Legal marketing is a beast of its own in the digital marketing realm. While some general digital marketing best practices are applicable, there are also many unique challenges. In this post, we’ll outline some of these challenges and present some solutions.
1. The Knowledge Gap
As an attorney or other legal professional, you are focused on helping your clients and staying up-to-date with changes in the law. As digital marketers, we’re focused on the latest industry updates and helping our clients (that’s you!). While it’s sometimes important to “stay in your lane” there are always exceptions and we believe legal marketing is one of them. When agencies take the time to explain their services and how they’ll accomplish goals for their clients, it creates a shared understanding and a common language. This can help to avoid potential confusion as the services begin; a win-win!
2. Content Overload
In terms of SEO, content is king, but there’s a fine line between too much content and not enough, plus you must have the right content. Attorneys are used to reading through monstrous legal documents and tend to want that depth of content on their website. However, this isn’t best practice for SEO. It’s too technical, too long, and therefore too boring for someone looking for an attorney to read. Finding the middle ground of creating enough quality content without taking it too far is sometimes difficult, but it ends up being worth it when our clients start seeing cases roll in.
3. Outdated Advertising Ideas
Legal marketing has only been permitted since 1976 when phone books and TV commercials were the standard for marketing. Many lawyers have been advertising on those traditional channels for years, have seen some historical success and, generally, don’t want to change. While those traditional channels may feel more secure, data has shown that every day these channels are becoming less and less effective. Simply put, there are more people looking for businesses online than in a phone book or while they’re watching TV — plus, let’s be real, who watches “real” TV with commercials anymore? It’s all about instant streaming with Hulu and Netflix.
Not only are more people using the internet to search for services than ever before, but digital makes it much easier to track returns on the investment. Sometimes, though, clients don’t understand or accept that. This is when we jump back up to #1 on this list and work our hardest to educate our clients.
No Time To Waste
If you’re ready to take your business to new heights, we have you covered! We offer legal marketing services of all kinds, from base level packages to internet-dominating packages, and are ready to work with you. Our team of digital marketing nerds stay up-to-date on the latest industry trends and will take ample time to solidify each client’s understanding of our services. If you’re ready to take the next step or have any questions, feel free to call us at (800) 893-2590 or reach out to us on Facebook or Twitter.