The Hottest Law Firm Marketing Strategies (That are Actually Working) in 2024

Jul 8, 2024

Patrick Carver

Hi, I’m Patrick Carver / CEO, Constellation Marketing

I hope you enjoy listening to this podcast.
If you want my team to just do your marketing for you, click here.

Main takeaways: 

  1. SEO’s Enduring Value: Despite rumors of its decline, SEO continues to be the most effective strategy for law firms, driving the highest intent traffic and compounding benefits over time.
  2. Challenges with Social Media Ads: While social media ads can work, they often lead to low-quality leads and require significant effort to yield results, making them less reliable than SEO.
  3. Diversified Marketing Approach: Combining SEO with pay-per-click advertising and strategic email marketing can create a robust marketing plan, enhancing visibility and client acquisition for law firms.

In this episode, Patrick Carver, CEO of Constellation Marketing, breaks down the current digital marketing landscape for law firms. Explore why SEO still reigns supreme, the challenges of social media ads, and practical tips for maximizing your marketing ROI.

We’re talking about the best marketing strategies right in 2024 that law firms should be focusing on. There’s been a lot of noise about how SEO is dead from certain marketing companies, but this couldn’t be further from the truth. We’re going to discuss why SEO is still the most cost efficient and effective way to get new clients. But, we’re also going to dive into some other strategies that

Timestamps:

Introduction and Current Marketing Landscape
Timestamp: 00:00:05 – 00:01:15

 

Challenges with Social Media Advertising
Timestamp: 00:01:15 – 00:08:19

 

Benefits and Pitfalls of SEO
Timestamp: 00:08:19 – 00:17:00

 

Ad Strategies: Local Service Ads vs. Pay Per Click
Timestamp: 00:17:00 – 00:21:15

 

Long-Term SEO Strategies and Final Advice
Timestamp: 00:21:15 – 00:34:47

Transcription: 

00:00:05:17 – 00:00:30:17

Patrick Carver

My Law firm podcast. I’m your host, Patrick Carver, and I’m the CEO of Constellation Marketing. We help law firms grow and at 20 to $100000 in extra monthly revenue this episode, we are going to be talking about what’s hot right now, what’s working right now, most importantly, in digital marketing for law firms. We’re sliding into the second half of 2024.

 

00:00:30:17 – 00:00:51:13

Patrick Carver

And so I thought it’d be a good time to kind of take stock of what we’re seeing work best, some of the changes we’ve seen over the past six months and really talk through why SEO is still the best opportunity for law firms. There’s been a lot of talk out there about how SEO is dead and social media ads are where it’s at, but that couldn’t be further from the truth.

 

00:00:51:13 – 00:01:15:20

Patrick Carver

So let’s get into what will be your most cost efficient, best performing results. Strategies for your marketing and advertising campaigns. So the first thing I’m going to cover is what I consider the biggest trend in marketing. And this is really not just over the past six months, but I would say over the past year, which is social media.

 

00:01:15:22 – 00:01:41:24

Patrick Carver

So this has really taken on a kind of outsized portion of the mindshare of a lot of attorneys. And this is going to come in two forms. So when I talk about social media advertising, I’m really just talking about either paid social, so running ads or funnels, as you might might have heard them called that and organic social and as my dad would say, this is all have no cattle.

 

00:01:41:24 – 00:02:05:13

Patrick Carver

And what I mean by that is it’s a lot of talk and there’s a lot of folks really pushing for this. But over and over in our analysis and when we see this actually built out with or with clients and with other folks that we see from the outside, it really just doesn’t pan out the way that I think it’s being sold.

 

00:02:05:13 – 00:02:29:02

Patrick Carver

And so let’s go through talk about some of these these two different areas and why we feel it’s really not the, you know, shouldn’t be the core focus of your marketing. And so the first thing I’ll say with both these is that they absolutely can work. I’m not one of those people who believes in hard lines about the marketing side of your your business.

 

00:02:29:02 – 00:02:58:21

Patrick Carver

I am 100% for anything that works. And if you have carved out a strategy or way to get value, whether it’s billboards or social media, paid ads, etc., I am 100% for it. So where I like to kind of put myself into the conversation with regard to these two, with regard to social media is that I think you hear from marketers who are really loud and they’re going to take hardline stances.

