Marketing online has become relatively easier than before because of the multiple platforms you can use to promote yourself or your business online, such as social media. Various industries are taking to the Internet for their marketing efforts, and law firms are no exception. Law firms, however, should avoid the following mistakes in legal marketing mindset which prevent them from maximising online marketing.
We don’t need an online presence to be profitable.
This kind of mindset prevents lawyers from taking advantage of the Internet to reach out to their target market. In this day and age, it’s virtually a requirement for businesses, including law firms, to have a website because people often go to the Internet to search for what they need. A law firm that fails to capitalise on a website is missing out on thousands of potential clients found in the World Wide Web.
Maintaining a website is too expensive for our operation.
This isn’t really true. A website doesn’t have to be expensive to maintain. It just needs to contain the vital details clients would be looking for, such as contact information, the areas the law firm practices in, the experience and expertise of its partners and lawyers, and the firm’s location.
That being said, the website doesn’t need to have only legal content either. Adding a personal touch could help potential clients see the lawyers as individuals and, maybe, get a connection.
Having a website is enough; why should we invest in social media?
Unless the law firm is more than sky-high in the popularity ladder that no other marketing technique is necessary, it has to go out of its web comfort zone. Probably the best way for law firms to promote themselves online is through social media. Social media is a great way to establish connections with clients and colleagues, expand the network of contacts, and build relationships.
Sites like LinkedIn make it easy to publicise law firms’ practice areas and services, as well as awards and honours they have received. This will give potential clients an idea of who the lawyers or law firms are and what they could do for the clients. Social media is also a good way to recruit new lawyers, since job seekers are always online in sites like Facebook, where it is easy to connect with up-and-coming lawyers.
In conclusion, law firms should have a working website and an online marketing strategy in place to reach out to potential clients and lawyers who are active online. Those with new legal websites should get in touch with companies such as Sonic Response which could assist them in creating an online image and promoting themselves positively.
The 7 Lethal Internet Marketing Mistakes Law Firms Make, Forbes, March 5, 2015