Top 5 Law Firm Marketing Mistakes
Marketing is an essential part of building up a successful law practice. When marketing is done right, it can lead to tremendous growth. When it is done poorly, however, the results can be catastrophic. Here is Attorney Business Consulting’s handy guide to law firm marketing: five marketing mistakes to avoid.
Having a Poor Marketing Strategy
Perhaps the most common mistake that law firms make with their marketing is failing to have a defined strategy. The vast majority of law firms simply do not give serious thought to how to market their business, much less have a set plan for it.
Having a well-defined marketing plan is crucial to the success of your firm. There are seemingly endless marketing strategies out there:
- Pay-Per-Click (PPC) ads
- Facebook ads
- Email marketing
These are just a few of the many marketing strategies available to law firms. When devising a strategy, make sure you take every facet of your business into consideration. How many clients will you need to onboard each month? How many consultations do you need to gain one new client? Do you get many referrals? Understanding all these questions will help you to decide which forms of marketing will work best for you.
Not Knowing Your Target Audience
Effective marketing is, essentially, being able to communicate your message to the right audience. In order to effectively communicate your firm’s message, you need to understand who exactly your target audience is. By identifying the individuals most likely to seek out the services of your law firm, you will be far more effective at creating content that speaks their language. This, in turn, will make them more likely to trust in your services.
Identifying your target audience requires careful research and analytics. Some of the best questions you can ask to determine who you hope to target include:
- How old are your clients?
- Where do they live?
- What is their profession?
- What is their income?
- What problems can you solve for them?
Asking and answering these questions is your first step to successfully marketing your law firm. With your target demographics identified, every email you send, blog you write, or page you create will have the tone and relevant materials to entice your ideal clients.
Failing to Track Leads
Not having a content relationship management (CRM) system in place is a surprisingly common marketing mistake for law firms. A good CRM is integral to tracking your leads and sales. The simple fact is that many firms just don’t understand that they are in the sales business, and so they neglect following up on leads. At Attorney Business Consulting, we can help you effectively manage all your content to grow your business.
Getting Caught Up in the Latest Buzz
One of the most common mistakes that law firms make when it comes to marketing is being distracted by the latest buzzwords and ideas they may pick up online. While new ideas are great, the issue arises when a law firm spends too much time focusing on their new, shiny toy, and forget about the tools and tricks that have led to success in the past.
For your law firm’s marketing to be successful, it’s important to make sure that you keep your eyes on the bigger picture. By paying close attention to your analytics – and not just what the latest cool trends are – you will be able to tell what works and what doesn’t.
Not Adapting to Change
Finally, one of the worst mistakes a law firm can make when it comes to marketing is failing to adapt to the times. Staying on top of what works for your business is key to success. But so is ditching what doesn’t.
If you need help devising a successful marketing plan for your law firm, Attorney Business Consulting is here to help. We’ve helped hundreds of lawyers take the next step in growing their firm – and we’d like to help you, too. As the premier law office management consulting agency, we can assist with every aspect of running your legal firm. Contact us today at 339-337-2655 for a free consultation.