GENERATING BUSINESS
Crawl , Walk , Run Your Way To Generating More Business For Your Firm
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 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 ! +
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