Diversified Legal Marketing Solutions for Lawyers and Law Firms

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Jeffrey Johnson is a legal writer with a focus on personal injury. He has worked on personal injury and sovereign immunity litigation in addition to experience in family, estate, and criminal law. He earned a J.D. from the University of Baltimore and has worked in legal offices and non-profits in Maryland, Texas, and North Carolina. He has also earned an MFA in screenwriting from Chapman Univer...

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UPDATED: Jun 19, 2018

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It can be difficult to decide between high cost legal marketing programs and less expensive plans. While there is no-one-size-fits-all answer, firms should diversify attorney marketing budgets, and only participate in an expensive program if the budget permits investing in a number of other marketing programs, as well. The most successful lawyer marketing advertising strategy involves working with multiple companies that have different types of programs.

Enrolling in a variety of programs protects a law firm if one of the marketing partners has a bad performance period. Even the best attorney marketing programs can be ineffective if, for instance, Google changes its metrics or competition within the program increases. For most good programs, periods of decline are brief, but the volume of leads is affected, so multiple programs provide an effective buffer.

A law firm should also use different types of legal marketing programs, which includes directory services, matching services, expert or content based marketing, pay per lead attorney marketing, and search engine optimization programs.

Law firms do not need to participate in all types of programs but should have some diversity in types of program. Any of these programs will have non-productive periods, but being involved in different types of programs can help keep the lead flow lead flow from going dry if one of the programs has a bad period. Bottom line: a firm should never invest its advertising budget in only one attorney marketing program.

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