketing agency that offers SEO services.
3. Avoiding Social Media
As you make an effort to avoid these lawyer marketing mistakes, make sure you’re developing an omnichannel marketing strategy. Appear on multiple touchpoints to generate brand awareness and recognition.
Don’t fear marketing for lawyers through social media. Instead, develop a practical plan to keep your clients engaged.
Share your blog content on social media to generate more website traffic. Engage your audience with live videos and Q&A sessions. As you generate comments, make sure to respond back!
A social media presence could help you attract new clients.
4. Never Gathering Feedback
You can set your legal practice up to grow by gathering feedback. Ask your clients for their honest reviews. They can post their reviews on your Google Business profile.
Reviews can help your law firm target audience trust your brand. You can boost your credibility to generate fresh leads.
5. Ignoring Trends
New digital marketing strategies and trends pop up constantly. Remain up-to-date to ensure you’re not missing opportunities.
Tracking the latest trends can help you find new opportunities to reach clients.
For example, you can add a chatbot to your website to engage visitors in real-time. Keep track of trends relevant to the legal industry as well.
Make sure to consider the latest SEO trends, too. Google introduces about 600 changes to its search algorithms each year. Those changes could impact your rankings.
An experienced legal digital marketing agency can ensure the latest algorithm changes don’t hurt your SEO strategy. They’ll help you keep up with the latest SEO trends, too.
For example, video content is becoming increasingly popular. Featured snippets can help you rank at the top of search engine result pages. Voice searches can help you reach more clients, too.
Look for a legal digital marketing agency that can help you track and apply these trends.
6. Having an Outdated Site
An outdated, slow website could impact your ability to attract and engage clients. Your search engine rankings can drop, too. Instead, make sure your site is fast and mobile-optimized.
Work to improve the user experience on your site as well. A positive experience will keep visitors interested and engaged.
Keep the content on your site fresh by blogging throughout the year, too.
7. Strategizing Alone
You don’t have to develop a legal marketing strategy alone. Instead, consider working with an experienced agency. They can help you avoid these lawyer marketing mistakes.
With their experience and expertise, you can make more informed decisions regarding your marketing plans for the year.
8. Never Reviewing Data
Once you start using these legal digital marketing tips, make sure to review the data from your efforts. Analytics can help you determine which tactics are working. Then, you can make improvements to your campaigns to reach more clients.
Get in Order: 8 Legal Marketing Mistakes to Avoid in 2022
Help your legal practice grow this year. Get started by avoiding these legal marketing mistakes. Otherwise, keep up with the latest trends to find new ways to reach clients.
Remember, you don’t have to use marketing for lawyers alone. An experienced agency can help you reach your law firm target audience.
Eager to get started? We’re here to help.
Contact us for a free instant audit today!