If you’re active in the online marketing space for law firms, you already know that how you spend your time and money are both important for your ability to generate and close leads. Ensuring that your clients can find you online and that you make an impression when they do are both important for how you move forward with your marketing agenda and make the most of the money you have to spend.
Far too many law firms are failing to benefit from all of the various aspects of a careful evaluation of their legal marketing goals because they assume that their clients are rational. The client is as likely to pick you for random reasons as they are rational ones. You should never assume that a client will use only rational parameters such as your education or experience to evaluate your services before purchasing.
The field for legal services is extremely competitive and consumers will choose attorneys for a broad range of reasons that you will not always be able to predict. However, being able to articulate your unique value proposition can increase the chances that you will be able to draw in clients who are ideal for you. Remember that average clients are not appropriately equipped to use your education, experience, and credentials to evaluate your suitability for their individual case.
This is primarily because many clients assume that there are very little differences from one lawyer to the next. It is extremely important that you market your services directly to the way in which your typical client will buy your services. Online resources, for example, are extremely important for tapping into the power of reaching your ideal client. Consumers today use online legal directories, search engines, blogs, social media sites and law firm websites to make determinations about whether or not your law firm is properly suited to handle their case. Being able to market your services effectively and consistently over these platforms will increase your chances of being able to add new clients to your roster.