Online Attorney Internet Marketing Revealed
Driving down the road, nearly every lawyer billboard looks the same, with few exceptions. Most of these billboards are either personal injury or DUI/criminal attorneys. If you go to Vegas, pay attention to the sheer number of lawyers advertising on billboards. Some salesperson is playing the role of Pied Piper very well. A high percentage of the lawyers in that town are playing follow the follower without knowing the true cost of the damage. Billboards alone, however, do not get the job done. This is where attorney internet marketing comes in.
Use the Right Advertising Tools at the Right Time
For the majority of these attorneys, billboard ads don’t work as a stand-alone lead generation source. Period. Oh, sure, once you put up your first billboard, your mom will call, gushing about how handsome you are. Your best friends will send you text messages busting your rear end and threatening to go public with those photos from the ’90s. And you’ll even have a client or two mention your new self-promoted fame. But, if you were to track the results, you’d find billboards, all on their own, don’t have a solid ROI.
I’d be doing you a disservice if I didn’t mention that there is a proper time to use billboards after the big rocks are in place. Billboard ads properly used will act like a rising tide that will lift all your other marketing boats. They increase referrals and increase performance on other media types like PPC, direct mail, and organic SEO and fully support other mass media such as radio and TV. But this article isn’t about billboard ads; this article is about your personal brand.
Define Your Attorney Brand & Build Brand Awareness
One of the reasons I started to talk about billboards was one day, when I was driving to my office, a relatively new player (we'll call him Attorney A) arrived on the billboard scene. Attorney A has done an excellent job of knowing his brand. I’ve never worked with Attorney A and have no idea if his primary marketing sources are in place, measured, and performing. But what I do know, either on his own or through the help of an agency or friend, is that Attorney A has clearly defined who he is.
He has taken the time to create his own personal brand, and he’s done so in a manner that allows him to stand out. What’s important is, he stands out in two very distinctive ways. And here, you can see that in order to attract the few, you must be willing to repel the many.
I’d venture to bet there are a number of people who suffer an injury in an auto accident who would never think of calling Attorney A. In fact, if they did think of Attorney A, they would likely think: “Not in a million years!” If you don’t have prospects telling you that you’re not for them, you’ve likely missed the mark on your brand.
Know Your Target Audience to Reach Your Marketing Goals
Attorney A has decided to be himself. Great advice. Because of his tattoos, shaved head, and the general personal of “I’m going to buck the system” look about him, he will be attractive to a certain audience. Those who call him will do so because they are sick and tired of the “norm.” And they want someone different whom they can trust. Because of this, Attorney A likely retains all those cases he wants and rarely loses a case to another firm after the clients have called him. (Again, I don’t know how he runs his operation, but I’m assuming they answer their phones and use some sort of a sales process.)
Don’t get me wrong. I’m not suggesting that you should run out, hit the gym, shave your head and get a bunch of tattoos. What I am suggesting is that you determine who you are and embellish those features of your very own that will stand out to your crowd. However you decide to do it, be sure to do it in a way that stands out from your competition. Dare to be different. Dare to repel the many. I promise, the few you attract will be far more satisfying clients to work with than the masses.
Build an Attorney Image that Stands Out
If I were to ask you, who’s your favorite superhero, who would you say? When I was a young boy, I always answered, Superman! I loved that he could fly, bend steel, and oh that X-Ray vision! But, as I grew older, I realized I’d never fly, bend steel, nor will I have X-Ray vision. And there was nothing I could do to change that.
However, Batman was one of the very few (maybe the only) superhero who had no superhuman or mutant powers. Sure, he was blessed with a big trust fund. But how he decided to use the tools available to him, how he invested time honing his skills and improving his knowledge were something that I could replicate.
So, today, if you ask me, who’s my favorite superhero, I’d answer Batman because he literally created his persona out of thin air. At one point, he didn’t exist, and then because of his own efforts, he did, going from an ordinary Bruce Wayne of Gotham City to a superhero!
This is what I want you to do. I want you to create your very own superhero. This is what Attorney A has done. He tore off his sleeves, showed his muscles and his manly tattoos, and struck a pose that says, “Mess with me, I dare you.”
Develop SEO Strategy that Fits Your Practice Area
Aside from a strong image, search engine optimization (SEO) is also a necessary aspect of your internet marketing plan. It is a strategic marketing tool that makes use of search rankings to reach your target audience and increase organic traffic. Search engine marketing tactics can help you reach your business goals and be more profitable. While certain traditional marketing tactics are still useful, you should be giving attention to your search marketing campaign.
If your website content is optimized for search engines, an individual who searches for legal services will see you on the first page of search results. If more of your target market starts messaging you instead of your competitor, then your content marketing efforts are paying off. Here, a business consultant can help you in terms of US law firm management, while a digital marketing agency that is well-versed in optimizing for search engines can help you convert potential customers into actual new customers.
Align Your Attorney Marketing Strategy & Law Firm Business Goals
Business consultancy and marketing services are both crucial to achieve marketing success. Branding is about knowing who you are, while successful marketing is know how to make the most out of that image. A good marketing team will employ a digital marketing strategy that can help you improve your credibility and online presence. Specifically, a marketing firm specializing in SEO services can help you grow your business through increased inbound website traffic.
Attorney marketing campaigns that can keep up with the evolving digital world will give you more out of your precious marketing budget. The right marketing company will ensure that both your web design and web content contribute to a measurable increase in your search engine rankings. At the same time, an experienced legal systems expert can make sure that crucial aspects of US law firm management are well taken care of.
Seek Help From the Right People to Get a Competitive Advantage
Determine who the crowd you want to attract is looking for and become that person. This is arguably a much more difficult task. When you try to be someone you are not, you can fake it in pictures or by having a good copy written, but when they meet you in person, you’d better be “on,” or they’ll see right through you.
If you’re Mr. Rogers, never leave home without your sweater vest. If you’re Sara Blakely, never leave home without your Spanx. Own who you are. If you believe it, others will believe it. Invest in who you are. Put in the time to become the best version of yourself and put in the money too. Get a makeover, purchase the right clothes, look the part.
Personally, I’d rather be the superhero version of my authentic self than fake it. Being someone you’re not is exhausting. But that doesn’t mean we shouldn’t consider what our audience is looking for. If you can give them what they want and maintain who you are, that’s the best of both worlds.
Talk to a Law Firm Business Consultant Today!
To know more about how to market your law firm business online and other aspects of US law firm management, consult with a legal systems expert like Richard James. Call us today and schedule a consultation to get started.