LawMarketing.com editor Cindy Greenway recently sat down with Nic Mayne, founder and owner of Mayne Marketing, to discuss the latest Google trends that impact law firm marketing. As we all know, Google is constantly changing and refining the way it serves up search results based on hundreds of different factors. It keeps moving further away from what used to be a gold standard – keywords – and more toward relevant content that will allow it to better serve up what people are actually searching for. As Nic explains, conversational search is becoming more important and what that means for legal marketers is that your content must be packed with valuable information that provides a real benefit to the reader. Listen as Nic explains: Think 'Conversational' When Writing Legal Content -- Google Trends for Lawyers: … [Read more...] about Google Trends for Law Firm Marketing: LawMarketing.com Video
Law firm marketers
Determining your law firm marketing budget is usually the most difficult part of writing a marketing plan, but it is crucial to the success of that plan since underfunding your marketing program is a sure way to fail.One of your first inclinations may be to research what other firms comparable to yours are spending. Unfortunately, not a lot of data exists to guide you here. What your budget really needs to be built on is your marketing plan — your goals and the specific measurable tactics you will deploy to meet those goals.The financial section of your marketing plan should include:Your currently available funds (cash in hand for expenses)A list of your current monthly sales revenues for every category (individual clients, contingency cases, etc)A breakdown of all fixed expenses including: payroll, office rent, equipment, insurance, taxes, etc.A 12 month timetable in which you estimate how much revenue you will bring in per client per month (assuming you will not keep every … [Read more...] about How to Develop a Budget for Your Law Firm Marketing Plan
Law firms rarely ever fail for lack of talent. They fail due to a litany of bad business practices, inefficiencies, infighting and hubris, as well as a number of other reasons that have nothing to do with the intelligence or talent of the lawyers themselves.The problem, according to Frank Wu, Chancellor and Dean of UC Hastings College of Law, is that:“Smart people overestimate the importance of being a smart person. To be the best lawyer, or the best collection of lawyers, is not enough; it doesn’t even guarantee you stay in the game. It is necessary to be great businesspeople, too. Or to affiliate with great businesspeople, which means recognizing that the technical skills needed to be a great lawyer might (or might not) correlate with the other skills needed to thrive.”In today’s hyper-competitive legal services marketplace, it is not enough to be smart or even to do a great job for your clients. You must find a way of differentiating yourself … [Read more...] about How to Stop Failing at Law Firm Marketing
There are many excuses for not having a law firm marketing plan, but I have yet to hear one that I would buy into. You don’t have the time to put into planning the future of your firm? You don’t know how to write one? You will get around to it “some day” but that day never comes? Is this what you are telling yourself?Here’s what a law firm’s lack of a marketing plan tells me:You only plan to practice for a year or two. Having a law firm marketing plan increases your chances of survival over the long haul. A solid, well-planned guide keeps you from making serious mistakes that can quickly sink your business.You like to fly by the seat of your pants. Creating a solid business plan provides structure and a context for everyday activities, while helping to fit daily activities into the context of a larger, more strategic plan of how you are going to grow your business.You like to bury your head in the sand. Staying on track amidst the … [Read more...] about What’s Your Excuse for Not Having a Law Firm Marketing Plan?
Recently a law firm marketer posed the question to our legal marketing community, “Does anyone have experience with Google AdWords. Do you recommend it?”Well, you could push an ocean between the question and the answer, the gap is so wide. But the question of online marketing for law firms and professional services firms does, in fact, have some foundation on which to build. At minimum a campaign must be able to monetize the value of a visit to the website. Here’s where I would begin:Is Yours a Google World?Google AdWords reaches about 2/3 of the search audience. Bing & Yahoo reach the other 1/3. Formulating the initiative in terms of one specific paid advertising platform, Google in this case, is premature. The answer may be none of the above. Other online paid marketing may be more suited for your target market. I’m thinking LinkedIn, for example.Active Management EssentialPaid ad campaigns a/k/a pay per click, cost per click or pay/cost per impression, … [Read more...] about Should Law Firm Marketing Include Google AdWords?