5 Marketing Tips For Lawyers without Marketing Experience
Here’s some tips to help you avoid some common missteps and improve your chances of success:
1. Hire the talent
You might have a thick wad of cash handy to hire an agency. But as an entrepreneur, Peter Gregory says that kind of money is pretty hard to come by. Still, it’s possible to hire a good agency on a part-time or hourly basis, instead of paying an upfront and costly retainer. Creative director Kammie McArthur of Seattle advises, “Don’t give all your advertising or marketing business to just one agency — shop around to see who does what you want best, and cheapest!”
2. Direct, real time contact with the customer
If you’re not directly engaged with the customer or prospective customer in real time, you’re not marketing. Jack Zinda, of the law firm Zinda & Davissays, “Our website gives the visitor the option of immediately chatting with someone from our firm – the visitor can interact with our law firm right away, increasing conversion rates; the user can also decline or they can look things over for themselves. Either way, we’ve just marketed our client service philosophy to them in the first few seconds.”
3. Quality content is king
Cut-rate is out, high caliber is in. Consumers demand high quality content when they are researching a product or service. US Preppers offers dozens of informative and accurate blog links on their homepage, all relating to the trending prepper movement of survivalism and self sufficiency; their blog titles read like a glossy magazine, and are just as intriguing — “The Top 50 Items to Barter with in Case of Disaster” and “Aluminum Foil; the OTHER Duct Tape”.
Marketing in highly competitive verticals is, of course, tough. For instance, pay day loans vs. short term loans. The consumer may be confused about the differing types of products that become conflagrated over the course of your marketing. While you may be ‘trying to drive traffic’, the user must immediately identify the differences with truthful and clear statements. Sales pitches and squeeze pages simply do not work anymore. Tell the user the truth. While you may lose out on some conversions with this approach, the clients that do convert will have a far longer, and more profitable, life cycle.
4. Most social media is free — but there can be hidden costs
According to professional blogger Jeff Bullas, there are now nearly 1.4 billion Facebook users; Twitter has 284 million current users; and Instagram has 70 million users. And it costs nothing to start an account with any of them. However, be aware that unless you set a time limit on how long you’ll be on each of your social media accounts each day, they can suck you in like an addiction. In fact, the latest trend in social media is to totally UNPLUG for at least a few hours each day.
5. It’s all going mobile
Mobile marketing has overtaken fixed internet access. According to the Pew Research Center, nearly two-thirds of Americans now own smartphones. They do a majority of their online research and shopping from a mobile device. So whatever marketing campaigns you have cooked up, make sure they are adaptable and workable on any and all mobile devices.
As with most new things, there is a learning curve. As you start to market your new idea or product, you’ll learn the best and most productive ways to market – even if that happens to be delegating it to somebody. 
1. Adapted by an article of Gresham Harkless.