 

00:02:58:21 – 00:03:24:06

Patrick Carver

And so it’s it’s often the same thing is like kind of talk talk show host, sports talk show hosts who really just have to take a position because that’s what’s going to get people going and really have this hard line. And so I know and I’ll talk about some more in a minute with SEO, but there are some very legitimate issues with how most people do SEO and a lot of SEO companies out there.

 

00:03:24:11 – 00:03:43:24

Patrick Carver

And so it makes kind of an easy target to go after and say, Hey, you probably had a bad experience with SEO. Here’s the solution. And like I said, I think there’s some truth to that. Absolutely. And I’ll I’ll cover that. But you have to kind of take this for what it’s worth, right? You have to look at it and really evaluate it.

 

00:03:44:01 – 00:04:16:02

Patrick Carver

And some of the challenge that I see with paid social. So we’re talking about running ads on Facebook typically and then usually bringing them back to a landing page and either sending out a some sort of guide or you’re trying to book a direct consultation there. And these definitely can work. Number one, our testing, we’ve found that the lead quality’s very low and this is going to be true, I would say across the board.

 

00:04:16:08 – 00:04:50:19

Patrick Carver

You were going to have to do a lot of fishing to bring home that one prized catch often. And we’ve tested this multiple times across different practice areas, different approaches. The leads that come in are typically extremely hard to find. They are not qualified. They’re often not really even looking for legal services, especially if you use lead ads or things that make it easy for the person off social media to go ahead and click on that ad, which Facebook has done, where you can literally do one click and it will populate the ad.

 

00:04:50:21 – 00:05:17:03

Patrick Carver

There’s really no incentive. You haven’t made them go through any sort of fitness test, right, to see if they are actually qualified lead, who has legitimate enough interest to schedule a consultation. So you’re often left with these low cost leads. You see the numbers and you say, Hey, the leads are, you know, $20 a piece. I was paying $100 or $300 on Google ads just to get one lead.

 

00:05:17:10 – 00:05:44:20

Patrick Carver

But you’re probably tracking these people down, calling them, emailing them, and it’s like crickets. And we’ve seen this happen a lot. A lot of chasing people around. And ultimately it’s, you know, lots of money. It’s lots of time for your intake team or yourself going and trying to track these people down and and bring them in. And so we generally tell our clients to steer clear of this.

 

00:05:44:22 – 00:06:16:18

Patrick Carver

There are some applications for advertising. I would say that you can look at more top of funnel type stuff and for certain practice areas, you know, this is going to work way better than others. A couple of I would recommend would be estate planning, potentially divorced business things where the immediacy is is less pronounced. Right. And so if you were a person who just got a DUI, your first move is not going to be go on a social platform.

 

00:06:16:18 – 00:06:40:13

Patrick Carver

It’s not going to be go on Facebook to go look for an attorney. You’re going to get out your phone, you’re going to search DUI lawyer near me, best DUI lawyer in re something like that. Right. And and so those people who are getting out their phone and making a decision to look for a lawyer are going to be your most high intent, whereas people on Facebook are really there to avoid making decisions in a lot of ways.

 

00:06:40:13 – 00:07:09:00

Patrick Carver

Right. They’re there to hang out there. You know, they may have a legal issue, but they are not. They’re going to look for it. And so fundamentally, the kind of nature of the audiences is much different. Now, if you are doing estate planning, other area, other things that you know maybe aren’t as don’t provide have such an immediate need for for legal services, I think this can work much better because you have a longer timeline to play.

 

00:07:09:00 – 00:07:27:12

Patrick Carver

You can get people into a lead magnet like a webinar or a download or something like that, and then kind of slow, slowly follow up with them and try to kind of build that rapport over time. But you got to remember, this audience is really cold, so they don’t know who you are. They’re not ready to come and typically get get a consultation.

 

00:07:27:12 – 00:07:49:08

Patrick Carver

And so the place where I have seen is effective is going to be more on the lines of that lead magnet approach where you’re giving something of value and then kind of courting them over a period of time. The other approach with social is really the organic side. And to be candid, I don’t see this working for most law firms.

 

00:07:49:10 – 00:08:19:12

Patrick Carver

Really, what we’re talking about here is going on posting content and it can be all sorts of different content to be case studies of results you’ve gotten. Can be funny office videos, some combination of all of those things. But I hate to break it to you that that is not what the general public is looking for. Right. And what you’ve probably experience if you’ve gone down this route, is that you have your aunt and your grandma liking all of your posts and probably bots as well.

