I am sometimes envious of you, my solicitor friend. Actually, I am frequently envious of you. You are luckier than you might ever realise or imagine.
The reason is simple. You sell a service which people usually need pretty much instantly. If someone needs a conveyancing solicitor, they need them now. If someone needs someone to help with probate, they need them now. If someone wants a solicitor to help them to sell their business and to realise the biggest return for them, they need them now.
On the other hand, I sell a service where most solicitors think they might need my help and in the not too distant future but they are managing just fine by themselves, for now. So they look around for some help every once in a while and find my website. They download my marketing guide and receive my regular email tips and advice, and one day, possibly three months, more often than not, two years after they join my email marketing newsletter list, they ask me to help them.
A two year sales process, versus your instant sell sales process.
This is what makes me very envious of you.
The main reason is that it means that if you want more clients for your practice today, you can promote your services and instantly generate new instructions; today. Instantly. Not in a week or a month. You need clients today, advertise your services in the right place and receive new instructions today.
It really is that simple. If you are shaking your head at this point saying it is not quite that easy, you are doing something wrong. It really is that easy.
This conversation came up time and again recently when I was speaking with members of my Marketing4Solicitors service, helping them with their current marketing challenges.
If they said they could do with a few more clients, my next question was ‘Are you using Google Adwords’? If they said they were not, I told them to start there first.
If they were using Google Adwords, I told them to either increase their budget, or improve the performance of their campaign by writing multiple advertisements and constantly turning off the poorest performing ads.
Those who were not using Adwords came back with the two common responses that I always hear, which still amaze me:
1. Someone told me that that type of advertising just doesn’t work. People don’t click on those advertisements.
2. I tried it once but it didn’t work for me.
Someone told me that that type of advertising just doesn’t work. People don’t click on those advertisements…
Firstly, as these were members of my Marketing4Solicitors service, they should not be listening to ‘someone’s advice’ because they are paying me for my expert advice.
I have been marketing legal services full time since 2003. In all of that time, Google Adwords has been the best performing marketing tactic bar none.
If that does not persuade you otherwise (it should), let me remind you that most of Google’s voluminous income of billions of dollars comes from people spending money on Google Adwords to promote their services. If no one clicked on those advertisements then Google would not make any money from Google Adwords.
However, not only do people click on these advertisements, but they also then go on to buy the services that they are looking for when they click through to the business owner’s website. The website owner continues to spend money on Google Adwords because it continues to provide them with new clients on a consistent basis. More importantly, it provides them with clients quickly (as I mentioned above) and for a very reasonable price.
In terms of the ‘No one ever clicks on those advertisements’ argument, this has never been the case, but there is a reason why more people now click on these advertisements than ever before, which I have mentioned before.
Google’s recent search engine algorithm updates mean that frequently the websites in the first ten positions of the organic search engine results (the left hand side beneath the first three paid advertisements) have changed dramatically, and now very frequently feature not for profit businesses rather than providers of the service sought.
This means that for the searcher, they often MUST look to the Google Adwords search results to find what they are looking for.
Due to some changes to Google Adwords, the first three paid search positions are now the most prominent search results on the page, and if you are promoting your services on Google Adwords you really do need to target these positions, as I explain in more detail in the Extreme Close Up for the printed Marketing4Solicitors circular this month which goes out to members early next week – if you want to see the inside scoop contained in the Extreme Close Up, all you need to do is to sign up for your No Risk 30 day trial of Marketing4Solicitors today here: //www.samsonconsulting.co.uk/marketing4solicitors-explained.html
I tried it once and it didn’t work for me
If this was your challenge, I can almost guarantee that it failed for one of these reasons (based on taking over many a failing campaign and making it incredibly profitable:
- Your Adgroups were too large (which makes the advertisement ineffective – ideally no more than 10 keywords per Adgroup)
- Your landing pages that you sent your visitors to did not relate closely enough or at all to the keywords;
- Your budget was too small – usually needs to be around £500 a month or more to guarantee results.
So if you need more clients and you are not using Google Adwords, that is my advice for the first place that you should start.
Ready To Take Action And See Results Now?
Please call 0117 290 8555 to arrange a mutually convenient time for a telephone discussion, Email me or complete a Free Online Enquiry. There is no cost or obligation. We will have a chat about where you are and where you would like to be and I will suggest some things you can do to get there quickly.