Video transcript
In this video (above), we cover the top 7 marketing mistakes that most lawyers make.
Many Elder Law and Estate Planning attorneys invest thousands of dollars into their law firm marketing and, in return, produce little results.
Even though these attorneys are on the right path by making marketing a priority, they fall short because they don’t realize how costly some of these common marketing mistakes can be.
For example, you may have designed the perfect website, but no one will see it if it isn’t promoted correctly.
Or, you can have the best ad campaigns and an excellent-looking website. Still, if you don’t have the appropriate follow-up and communication tools, those prospects will not convert into clients.
Becoming aware of these common marketing mistakes and making alterations to the areas your business is falling short will elevate your return on investment.
Mistake #1: Marketing to the wrong audience.
Have you ever created a great-looking advertisement and the offer was unbeatable?
You just knew this campaign was going to bring in business. The day finally comes, and you launch the campaign, but no one signed up.
What happened?
You didn’t tailor the message and delivery to match your target audience.
You could have the best elder law ad there ever was, but unfortunately, if you’re targeting the wrong people, it won’t matter. Marketing messages must be carefully crafted and directed towards specific groups. Researching your target audience must be a top priority.
Imagine your ideal client (Marketers call this your buyer persona).
List out everything about this person, their age, interests, location, etc.
You can then design your advertising and marketing content with these potential customers in mind.
Mistake #2: Ignoring the importance of search engine optimization (SEO).
Law firms without an SEO strategy will find their competition has the edge over them.
If your firm isn’t ranking high for terms like “elder law attorney {your city}” or even a search query like “where can I get help setting up a will?” Your competition that is making SEO a priority will rank higher in search engines.
Say, for instance, you have a family in need of an elder law attorney. They don’t know any attorneys that practice elder law, and they’re not sure where else to look but Google. So they Google an elder law attorney in their city. Your firm is on the third page.
How often do you skim past the first few pages of Google? Hardly ever. So you missed out on an easy client simply because you didn’t put effort into your firm’s SEO.
We’re not saying you have to be number 1 or even be in the top 3, but being on the first page of search is crucial for bringing in organic traffic.
Here are just a few signs that your SEO is lacking:
- You don’t have a blog
- Your website takes a long time to load
- You don’t have a Google Business Profile
- Inaccurate business information is listed on pages like Yelp, Better Business Bureau, Nextdoor, etc.
Don’t overlook the benefits associated with SEO. Put in the time and energy into learning the basics, or hire someone who can help you rank higher.
Mistake #3: Failing to maintain connections with current clients.
When the contract is signed, it doesn’t mean your marketing efforts are over.
Always remember, communication with your clients is a top priority.
Send out holiday cards and birthday cards. Send updates with current company information. Invite them to follow your social media pages so they can stay in the loop with your company.
The more you make personal connections with your clients, the more likely they will continue doing business with you. Not to mention, suggest you to their friends and family.
Mistake #4: Not investing in multi-channel marketing.
You may be a firm that sends out weekly emails to potential clients in hopes they will one day click on your offer and sign up with you. But if that’s the only way you’re promoting your business, you’re missing out on tons of opportunities.
It would be best to have several different marketing outlets to promote your law firm.
Here are some of the most popular marketing channels used:
- Social Media Marketing
- Paid Advertising
- SEO & Content Marketing
- Online Retargeting
- Podcast Marketing
- Video Marketing
84% of people say they’ve been convinced to buy a product or service by watching a brand’s video.
As intimidating as getting in front of the camera can be, this is where you can bring in lots of brand awareness.
For example, you can create videos answering some frequently asked questions. Then, when potential clients see you bringing them helpful and informative information, they will begin to see you as an authority and trust you.
When people trust you, the more likely they will do business with you.
Mistake #5: Not building an online presence.
This mistake seems the most obvious, but so many firms don’t prioritize building an online presence.
First, you need to focus on your branding.
Poor branding or lack of personal branding can cause distrust and lower your services’ value.
Suppose a potential client was shopping around for someone to hire to help them put together an estate plan. In that case, they will almost certainly choose the business that has their branding buttoned-up and nice-looking.
Look at the two examples below. Which would you choose?
Second, focus on your businesses’ social media.
Don’t create a Facebook business page and then never check it again.
Post frequently, answer questions and ensure your firm’s information is up to date. Make your page informative and engaging so you will stay top of mind for those considering doing business with you.
One of our clients has nailed this strategy. They post about birthdays, work anniversaries of their team members, upcoming events, etc., and people love it! The community vibe makes them the go-to choice in their area.
Another big part of building an online presence is engaging with your clients.
If someone leaves a review, make sure to respond! Negative reviews are even more important to respond to, as people wonder if the negative comment is valid. When you respond to a negative review, be the bigger person and respond with kindness.
If you’re not responding or getting into keyboard battles with a hard-to-work-with client, it will reflect poorly on your business. People read reviews before they make purchasing decisions. So make your reviews shine and reflect how great you are to work with.
Mistake #6: Not converting leads to clients.
Another unfortunate mistake attorneys make is not converting leads into clients.
You may have created an eye-catching ad, and people are signing up for your workshop, or they’re downloading your guide, but if you haven’t set up a follow-up sequence, then none of that will matter!
Studies show people need to see a marketing message seven times before they’ll take action. This statistic shows how setting up a follow-up strategy is key.
Sales emails let them know what you offer, and you ask them to sign up with you. If they still don’t sign up after the sales email sequence, then it’s time for the nurture emails. Nurture emails provide value. These emails provide helpful information, all the while keeping you in their inbox.
When they’re ready to do business, you’re there to take them to the next step.
Mistake #7 – Not having an up-to-date website.
Not having an up-to-date website is an opportunity lost to your business. Not providing enough information allows potential clients to slip through the cracks.
A popular strategy for ranking the efficiency of your website is seeing if it passes “The Grunt Test.”
Suppose a person visiting your website knows nothing about you or your business. Could they understand your business and what you offer in 5 seconds?
By having all of the important elements strategically placed on your website, you will effectively guide visitors when they visit your website.
Conclusion: What can you do to avoid these mistakes?
Now that you’re aware of these marketing mistakes, do you recognize areas where your firm’s marketing strategy may lack?
At the end of the day, you want every dollar spent on marketing to benefit your business. So don’t waste time and money on strategies that don’t work.
To learn more about how we can help with your Elder Law or Estate Planning firm’s marketing, schedule a free 15-minute call with us.