 

00:08:19:13 – 00:08:50:27

Patrick Carver

So those are probably only real engagement that you’ve gotten on post. You’ve done, perhaps even if you’ve made them look really good and good copy, you spent time doing it, maybe paid a social media agency to do it, but has that results in any cases? The answer is probably no. And the reason for this is that most people don’t really care about what a law firm is providing in terms of content that they would go on and engage with in a social media environment.

 

00:08:51:00 – 00:09:12:21

Patrick Carver

Occasionally, very, very rarely. You can strike you can strike gold here and in something might go viral and you’ll get into it. But for the most part, just going up and doing a couple of posts a week or doing a bunch of posts at once and then kind of letting it, letting it sit is really never going to produce the results you’re looking for.

 

00:09:12:21 – 00:09:34:27

Patrick Carver

It’s just impossible to coalesce a group of people, to write group of people through social posting. I mean, imagine if you’re a criminal lawyer, there’s just no way you can build a group of people who are about to commit a crime or might need your services with others that you know, I spoke about for like estate planning. You can start to do that a little bit more.

 

00:09:35:03 – 00:09:57:25

Patrick Carver

But in the end, most people are not going to kind of show their cards and, you know, recreationally like a law firm’s page. And so that really only leaves you with one other available strategy for this. And that’s that’s become an influencer. And so, you know, I’m not necessarily talking about like, you know, Kim Kardashian level influencer, but somebody who has a bit of a following.

 

00:09:57:25 – 00:10:24:16

Patrick Carver

Right. And can kind of cross-sell or bring in people outside of just their friends and family group. And so that would be an area where you can actually get a little bit of value by building that audience and kind of becoming like a local celebrity. The problems here are, number one, it’s hard having a this takes, I think, real skill, real talent associated with it.

 

00:10:24:16 – 00:10:53:25

Patrick Carver

You can’t just kind of, you know, just decide one day you’re going to do it. The people who I see are actually successful at this, like love it. They they do content all the time and have either kind of gotten into a specific sub audience, you know, that that they’ve they’ve found some sort of connection with or they are just legitimately very talented, very good have some sort of special skill that’s making them stand out above everybody else that is not you or me for the most part.

 

00:10:53:28 – 00:11:26:25

Patrick Carver

And so going in with this idea that you’re just going to throw up a bunch of videos of, you know, showing the office and, you know, doing a cute dance here and there. And then a one of your results is for me, it’s a it’s you know, it’s it’s completely impossible in my mind. The other problem I see with this route that most firms have when when going down this and saying, oh, we’re going to do social, you know, these other lawyers are doing it and, you know, their business is blown up.

 

00:11:26:25 – 00:11:57:05

Patrick Carver

Right? The common approach that I see is they’re going to hire an agency. If you’re getting into this and the or a coaching group I’ve seen this as well with some of the large coaching groups out there that work with law firms. They’ve all this started to add these these other products. Right. And they will give you like hundred different social posts and kind of all of this premade content and it’s all the same and it’s junk is just absolutely junk.

 

00:11:57:08 – 00:12:24:04

Patrick Carver

It may have worked for one person and then it gets mass produced and it’s, you know, really no hook, no, you know, no real draw. And it’s just ineffective in cultivating this audience that that is, you know, presumably you want to become as your clients. And so when you get this agency content, it’s usually recycled. It really produces no engagement.

 

00:12:24:04 – 00:12:59:03

Patrick Carver

And ultimately it’s ineffective in actually producing clients. And then the final part of the challenge of this is that this is often billed as a really low cost, high priced strategy. And this is, in my experience, not true at all. We do offer social. So just to be completely transparent, we do, but we see it as a more of a brand aid and something to help you kind of stay in front of the people you already have connections with and to some degree, just be front of mind with those folks.

 

00:12:59:03 – 00:13:18:27

Patrick Carver

Same, same thing with with email marketing and newsletters that we do. But the idea that you’re just going to press a couple buttons, schedule 100 posts, and then the people are just going to come rolling in because they’re like, You know what? I love that inspiring quote on Tuesday. I was needing that. It just is not going to happen.

 

00:13:18:27 – 00:13:39:08

Patrick Carver

And it really shocks me how often that, you know, how easily this is sold from some of these coaching groups when their whole thing is our why or why or why. Right. And then the moment they put in a marketing product that they’re going to utilize like this, it’s like, well, this can’t really be judged through our ROI, right?

