Getting digital marketing strategies adopted and implemented within a law firm is not without its challenges. According to our Law Firm Digital Marketing Survey conducted in September 2018, the biggest roadblock is convincing firm leadership to try new tactics, with 57% of firms citing this as an obstacle. Also, just over half of the firms surveyed there is not enough time to expand digital efforts likely due to overburdened marketing staff. Forty-one percent of respondents reported another challenge, keeping up with the rapid changes in the digital marketing realm due to new algorithms, platforms, and new technologies offered by established players and startups which is no surprise due to the large need for marketing training within these firms.
Despite the many challenges, digital marketing is crucial for your firm since the average person spends so much time online, including hours on end connected via their smartphone. Here are some of the most effective solutions to overcome the various challenges that law firms face when it comes to digital marketing.
Provide Marketing Education
The first step to easing your firm into widespread acceptance of digital marketing is to train both marketing staff and attorneys. You need to take steps to ensure that you and your team all understand digital marketing, at least at a basic level. This will help lead to a consensus when it comes to decision-making as well as an enthusiasm for digital marketing. Some simple yet effective methods of giving your team marketing education include presentations at a retreat, meetings, and providing reading materials.
In the educational materials, emphasize that law firm marketing is based on building relationships and personal contacts. You should also make it clear that lawyers can take slightly different approaches to marketing based on their strengths and individual knowledge.
Measure and Share Success
Law firms are not likely to invest in new marketing strategies without data to support its effectiveness. Since success stories regarding your marketing provide motivation for your team and the necessary attention from firm leadership, it’s essential that you measure the impact of your digital marketing efforts. Just calculating the website visits or social media engagements is not enough. Partners want to see concrete proof of ROI and despite what some legal marketers think, this is possible. There are many legal marketing tools that allow you to analyze and report on the direct impact emails, content, and social media messages have on bringing in new clients and converting prospects.
Get Input from Clients
When it comes to digital marketing, your clients are an extremely useful resource. They will be able to tell you about their experiences with your firm and deliver an honest assessment of what worked well and what they suggest you change. The simplest method of getting client input is via a survey or something similar. If clients are interested, you could even have one or two speak during your marketing training retreat. Attorneys main motivation is generating new leads and bringing in new clients, by using real clients to prove the value of digital, attorneys are more likely to understand the need for investing in this form of marketing.
For most legal marketers our survey results are not surprising. Law firm marketing teams are struggling to implement digital marketing initiatives due to lack of buy in from firm leadership and lack of education. However, through proper training, in-depth measurement, and client feedback legal marketers can effectively overcome the many challenges they face when it comes to digital marketing. If your firm needs help implementing a new digital marketing strategy, we’re here to help with a free consultation.