5 Marketing Mistakes Lawyers Make and How To Fix Them

Introduction

Welcome, entrepreneurs, to Episode 411 of The Law Entrepreneur. I'm Neil Tyer, co-host along with my good friend Sam Malay on the West Coast. Today's episode dives into the important topic of marketing for legal professionals. Specifically, we'll discuss the five marketing mistakes lawyers often make and how to fix them, especially relevant for 2024. Let's get into it!

1. SEO is a Dead End

Sam Malay has strong feelings about SEO, calling it a “dead end” and citing that 95% of SEO companies are simply eating up your money. His reasons include:

Saturation: SEO is a red ocean, meaning it’s highly competitive.
Overpricing: SEO services are often overpriced for what they deliver.
Long-term Investment: SEO requires years of investment.

Sam instead recommends focusing on collecting more Google reviews. He's created a simple and effective formula for gathering Google reviews that has earned one of his firms 3,800+ reviews. Additionally, he discusses the impact of Google’s changing landscape due to innovations like ChatGPT and suggests optimizing for large language models (LLM).

2. Not Investing Enough in Marketing

Sam and Neil stress the importance of investing adequately in marketing. One key formula to follow:

Calculate Lifetime Value: Determine your average client’s worth.
Set Realistic Goals: Decide how many clients you want in three months.
Budget Wisely: Spend at least one-third of your expected revenue on marketing.

Sam shares his experience starting with a small $ 100 budget and gradually increasing it to $ 900,000 a month in ad spend.

3. Not Focusing on Collecting Google Reviews

Google reviews are crucial for establishing trust and authority. They contribute significantly to the KLT factor (Know, Like, Trust) essential for converting prospects into clients.

Automate Review Collection: Use specific scripts and automation to collect reviews effectively.
Showcase Personal Stories: Include personal elements on your about us page to foster emotional connections.

4. Not Knowing Your Numbers

Data-driven decisions are crucial for effective marketing. The two most important metrics:

Cost Per Acquisition (CPA): Calculate how much it costs to acquire a client.
Lifetime Value: Determine how much a client is worth to you over their lifetime.

Avoid getting caught up in vanity metrics like clicks and impressions. Focus on the numbers that directly impact your bottom line.

5. What Worked Before Doesn’t Work Now

The marketing landscape is always evolving. What worked in the past may not work today.

Stay Updated: Join communities like Lawyer Club and My Legal Academy to stay on top of trends.
Be Willing to Pivot: Adopt new strategies quickly and efficiently.

Conclusion

In summary, focus on collecting Google Reviews, invest adequately in marketing, know your numbers, and always stay adaptable to new marketing trends. Apply these principles to avoid common pitfalls and set up your law firm for success.

Keywords

SEO
Google Reviews
Marketing Budget
Cost Per Acquisition
Lifetime Value
Large Language Models
Client Trust
Automation
Data-Driven Decisions
Adaptability in Marketing

FAQ

Why is SEO considered a dead end?
- SEO is highly saturated, overpriced, and requires long-term investment to see results.
How should I invest in marketing for my law firm?
- Calculate your average client value, set realistic goals for client acquisition, and spend at least one-third of your expected revenue on marketing.
Why are Google reviews so important?
- Google reviews build trust, which is crucial for converting prospects into clients.
What metrics should I focus on in my marketing efforts?
- Focus on Cost Per Acquisition (CPA) and Lifetime Value of a client to make data-driven decisions.
How can I stay updated with current marketing trends?
- Join online communities and academies focused on legal marketing to stay on top of trends and adopt new strategies swiftly.