 

00:13:39:08 – 00:14:07:14

Patrick Carver

This can’t this isn’t really going to meet or be judged the same way other marketing methods are. And it’s like, okay, I think I get it. You know, you don’t have to play by the rules that you’re asking your clients to play by in terms of making sure they get ROI valid or valid return on investment. And this system, you know, is just ultimately not not functional and really, in my view, not very repeatable.

 

00:14:07:14 – 00:14:34:15

Patrick Carver

It takes somebody who is willing to get in front of camera, likes it, lives in that world kind of on a daily basis, likes experiment, likes to test. And so if you’re coming into it and you don’t really like social media, you don’t like being on camera, it’s probably not going to work out very well for you. And so I’m totally fine with folks making these investments and testing these things out.

 

00:14:34:15 – 00:14:54:21

Patrick Carver

But the conclusion I have out of this area is that it needs to be proportional to the amount of value you’re getting out of this strategy. Right. And so if they’re unable to show you ROI through either of those efforts, organic or paid social, you need to hit the eject button and get out of there ASAP. Now let’s go into the effectiveness of ads.

 

00:14:54:21 – 00:15:30:13

Patrick Carver

So this is a bit of a change that we’ve seen over the past six months to a year, and our top two strategies are always SEO and ads advertising a lot of benefits. It can get you leads very quickly. You can get up and running super, super fast and start to get that around very quickly. Now, one thing happened about two years ago, I would say two or three where the where Google started introducing something called local service ads and local service ads were basically these simplified versions of their pay per click platform.

 

00:15:30:13 – 00:15:49:01

Patrick Carver

And so there’s there’s a bunch of benefits. We have other content about Elisa’s that I’m not really going to get into right now. And we can, you know, you can find them on our, our YouTube channel and through the website. But what would happen as these lessons were made available is that people, you know, the vast majority of people didn’t use them.

 

00:15:49:01 – 00:16:17:13

Patrick Carver

And so when you have a situation like that in an advertising platform, the costs are super low. And so you have this kind of golden period where people are getting insane, low cost leads for personal injury, you know, in these other areas that were typically pretty expensive in the PC route. And it was a really good value because you could you could dispute your ad leads, you could you really just set it and forget it.

 

00:16:17:13 – 00:17:00:02

Patrick Carver

And what we’re now finding is that I think it’s kind of hit its capacity in terms of market saturation. And now really everybody’s in on it. And so, you know, all of your competitors, it’s, you know, they’re into it. And so as a byproduct of that, the market is much, much, much more expensive for this. And so we’re actually seeing a swing in the way we’re working with this and developing it into our strategy is we’re kind of swinging back into the other way in terms of utilizing Google’s regular pay per click option because we think it may be a better option in a number of scenarios, kind of depending on the practice area.

 

00:17:00:04 – 00:17:27:13

Patrick Carver

So there’s three real reasons why we would want to focus on both. Our strategy is typically to try all things, try each platform and see where you’re getting the most value in terms of the lowest cost per lead, the best quality leads, and who you’re actually converting to cases. So number one, there’s a higher barrier of entry to if you click anyone in there, mom can do losses.

 

00:17:27:13 – 00:17:54:00

Patrick Carver

It literally takes a couple of clicks and there’s no performance benefit. If by hiring someone really, just to be completely honest, we will run these for you. But there’s not any sort of special levers that we’re pulling or, you know, ability to really create meaningful change in those campaigns. It’s all run by Google. And so anyone could do it and anyone has done it.

 

00:17:54:02 – 00:18:14:01

Patrick Carver

Number two, you can get a lot more specificity in your targeting by going through a pay per click campaign. You can do a lot more negative targeting. You can go by region, you can you can really slice and dice how you want to approach it and put things in different campaigns and be super, super specific. With Elss, you can do some of that targeting.

 

00:18:14:02 – 00:18:35:29

Patrick Carver

As far as I want to be in the certain category, I want to be in this certain region, but what we have found is that you might do something or put yourself in a criminal defense category and then it’s really a black box. You have no idea what search terms Google is using to trigger your ads. And what that leads to is a lot of unqualified leads.

