CRAWL, WALK, RUN
CRAWL, WALK, RUN
YOUR WAY TO GENERATING
MORE BUSINESS FOR YOUR FIRM
I
BY DAVE KERPEN
I love to run. Fast. But the reality is, sometimes I run too fast,
too quickly, and that can lead to huge challenges for our
businesses.
I got into talking recently with my friends at Innovative
Attorney Marketing, a full-service marketing agency that
drives new clients to attorneys and law firms and a Likeable
Local partner. They've been working in the legal direct mail and
digital marketing space for more than 15 years, so they know a
thing or two about growing and maintaining a business. I asked
them about their approach, and why "Crawl, Walk, Run" works
best:
IT SOUNDS LIKE YOU HAVE BEEN A LEADER IN
THE ATTORNEY MARKETING SPACE FOR OVER A
DECADE. WHAT CHANGES HAVE YOU SEEN AS
THE INDUSTRY EVOLVES?
For one thing, direct mail does not work on its own anymore.
Potential clients used to receive a letter targeting their legal
needs in the mail, open the envelope, and pick up the phone.
These days, consumers are much more savvy. They will take the
time to research a firm online prior to making a phone call, and
will also shop other firms before making a decision. Because
hiring a lawyer is such a personal decision, it is critical for
attorneys to have a professional digital presence. Furthermore,
a digital presence no longer means simply having a good website
—you need to have social media accounts, blogs, reviews, be
found on page 1 of search results, etc.
YES, DIGITAL MARKETING IS OBVIOUSLY A HOT
TOPIC. WHAT ADVICE DO YOU HAVE FOR PEOPLE
WHO ARE ENTERING INTO THIS AREA FOR THE
FIRST TIME?
We look at digital marketing for attorneys in a "crawl, walk,
run" approach. In the crawl phase, you are establishing a digital
and direct mail foundation. You need a solid website which will
serve as the backbone for a direct mail campaign. Your website
should include your resume so that potential clients can see
14 | TULIPMEDIAGROUP.COM
your accomplishments as well as practice area pages that
explain what exactly it is that you do. It needs to be mobile
responsive with clickable calls-to-action. In addition, using
targeted and timely direct mail campaigns with optimized
formatting and custom branding will set you apart from the
competition and drive visitors to your firm.
As you learn to walk in digital marketing, you establish a social
media presence on sites like Facebook, Twitter, and LinkedIn.
Not only should you establish a presence, but you should begin
to interact with others in the form of blogging, sharing, and
commenting online. This will keep you relevant, establish you
as a thought leader, and drive your SEO efforts.
Finally, when you begin to run, you start to engage in activities
such as digital advertising through a pay-per-click campaign,
paid social media marketing, and full-scale SEO efforts such as
link building and website optimization.
INTERESTING PERSPECTIVE. WHAT ELSE WOULD
YOU ADD?
Law firms and other small businesses should not jump into
digital marketing without a clear strategy—doing so could
waste thousands of dollars and countless hours. In addition,
small business owners should focus on what they do best—
practicing law if you're a lawyer, or accounting if you're an
accountant, or consulting if you're a consultant, etc.
Because successful marketing requires time, expertise, and
effort, teaming up with an experienced marketing partner who
understands the area is essential for success. Finally, keep in
mind that not all companies can benefit from all types of
advertising. As an example, consider Radio Shack, who spent
$8 million on a Super Bowl ad and then closed almost all of
their stores a few months later. Not all advertising is good
advertising, which is why it is advisable to work with an
experienced partner when planning your digital and direct
mail marketing strategy.
Crawl, then walk, then run!