In the old days if you needed a lawyer, you’d ask around for personal recommendations. Now it’s faster and easier to do so online.
According to a Pew Research Center survey conducted in January 2018, 77 percent of Americans go online daily, with 26 percent doing so “almost constantly.”
What this means is that depending on your profession, you should have an online presence. Attorneys, especially, should be utilizing digital marketing to reach people who need their help.
What’s the difference between an accountant and a lawyer? Accountants know they’re boring. Ba da dum. There’s hundreds more jokes like this one, because, let’s face it, attorneys get a bad rap. But digital marketing can change perceptions and increase approachability.
In fact, in a first of its kind survey conducted in September 2018 by Good2bSocial and the Legal Marketing Association (LMA), a key finding was the level of importance law firms place on digital marketing. More than half of the firms surveyed rated its importance as a four on a scale of one to five. However, nearly 50 percent of respondents said they allocated 15 percent or less of their marketing budget to digital marketing.
“That number was extremely surprising considering that a recent CMO survey conducted by Deloitte, Duke, and the American Marketing Association of B2B services companies indicated that CMOs of B2B services companies allocate close to 80 percent of their marketing budget to digital marketing initiatives, such as social media and digital marketing analytics,” said the Law Firm Digital Marketing Survey.
The survey concluded that the main issue seems to be that most law firm leaders don’t fully understand the value of digital marketing. The biggest opportunities for digital marketing to make an impact were listed as follows:
· Improving brand awareness
· Enhancing thought leadership
· Distinguishing the firm from competitors
· Generating more qualified leads
· Providing more value to existing clients
· Improving the return on investment (ROI) of marketing and business development efforts
The most adopted digital promotion method is currently social media marketing. Nearly all law firms (97 percent) share content and curate other relevant content for social media. More than three-quarters of firms employ digital marketing strategies like email marketing, client alerts, content marketing, blogging, and SEO.
Other obstacles include time and lack of resources. An additional challenge is keeping up with the rapid changes in digital marketing. It can be overwhelming and frankly, out of your wheelhouse, to worry about new algorithms, platforms, and technologies offered by established players and start-ups.
This is where Cultivate Media comes in. It’s my job to be up to date on the latest digital marketing tools. It’s my job to make them work for you so you can grow your business. While you focus on what you do best, let me do what I do best.