3 Marketing Mistakes to Dump This Year
‘Tis the season for getting out of unhappy relationships, even if they have lasted a long time. As every family law attorney knows, more people file for divorce on the first Monday in January than on any other day of the year, but those relationships fell apart long before then, and the couple probably made the decision to divorce sometime around this time of year.
It might also be time to break up with your law firm marketing strategy. Some techniques, such as frequently updating your blog with well-written legal blog content, are built to last, but other strategies are probably holding you back. Here are three law firm marketing approaches to swipe left on this fall.
The Ghost: Ignoring Your Existing Clients
No one likes to be ghosted after feeling a connection with someone. When you fail to contact a former client after resolving their case, you are doing just that. According to Spotlight Branding, 83 percent of law firm clients are satisfied enough with their attorneys’ work that they would recommend the attorney to a friend or colleague who needed similar services, but only 29 percent actually make the referrals. You can increase your percentage of word of mouth referrals simply by reminding your previous clients that you exist. The message that it sends when your former clients receive an email or card from you during the holidays is not, “I hope you get another work injury” or “I hope you get another divorce.” It is “I hope you refer me to someone else that I can help.”
The Tech Bro: Focusing Too Much on SEO
It is exhilarating to be able to explain seemingly abstract phenomena through numerical data. It is truly impressive that artificial intelligence has improved to the point that search engines can guess what we want based on our search queries as well as they can. Despite that, when you focus too much on SEO and its latest algorithms, you lose sight of the big picture. This fall, it’s time to dump the marketing strategy that focuses only on following the latest fads to stay at the top of the organic search results. These strategies lose sight of the human side of your marketing efforts, where numbers alone cannot explain your effectiveness. This year, don’t worry just about how much to engage with your target audience and focus on quality instead of quantity.
The Egomaniac: Conflating Your Personal Image with Your Brand Image
The goal of your marketing efforts is not to make people think you are awesome. You are not a social media influencer. Your personality is not what makes you a good lawyer, or at least, it is not the only thing. Your marketing content should be focused on clients and how you could help them, not on how interesting you are.
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