As 2015 comes to a close, it’s time to look back on the year and think about what you would have done differently. Now take that insight and use it to create a stronger, more effective online marketing strategy for 2016! Everybody makes bad decisions now and then — the key is to learn from them and move on with a clean slate. By starting off the New Year right, you can give your firm a better chance of attracting the right cases and clients in the year ahead.
If you truly want a fresh start for your law firm, leave these 6 common online marketing mistakes behind as you enter into the New Year:
1. Thinking in an “Us vs. Them” Mentality When Working with Your Marketing Team
Your team of Internet marketing experts is there to work with you, not against you. This team should serve as an extension of your law firm, rather than a third-party service provider that takes a lot of effort to manage. Your team should be providing you with constant insight into what’s working and what’s not working within your marketing campaigns, and they should actively collaborate with you on the solutions that are best for your firm. Remember, the only way to achieve this type of relationship is to regularly communicate with your marketing team so they know how to best serve you.
2. Calling It Quits on a Marketing Campaign Too Early
Just like with anything, online marketing campaigns take time. Yes, you may start seeing results right after launching a website or an ad campaign, but that doesn’t mean you’re seeing the full picture quite yet. After launching your campaign, your marketing team will need to collect data, get feedback from you, and make certain adjustments to your campaign so it is properly optimized for the best results. It can often take 60 to 90 days before a campaign is fully optimized. Make sure you give your marketing efforts time to take full effect before you decide to call it a success or a failure.
3. Failing to Diversify Your Online Marketing Strategy
If you want to get ahead of your competitors, you will need to have effective strategies for both organic search and paid search. Both are important when it comes to boosting your online exposure and attracting the right types of cases to your law firm! For example, you can use search engine optimization (SEO) — such as the implementation of keywords and high-quality content — to get your law firm’s website ranking better in organic search results. Meanwhile, you can also leverage keyword-optimized pay per click (PPC) ads to drive additional traffic to your site — traffic that you might not have captured otherwise.
4. Ignoring the Mobile Crowd
Have you been putting off the task of making your law firm’s website mobile-friendly? Big mistake. Not only does this alienate a huge segment of your target audience, but it is also likely hurting your search engine rankings in Google searches performed on smartphones. (Google implemented a new mobile-friendly update in April 2015.) Read our blog post from last week to learn about this update and about how more than half of all Google searches are now performed on mobile devices.
5. Thinking Online Reviews Are No Big Deal
More and more people are turning to online reviews for help choosing service providers, and that includes lawyers and law firms. According to BrightLocal’s Local Consumer Review Survey 2015, 92% of consumers say they read online reviews, marking an increase from 88% in 2014. The survey results also found that 40% of consumers only read 1 to 3 reviews before forming an opinion about a business. With online reviews playing such a significant role in consumer behavior, you can’t afford to ignore the reviews that clients are posting about you online. Make sure to regularly check out review and rating sites such as Yelp, Avvo, and Lawyers.com so you can properly manage your online reputation!
6. Not Keeping Track of Your Return on Investment (ROI)
Are your online marketing campaigns actually bringing in new clients and cases and making your law firm money? You’ll never know unless you take the time to properly track the return on investment of your marketing campaigns. You need hard data to make meaningful decisions about how to best market your law firm, so don’t just go with your gut! The key is to look at metrics that show how much activity your campaign is generating (such as ad clicks, unique website visitors, and new clients obtained), as well as how much money your law firm is receiving after the costs are factored out. Make sure to track ROI on a regular basis and to stay consistent with your metrics!
Don’t let 2016 be a repeat of last year’s mistakes! If you are interested in getting expert advice about how you can improve your law firm’s online marketing strategy for the New Year, call Scorpion.
You can access more ROI tracking tips by downloading our free guide: ROI Tracking Strategies Your Law Firm Can’t Afford to Ignore.
About the Author
Stephen Bess is VP of Client Marketing at Scorpion. He is committed to helping law firms attract new clients and grow their practices through competitive digital marketing strategies. Stephen, who is Google AdWords Certified, is a graduate of Rice University in Houston, Texas. He has extensive experience in client management, marketing, and writing.
Prior to joining Scorpion, Stephen spent more than 10 years in the print, web, and digital publishing industry as a head editor of several magazines. He is also a former professional baseball player the Detroit Tigers, a foodie, and an amateur chef. He enjoys learning, trying red wines, and traveling to Santa Ynez, Paso Robles, Napa, and Sonoma with his wife and his daughter.