The concept of Legal Marketing has sounded strong for some time. More than a fashion, it’s a trend. And it is that every time there are more professionals of the legal sector that open the range of possibilities when looking for new clients and offer the services of their law firms.
A boom in Legal Marketing in Spain
Also, the main course why we are interested in Legal Marketing is precisely the strength that Digital Marketing is taking among professionals in the legal sector. Those of us who are dedicated to designing online growth campaigns observe how, at different times, new areas are adding to the interest in this type of strategy. And at this moment, we are witnessing the growing importance of legal professionals, who are assuming as necessary to contemplate in their business plans the advertising strategy in general, and online marketing in particular. And don’t lose vision of the fact that more and more potential clients are looking for an Internet lawyer.
Another reason why Legal Marketing is of particular interest is precisely that of the challenge involved. Without being the most expensive sectors to do, for example, cost-per-click search engine advertising, it is among the business areas that require a specific budget to develop an online strategy. Because CPC (search engine advertising) is not cheap, and SEO (organic positioning) is expensive, given the high competition.
Does this mean that a modest firm can not afford to carry out a digital marketing strategy? Not, but it does say that it will be necessary to make a significant planning effort and have sufficient knowledge of the sector to be able to draw the best legal marketing strategies, optimizing the client’s budget and adjusting to their possibilities without losing of sight the objectives!
All the reasons explain the boom of Legal Marketing. But we can not fail to recognize the relationship that this trend has with the fact that some legal brands in Spain have opened the way to the sector, developing powerful marketing campaigns with a significant investment. They have undoubtedly been the forerunners of the trend, and it is fair to acknowledge it!
In this previous post about announcements of lawyers, we talked a little about the beginnings of advertising in the legal sector.
Is Legal Marketing Different from General Marketing?
Develop a legal Marketing strategy is to apply the theories of General Marketing to the particularities of the legal sector. This statement contains, in reality, a critical component that makes it unique: the peculiarities of the legal industry. And is that the knowledge of the industry and experience in this type of campaigns is part of the success. Then, we can conclude that legal Marketing, without being different, requires some knowledge of the consultants who plan the strategy and execute the campaigns. Without being superfluous, they have the advice of lawyers at certain times. Or with the support of your client.
Regarding the major phases of a legal Marketing strategy, as in any Digital Marketing strategy, we highlight:
Analysis: Analyze the current situation of the brand, the sector and the brand concerning the industry. What are the trends of the moment and what does the competition do?
Definition of strategies and objectives: Trace the policy, within the business plan of the company. Define the actions that we will carry out based on the available budget and the goals we want to achieve. Draft the Legal Marketing Plan.
Implementation of the plan
Measurement and analysis: What is not measured, cannot be improved. Measuring everything will help us to know the return on investment, correct errors and implement the best ones.
Then, assuming that there is a growing trend to bet on digital marketing in the legal sector. And that the legal Marketing is not only a fashion but a reality that goes to more, it is time to rise to realize your strategy for your law office. Without losing sight of the necessary knowledge of the sector and the sufficient expertise of those who develop the campaign. So that your investment returns in the form of clients.