Author: Eric Needle | President, Longbow Strategic Group
In 2018, we recommend you do one thing to market your business: Engage in digital marketing.
When people search for the services you provide, they need to find your practice. If you’re not actively marketing yourself online, focused on search, then you risk losing new business.
When a Gen-X’er or Millennial needs information, they turn to Google—and other search engines.
As someone who just this year had to research living wills, trusts and managing the financial affairs of my aging parents, I understand the mindset.
Mom and Dad live two hours south of me in West Palm Beach, Florida. They shouldn’t be driving and they need help, daily. Outside of my local sphere of influence, I can’t hop in the car and rush to their defense with just a moment’s notice.
Questions I need to know include:
- How do I protect my parents?
- What are their wishes, do they have living wills, and what is a living will?
- When do I need to take control of their affairs and how do I do that?
- What is power of attorney?
- How does assisted living work?
- How do I pay for it?
- How do I manage my Dad’s VA benefits?
- or help them manage their bills, finances and taxes?
I’m sure you hear these questions—daily—in the operation of your legal practice.
When people have these questions and search online, what answers, or more importantly, where do they turn for a solution?
The question you need to ask is this:
Is my firm visible in local search?
We’ll give your first digital marketing exercise, pro bono.
Go to Google, right now, and type in, “Estate Planning, near me”
(or Elder Law, Special Needs Planning, your main focus).
If you’re not at the top of the list, then we can help you. If you’re not on the first page at all, then you should call us.
Through digital marketing efforts, I want people to find you—and ask your firm for the answers.
As a digital marketing agency, we have a finger on the pulse of trends in marketing, advertising and promotion. We’re seeing that across many industries, big, national companies are dominating online marketing. They’ve discovered how to profitably advertise and use data and analytics to grow their bottom line.
The problem is, for a consultant like you, they are attacking local markets, where your practice lives and breathes.
With the rise of big enterprises like Rocket Lawyer and Legal Zoom, they are commoditizing a portion of your business, lead generation, the driving force of your practice.
Fig 1. Legal Zoom offers three-tiered pricing on living wills, leading to Attorney Advice
Rocket Lawyer takes another approach, they let you create your own living will for free, and then lead you to the conclusion that you might need more. Theirs is a “content marketing” exercise, meaning they provide great information, meant to draw you in from search.
Fig 2. Rocket Lawyer’s page on Free Living Wills.
Info + Create your own FREE Living Will = You might really need a lawyer.
With millions of dollars behind their digital marketing efforts, they seek to gobble up your first line of inquiry—they’re after your leads. And they are winning.
Sophisticated digital marketing strategies, detailed tracking of data, and access to Google’s enterprise toolset*, gives them a massive advantage.
Does that mean you should retire and shutter your practice? Of course not, but it should be a wake-up call, that you need to make sure you are visible to an online audience. It’s about the future of your practice.
While this seems daunting, marketing your practice isn’t a one-time, massive expense. Rather, it’s an intentional effort, driven by measurable goals that gets your results.
Digital Marketing is Proven
If the 600 lb. gorillas are using digital marketing, then what are you doing to compete? In our exercise above, the firms who were at the top of that Google search list, are also using digital marketing.
Alongside InterActive Legal, our marketing agency provides solutions that build up your online presence.
At Longbow, we provide digital strategies that grow your practice, and it all starts with one call, a 15 minute discovery session. Contact us, today. For more information, visit us online at Longbow.net
***Google Analytics 360 (formerly Google Analytics Premium) is their enterprise toolset, and costs $150,000 to use, with additional service level plans.