Perhaps the key reason for lackluster results among small law firms is the challenge of implementing their ideas and solutions. A common example is as follows: you take the time and effort to produce an excellent blog article or newsletter, and post it on your website. Pressed for time, you don't share it on social media (e.g LinkedIn and Facebook) or through an e-mail blast to your database of prospects and clients. In the meantime, you pay for your website maintenance, and e-mail marketing SaaS (software as a service), and have given up your precious time to write that useful piece that clearly showcases your expertise.
But which very few people actually read.
It's likely that for all your efforts, you don't generate reach or views or likes or even shares on your new content. It's also quite possible that the timeliness of your topic could have yielded you a few phone calls or requests for more information.
Most lawyers are excellent attorneys, experts in your field. You are your own calling card, but if no one knows how good you are, or even that you exist, then your marketing would have cost you a lot of money and failed you.
It pains me every time I tell a client that he's wasting his money getting me to write a great post or newsletter for him, when he doesn't push it out into the ether through social media and other publishing platforms. It pains me because I know how good an attorney this person is, and how excellent the content we create is, if only it could find its way to a captive audience.
My point is this:
Don't spend ANY money on any kind of marketing unless you can ensure that all the necessary moving parts are in place to touch and engage your target prospect base.
Don't pay for a newsletter - canned or custom-tailored - unless you distribute it to your email subscribers and push it out through social media. If no one reads it, you don't generate possible leads from it.
Don't hire an SEO specialist unless your website already has rich and valuable content. An honest web developer will tell you that no content = no SEO.
Don't throw money at ads in print or digital publications, only to have your ideal reader go to your website, be appalled by its static and hazy brand and content, never to return again.
Don't embark on email campaigns if you can't send out regular, rich content with calls-to-action.
So what kind of marketing can your law firm do instead?
Host a client appreciation event.
Support or sponsor a local community charity event.
Get a speaking engagement at the local library, community location or association.
Certainly, these efforts would bear more fruit if you had your digital marketing in place, but you can still generate results without going digital.
Marketing has no silver bullet. It does, however, create great value for those of us who (a) plan, and (b) commit to implementing everything we need to do to get that plan off the ground. When this happens, two things happen - you discover what works because you get results on some efforts and not others, and you achieve better with less.
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