With competition growing among legal businesses, the last thing you want is to lose potential clients to your competitors. And the primary tool to get your business the proper attention it deserves is marketing. Unfortunately, marketing is also the bane of most small law firms. Indeed, according to experts, marketing is one of the main reasons many small law businesses fail. And with hundreds of law businesses springing up daily, you can only expect the competition to intensify. So, how can you make your legal business compete in search advertising? How can you position your firm in a way that makes it visible among the growing competition? Here are some marketing mistakes you need to avoid.
Neglecting customer review
Sometimes, the best form of marketing or advertising is the reviews and word-of-mouth experiences your clients leave and the impressions those reviews have on potential clients. Nobody wants to work with a law business with a lousy track record, whether it is something as comparatively simple as a consultancy to something more advanced like appellate work.
Reviews are not just for potential future clients, as they also give you a clearer picture of the things you’re doing right or wrong. So, ask yourself when last you looked up your customer review. What did your recent clients complain about? What did they want to be done differently? Which areas of your work did they applaud you for the most? Answering these questions and more will help you put measures to be better.
Failing to watch your competition
Sometimes, you don’t really need to invent the wheel or create something entirely new to give you the competitive urge you’re looking for. Sometimes, all you need to do is keep a watchful eye on what your successful competitors are doing right and what your less successful competitors are doing wrong. No one is suggesting that you spend most of your working time spying on your competitors. Just pick only the essential things and use them. For example, if you’re starting your legal business, you can take advantage of already-sourced content topics that resonate with the kind of audience you’re trying to reach. Other more established companies have already done the heavy lifting for you; leverage on it.
Not understanding the modern legal marketplace
The marketing landscape is continuously evolving. And with the rise of online marketing, the marketing landscape is no longer the way it used to be. Currently, there are over 12,000 legal services available online, taking advantage of different digital platforms or channels to reach out to their target audiences.
If you’re still trying to use outdated methods to market your legal business, it will only be like trying to communicate using smoke signals - nobody is going to hear you. Take the time to channel your marketing strategies through modern means. Take advantage of different social media platforms, blog articles, search engine optimization tools, and others to help give your legal business the visibility it needs.
Consistency is essential to establishing an effective online presence. But, unfortunately, many attorneys remain inconsistent with their online strategies. You want a potential client to evaluate and understand just what you’re offering, and consistency is key to that. Being consistent means making the same info available on all your online channels, from your website to all your social media platforms. So, before you start creating your online profiles, take the time to outline your objectives and values.
Find out what you want to communicate to your prospective client as if they were seated right in front of you. Also, ensure that your values and goals are flexible enough to meet the changing demands of different times. However, such changes should be as minimal as possible, so they don’t stray away from your original or core goals and values. And always keep in mind that the more consistent your legal business is, the more your prospective client will be able to identify you.
If you are managing an up-and-coming firm, you’re going to need all the networking help you can get. It is easy to engage in full-throttle networking activities when you have very little work on your table. But it is also important to ensure that you are as consistent as possible with your networking strategies over a long period. For example, you can begin by picking one or two legal associations that already attract the clients you want or will give you the referral sources you need to grow your firm.
It is crucial to start with a few networking groups at a time (maximum, two at a time). Such groups or connections may also come with other obligations that could take a considerable chunk of your time or even resources. So, take the time to identify which referral sources rank the highest on your ideal list. Next, reach one to them one at a time, taking care not to overburden yourself with too many networks. The goal here is to take on the world, but only one step at a time.
Not blogging or writing
The purpose of blogging isn’t merely to demonstrate your impressive grasp of the English language or law to your audience. It is to help equip them with the basic knowledge they need to understand or address the smallest issues independently. The logic here is pretty simple; the more insightful your blogs are, the more credible you demonstrate yourself. Not every client is looking for an opportunity for one-on-one time with an attorney.
Some may only want to know some basic steps to take when they find themselves in uncomfortable situations. When your blogs can help the average reader with these kinds of info, you indirectly tell them you’re concerned about them - and you’re not money-hungry. Plus, this will help you gain their trust as well as their loyalty. And there is nothing more beneficial than a loyal client base.