1. Failing To Define What You Want Your Marketing To Achieve For You
This is the number one pitfall of nearly all campaigns. You are guaranteed to fail if you don’t decide up front what you want your campaign to achieve for you. Without formulating your critical success factors for the marketing initiative you will never be able to measure success or failure, and if you cannot do that how will you know if your limited legal marketing budget has been well spent?
Practical tip: This is guaranteed to happen if you say yes to a speculative call from a newspaper which has some “last minute advertising space” but you must agree to advertise “today” or the firm of solicitors next door to you will be offered the slot. Let them have it and you can have the last laugh!
2. Trying To Please Everyone
Marketing obtains the best possible results when you have clearly defined your target audience and you speak to them in a language that they clearly understand. In business law, you might find that you work best with certain sectors of business, or in private law that families are your best audience. When you know this all of your marketing materials can be amended to reflect this knowledge and provide you with a much better return on your investment.
Practical tip: Review your current client lists for different legal sectors and see if there are any trends appearing.
3. Communicate Too Little Or Too Much
With solicitors it is always normally the first one which causes the problem. If you have a client database you must do what every hugely successful business does; that is to communicate with it and sell it more of your services. Look at Amazon or Tesco, they email their clients at least once a week, normally twice. I know that one of the concerns that lawyers have is that this will scare off their customers. This is simply not true. If customers do not want to read your emails or mailed marketing message, they will choose not to. It does not stop them using your service again but it will put your name front of mind when they need legal assistance.
Admittedly solicitors would find it hard to communicate with their clients once or twice a week, but once a month should be very easy.
Practical tip: It is 10 times easier to sell more services to existing clients than it is to recruit new ones. Start talking to your client database now before Tesco Law or Halifax Law does.
4. Not Making Use Of Your Free Marketing Space
When a client attends your premises they are a captive audience. What are you doing to communicate with them now?
Your clients should have a choice of marketing materials to read (see below), some educational information sheets about your various areas of law, and advertising messages in your office windows and on internal walls. Is this happening?
Practical Tip: Remove any materials that do not relate to your practice. Whilst it is good to support charities, do this from the extra profits your practice makes from selling more of your services to existing clients as opposed to displaying charity literature in reception (as a lot of solicitors do).
5. Not Having Brochures To Support Your Marketing Communications
Many solicitors seem to believe that brochures are now an expense that they can do without. This is a fatal mistake. Do Banks produce brochures for every service they offer? Do insurance companies produce brochures for their car and household insurance policies? Will they produce them for legal services when they enter the markets en masse? Yes of course they will.
If you are competing against an insurance company in the future and a client visits the insurance company’s amazing website and requests their brochure, when they then pop into their local solicitor to see how they can help them will they feel something is missing when no “sales materials” are provided to help them to make their “informed decision” of which legal service provider to use?
Practical Tip: If you do not have any brochures, obtain at least one practice brochure now and then add one more type of brochure per month until you have at least two types of brochure for every legal service that you offer.
6. Not Having A Website, Or Having One That Is Badly Out Of Date
Many solicitors still do not understand the power of the website. Please let me help you: If you are not receiving at least 20 new enquiries from your website every month you are doing it wrong! It is that straightforward, there are solicitors winning more business than they can handle online. If you are not doing so your website is not working.
Practical Tip: Ask a website professional to audit your website and explain why it is not working.
7. No Time To Market – Too Busy Helping Clients
This is the one area that is a huge problem for solicitors with their legal marketing. In most cases if there is a marketing deadline to be met and a legal matter deadline, the marketing will always fall by the wayside. The trouble with this is that marketing needs momentum to really flourish and provide you with outstanding results. You must commit to spend time growing your business as you do when working on the business you have already generated. Failure to do so could be fatal in a more competitive arena.
Practical Tip: Set aside at least one hour per week to ensure that your marketing builds momentum.