It’s undeniable that the internet has become the greatest medium for marketing. It can be attributed to all the benefits it puts on the table, such as ease of use and wide audience reach among many others. However, while it may be really great, it doesn’t necessarily mean that your marketing materials will sell itself. At the end of the day, your strategies are what completely defines your success. With that being said, it is not unusual to see businesses struggle in online marketing. They are doing something wrong and you could be as well. It is time to correct those especially if you are running a law firm. So, let’s answer the question, why law firms fail at online marketing?
Table of Contents
1. Outdated Website (Functionally/Aesthetically)
You are not selling something that needs to look good so you decide to settle with having the most basic website. Since your only goal is to inform people about your services, you don’t strive to improve your home page. However, that sends a message. It gives the impression of an incompetent and low-budget firm.
You don’t necessarily need to have the most up-to-date and expensive website. You just need it to look modern and function in a way that appeals to the current market demographic. For starters, have an aesthetically pleasing format, high-quality photos, and add features, like chat.
2. Avoiding Blogs and Social Media is Why Law Firms Fail at Online Marketing
It is time to stop avoiding blogs and social media. It is indeed a daunting task with the need to come up with content and having to maintain it. However, it is what gets conversations starting and makes your law firm relevant.
You need to come up with content marketing that will help people get answers. If you do that, who do you think they will approach when they need legal advice? It would be no other than you. You just showed them how well-equipped you are with your blog content and social media marketing.
Another thing to remember is how versatile social media is. A lot of people and businesses found their great break on the platform because it only takes one share, like, or comment to set off a series of domino effects. There is the potential to have wide reach without having to do most of the leg work.
3. Why Law Firms Fail at Online Marketing? They Ignore Analytics
The reality is that marketing is not just about creating quality content. It also involves a technical aspect which is analytics. You really need to take the time to understand all the numbers, from number of visitors and rate of positive engagement. Otherwise, you will never know what to improve or what to start doing next.
Just like anything that involves analysis, it is not as easy as counting numbers. It involves planning and problem solving, along with understanding how certain tools work. As a result, it is understandable if you did decide to not bother with it. However, it is time to stop that wrong practice because it translates negatively on your law firm marketing.
4. Inconsistent Impression
How you appeal to an audience is important when it comes to business. You want them to get a complete picture of what you have to offer and the qualities of your brand. That doesn’t just happen by itself, but involves consistent efforts.
From the type of posts and how frequently you make them, all of that plays a role in creating a discernable positive impression. Posting too little will make you seem inactive and incompetent. If you post randomly, your viewers are constantly left guessing and that eventually gets tedious.
It doesn’t mean you have cultivated a first great impression, you can start taking things slow. How your clients look at your firm is not consistent. It is bound to change as you change as well. The problem is, if they decide to walk away, it is more difficult to hook them back again.
As a result, while creating a consistent impression may seem to result in a small positive effect, doing otherwise can be greatly catastrophic.
5. Targeting the Wrong Audience is Why Law Firms Fail at Online Marketing
The internet is a global medium. Unlike television and radio, your marketing materials are viewable around the world. What does this mean? You can be easily marketing to people who are never going to become your clients.
Remember that the people who are going to seek your services are those that are within the city. So, you are going to want to concentrate your attention on campaigns that allow you to target based on location. Make sure that your ads appear only in places that are also your market.
The sooner you realize that not all online marketing campaigns are the same, the faster you can adopt and choose the ones that best fits your needs. The last thing you would want is to work and invest extensively on a campaign that does generate tons of traffic, but only a handful can actually qualify as clients.
Do Your Best Not to Fail
It doesn’t matter what industry you are in, marketing is not an easy task. Things are even a lot more difficult if you are a law firm since you are looking at a niche market. That explains why a lot struggle or even fail with online marketing. However, your fate should not be the same as them.
While mistakes are something you cannot prevent, at least you don’t get to repeat what others have always been doing. It also pays to reflect at your own actions and know when to start making changes.
If you think that this is something too difficult for you to do, what you need is the help of the best digital marketing agencies. From giving assistance to undertaking marketing responsibilities, we are here for you. Contact us today for a free strategy consultation.
