Lawyer Monthly Magazine - September 2021 Edition

67 SEP 2021 | WWW.LAWYER-MONTHLY.COM Where Are Other Law Firms Marketing? A recent study showed that, for a lot of law firms, email was the most-employed marketing channel, followed by organic social media (in contrast with paid social media advertising, which was much lower). Below you can see the full breakdown of where law firms are allocating their budget. While the above may help to provide suggestions and give an insight into what others are doing, it remains vital that your law firm forge its own marketing path dependent on your goals. It should be added that the chart (left) may also be a little confusing in terms of what the difference is between organic and paid social media, for example. Legal marketing and its numerous channels can seem overwhelming, too. Marketing, much like the law, has a raft of its own terms and abbreviations which can be confusing. But do not be alarmed; a lot of them might not even be applicable to you at this time. Building a Law Marketing Budget In simple terms, you need to market your law firm where your customers are. When it comes to looking for a lawyer, consumers indicated that the following methods were what led them to selecting their law firm: Referrals from friends/family Online search Referrals from other lawyers TV ads Online ads Radio ads Directory listings Blogging Client Alerts Content Marketing Email Marketing PPC Advertising Organic Search Traffic Organic Social Media Paid Social Media Podcast Marketing Video Marketing 0% 50% 100% 70% 78% 76% 85% 22% 69% 23% 20% 38% 81% DIGITAL MARKETING STRATEGIEIS THAT LAW FIRMS EMPLOY: Looking at the above, it may be tempting to think that you can just sit back and rely on referrals, but this would be unwise. Why? Because these days, everything is connected. The majority of people who receive a referral from a friend or family will at the very least check that business online. If you have a multi-faceted approach, you will be more likely to bring in more traffic, more engagement and more leads. This does not mean that you have to spend money on every form of marketing – what it means is that you should prioritise your goals and match them to your customer intent. 62 % 37 % 31 % 13 % 13 % 13 % 6 % 28 % Billboard ads