If a law firm’s NAPS (Name, Address, Phone Number) are inconsistent, Google’s purely numbers-based algorithms evaluate it as a negative and adjust your quality scores accordingly. Human visitors have the same kind of reaction anytime there is inconsistency in your marketing methods and strategies. If you are sending out mixed messages, can you expect your marketing to succeed?
Make a plan and stick with it. Comparing apples to grapefruits is a fruitless endeavor that will yield a bumper crop of confusion. One month your law firm is at every event in town, speaking, networking, supporting. The next month, no one leaves the office. That’s confusing to your community—are they active, or not?—and your team—are we out and about as part of new client development, or not?
Give marketing tools a chance. One blog will not break the internet. A series of blogs over time that is well-written and targeted to the interest and needs of your client base will, in time and with the correct marketing support, generate followers and new clients. Blog support from IMS arrives in your inbox every week—use them consistently for best results.
Don’t pivot in the middle of a campaign. Changing horses in mid-stream can only lead to a watered down marketing effort. Here’s one example: a firm purchases the use of a direct mail address for a year. One letter is sent out, with no call to action and no explanation of benefits. The project is pushed aside when something else attracts the partners’ attention—a four color brochure. Managing partner’s quote: “Direct mail doesn’t work.”
Actions speak louder than words. Once time and resources have been invested in creating a strategic plan, the next step is action—sometimes the hardest part. Make the decision, approve the content, give the go-ahead to let the website go live. Discussion can only take you so far.
Be consistent in excellence too. Nothing creates more cognitive dissonance than a slogan that exalts the firm’s commitment to results, excellence and leadership if mistakes are made, the firm does not hold any leadership positions in the law or in the community and cases are not resolved in an optimal fashion. Hold yourself and your team to the highest standards in everything you do. That will send the clearest message of all.