How to Make the Most of Online Marketing to Compete with Big Firms
Many law firm owners have a similar nagging fear. They wonder if their online marketing can compete with the big firms.
It makes sense why you have this fear. The big law firms can afford to spend tons of money advertising on TV and billboards. It can certainly feel like it’d be impossible to compete with them!
However, we believe that you can still compete with these big firms. It comes down to 3 things: the different types of competition, online marketing, and social proof.
Why Your Competition In Town and Online Are So Different
Google your practice and your area. For example, if you’re a divorce attorney, type “divorce attorneys near me” and see who comes up. Look through the first few pages and see which law firms come up. That is your competition.
However, those law firms often won’t be the ones you’re seeing on the billboards, hearing on the radio, or seeing on TV advertisements. That proves that your online competition and your in-town competition are very different.
Online marketing is a “free” resource. Of course, nothing in life is free because it takes time. To rank organically, you have to create content, work on getting links, create title tags, and more. This takes time to figure it out and time is money. However, organic online marketing is still free in terms of actual cash.
It also levels the playing in that Google is many law firms’ best referral partner. In fact, a report came out in 2019 that said that about 50% of people said they would talk to a colleague, family member, or friend to get a referral to a lawyer that they trust. However, the other half said they would never ask a friend or family member and would find a lawyer on their own. That means that 50% of people are searching online for a lawyer. This is where online marketing comes in. Anyone can get clients by utilizing it well.
Set the foundation by fostering that relationship with potential clients online. From there, search engine optimization is really important in online marketing.
Social media such as Facebook, Instagram, and even Tik Tok can be utilized to extend your reach, too. It enhances your online presence, gets you on the organic listings without having to pay for Google Ads, and may bring you clients.
Don’t Forget About Social Proof
Social proof can absolutely support and help all of the Google referrals that come to your door. On the flip side, no matter how much you spend on advertising, if you don’t have good social proof your efforts will be pointless.
When people hear your name, they typically go online and check you out first. They’ll likely visit your website before they pick up the phone and call you. This is your first point of contact and provides them with their first impression of you.
To influence your social proof, Google your name or one of your customer-facing staff member’s names and see what shows up. Then, take control of those things.
For example, take control of your website so that it presents the image you want it to present. Create your own Facebook page and control what’s on it. You could consider asking someone to write an article about you.
Whatever you decide to do, just work to own, control, or influence as much as possible of what is on page one of Google.
If you want to learn more about how to successfully compete with big law firms, check out https://nextlevel.legal/episode/lfn004/