 

00:18:36:01 – 00:19:07:15

Patrick Carver

Google has no, you know, no incentive to give you just the cream of the crop. Right. Just the people who are not the tire kickers and who are actually interested in your services, the leads that you get, you can dispute them. However, this is changing and starting to change. And I won’t I don’t want to cover it now, but it looks like Google will say is basically not going to allow those disputes anymore or it’s going to be a modified version.

 

00:19:07:15 – 00:19:30:21

Patrick Carver

And so you’re going to have less of that control. And basically, you know, whatever Google gives you, you’re going to have to take it, Right? So we think depending on the practice area, you may want to use both or you may want to use just LSA or just pay per click. It really depends on your market in your practice area.

 

00:19:30:24 – 00:19:54:10

Patrick Carver

The final part, and I’ve already gone over this already, you have a lot more control over the success of your campaign with the PPC campaign, you can get in there and you can change all of these options. You can use landing pages, you can you can have an impact on all of these factors. And in my experience, this is gives you the best hedge against everybody else doing the exact same thing that you are.

 

00:19:54:10 – 00:20:24:24

Patrick Carver

So you can give yourself a competitive advantage by actually doing these better than the other people out there. So in conclusion, on the ad side of this, we still think ads is a, you know, a proven and valuable strategy, but we would highly recommend that you test both of these avenues, both LSA and pay per click. You will see which one is going to give you the most value and that’s then what you want to actually invest the most in.

 

00:20:24:24 – 00:20:49:01

Patrick Carver

Right? And so I always preach, invest proportionally in where you’re getting the ROI from. And so if you are getting more hours away from one of those double down, put the extra money on it, bring over the majority of the ad spend on one side to the other, and you’ll know that costs are going to rise over time, really for all of them, right, For whether it’s LSA or PPC.

 

00:20:49:04 – 00:21:15:23

Patrick Carver

So keep that in mind as we go into our third point of this, which is, you know, that in our view SEO is still king right? And so there’s been a lot of folks out there, especially those who are selling social ads, organic, social services from a market perspective that are going to say SEO is is dead or, you know, SEO is no longer a valid strategy.

 

00:21:15:23 – 00:21:38:10

Patrick Carver

It doesn’t work anymore. It’s not as effective anymore. And, you know, it’s just you know, it’s a bad strategy because you’ve probably spent thousands of dollars on it and got no results. And so there you are. Right. Correlation equals causation. And I’m here to tell you that that really couldn’t be further from the truth. And the smart law firms know this.

 

00:21:38:17 – 00:22:08:19

Patrick Carver

They’re spending ten, $20,000 a month, really the top of the food chain kind of law firms that you see on TV still are spending substantially on SEO. And this is not going to change in my view, because as I stated earlier with social people go there to avoid making decisions. Yes, you can run funnels, yes, you can build these strategies, but ultimately the vast majority of people are going to pull out their phone or get on their computer to search for a lawyer.

 

00:22:08:21 – 00:22:35:26

Patrick Carver

Not only does this just make logical sense that when you need a you’re looking for a dinner restaurant to go to, you’re going to get out of your phone and search tacos near me or something like that. You’re going to start your search when you’re ready to make that buying decision on Google or on another search engine. And so it’s always, at least in the foreseeable future, going to be a central place where people are going to get that information.

 

00:22:35:26 – 00:22:59:13

Patrick Carver

And it’s going to be much more high intent than any of the platforms or any other type of strategy that you might see, like a billboard or anything else that that’s out there. Now, this is beyond just my personal preference, right? So I can have this opinion and that’s great, right? But you don’t know me. You don’t have the same background that I do.

 

00:22:59:21 – 00:23:32:17

Patrick Carver

So how are you supposed to know whether or not this is actually true compared to what other marketers are out there saying? And I would suggest that you look at some of the case studies on our website, which are all, for the most part primarily driven through SEO. We are actually managing 90 clients, nine different law firms, and by far from a from a 70% to sub 20% breakdown, you are going to see SEO as the number one driver of business.

 

00:23:32:20 – 00:24:14:23

Patrick Carver

This is across the board with big firms, small firms, PII, criminal bankruptcy. It doesn’t really matter. All of our clients, even those who are spending very heavily on advertising, still get the majority of their cases coming through SEO and even for influencer clients. Okay, so even for our group of clients who have a background in social and they came to us with big social presences with 50,000 followers, 100,000 followers, SEO and organic traffic that is being developed off social media platforms is still the number one source of their business.

