Social Media Marketing Tips for Law Firms
Law firm marketing has shifted towards online channels in recent years, and with such a shift the cost of online advertising has unfortunately gone through the roof. It’s simply a matter of supply and demand and the increased cost has pushed many smaller law firms out of the market. On the flip side, big law firms are overpaying for online marketing and they have no clue.
In regards to Pay-Per-Click (PPC) ads, as an example, law firms that were spending $5 per click to rank on the first page of Google for “Los Angeles Entertainment Lawyer” are now paying $15+ per click. With an average online conversion rate of 1-2%, such a law firm will spend $1,500 on PPC ads before getting a hot lead and hopefully converting it. Most large law firms that I have consulted for in the past receive anywhere from 300-1,000 clicks per day on PPC ads. This equates to (on the low side) $4,500 per day or $135,000/month.
These same law firms are also paying big bucks to advertise in legal directories, which are semi-effective. The way I look at it, why pay to place one’s law firm in a directory with a bunch of other law firms? The goal is to set oneself aside from the crowd not put oneself in the crowd. Catch my drift?
To remedy the above-mentioned situations, I highly suggest law firms throughout the world re-evaluate their marketing campaigns and put more effort into Social Media marketing and Search Engine Optimization (SEO). Generating useful, helpful content for potential clients, posting it on a blog, then sharing it in the social world will build a more personal connection with visitors and will inspire them to contact your law firm — not a competitor’s — for help.
To get the most out of any online marketing or Social Media campaign, law firms must utilize SEO. The process focuses on placing websites, articles, videos, etc. on the top of search engines, which will increase visibility and exposure. Increased exposure and website traffic = increased revenue.
The best part is, Social Media and SEO costs a fraction of what Pay-Per-Click, legal directories, print ads, television commercials, and other mediums cost. A large law firm may be spending $100,000 per month on conventional advertising, but a Social Media and SEO retainer at $10k-$15k per month can achieve the same results. And, it can actually decrease marketing expenditures over time as the firm’s website and online content builds ranking thus allowing for marketing budgets to be toned down as revenue remains steady.
Moral of the story: When it comes to online marketing for law firms, the grass is greener on the other side so don’t be afraid of change.
Sincerely,
Aaron Schoenberger
The Brainchild Group
The Brainchild Group is an online advertising agency that specializes in professional Social Media and Search Engine Optimization (SEO) marketing retainers and consultations for law firms in areas throughout the world including: Los Angeles, Santa Monica, Orange County, Santa Barbara, San Diego, San Francisco, Portland, Seattle, Chicago, Miami, Boston, New York City, Toronto and London to name a few.
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