Myths are everywhere, and the law profession is no exception, and they are literally funny and can make you laugh. What if I tell you these myths can hold your law firm back from making an impactful impression through your social media, website, and blogs?
Let’s take a look at the biggest fundamental legal marketing misconceptions and debunk them:
1. Harness the Power of Cookie-Cutter
Many inexperienced law firm marketers believe that they’re safe if they fit in with others. This is not true. It doesn’t matter how much effort you’re putting in if your marketing team is copying other marketing. Why is this an issue? Good marketing is when your promotional efforts help you be memorable, which necessarily involves thinking out of the box and doing something different that enables your law brand to stand out from the crowd.
2. The Profession isn’t All Glamorous
Trust me, this would sound downright senseless to most lawyers slogging away in the legal trenches. I am sorry that responding to interrogatories and presenting cases at course proceedings is not glamorous. Preparing documents on public utility rate decrease/increase isn’t glamorous. Finding property records aren’t glamorous. Appeal bargaining an intoxicated driving charge isn’t glamorous.
A lawyer’s job is tedious, and even the best advocates in Dubai have to go over and above their work to get the desired results. However, the clients usually get all the attention, not the lawyers. Imagine a huge corporate merger between two multinational companies- lawyers work behind the scenes.
3. Being Everywhere All the Time
No, it’s not. It’s not like you’re in a high school trying to be a cool kid with an account on Twitter, Instagram, Facebook, and Pinterest. Such omnipresence is a never-ending drain and would unnecessarily cost time and funds.
And is that really an answer to success? When we talk about marketing in general, being present everywhere isn’t the best move, but being present in the right places and being focused is the key to victory. Whether it’s online, offline, or a combination of both, it is better to pick a few marketing mediums that will be best for your law firm. For instance, a law firm may use content marketing, networking, speaking, social media, and video to create brand awareness.
4. Marketing is an Administrative Work
This is the dumbest of all. If you think marketing is administrative, you must know that administration follows certain predetermined systems and templates. This isn’t valid for marketing, especially when all your advertisements, promotions, and brand messages need to align with the company’s vision.
5. Big Law Firms Means Massive Marketing Budget
It’s common knowledge that big law firms cater to more than one market segment, but it particularly means that you have to spend huge amount of money to market your brand. There’s a reason for that. The marketing spending of a law firm is not dependent on its size but it the level of complexity.
Need more clarity? Take a look at this example. A law firm ‘A’ solely focuses on one core area of practice, such as ‘divorce.’ The marketing team would require less time, money, and effort to create its marketing message and reach its audience. But a law firm ‘B’ focusing on multiple areas would need more resources since it is dealing with multiple types of audiences with different needs.
6. Content is Just Content
Heard the famous saying: content is still the king? That’s 100% true. Every business is struggling to produce better content these days. But winning at SEO isn’t just about writing and publishing more material on the website and social media pages. It is about creating meaningful, compelling, and relevant content to the audience. The key is to understand user intent and play around with it. So, offloading the development of a website, blogging, and content marketing to a team of people just to get it done doesn’t mean you’re ahead of your rivals.
7. Collecting Data Means Collecting Insights
It’s a norm for contemporary companies to collect market data to assess and evaluate the success of their marketing efforts. It’s a great principle, but the danger comes when people tryst this data blindly without considering its potential limitations.
For instance, if your law firm decides to run a direct mail campaign but generates 0 leads, you conclude it is a bad strategy. It is actually a brilliant idea to use a direct mail strategy, but it is possible that there was an issue with the campaign and how it was executed.
The Final Words
Here are a few legal marketing myths that people usually think are correct, but going in deeper with it reveals the actual truth associated with it.