 

00:24:14:25 – 00:24:42:18

Patrick Carver

So I’ll say that again. Even if you become an influencer and you are able to generate 40,000 people watching 50,000, 100,000 people on Tik Tok or something like that, your website, your Google business profiles are still going to likely be the number one driver of business. If you are also doing SEO right, If you’re not doing any SEO or any ads, then of course your number one attribution channel is probably going to be social.

 

00:24:42:18 – 00:25:08:09

Patrick Carver

But what this confirms to me is that doing and doing Facebook or doing social doing video are all good exercise is right. They are good for brand visibility. They’re good to help get people to know you. There are other benefits to this, but the the truth is that when it’s time to buy, it’s a different type of mentality.

 

00:25:08:09 – 00:25:38:19

Patrick Carver

People are going to be going on to Google and looking for specifically those those people. Right. And so it helps that you’re providing educational content. It gets people to know you. And I would suggest a good number of those people are going to eventually come around and use you if they need a type of service. Right? However, people are not recreationally going and looking at, you know, what a penalty is for shoplifting in Kentucky on YouTube.

 

00:25:38:26 – 00:26:05:27

Patrick Carver

And unless there’s something behind that right there, they’re not going to kind of casually get that information like they would maybe for other areas like immigration or estate planning. And so why is SEO still the king for us in this case and why we still feel that even now, even with all these other mediums, the next six months and the next year, you still should be focusing on SEO number one higher content, right?

 

00:26:05:27 – 00:26:33:20

Patrick Carver

I’ve talked about this a lot. People who are pulling out their phone and searching much more high intent than somebody on social. The second thing we preach is that SEO benefits are going to compound like the stock market. Okay, so these are the platforms doing social. You do not you’re not putting into any building any database, right? You’re not building any sort of foundational element that’s going to have value over time.

 

00:26:33:22 – 00:26:57:15

Patrick Carver

Having followers is is arguably the same thing. But ultimately, when you’re able to create content on your website that puts you in the top results. When someone is searching for for that lawyer, that’s the most valuable thing that that you can have. Video has a similar benefit, but people for the most part are not going to YouTube to look for a lawyer.

 

00:26:57:15 – 00:27:21:27

Patrick Carver

And so yes, it is valuable to to build that side of it, but it’s not as valuable as your website showing up when somebody’s searching for an attorney. And then the final piece of this is that it’s scalable. You can keep doing this for ever. We have that client with us for all eight years of our business and we’re still able to add new content to their website, open up new areas of search.

 

00:27:21:29 – 00:27:57:17

Patrick Carver

Keep in mind that 50% of all searches on Google are going to be completely unique on on any given day. And so what that means is that the way people search changes, new topics are added are coming up in, you know, in day to day activity in your state, in your your area. So there’s always more information to be putting out and building that foundation, building that moat around your website so that you are the person of authority in your market when someone’s searching anything related to the service that you provide.

 

00:27:57:19 – 00:28:27:00

Patrick Carver

So let’s go over just finally two quick kind of overlooked strategies that I think are important as well and can add value over the course of your next six months to a year that don’t get as much play, but I still think are beneficial. And so in terms of the ranking scale that I like for the most value, I would say SEO advertising, and then I would get into things like lifetime value strategies.

 

00:28:27:00 – 00:28:57:11

Patrick Carver

And so for me that’s those are things like email marketing, setting out newsletters. You can, you can add social into this as well. And then we are also going to talk about DIY video content. So first with email marketing, simple, effective, very simple. You know, strategy for this would be say, two newsletters per month to your past clients, friends, people in your orbit who know about your business and you could do it in two ways are two topics.

 

00:28:57:11 – 00:29:16:16

Patrick Carver

You could go with one value oriented that would be one email of the two, and then the second would be maybe a case study, maybe a result, and kind of more promotional with it. Don’t expect a ton out of this. We see conversions happen out of this and new clients come every single month and it’s so easy to do.

 

00:29:16:16 – 00:29:42:27

Patrick Carver

You can set this up and you can block out or block out a whole year of this content so that it’s going on autopilot. You can also cross-sell services, you can get more lifetime value out of your clients by requesting reviews, asking them to give you referrals. And all of this is going to kind of help you stay top of mind when maybe one of their friends need your services or maybe depending on the practice, or that they need another service, something like that.

