The process of adopting and implementing digital marketing tactics is characterized by numerous challenges – particularly in law firms.
One such problem is the lack of sufficient time to expand digital efforts because the employees in the marketing department are overwhelmed with many other responsibilities.
The other challenge that law firms have been dealing with is the inability to keep up with the ever-changing online landscape in the world of digital marketing.
The new algorithms, technologies, and platforms are offered in plenty by startups and established players. This is understandable, seeing the tremendous need for marketing training particularly within the legal industry.
This notwithstanding, law firms should not give up on digital marketing – and this is why.
Digital trends of 2019 show that global internet users are spending around 6 hours online per day. Social media users’ numbers have also grown to about 3.5 billion at the beginning of 2019.
According to GlobalWebIndex reports, social media users now spend 2 hours and 16 minutes on average every day on the various social platforms. This paints a clearer picture of where your potential client spends a good chunk of their time, doesn’t it?
In this post, we let you in on five easy ways through which your law firm can overcome the various digital marketing challenges and be exactly where your target audience is.
1. Embark on Extensive Marketing Training
This should be the very first step towards breaking the resistance you’ve witnessed amongst your team on issues having to do with digital marketing. Most of them are afraid to engage in digital marketing efforts because of their little knowledge of the subject. Consider training both the marketing staff and your legal team.
Management is tasked with taking steps that ensure that everybody in the organization has some basic level understanding of digital marketing. You don’t have to go overboard with marketing training.
Utilize practical yet effective techniques such as meetings, courses, and provision of the relevant reading materials. Use the educational resources to emphasize the importance of building formidable relationships as well as personal contacts.
Also, let your lawyers know that it is okay to adopt slightly unique approaches to marketing, according to their knowledge and strengths.
2. Always measure and share your success
One of the biggest digital marketing challenges that law firms face is an unmeasured success. Truth be told, there are a lot of non-believers in nearly all law firms. How do you expect to obtain the required resources and support without evidence that what you are doing works?
The solution lies in the creation of real key performance indicators (KPI). KPIs are not only meant to hold your marketing team accountable. They also bring some meaning to your work.
While mega KPIs such as acquiring new business are incredible and are actually the end goal, it is unwise to measure success using one significant metric. To get there, you will need to work with milestones. Focus on these milestones, and don’t forget to set realistic expectations for your firm.
Measure the effectiveness of the company’s digital marketing efforts. Go beyond calculating social media engagement and web visits. Stakeholders want to see solid proof of return on investments.
Let no one tell you that this cannot be achieved. Make use of the various legal marketing tools for analyzing and reporting on the direct effects that social media messages, content, and emails have on attracting new clients and, ultimately, conversion.
3. Content creation
Every marketer knows the difficulties associated with creating content. It is never a walk in the park. As if that’s not enough, the process of building persuasive content is even more difficult – nevertheless doable.
A lot of times, law firms fail to understand the importance of striking a balance as far as the capabilities of their writers are concerned. Do you know that you have strong writers who aren’t experts in the subject matter, and subject matter experts who are not strong writers?
With this in mind, you need to think of a way of making sure that the content your team creates is strong enough to convince prospects to buy.
One such strategy is to device a content style guide that everyone in the firm must observe. A guide comes in handy in ensuring that all your content has a consistent style and tone.
Make it possible for people always to identify your content – irrespective of where they find the resource. While individuality is important, content must reflect the overall voice of your brand, besides supporting the message.
4. Ensuring client confidentiality
One of the concerns that law firms in digital marketing, with specific reference to social media engagements, is the possible violation of client confidentiality. The majority of law firms are afraid of appearing to have offered legal advice during their engagements on social media.
While it is out of order to discuss a given case or handle a legal question via social media, this shouldn’t deny opportunities for new connections. A good way of using social media is sharing information that your prospects and clients find valuable.
Examples of such information include industry news, new policies/laws, and updates about your company. People who interact with this information will appreciate the proactiveness of your law firm and, consequently, consider your social media profiles as the first place to seek useful legal resources.
Utilize social media to make the relationships you’ve built offline stronger and long-lasting. You must already have established the most notable clients. Follow them on social media and never miss the opportunity to extend warm congratulations on all their achievements.
Lastly, come up with a policy that governs social media activities in your firm and make it known to everyone.
5. CRM
Law firms need to adopt automated customer relationship management. The presence of good software permits law firms to have a comprehensive database in place that not only collects but also records their interactions with clients.
Look for a brand that has a CRM program designed with the legal industry in mind. The best CRM software offers automated marketing functions, automated sales functions, as well as automated service functions, and so on.
Integrating such software can help your law firm easily manage your legal team’s workflow, processes and procedures more efficiently and accurately.
It should also be user-friendly to allow easy integration, fast, customizable, scalable and reliable. With the above tips, you can finally overcome the challenges that have been holding you back as far as breaking through in the world of digital marketing is concerned.
For an in-depth look at overcoming digital marketing challenges, check out Cazoomi’s whitepaper on Top Digital Marketing Challenges for Law Firms and Their Solutions.
