You’ve tried everything to expand your online presence—from Facebook to running direct ads on Google—but you’re STILL not getting the results you want…here’s what you’re doing wrong and how you can improve.
1. Stay on Top of Trends
Success in online advertising starts with staying up-to-date on the latest trends.
Five years ago, broad match keyword searches for “criminal defense attorney” yielded great results, just like “criminal defense lawyer.” But that’s not the case today. Today, Google is delivering results for narrow keyword searches. Searches like “5-star DUI attorney in San Diego” or “Child custody lawyers in Omaha”.
Knowing how and where people are searching, and adjusting your online advertising strategy to reflect those trends, will help you maximize your return on investment.
2. It Takes Money to Make Money
Writing a check to invest in your law firm can feel uneasy at times, but it’s always worth it IF the return comes through.
And when you’re PROPERLY advertising online, the return comes in more than 90% of the time.
Proper online advertising employs an adaptive strategy. As search terms fluctuate in popularity and legal trends change in your local area, your online advertising strategy needs to adjust accordingly.
3. Measurement Is Key
To get more clients from your online legal ads, you need to stay balanced in the distribution of your content.
And staying balanced requires meticulous measurement.
Measurement is a means to an end. It’s how you can identify which ad strategies and placements are working, and those that aren’t.
Put another way, it’s how you determine where to funnel your money to maximize ROI.
Measurement takes time, so do NOT change strategies at the first sign of trouble. Wait. Be patient. See what happens over a few weeks, not just a single day.
Will there be moments of frustration and disappointment? Absolutely. But over time, your business will increase to such a degree that any “wasted” monies will be quickly forgotten.
4. Use Pay-Per-Click Best Practices
Failing to use best practices in PPC is why so many campaigns completely fail.
But PPC is the cornerstone of every majorly successful online marketing campaign. And as long as you adhere to the best practices, PPC should work for you.
These practices include:
- Optimizing for keywords that are relevant to your practice.
- Being data-driven and willing to make campaign adjustments based on data, not intuition.
- Making your legal website mobile-friendly
So, Can I Do This Myself?
Maybe—how much free time do you have?
If you feel like you’re already clocking 12-hour days, then it’s probably a bad idea to undertake (or optimize an existing) digital marketing campaign all on your own.
Realistically, the smartest thing you can do to maximize the ROI on your online advertising efforts is a partner with a credible marketing agency with a long list of proven results for legal clients.
Think about reaching out to a well-established marketing agency for a free consultation.
About the Author
John Wright is the Vice President of Sales at Scorpion. Specializing in experience creation and results-driven growth plans, John’s focus is to expand revenue, enhance ROI in businesses, and position them for long-term success. Graduating from Arizona State University in 2013, John met his fiance Nicolette Barajas who works at Scorpion as well. He has two miniature schnauzers named Blue and Luna and is a huge fitness and health nut who loves to be active and work out.