As our current social environment constantly changes, newer social and legal issues arise. It is no wonder that the legal sector is also dynamically changing. Nowadays, law firms may stay relevant and keep up with the times in order to be competitive.
A digital marketing team or an allocated online advertising budget doesn’t guarantee your campaign will run as smoothly as expected. It is common for law firms to hit a roadblock and not reach their targets. This happens due to some digital marketing problems that may arise in the middle of the campaign.
In this article, we will discuss three common digital marketing problems that lawyers and law firms face and how you can avoid them.
1. Not Having a Solid Digital Marketing Plan
Many law firms fail on digital marketing because they don’t have a marketing plan in place. Instead, they jump right into executing an advocacy without carefully studying their ideas and analyzing expected results.
Before running any campaign, it is important to build a solid digital marketing plan. This includes:
- A list of marketing strategies you want to implement (whether it’s Google AdWords, Facebook ads, email campaigns, social media marketing, or content distribution, etc.)
- Your target clients
- Specific goals or specializations.
All this information is relevant for coming up with an excellent plan. This will enable you and your team to identify when, where, and how to execute each one of them.
More importantly, an effective digital marketing plan is not only about having a checklist or a project timeline. It requires careful monitoring of each campaign, tracking and analyzing results. This will lead to making the necessary changes when actual results are not in accordance to the desired outcome.
2. Not Optimizing for Conversions
Many websites of law firms are designed to attract traffic, visits, and clicks, that they forget about the more important goal — conversion. All your ad clicks and website visits are useless if they don’t convert to successful consultations.
This is why planning is important before launching any digital marketing campaign. You first identify your goals and then you tailor fit your strategies in order to achieve them. If your ultimate goal is to get clients, you have to optimize your campaigns for conversions, and not just clicks.
Conversion rate optimization (CRO) involves encouraging potential clients to sign up for your legal services. It’s not enough to invite them to your homepage or landing page. Once they’re there, you have to do something to make them want to start consultations with you or submit their contact information at least. Some effective ways to do this include improving UX of your website or mobile app, using persuasive copy with a powerful call-to-action button, and showcasing social proof such as testimonials and positive reviews of loyal customers.
3. Relying So Much on Social Media
We all know that social media can significantly help businesses connect with their potential customers in different parts of the world. However, social media marketing alone cannot always give you your desired results especially for lawyers. No matter how much you spend on Facebook advertising or how many millions of followers you currently have on Instagram, your target client may not be on these particular social networking websites. Relying on social media alone for leads is not the best strategy.
It is useful for things such as, learning more about your audience, analyzing their online behavior, and even checking on other lawyers and law firms in the area and how they are building relationships with their clients. This information should help you come up with better marketing strategies than just boosting your Facebook posts and creating that one viral video.
Digital marketing can be a powerful tool in improving your firm’s online reputation, driving traffic to your website, increasing the number of your clients, and achieving an excellent ROI. However, you need to carefully study your options, plan your strategies, and research the market before you start your campaigns and advocacies. By keeping in mind these common digital marketing problems, you should be able to come up with a more effective and powerful digital marketing strategy for your law business.
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