Attorneys have to pay more for lead than almost any other industry in the world of marketing. Did you know that? A single lead can cost attorneys thousands of dollars. That cost is based on the industry, platform and services you provide. A wrongful death attorney in Miami or New York will not be able to generate cheap leads on Google other than with SEO and listings management. Paid advertising will generate faster results but require a major financial commitment.
Why is it important to know this? Because in marketing you need to know what works and what doesn’t work, before investing your time and money into it. Would you rather spend $5,000 in marketing on something that will work or something that could work? That’s where looking at the competition comes into play.
By reviewing the competition, you can see where they are getting results and how. Not only that, but you can also see areas where you can step in and generate your own interest and leads. A great example of this is with content creation and publishing.
What Is The Competition Doing Differently?
Your competition is spending $5,000 on google ads each month. They are getting a decent amount of leads and obviously they are happy with the results as they continue to spend. The problem for you is that you are not able to spend that much each month, or anything close to it. So, you cannot fight the competition with money, but you did learn something important, they are generating leads via search engines.
Knowing where your competition is getting leads is the key. If they are getting them via search engines then you do not need to focus on spending like them, you need to focus on hitting that same audience in a different way. Google provides you with multiple ways of reaching the same audience. Yes, being at the top of the page is a big help, but being on page one is just as important and valuable.
If you can accomplish that with map listings, SEO and even YouTube videos for $2,000 a month and generate the same amount of leads as the top competitor, why would you not do that? However, there’s a catch. The $2,000 a month will generate results. It just will not generate them immediately. It may take two to five months to see results with this strategy, but it will work.
How Can You Be Similar?
You need to think like the competition but also be prepared to think differently as well. How are they getting their leads? You do not want to copy their strategy but pull ideas from it. If search engines produce for them, you need to get on Google. If they are seeing better results on Facebook, you need to consider Instagram with a Facebook presence. If they are seeing results with direct mail, you need to try email. There is a cost-effective strategy worth trying that can be created based on your competition.
How Can You Be Better?
Your competition is offering solutions and answers, but they are charging for it. How can you be better than that? Give people answers to what they need to know before they pick up the phone. Create a blog and YouTube video every week that cover a trending topic that applies to your experience. When people want answers they go to social media and they go to search engines and if your content is what they are finding to get those answers, that’s going to generate real interest in your services.
Marketing Tips For Law Firms With Major Competition
If you are a smaller firm and have major competition in your area for the same services there are still plenty of things you can do to compete. Remember, half the audience will click on the first ad they see. However, conversion rates are higher for the second half of the audience. That’s because they are looking for information, not a sales pitch.
- Establish yourself locally: Even over the phone, clients like to know that you are right down the street from them. They will search for an attorney local to them first.
- Keep producing content: Your content is not designed to generate leads. It’s designed to make an introduction. That introduction, while it may take a while, is going to cost you a fraction of what your competition is paying.
- Let people know you’re reachable: Call today for a free consultation. Give them a reason to contact you, do not just expect them to take the action.
- Focus on emails and subscribers: You want to be able to easily have your content reach your audience. Capturing emails and getting followers on social media are a lot easier and more affordable options that work.
- Get your reviews up: You can meet a prospect face to face and have a great conversation. They are still going to check reviews about you before going with you.
Think like someone who needs your services. Where are they going for an attorney? Where are they going to confirm their decision about an attorney? Make it easy for them to make the right decision. Your competition wants to get people in the door like a retail store. That’s fine, because you will have fewer leads, but a much higher conversion rate with far better quality clients.