- Utilize tried-and-true marketing strategies;
- Stay current with the latest and most effective trends;
- Adapt to the changing legal marketing landscape; and
- Debunk common missteps that can lead to wasted resources
So without further ado, let’s get busy busting these scary legal marketing and business development myths.
Myth #1: “The bigger the marketing budget, the better the results.”
While having a larger marketing budget can potentially lead to more exposure and lead generation, it doesn’t necessarily guarantee better results. Effective marketing requires strategy, creativity, and targeting the right audience no matter the budget size.
Myth #2: “Every law firm needs to be on social media.”
Social media can be a highly effective marketing tool for many law firms, but some channels don’t necessarily work for every firm. It’s important to evaluate your target audience and the types of platforms they engage with before investing time and money in social media marketing. Forget about what you learned in Safety Town because you want to play in marketing traffic! In other words, spend your time on social channels where your clients and prospective clients are spending their time.
Myth #3: “Online advertising is too expensive for small law firms.”
Online advertising has become more affordable and accessible in recent years. Some of the more popular options include pay-per-click digital and social media ads. These advertising methods can be targeted to specific demographics and markets, making them a particularly cost-effective solution for small law firms.
Myth #4: “Content marketing isn’t important for law firms.”
Content marketing has become one of the most important aspects of marketing for most law firms. Consistency is king when developing your content calendar as regular publishing helps establish thought leadership and overall credibility. Publishing quality content that addresses common legal issues and answers frequently asked questions can help attract and retain clients. Establishing your position as a subject matter expert is pretty easily achieved when you publish regularly on your area of law.
Myth #5: “Marketing efforts should focus solely on new clients.”
While gaining new clients is important, marketing efforts should also focus on retaining current clients. Deepening existing relationships with clients often leads to repeat business, referrals, and positive reviews. Talk to your clients. You should know what their pain points are and what goals they are shooting for. If you don’t have a formal client feedback program, consider implementing one at your firm. This truly is one of the best ways to keep your existing clients satisfied and then some. Remember, loyal clients become rock-solid centers of influence and can ultimately enhance your credibility. Additionally, increasing the work among existing clients is often a less expensive adventure than landing a new client.
Whether you are a solo practitioner just starting out or a mid-sized law firm with decades of experience, effective legal marketing and business development is critical to your overall reputation and growth. By executing legal marketing strategies tailored to meet your needs, you will position yourself and your firm as the “go-to” legal resource.
