I feel lucky in that I have always been a member of different business mastermind groups. If you haven’t been a member of one or are not sure what they are, ultimately a mastermind is a group full of business owners run by an expert in a particular sector working usually on one aspect of the business (for example sales, marketing or scaling a business).
I use them not only to keep myself accountable and to ensure that I will do what I say I will do in my own business but also to ensure that I can carry across learning from other business sectors into the law firm marketing world.
At one of these recent meetings I was hearing how someone had spent a fair amount of money on facebook marketing that had produced a lot of leads for their business, but that not one of these leads had bought the product that he was selling.
They had requested a free sample, but no one had actually paid for the subscription of the same product as the sample.
The talk was about how to persuade these people to part with their money and subscribe to his product.
Based on my marketing experience, I know that the question was the wrong question.
The question should have been how can he get his product to appear in front of people already looking to buy it.
The reason for this is two fold:
1. People on facebook are generally not buyers. They are browsers, or the term I prefer to use, ‘tyre kickers’. If you show them a lovely car, they will look at it, kick the tyres and show some interest, but they will never buy the car because they didn’t go searching for a car in the first place. The decision to start a search for a product or service is a vital part of the buying process. If someone hasn’t gone searching for it, they are very unlucky to buy it however clever the ad copy is or how pretty the advertisement is. The ‘tyre kickers’ he was attracting had not gone through this very important stage of the buying process.
2. Free is worth every penny. If someone can receive something without any financial commitment or a commitment of their time, they have put absolutely no investment into the relationship so they are very unlikely to want to take things to the next level. I have tested free so many times for so many clients that I know this to be true.
So, to recap, if you want to sell more of your legal services, the most effective and cost effective form of marketing will have your advertisement appearing in front of someone who has already started their buying process by actively searching for your service.
This is why Google Ads (formerly Google Adwords) beats facebook every single time when it comes to producing fee paying clients for solicitors.
Whether you are looking for a few extra clients a month or dozens of them, Google Ads more likely than not can produce these clients for you.
It is for this reason that every one of my law firm clients who has worked with me for any length of time is undertaking Google Ads marketing; because it works.
Some of my best Google Ads clients (by best I mean those getting the most clients from their advertising spend) came to me after they started using Google Ads but couldn’t quite get the results that they wanted, or they were paying a non legal marketing agency to run their Google Ads campaign but not seeing the volume of clients come through the door that they wanted to.
For these clients I was quickly able to move them from ‘average return on investment’ to ‘huge return on investment’ just by applying my processes to their Google Ads campaigns.
If you are currently running Google Ads yourself or have a non specialist agency running them for you, you should download my Google Ads Whitepaper which will not only show you how to improve your current Google Ads campaigns, but also how you can arrange a free, no obligation Optimisation call with me where I will talk you through the best improvements that you can make to your Google Ads campaign to deliver even more clients to you.
If you are spending any money at all on Google Adwords, you really must see this Whitepaper.
Or if you are 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.