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What Makes Law Firm Marketing Services Different From Other Industries?

#lawfirm #marketing #lawyermarketing

David Kley of Hexxen and Orange Design discusses what makes law firm marketing or lawyer marketing different from other commercial industries.

https://webdesignandcompany.com/lawye...

Timestamps:

1:08 - Determining what is right for your firm: Traditional marketing vs Digital marketing. Traditional marketing focuses on offline activities like billboards, direct mail, and radio or TV ads. Digital marketing, on the other hand, includes online marketing activities like creating a website, using digital ads, SEO, email marketing, and social media. Most law firms incorporate both digital and traditional marketing into their marketing strategy. For example, a personal injury law firm might employ a variety of digital strategies like paid and organic social media but also use radio, billboards, and bus wraps. A question that needs to be asked is: how do people find you, or how do you want them to find you?


3:28 - Working as a partnership, not as a marketer: When working with a high-budget firm, you NEED TO LISTEN TO THEIR FEEDBACK. Despite being able to look at the metrics, you have to ACTUALLY TALK to the client to see what is working for them. Do your due diligence to see if they are signing cases vs just generating leads. Listen to what they want to try, and STOP WORRYING about always being right. It's going to require setting aside your ego and using active listening vs passive listening.

4:28 - Competition: Nothing about a law firm marketing campaign is easy, It takes a lot of time, resources, and often budget to obtain the desired results.

7:28 - Expected Communication: Communication with law firm clients is key. Law firm marketing clients often pay a lot for marketing services since the competition and keyword difficulty are so high and want to be followed up with often.

9:20: Changing direction on the fly: Law firms have to be prepared to react to changes more often than other businesses, due to class action cases, changes in keyword usage and volume, changes in competitor rankings, etc.

10:28 - Tracking and proving ROI: Tracking numbers, referring URLs, local search, high DA backlinks, content marketing, and social media marketing.

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