Archive for the Legal Marketing Category
[This is the second of a 3-part series discussing Lead Generation strategies for law firms.]
A recent survey conducted by Sandpiper Partners, LLC found that although previously firms were achieving savings through headcount reductions, increasingly firms are cutting costs by outsourcing administrative support functions – including marketing and web development. Of the law firms that responded to the Sandpiper Partners survey, 22 percent of law firms outsourced their marketing and creative services, and 9 percent outsourced to offshore marketing companies.
What is the best way to allocate your marketing resources as a law firm? This question tends to be very fact specific, and largely depends upon your target audience. Although in this era dominated by Online marketing, many consider print, radio and even TV to be ineffective, there are still times when these mediums can be more effective than the Internet.
In light of a recent study, many are predicting that the rise of ad blocking technology spells the end of online marketing as we know it. Although the study may sensationalize, there is an important takeaway: law firms that pay for ad placement on third-party websites or that use pop-ups on their own websites may be affected. As always, content is king. You can never go wrong by emphasizing so-called “native advertising” such as hosting an interesting blog on your web page.
Legal directories are big business, but do they really generate leads? No law firm should ever rely on a single marketing tactic to generate leads. That being said, incorporating legal directories into your overall online marketing strategy can help boost your SEO, give your firm greater exposure and boost your credibility.
In order to be truly competitive in today’s legal marketplace, you need to have a blog. Why? For one thing, having a large number of regularly updated pages increases your web presence, making it easier for potential customers to find you. Second, you can establish your credibility as an expert in your practice area. Another reason to blog? You can show potential customers that you are human. Legal customers are attracted to a personal voice—and a blog is really the perfect vehicle to make that connection.