People are highly dependent on the internet. They could easily find answers at the tips of their fingers, as well as do any transactions. So, could law firms capitalize on digital marketing with this overall demand on the world wide web?
First of all, digital marketing refers to the use of emails, social media, websites, and other channels on the internet to disseminate ads. Using such channels was easy for most companies with information and communication technology (ICT) as their main business.
However, ICT hasn’t been the crux of most professional services, such as law firms. Fortunately, there is Law Firm SEO, an authoritative guide when it comes to digital marketing. Nonetheless, read on to learn the negative impact of digital marketing on law firms.
Table of Contents
Haven’t Prepared Digitally
The legal profession has been a lucrative career for so long and it may still exceed its plateau through digital marketing. Why not? Imagine the world as your prospective clients. However, not all may become successful in this marketing approach, especially if you have no clue about the know-how in this field.
In the beginning, they had to rely on word of mouth, business cards, banners, and ads in print and other media. Likewise, booking appointments, case filings, and everything must be manually done. Hence, it led them to be known, win cases, get big clients, and receive accolades.
Although most law firms had established their credibility and reputation, it wouldn’t last long in the present competition with the rise of digital marketing. In other words, it would be bad for law firms if they had not prepared to digitize everything they do.
Haven’t Establish Their Brand
Some law firms had been embracing antiquated mindsets and relied on their being good lawyers. However, they failed to maximize the business part of it and haven’t created their branding.
In the end, they couldn’t get as many clients as others who were lording over it. If that is the case, then digital marketing wouldn’t do good at all to such a law firm.
After all, one of the key components of online advertising is branding. Having a logo is just a minuscule part of establishing a brand. It is having an icon or a symbol that radiates the identity and culture of the company or organization it represents.
In other words, for law firms to capitalize on digital marketing, they must have solid branding and image. An effective brand means becoming a household name in the industry where it belongs.
Haven’t Invested in Digital Tools
Of course, digital marketing may have a negative impact on law firms if they have not invested in tools. It includes spending on social media ads, website creation, and management, search engine optimization (SEO) strategies, etc.
But how could you invest in something you had no idea about? Therefore, some law firms invested in tools yet they didn’t have a marketing plan or any knowledge of a single tool at all.
In a fast-paced world, it’s not enough for lawyers and law firms to be updated with the most recent legal precedence that they could use in a trial. More so, they must be updated with the latest trends online so they could compete toe-to-toe with others.
It’s not about just going with the flow of what is the latest fad. Rather, it is about how you could reach clients efficiently and effectively. After all, very few if not none, haven’t been in touch with the internet.
Haven’t Use Many Digital Channels
For some law firms, digital marketing is only having a social media account and that’s it. That’s why this marketing approach has done little for them, if not none, at all. In other words, they have not invested in other channels or formats.
Social media accounts could reach only so much if you created attractive posts, valuable content, and interesting ads. However, it misses other opportunities like link building, affiliates, and monetization. Therefore, law firms that couldn’t utilize websites, podcasts, and other channels, may have a slim chance of pulling off digital marketing.
Haven’t Known their Target Audience
Like in any other professional service, no law firm is a “jack of all trades.” Some law firms are experts in criminal law and some are known for their business and corporate acumen. Hence, their clients sought them based on their expertise.
Similarly, digital marketing works when you rightfully identify your target audience. Therefore, the content you create depends on the interest of this group of people.
Sad to say, not all law firms have been successful in targeting their audience. They simply set up websites and create content out of the blue. Thus, they expect a miracle to happen in increasing their web traffic and conversions.
Haven’t Consulted the Experts
Some law firms have engaged right away in digital marketing on their own upon reading a few books or watching videos on Youtube. They thought it was plain and simple. Plus, they were able to save more money.
Unfortunately, do-it-yourself digital marketing campaigns are often bound to fail. Some had been successful after failing gazillion times. In short, they haven’t saved money at all.
Believe it or not, digital marketing, at least, for the most part, is highly technical. Some people have invested time and resources to become experts in the field and they have astonishing results to prove it.
Therefore, law firms who wish to tame this animal must hire experts, at least, in the beginning. It would really be hard to retract once you have disseminated something wrongfully done online.
Conclusion
To sum up, digital marketing is good for law firms. It could yield exponential growth in the industry. Hence, it paves the way for wider reach and more clients.
However, if done incorrectly, digital marketing could be a nightmare, not just for law firms but for any company as well. Therefore, law firms must accept that digitization is necessary. With it in mind, they could build their brand, prepare digitally, and invest in hiring experts and buying tools.
