Lawyers Should Not Be Mistrustful of Digital Marketing, Especially In 2017

When I speak to attorneys about their marketing efforts, I feel the walls come up. I understand, as an attorney, your job is to protect your clients - you're always looking to mitigate worst case scenarios, so advertising may feel like an afterthought, or dare I say, a vulnerability. Plus, there's a lot of misunderstanding about legal advertising’s efficacy and perception, so I get it, you don't want to be a puppet, paraded around - hell no. You mean business. And besides, you probably figure that those who need to know about you are no more than one connection away - isn't that what referrals are for?

The truth is, it's not that simple. We live in a world that's fully interconnected – meaning there has never been a greater number of options available to potential clients – and in a time where making a business grow on referrals, alone, very difficult. The reason for this is because people are turning to search engines, and even social media, to get advice on their legal matters. Less and less are people reaching out to their peers to ask, "hey, do you know a good lawyer?" The referral market has turned digital, and the digital landscape is becoming more competitive every day; having a nice website, alone, is not a “nice to have” amenity, but rather, the bare minimum in your forward-facing image to the world.

Some of you may be thinking at this point, "well I don't have time to write a blog" - well, as much as building your SEO is important, even if you started writing every single day, the return on that investment might not begin to show for 4-6 months. Imagine that, you pour your sweat and innumerable precious hours into writing free information for folks, which may result in one new client in six months. Is that worth of your efforts? No wonder attorneys are confused. While writing a blog can be helpful, the reality is that it's not the most powerful way to land new clients.

At this point, I can sense your frustration rising. "Get to the point, I need new clients!" I'm glad you're listening, because the way to achieve this effectively is to create a portfolio of marketing efforts. Every smart investor knows not to put all your eggs in one basket, unless you’re receiving personal leads from Warren Buffet. I might not be able to teach you how to become a rainmaker overnight (even though I do attempt it for my clients), but I sure can show you how to diversify your marketing portfolio, and how to make a real impact in today's interconnected digital economy. 

A key caveat here centers on mobile accessibility. The answer is, yes, you need a mobile friendly website. It's appalling how many lawyers think that their website, consisting of slapstick HTML text on a monochromatic background can be chosen out of the thousands of options out there. Yes, you do need an introductory video, because, let's face it, your business is about trust, and I want to know my lawyer is a legitimate human being who actually cares. Yes, you need actual ads that are placed in front of actual potential clients, who you can then begin forming real relationships with. And for the love of all good things, yes, you really do need to appear in my search results. 

Now if you really want to out-pace the pack, the next step is to become a thought-leader. That's when you publish blogs, articles, books, hop on podcasts, and give live interviews when you travel abroad, speaking to the area of law you know best. To be clear, the goal here is to attract new clients, and moreover, be taken seriously. 

Instead of sitting on the proverbial digital sidelines, let’s take a controlled dive; we've got you covered. For more information, or to schedule a free marketing strategy session, please visit www.digitaldivemarketing.com - we're a full-service legal digital marketing company, ready to do the work for you.