Legal advertising is notoriously expensive. According to Forbes, “Lawyers have increased their spending by 68 percent from 2007 to 2015 and spent roughly $892 million in 2015. If you’re not careful, you can quickly burn through your marketing budget and have very little to actually show for it. Let’s now discuss how you can stop overspending by examining some of the most costly areas of legal marketing that don’t necessarily get results.
Stop Overspending on Paid Marketing Tools
There are a lot of marketing tools out there. They can cover everything from SEO and social media to productivity and reputation management. But paying for tools is often unnecessary and is one of the quickest ways that legal marketers kill their budget.
This isn’t to say that you should never use paid marketing tools. If you know for sure that a particular tool is having an incredible impact on your marketing campaign, then by all means keep using it. But if you can’t make a direct connection between a tool and actual conversions, there’s a good chance that you’re just throwing money away.
And in most cases, you can find a completely free tool that does get the job done. Check out this article from Buffer for a rundown of 41 of the best free alternatives to popular paid services.
On Paid Analytics
Analytics have arguably never been more important than they are today. In order to make smart legal marketing decisions, you must first have access to accurate data. But there’s just no reason to spend money on analytics, especially if you’re only assessing a few areas.
All most legal marketers really need is Google Analytics. It’s incredibly comprehensive and will provide key insights on things like:
- Visitor demographic
- How they’re accessing your site
- Where they’re exiting your site
- On-site behavior
- Session duration
- Bounce rate
And this is only the tip of the iceberg. Unless you’re some mega chain with a nationwide presence and millions of visitors, paid analytics is usually overkill.
On SEO Agencies that “Guarantee Results”
Here’s the thing about SEO. It’s not an exact science, and there are about a million minute factors that can determine where your website ultimately ends up ranking. It’s also perpetually evolving and rankings can fluctuate at any given time without warning. Although partnering with an SEO agency does make sense for many law firms who simply don’t have the time or knowledge, you should always be weary of those that “guarantee results.”
These are often the black hats that use underhanded techniques that ultimately result in penalties later on down the line. If you’re a WordPress user, there are several different plugins you can use to boost your SEO even if you have extremely limited knowledge. Check out this post from WP Beginner for nine of the top SEO plugins (most of which are free or have free versions).
Stop overspending on these areas of legal marketing. It’s only going to eat away at your budget and won’t necessarily bring about any palpable results. Instead, use your savvy and do away with the inessentials or opt for free tools instead.