Showing posts with label Competing. Show all posts
Showing posts with label Competing. Show all posts

Wednesday, August 9, 2017

Law Firm Marketing - How to Outperform Competing Law Firms With Greater Internet Marketing Budgets

Law Firm Marketing - How to Outperform Competing Law Firms With Greater Internet Marketing Budgets

There is a secret that the top Internet marketing companies in the United States do not want you to know.  What I mean are the firms that command fees upwards of $ 25,000 per month to keep one client Web site at the top of search engines.  The companies that are used by the biggest name e-commerce companies, whose CEOs illuminate the halls of convention centers and attract flocks of loyal worshippers at dozens of speaking engagements. 

They are not quite as special as their fees may indicate.

What most clients fail to realize is that, when it comes to Internet marketing, law firms do not always get what they pay for.  While being successful online certainly requires a particular skill threshold and having a veteran expert on staff to lead the troops is critical, with quality training and supervision, the skill element required to be successful as an Internet marketing foot soldier is nothing like, say, the level of skill a lawyer needs to prevail in a major litigation. 

Some of the most prestigious SEO firms are nothing more than housewives, or young techies led by a management team of clever Internet marketing whiz kids. They demand the fees because they keep clients happy, by ensuring that their PPC programs are well-optimized and their favorite keywords rank organically, at or near the top of Google's search results. 

As a law firm seeking to market online, you would be very unlikely to seek out a market leading Internet marketing firm.  It is more probable that a law firm will attend a conference, where they will select one of 4-5 Internet marketing vendors. These firms are often polished, put on strong presentations and many law firms will give them serious consideration, possibly even their business.  What the client does not realize is that these quotes are typically 200%-300%, of what a US managed offshore delivery team would cost them.

Progressive marketing executives have discovered that Internet computer experts are the best Internet marketing delivery experts.  The best talent pool available for these types of roles are in India and China.  What this means is that your law firm can obtain Internet Marketing programs that are equal to, or greater than those offered by the "tradeshow firms" at a fraction of the cost.

At the end of the day, all law firms want one thing - client cases at the lowest possible cost per lead.  It is basic common sense that 30 hours of Internet marketing efforts per month will yield more than 12 hours.  Unless, of course, the firm really doesn't know the basics.  However, given the fact that every advanced Internet marketing secret is now available online, even a lawyer can become an expert Internet marketer, if he or she dedicates 6 months to nothing but this. 

So, when it comes to Legal Marketing on the Internet, ignore the scare tactics and go for value. If you are not happy with results, you can always upgrade to a more expensive company later. Law Firm Marketing on the Internet is increasingly becoming a commodity type service, so law firms should be aware that it does not pay to overpay.

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