At some point in the lifecycle of every law firm, you have to make this decision. Are your marketing efforts enough? Or, do you need to hire an outside entity--a local SEO firm, for example--to help you with marketing?
How do you determine when the time is right to hire a marketing company? What factors should you consider? What questions should you ask yourself before you decide to find a marketing company?
Recently LogMyCalls interviewed Braden Pollock, Founder and Owner of Legal Brand Marketing. They are a full service marketing firm with an extensive portfolio of successful campaigns under their belt. They have worked closely with attorneys and firms for years. Braden is a sought after speaker in the legal marketing world. Legal Brand Marketing is the largest DUI lawyer lead provider.
Tell us a bit about LegalBrandMarketing. What do you do? What makes you different?
I started LBM 10 years ago for DUI defense lawyers. I discovered that there was no national brand for DUI defense online so I decided to start one. I built a website - a national DUI directory - and began selling local placements to lawyers. At the time, we called it cooperative advertising. Now, of course, it's considered lead generation. It was immediately successful, since few DUI lawyers even had websites back then.
To this day, LBM is the largest DUI lead provider. We've since broadened our offering to many other legal lead verticals. We also offer other marketing services to lawyers, such as web design, mobile websites, SEO/SEM and PPC management, logo design, ebook, press release and email newsletter writing, magazine and other direct mail creation - among other services.
What is the biggest marketing challenge facing lawyers today?
Lawyers understand law. They don't study marketing in law school so they need to hire a legal marketing firm if they hope to compete with larger, more established firms. For most areas of law, when someone is looking for a lawyer they go online and do a search. Unless a lawyer has built a great site and is promoting it, he/she won't be found by the prospective client - just like any other business. The issue is, the legal profession is just now catching up to how every other business advertises. So they need an agency that knows how to market their services.
This is where LBM comes in.
You've lost deals before. Every company has. You've had law firms you thought were going to sign on the dotted line and then didn't. You've had law firms leave and take their marketing budget elsewhere.
But why did that happen? There are probably a lot of reasons.
But ultimately legal marketing companies provide call tracking to their clients because they don't want that to happen anymore. They're sick of law firms leaving. They're sick of being unable to prove ROI. They're sick of being unable to demonstrate concrete results. They're sick of it. That's why they call us and become LogMyCalls resellers. Each of the 5 reasons listed below is only tangential to the pain of losing, or not getting, clients.
Just yesterday we added a law firm as a call tracking client. They are using call tracking numbers from LogMyCalls on their website, their landing pages, and perhaps most critically, on their direct mail pieces.
They were spending thousands of dollars each quarter on direct mail. And yet they realized that they had no idea how effective their direct mail pieces were. They had no way to track the effectiveness of their direct mail spend.
Well, they read blogs we've written about direct mail and call tracking. These articles made sense to them, and so they called us.
Here's our fundamental messages to law firms that do direct mail marketing: if you aren't tracking phone calls generated from these direct mail ads, you're wasting truckloads of money.
Yes, yes it does.
We should probably just end the blog right here. But, first, we'll explain why you need to blog. There are a few reasons you need to blog and blog regularly on your law firm's website. Here they are:
This is the principal reason to blog. This is also, to be frank, the only thing that really matters in marketing.
Truthfully, nothing matters as much as getting found on Google.
You need to be found on Google. That's it.