Digital marketing is a rapidly changing science. That means information becomes outdated quickly, and it can be difficult to know what’s true and what’s not. Even with the latest information available, there are still plenty of digital marketing myths out there. Here are some of the most common ones affecting law firms today.
Myth #1: Digital marketing is only for big law firms
One of the most common digital marketing myths is that digital marketing is only for big law firms. Realistically, though, digital marketing is a critical component to helping your practice grow and you don’t need a massive, corporate-sized budget to see results. We recommend spending 7 or 8% of your firm’s revenue on digital marketing efforts.
Myth #2: Digital marketing doesn’t need to be a priority
Even in today’s landscape, some law firms think digital marketing is “extra” or “nice to have”. In truth, internet marketing tactics have become essential. Your online reputation is one of your firm’s most important assets, and you can bet that the majority of your future clients are performing research online. Social media and online credibility are today’s word-of-mouth. You need to prioritize digital tactics in order to meet clients where they look for answers.
Myth #3: Having a website is enough to market my law firm
If you’ve done a good job with your website and have a well-designed website, you may think that it will do your marketing for you. After all, people can come to your website and get information and get in touch with you.
The only problem is actually stumbling upon your website. How do prospects find your website in the first place? Strategies like search engine optimization (SEO), content creation, pay-per-click (PPC) ads, and social media will bring people to your website (where you can then impress them with your terrific design and user experience).
Myth #4: If I just put content out there, it’ll be enough
A lot of law firms have come to realize the power of content creation – but simply pushing out content isn’t enough. For one thing, you need to focus on quality over quantity. Creating content for the sake of content won’t help your marketing efforts. Focus on high-quality, well-researched content that provides real information and positions your firm as a thought leader. Furthermore, you need to promote your content in various ways. This post describes some ways that you can repurpose content for social media in order to see better results.
Myth #5: As long as our competition isn’t focusing on digital, we don’t need to either
Sometimes lawyers feel a false sense of security when their competition isn’t active online. Just because similar firms aren’t making the most of digital marketing doesn’t mean you shouldn’t.
Digital marketing will give your firm a leg up on your competition. Not only will you have increased brand exposure, but you’ll also reach your target audience more effectively than your competition.
Furthermore, if your competition isn’t very active online, that presents more opportunities for you. Make the effort to fill any gaps that your competition is leaving online with valuable content and promotional programs.
Myth #6: There’s too broad of an audience online to make an impact with digital marketing
The internet has billions of users and you can only serve people in your geographic market – so does marketing online make sense? The truth is that today’s platforms offer so many ways to segment your audience and narrow down your targets. Whereas with traditional marketing which targets anyone who is exposed to it, social media, paid campaigns, and PPC can precisely target people based on things like geography, demographics, and past activities. That means you won’t waste advertising dollars on people who aren’t likely to be interested in your firm. You’ll get a higher ROI due to reaching more qualified prospects.
Myth #7: Email marketing isn’t effective anymore
This is one we hear a lot, and it couldn’t be further from the truth. Email marketing is still one of the most effective ways of communicating and building relationships with your database. You can take things a step further by using marketing automation and lead nurturing tactics which make emails more customized. For more email tips, read this post on ramping up open and click-through rates.
Myth #8: People don’t like personalization and find it creepy
Digital marketing is incredibly effective for law firms who understand the correct strategies and put them to good use. If you move past these 8 myths and use the latest digital tools and tactics, you can grow your firm substantially.
If you need help developing a customized digital strategy, reach out to us. We help firms to optimize online activities in order to meet their larger business goals.