Let's get something straight right now: Digital marketing works.
That just is no longer up for debate. Research shows that professional services firms that generate leads online are two to four times more profitable than firms that do not, or do not do it very well. They grow faster, spend less per client in acquisition costs, and make more money.
If digital is not your #1 source of new business in your elder law or estate planning law firm, you are leaving money on the table, working too hard and sending business that is rightfully yours on to your competitor.
So, why do so many think that digital is either a waste of time or a necessary evil? I even read one self-proclaimed marketing guru this week list digital marketing as one of the Top Five Mistakes you could make to grow your law practice. And, I got the usual barrage of spam emails proclaiming that Seminars are Still the Best Way to Get New Clients.
Sheesh. The 1980s called, and they want their marketing strategy back!
The best analogy I can think of is physical fitness. There are so many things you need to get right to optimize your body's health. Eat a balanced diet (and what does that even mean?), get plenty of rest, manage your stress, and get proper, consistent exercise.
Every day you hear a different message about what does or does not work for physical fitness. You need 10,000 steps a day, oh wait, no you need 15,000. Exercise is useless, you cannot outrun a bad diet. Go KETO! No carbs! Carb-load! Eat everything you want, but drink this special elixir. You should lift weights. No, you need to do cardio. Running will cause a heart attack. Cross-fit is the way to go! Hot yoga!!!
At the end of the day, digital marketing is a lot like physical fitness. It's about doing a lot of things right, a few things very well, and not making any huge mistakes.
And there are a lot of charlatans out there just trying to sell you their secret sauce.
Are You Wearing Your FitBit?
I saw a funny episode of Modern Family last night, where Cam and Gloria were trying to get 100,000 steps on their FitBit by taking lots and lots of tiny baby steps. It was pretty hilarious, but sadly not far from the truth. I have known people who became obsessed with FitBit steps ... but I did not see any of them getting particularly fit.
I think the FitBit is a good thing, and if it reminds you to park a little farther away from the storefront on your next trip, that's probably good, too. But tracking your steps alone will not make you a fit and trim athlete.
It's the same with digital marketing. People can become obsessed on one aspect, such as click-through-rate or website visits, to the exclusion of everything else. I got another SPAM email yesterday touting THE ONE THING that's missing from your website. Apparently, if you add a reviews tab to your website, THIS is going to be the magic elixir that turns your otherwise ho-hum website into a New-Client-Generating Machine!
Stop the Madness!
Digital marketing works. If you do it right. And, like physical fitness, it's not very glamorous. It's about doing all the little things properly, consistently and not making any of the big mistakes. Or at least not persisting in them!
If you're ready to get digital working for you, give us a call. The Essential Solution® gives you a solid foundation across digital assets, ensures you are doing the right things right, and opens up opportunities for you to Do Something Remarkable.
We can even get that Reviews tab on there for you, too. (And help you manage the entire customer feedback system to not only get more, better reviews, but also improve your entire customer experience!)
We make sure you're covered with great website design on a secure platform, a well-designed sales funnel, a conversion and search optimized site, social media integration, email marketing and consistent on-topic blogging. If you're at the NAELA Summit this week, stop by our booth and visit with James and Mike. If not, just give us a call. We'll be happy to review your current marketing and give you honest answers about whether we can help you do better.
You're not going to lose 10 lbs a week on our plan. But you can start a journey toward better, more effective marketing that will boost your profits and grow your firm.
You can reach James at 1-877-352-2021. He's a busy guy, so I promise he won't talk your ear off or hound you to sign up. Plan on about 10 minutes for your first call, and see where it goes from there.
Oh, and good luck with that FitBit!