LAW FIRM MARKETING IS MORE IMPORTANT NOW THAN EVER
With the economy in the dumpster what are law firms to do? Choices are slim. Either close your doors or market stronger than ever. The good news is that the Internet is winning the marketing wars. According to Vertis Communications Customer Focus 2008, Consumers will look online more. This year has seen a 10% increase in people who research online before buying in the store.
Focus on your Law Firm website(s) and Lawyer Internet Marketing strategies in 2009. Is your website stale with old news and static content? How can you better service your existing as well as potential clientele via this avenue? Your options are many.
1. Add fresh content via practice area pages or current and timely news regularly.
2. Create additional niche practice websites.
3. Create or subscribe to a legal news feed or Law Firm eNewsletter service that can provide content for your Law Firm website.
4. Concentrate on Law Firm Optimization strategies.
5. Continue or instigate a pay-per-click campaign(s) in order to guarantee first search page placement for viable keywords and phrases pertinent to your practice areas and geographic location.
6. Register more than one domain name. Always register your law firm name and, if possible, a practice and geographic specific domain name as well. They can both point to the same website. Do not try to use too many domain names for one site or this can count against you in the Search Engine Optimization game.
The above strategies can be accomplished by yourself or consider where your time is better spent. Several companies provide Law Firm marketing services for you, including Attorneys Online. Sometimes money is better spent letting a professional do the job. Attorneys Online offers a free consultation in order to review your current Law Firm marketing strategies and recommend the most cost effective avenues for you to pursue.
Closing out 2008
We are the final countdown of days left in 2008. These last few months have been full of uncertainty about our economy. These issues may well be impacting your law firm marketing. As money has tightened up I believe that we need to do the same with our focus in your attorney advertising. The best way to spend the advertising dollars in the most effective way with your pay per click campaigns is to be sure we have the correct practice areas and geographic locations targeted. Sometimes even within the broad strokes of the practice areas there are ways to break down the focus even more. These strategies in lawyer marketing are even more important now than they ever have been.
I’ve been reading a lot of statistics stating that ‘Marketing is more important than ever. Ninety-four percent of CMOs believe that “a tough economic period is precisely the time when marketing plays a key role.”’ (Source: Epsilon, “Epsilon CMO Survey,” September, 2008.) I believe it’s true that online attorney advertising will continue to bring in business; we just need to be smart about how we spend the money.
Please call me and take a few minutes to go over your campaign and let’s be sure we have the most efficient attorney advertising possible.
Law Firm Marketing Tips During a Tough Economy
Let’s talk about the pink elephant in the virtual room – is marketing necessary when the economy is tough? Is marketing expendable? The answer is yes to both questions. How is that possible? Let me explain…marketing is necessary; you need people to know you exist. Even though you may have a great referral system it is important keep “fishing” for new clients in different ponds. Marketing can help you reach those new little ponds!
However marketing is also expendable…but to a degree; as with any tight budget you must be able to spend your money wisely. Marketing can be a sound investment if you know what to focus your law firm marketing dollars on.
In a recent article posted by the Marketing Psychology Group, “20 Marketing Tips for Hard Times,” valuable information was provided that we should all keep in mind. Here is how it can apply to your law firm marketing
1. Know your target audiences – this translates to know your clients. What kind of legal cases do you want to get? What kind of person would need your help? You need to know what appeals to them in words, images and even in what kind of retribution a client would be looking for by hiring you as their lawyer.
a. This may also open up a discussion on what kind of business you want. Is your law firm successful by a volume number of cases? Or is your law firm more of quality over quantity with cases and clients? Both business models work but the target audience, or client, is different for each method.
b. Our Recommendation: Change the message depending on your audience but have a strong presence on the internet which will help target either group with your lawyer internet marketing. This approach can provide biggest bang for your buck with both types of clients!
2. Know what each client group REALLY wants to buy – The Marketing Psychology Group’s Article stated it best - hint: it is NOT your product! People buy to satisfy a specific set of personal motivations, the product is just a springboard to that satisfaction.
a. In terms of attorney advertising, what kind of lawyer does your client want? Do they want a legal shark that will tear up the competition? Do they want someone to understand them and perhaps just find a way to settle the case out of court quietly?
b. Again the question may arise of what kind of business do you want to run? Be true to your personality. If you are aggressive in the legal world then show it in your marketing and the client that will benefit from your approach will find you!
3. Remember to sell all who influence the buying decision – from a legal marketing perspective you need to consider who is going to help your client understand what to do next. If you are working with elder law cases you will need to consider the elder’s children that are approaching your firm with a case. The client is ultimately the elderly person in the situation but you need to impress the children seeking an attorney on their parent’s behalf.
4. Use positioning to gain market share – as stated by the Marketing Psychology Group - you must not only give them reasons for buying the product, but reasons for buying it from YOU. What this means for attorney marketing is you have to help them determine if they have a valid case and why you would be the best person to represent them!
