Five Common Legal Marketing Myths

Looking to take your small to mid-size law firm’s online marketing to the next level? With the competitive landscape increasingly crowded with larger firms, lawyers can’t afford to sit on the sidelines and expect to grow. Legal marketing agencies are a dime a dozen, but it takes the right mix of people and process to generate leads, grow client volume, and increase firm profitability. 

At LegalScapes, we’re passionate about helping small to mid-size law firms navigate an increasingly complex, multi-channel digital marketing environment. No matter your practice area, it’s important to steer clear of these 5 legal marketing “myths” to maximize your firm’s online impact:

Myth #1 — Marketing for lawyers isn’t so different from marketing for other professions. 

This is just flat-out false. The practice of law is both an art and a science, and the same is true of effective legal marketing. Today, consumers have more options than ever when it comes to choosing a lawyer, and a firm’s digital marketing must meet the potential client at every stage. It’s not a one-and-done process, either — lawyers also need to focus their marketing efforts on keeping clients engaged and driving referrals.

Be wary of digital marketing agencies that position themselves as “legal” marketing experts without the experience and results to back it up. You know better than anyone that law is complicated and ever-changing, and legal concepts must be boiled down into easily consumable content that potential clients can understand. 

Myth #2 — Small and mid-size law firms can’t compete with larger firms.

Sure, larger firms are spreading rapidly across the country. Sure, they often flood the market with high-budget PPC, display, and social media advertising. But it’s a mistake to believe that small to mid-size firms can’t compete with the big boys (and girls).

This is especially true when it comes to local SEO for lawyers. With the right keyword research, optimized content, management of Google Business Profiles, review campaigns, and more, small and mid-size law firms can punch above their weight and outrank and outperform even their biggest competitors. 

Myth #3 — PPC is cost-prohibitive for smaller law firms.

PPC for smaller law firms can often feel like a “David and Goliath” situation. Small firms are up against larger firms with oversized budgets and marketing resources. Don’t be intimidated. With in-depth keyword research, strategic targeting of high-intent “long-tail” keyphrases, and the right ad copy, you can lower client acquisition costs and keep your firm competitive.

Especially in combination with effective lawyer SEO, PPC gives small and mid-size law firms an equal opportunity to “own the SERP” and grow new client volume at maximum ROI.

Myth #4 — Email is dead. Small to mid-size law firms shouldn’t bother.

Email is far from dead. In a recent survey, 59% of consumers said that email marketing influenced their buying decisions, and email is an especially important marketing channel for small to mid-size law firms where cultivating lifelong relationships with potential and current clients is key.

Both email newsletters and automated email sequences (sometimes called “drip” campaigns) are critical to lawyers’ success in acquiring new clients, increasing client retention, and driving referrals. Along with SMS texts to engage with clients, email can also help keep clients in the loop. On a time-cost basis, it doesn’t get much better than email marketing for lawyers.

Myth #5 — Social media isn’t worth the investment.

In 2023, social media is an increasingly “pay-to-play” channel for law firms. The fact is, potential and current clients expect small to mid-size law firms to be active on social media, and firm owners should expect to invest.

On Facebook alone, 76% of American adults can be reached with a paid advertisement. From “boosting” Facebook and Instagram posts to running lead-generation campaigns on TikTok, with the right strategy, law firms can effectively leverage social media to raise awareness, engage with potential clients, and ultimately drive new consultations with social media.

By using sophisticated targeting options, even the smallest law firms can compete with big-budget firms — a small investment on social can go a long way. 

Ready to take your legal marketing to the next level?

At LegalScapes, we believe that with the right mix of people, processes, and tools, lawyers can leverage digital marketing to grow the firms of their dreams. We offer full-service digital marketing services for lawyers with a focus on smaller to mid-size firms. If you’re ready to take your firm to the next level, schedule a free strategy call and let’s talk!