Consulting 101

Posted on: November 8th, 2019

Consulting should never be a one time meeting.

At Lawyer Marketing Services we listen and pay close attention to every detail. Not all law firms need the same services, however every law firm requires special attention. Too many businesses waste time, money, and resources on advertising, content, and services without a cohesive, carefully planned marketing strategy. From the onset, a great marketing strategy requires a deep dive into target audiences and their behaviors. A solid, thorough strategy will also include competitor analysis, trackable goals for all campaigns, and ongoing re-optimization. 

During your initial free consultation, we will get to know your firm on a deeper level, and strive to ascertain your growth expectations. We will conduct a needs assessment that details your firm’s online presence and reputation. Our consultants will share the findings of your online audit, and create a custom plan to guide you to the most beneficial services for your law firm. If your marketing strategy isn’t adjusting as technology, your products and services, and your customers change, then it’s probably an ineffective strategy. Our clients have one of three specific goals for a campaign. These include:

• Increased brand awareness and positive brand sentiment
• Larger referral network
• New clients

Consultations are vital to a law firm before implementing any strategy. Important factors to discuss during a consultation include:

• Choose a key performance indicator (KPI) to measure the success/failure of that goal.
• Find a strategy that will help you reach that goal
• Pick a goal that is specific and can be well defined

Marketing your law firm in 2019 is all about being where potential clients are looking for you and standing out from the rest. 

• To help attract referrals, it’s important to build up your reputation by promoting and marketing your legal expertise and showcasing your thought leadership.  Write articles and blogs for publication in prominent legal and trade publications, and on websites read by lawyers, clients and potential clients and referral sources. Become actively involved in prospective clients’ trade and community organizations – look for opportunities to network and speak in front of these groups to try to generate new business/referrals.
• Another key to a successful marketing strategy involves honing in on specific niche areas such as “construction related injuries” and “business formation law. 

Aside from personal referrals, a firms’ website generates the majority of new prospective clients. This is achieved through a multi-tiered marketing strategy which includes:  

• Branding
• SEO 
• Social Media
• Reputation Management  
• Pay Per Click 

Branding

The foundation of your law firm is your branding. Is your branding ineffective? Proper branding will showcase your expertise, your mission, and your values. Our knowledge of branding procedures will propel all law firms to the forefront. A well branded law firm is an influencer willing to set themselves apart in order to achieve exceptional results. From your law firm’s online visibility, to your social media engagement, and reputation management; to the cultivation of your community engagement and core beliefs, each is a different aspect of your brand. 

SEO 

Although an initial on-page optimization can last for years, superior SEO is ongoing. The strategies and techniques employed by our professionals follow the latest in best practices, while remaining well within Google’s guidelines.  We provided in-depth optimization through proven techniques, which include, website architecture analysis, keyword targeting, winning content strategies, valuable industry citations, and earned links through outreach, just to name a few.  

Another critical aspect of SEO is local. Local SEO is a strategic process that focuses on emphasizing the optimization efforts of local brick-and-mortar law firms. Content, on-page optimizations, and link building all with a focused, localized intent are part of these efforts. You must be optimized for mobile strength.

Social Media

Having a performance driven Social Media can be fundamental to adding new customers and increasing your revenue. If you aren’t active on social media you are missing wonderful opportunities to retain new clientele, create relationships with your most loyal clients, grow brand awareness, and increase your website traffic. Multiple media platforms are an ideal way to share your firm news about awards, case victories, and new hires. The number of attorneys employing social media is rapidly growing, however, without an optimized social media strategy, time and effort can be wasted. 

Reputation Management

When it comes to the digital space, your reputation is everything. No matter how powerful or well-known you are, not everyone is going to have the perfect experience and a single bad review can cost you a lot of business. 

Pay Per Click

Our U.S. based team of Google AdWords Professionals provide ROI and growth-focused services that entail strategy, analysis, and optimization of your campaign from click-to-click. Our account managers work one-on-one with clients from coast-to-coast, and ensure you have access to view data that our competitors often hide. Having a dedicated team of Google Certified AdWords Specialist will remove the need to rely on faulty automated software or express platforms.

ADVANTAGES OF PPC:

• Transparency – as a Google Adwords Certified Specialist, you can count on the highest standards being upheld and adhered to in your pay per click advertising campaigns by Lawyer Marketing Services
• Measurability – from impressions, to clicks, to calls, form fills, etc…
• Control – anything from ad text, to geography, to devices (desktops, mobile phones, tablets), even times/days of the week are under our control.
• Speed & Visibility – campaigns usually achieve first page visibility the same day of launch.
• “Fill the Gaps” strategy – in the absence of Fortune 500 digital marketing budgets, most SEO campaign efforts will be limited in keywords and/or geographies, thus leaving a multitude of other valuable keyword/query options that PPC campaigns can be highly effective in capturing where SEO efforts might miss.

While Google is one source for negative reviews, there are many other reputation factors that could be hurting your conversion rate. Here are a few things to think about:

• Do any of your legal profiles have negative reviews?
• Have you looked at Yelp? Manta? Yahoo? MerchantCircle?
• Are you peer-reviewed?
• Do your legal profiles such as Avvo.com have high scores?
• Are you showcasing your accolades?

Our Team is always researching for the best result for each client. We encourage open communication, and are constantly analyzing various marketing aspects to deliver optimal results. As your firm evolves, we adjust our strategy to meet your needs. As our client, your firm requires a unique partnership with Lawyer Marketing Services to address specific opportunities and goals. We recommend having on-going open dialogue and collaboration between your firm and our agency, as we reach predetermined objectives. Let our Team implement an innovative strategy that raises the bar in your Digital Marketing.

Contact Lawyer Marketing Services to schedule your free consultation today.