5. Make your message clear – a lot of people struggle to understand what their rights are. Your message in your lawyer marketing and when you talk to a potential client should be to explain their situation from a legal perspective. Let them know what they are entitled to whether it is in a divorce, a work situation or in filing for bankruptcy. Simplify it for a client so they can walk away knowing exactly what you want to do for them.
6. Make your message interesting – use your personality and personal experiences (confidentiality permitting) to explain your story and what it is that they can have by hiring you as their lawyer.
7. Make your message believable – don’t promise something you can’t do for a client just to get signed onto their case. Word of mouth can be a harmful thing if you don’t deliver on what you offer. Also first impressions are vital and you want to build their trust with you to hire you as their lawyer. So in your law firm marketing state what you can do and what you believe in. If you have had an 80% successful case rate state it but be prepared to back up your messages when you get a client to call.
8. Don’t steal their time until they’re ready to give it – As stated by the Marketing Psychology Group - their time is valuable, so get to the “what’s in it for me?” before the long explanations. Free Consultation forms on your website and even free consults (if applicable) in the office can help you work with a client when they are ready.
9. Don’t assume you know what your customers want – the Marketing Psychology Group stated it best - people buy on the basis of logic and emotion. If you don’t know what each specific target group of your buyers really wants, find out with research. It’s easier to sell them what they want than to convince them to buy what you think they want. From a law firm marketing perspective you find out what your clients want by talking to them and keeping track of what is important to them. Your marketing can be tailored to focus on their needs. Is it important for a car accident victim to know your previous success with their type of accident or with the auto company they are going against? Listen, learn and apply it!
10. Stimulate their emotions – whatever legal matter a client is involved in that has brought them to your door they have feelings towards it. So as stated by the Marketing Psychology Group - never overlook powerful emotions like security, safety, acceptance, guilt, fear, longing, and a dozen others, even in business-to-business sales. People often buy on the promise of emotional satisfaction, and justify it with logical reasons. So as a lawyer, understand the driving emotion they have regarding their potential case and address it. If they are angry empathize with them and see what you can do to help them feel vindicated.
11. Don’t think of your product as your baby – you should be proud of your firm, your previous cases and even the case you are trying to acquire but from a client perspective they have come to you for the fastest and most beneficial solution so they can move on with their lives.
12. Provide outstanding customer service – as the Marketing Psychology Group stated - this is often the differentiating factor among competitors. Today good customer service isn’t enough. Great customer service is required. From a lawyer’s perspective this could just mean calling a client back when they leave a message or paying attention to them when they arrive. Personal interaction and showing a client that they matter can be a deciding factor when they choose an attorney.
13. Know their doubts and overcome them – as Marketing Psychology Group addressed it - doubts and fears are part of any buying decision. Recognize what they are, confront them directly and ease the buyer’s doubts. Although you can’t guarantee a case result you can address their concerns of having a valid case with your legal expertise.
14. Treat customers like friends – you don’t have to bring them home for dinner but if they feel a personal connection with you that will help them feel more inclined to pick you as their attorney.
15. Use testimonials and other Validators (honors, awards, etc.) – let other people praise you and your legal expertise. Display this on your law firm website and even as part of your other lawyer advertising.
16. Be aware of the impact of every message you’re sending – the concept of your law firm as a brand comes into play with this tip. Consistency in your message, your office, your speech and all that revolves around working with a client is vital to building trust in your abilities. As stated by the Marketing Psychology Group - EVERYTHING related to your business sends a message and modifies the buyer’s image of your company, from your letterhead to the size of your aisles. Control every message and make every message “sing the same song.”
17. Make everything as attractive as possible – having a well designed and appealing law firm website can do wonders as a first impression. So start with an attractive legal website and make everything as comfortable as possible when interacting with a client. (Don’t think of it as a beauty contest just put your best foot forward!)
18. Write ads that make people want to know more – here is where legal marketing expertise can come into play on what to say to entice someone to contact you. As stated by the Marketing Psychology Group - ads are little pieces of seduction, designed to make the buyer want to know more. They don’t usually have to make the sale, just get buyers to take the next step, so make them alluring, not weighty.
19. Use the Internet to market and sell – Marketing Psychology Group stated it best - most people with computers go there first to research products and check out sellers. Be there, or be left behind.
a. Our recommendation: if you don’t have a law firm website or have any lawyer internet marketing included in the budget then make room for it!
20. Be flexible and watch for new opportunities – even in the legal marketing world there is always something new and better to try. Take calculated risks when you approach a new marketing method. Turn to legal marketing experts for advice on what kind of opportunities would work best for your firm and your budget; but don’t let your law firm marketing approach be stagnant. As stated by the Marketing Psychology Group - change is constant, creating both dangers and opportunities. Those who do not respond do not survive for long.
The law firm marketing world can be daunting. Attorneys Online Inc has legal marketing consultants that can help you navigate through these valuable 20 tips so your business can thrive in any economic situation!