 

00:29:42:27 – 00:30:20:03

Patrick Carver

So don’t sleep on this. Same thing with social put a you know, have a strategy, do it. I’m just saying don’t make it the cornerstone of your strategy and expect it to be the main driver of new leads and bringing people into your orbit. The second thing in this group is going to be DIY video content. And what I mean by this is essentially building a presence on a platform like YouTube, creating helpful videos that are going to cover all of the different services you provide questions basically going to mirror the content that’s on your website.

 

00:30:20:03 – 00:30:41:23

Patrick Carver

So on the website side, we want you to be an authority. We want Google to see you as the primary authority in your market. Kind of the same with YouTube, right? And while we don’t see them on equal equal footing or equal levels because, you know, typically when someone’s searching for a law firm, they are the search results not going to show video content.

 

00:30:41:23 – 00:31:04:13

Patrick Carver

And so your chance of meeting with those people who are high content on a video platform are it’s less likely, right. However, it still can be valuable. And what I really like about utilizing video content is that unlike social platforms where you’re just writing posts and you know, effectively, you know, if they don’t get seen immediately, then they’re pretty much gone.

 

00:31:04:15 – 00:31:39:00

Patrick Carver

You can actually build residual value and build that that value that compounds over time on these platforms on a platform like YouTube. Because unlike the others, you’re building a database, right? And so you can go and create 100 videos and you’re essentially creating that, you know, planting these seeds and getting value down the road. Because if you have some of these hyper specific topics about your area, you know, there is a chance that you will show up on in search results with your video content.

 

00:31:39:02 – 00:32:03:10

Patrick Carver

You can also use this video content in a variety of ways, like sending it out via your newsletters, your email marketing. You can send it to new clients, you can basically repurpose it and add it to web pages so that people are sticking it on your web pages a little bit longer, building that dwell time and, you know, creating some engagement.

 

00:32:03:10 – 00:32:33:03

Patrick Carver

So if you were to think about what you could do kind of on your own without an agency, I think this would be it. You don’t need really any formal training. All you need is a webcam, essentially, and you don’t need some sort of fancy setup to do it. And one of our clients, who’s pretty prolific and has 50,000 followers on YouTube, 100,000 on Tik Tok, you know, his setups, not super fancy.

 

00:32:33:03 – 00:32:58:26

Patrick Carver

I mean, it’s gotten better as he’s gone along, but you can get a very solid setup for absolutely under 100 under $1,000 on on Amazon, I might say under even under $500 on Amazon. You want to get a good light, a pretty good camera and a good microphone. And you’re you’re pretty much set, right. And you just go on talk about what you know and you’re kind of going for for topical 40, right?

 

00:32:58:26 – 00:33:17:22

Patrick Carver

And so your goal over the course of a couple of years would be get 100 videos on there. And I think you’d be surprised at the, you know, the benefit that you would see over time. Just remember to kind of get your mindset around that. This is a longer term investment and you want to think of it just like SEO content.

 

00:33:17:22 – 00:33:57:13

Patrick Carver

You’re playing the long game plan these seeds for down the road. So I think that’s I think we’ve covered everything and, you know, so I’m interested, you know, what’s your point of view on this? I you know, I have strong opinions about this. I don’t deal in absolutes, though, and I’d love to see, you know, here what’s working for you right now or if you feel very strongly against any of these, because I’ve certainly adjusted my positions over time on different marketing strategies and different things that I really just focus on the data as I see it and not really try to get into what I think will work best or, you know, real preachy

 

00:33:57:13 – 00:34:19:04

Patrick Carver

about something that, you know, that I think sounds good on paper. I focus and, and deal exclusively with ROI. And so that’s what backs up my positions in this area. So if you are making your marketing plan or you’re you’re doubling down or thinking about what you need to do for the next six months, how do you recommend get started with SEO?

 

00:34:19:04 – 00:34:41:09

Patrick Carver

Start making videos, Don’t forget email marketing and if it makes sense, get into advertising as well if the return on investment is there. All right, Thanks. Appreciate your time. And if you have any questions, want me to audit your website, talk about your marketing strategy. Always happy to do it. Promise? No, Hard sells. Really do enjoy helping talking shop on this.

 

00:34:41:09 – 00:34:47:06

Patrick Carver

So give me a shout Patrick it go constellation dot com or you can check us out at go constellation dot com thanks have a great day.

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