Law firms need to stop hiding behind their digital marketing
Digital marketing in a law firm – everyone relies on it. Without it we wouldn’t have any leads. Or is that the case?
As you know (hopefully) I’m a legal marketing consultant and I’ve also been running my own marketing consultancy for a while now. The irony! It’s frustrating as hell, and you never know which way the wind is blowing. Everything is random and one activity leads to another that you couldn’t possibly predict. Sometimes it all feels like you have to be in the right place at the right time and those are impossible odds.
Will digital marketing give your law firm a lead?
How do you get to that one person who wants your services? You hope that doing ‘digital’ this will eventually land you a lead. But I can categorically say that, that this is not always the case. Digital marketing is very good for brand awareness and making sure you are top of mind. But in the professional services industry it’s the relationships you create, nurture and maintain that work the best as a strategy.
Don’t get me wrong digital marketing for your law firm is good to do but don’t rely on it. I keep thinking if I keep doing this then something will happen eventually. It might but it also might not.
I’ve read somewhere that the definition of madness is repeating the same task over and over again and expecting a different result. If you are doing digital marketing then take a look at what is and isn’t working for you and where you can improve. Don’t keep doing the same things over and over again and not know whether it will work.
So what should you do?
It’s all about biting the bullet and starting to get you and your firm out there, showing your face and talking to people. This is going to be key for a successful Business Development strategy. By the very nature of what you do, people need to know, like and trust you which is only something that can really be done in person.
Start thinking about networking for your law firm.
Networking through the Chamber of Commerce, Urbano, Midtown Network, The Business Network and perhaps (if you are a woman) some WiBN networking might be a good place to start.
Also, don’t forget to think about where your clients might go to – what events, seminars, trade shows and exhibitions do they attend. Find out and attend too!
Word of mouth marketing is like gold dust and can really get your business going. It is really about who you know.
Business Development on the law firm agenda
There are a couple of key components to a good business development strategy. Firstly take a look at your existing clients and if appropriate find ways to upsell them services that might be of use to them. Secondly, think about your referral strategy who refers to you and who do you refer to? Qualify your referrals and see who you need to maintain good relationships with, ditch or create new ones.
Thirdly and most likely the last on the agenda should be taking a look at new client targets. Compiling and researching a list of contacts is a good first step before you start pulling a targeting campaign together for them.
Stop hiding and get yourself out there!
The point I’m really trying to make is digital marketing should form a part of your overall marketing plan and shouldn’t be the only thing you do. If you hide behind your digital marketing, then it’s a dangerous game you play. Social media, email marketing, content writing are great to get you out there and raise awareness of your brand. But they are just pieces of a larger puzzle and you have to think about ways of accessing your target market in different ways not just online!
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Need help?
If you would like help with your marketing then bringing on a marketing consultant with a fresh pair of eyes can make all the difference. I work with B2B businesses and professional service firms in London, Kent, UK and Europe as well as specialising as a Legal Marketing Consultant. Please get in touch or book a free 30-minute consultation.
