A CASE STUDY
This how we took one personal injury firm in a major metropolitan market from three new clients per month to 10 major new cases per month while spending less money.
They understood they needed to spend money on marketing to get clients. They were spending in the wrong places. The firm was spending:
- $1000 a month on Yellow Pages (print and online)
- $2000 a month with Lawyers.com/Martindale
- $1000 a month with FindLaw Listings
- $2500 a month in Search Engine Optimization and Website Maintenance
- $1000 a month in other directories/promotions
A total of $7,500 is a large monthly marketing budget for a personal injury firm’s goals. So what was the issue? The firm retained us for $5,000 per month and we focused on ranking, real website volume, and most importantly, calls and contacts.
This firm has been overspending in three listing services. Additionally, an audit reduced the cost of $4,000 a month to $2,000 per month. We kept the $1000 in “other” and increased online marketing to $3000. This program increased call volume 120%.
The thing is, the following services are required to make it in Real Legal Marketing today:
- Social Media
- Video Marketing
- Image Marketing
- Reputation Management
- Directory Management
- Listing Management
- Content Marketing
Buying a “product” for social media or optimization does not make sense because every market is different. Competition levels are different and each law firm’s goals are different. Therefore, all these pieces need work together to target goals and to be aligned with Google’s moves. The moral of the story here? “Products” will never allow you to reach a goal.
The “Box Legal Marketing Stores” like LexisNexis, FindLaw and Justia are failing the majority of their clients by selling “packages” and “products”, sometimes dozens in the same market with little chance of real rank or volume. It requires research, marketing knowledge and client history to develop a strategy unique to each law firm’s goal.
Real Legal Marketing, only works with one or two firms in each market. We audit all marketing services to get the best ROI, and to ensure that all pieces are working together will help reach goals. In addition, Google’s changes can happen quickly and an experienced digital marketing firm must work just as quickly to refocus goals, making your marketing program constantly active, changing, and growing.
If you have questions about legal marketing call us today at 866-546-5668 or email firstname.lastname@example.org
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