Posted by Joseph Lamport on May 19, 2020
We recently had a chance to speak with Robert Schmid about how the opportunities and strategies in digitial marketing for law firms have changed as a result of the COVID-19 pandemic. Robert is the VP of Zola Media, a leading digital marketing agency that handles, among other things, PPC advertising and SEO strategies for small and mid-sized consumer facing law firms.
PinHawk: Have you seen a significant change in the monthly advertising spend among your law firm clients over the last 2 months?
Robert: While we have seen changes, they are frankly less than we were anticipating at the outset of the pandemic. The vast majority of clients that have adjusted their spend have focused on paid search and other forms of advertising that can quickly be turned off and on. We have seen very few firms adjusting their budgets devoted to longer-term marketing initiatives such as organic search and content marketing. The changes we have seen have been for practice areas and regions that have been most directly affected.
PinHawk: Has there been a dramatic change in PPC performance in that same time period?
Robert: It's difficult to generalize PPC performance; certain practice areas have seen increased competition and click costs while others have seen a decrease in bidders. Even in those practice areas with fewer bidders, click costs have not decreased as much as you may expect given that the supply of traffic has also decreased.
PinHawk: Has the change in PPC performance been uniform and across the board or are there significant areas of strength & opportunity?
Robert: Performance, by any measure, has been dramatically different across geographic regions and practice areas. Statistics such as the approximate halving of traffic accidents in California has a direct impact on the number of searchers and potential cases in the always competitive personal injury space.
PinHawk: Do you have advice to clients about how to change their approach to online advertising in the current market?
Robert: Now is a great time to improve your firm's technology and website. Your potential clients are going to come out of this using technology more confidently and expecting more convenience. This is the perfect time to increase your firm's efficiency and ultimately, profitability through the smart use of technology.
Posted by Joseph Lamport on January 7, 2020
As part of a time-honored publishing tradition and service to our readers, here is a list of the most read stories that were featured in the Law Firm Marketing Brief in 2019. What do you suppose it says about our readers and the state of the legal market in general that the top story was about what marketing leaders can do to help foster law firm innovation?
Posted by Joseph Lamport on October 30, 2019
Posted by Joseph Lamport on October 9, 2019
We may not become perfect through practice, but we may become more open to necessary change.
Posted by Joseph Lamport on June 5, 2019
Platformization just may be the next big thing in the legal market.
Posted by Joseph Lamport on May 15, 2019
Posted by Joseph Lamport on May 1, 2019
There are only a handful of brief and shining moments in life when the slipcovers get removed and we are permitted to see and sit upon the real fabric with which the universe has been upholstered. In this week’s blogpost I’m going to write about just such a moment that occurred for me as a young man, in fact, only about a decade out of law school, when as luck would have it, I had a chance to attend (in a semi-official capacity as a fly-on-the-wall) a meeting among three titans in the business world.
Posted by Joseph Lamport on April 17, 2019
Posted by Joseph Lamport on March 27, 2019
Why is brand activation so damn important for law firms? That’s the question I have set out to answer with this series of blogposts. In the first installment I discussed how, for the most part, law firms have paid next to no attention to brand activation as part of their branding strategy. In this second installment I’m going to explain why that’s such a mistake. Brand activation is a huge overlooked opportunity that can deliver enormous benefits in improving the strength of your law firm brand.
Posted by Joseph Lamport on March 6, 2019
It’s an oxymoron to speak of something as being on the cutting edge of the legal market. I mean, the legal market tends to be backward leaning to say the least – the cutting edge to us generally looks like what people in many other markets were thinking about 10 to 15 years ago. Case and point being how we are only now waking up to the importance of data-driven marketing, the lifetime value of a client and client-lifecycle management – concepts that were already well in vogue several decades ago in other markets and industries.
Posted by Joseph Lamport on February 21, 2019
This Is Marketing is Seth Godin’s new book. As you would expect from a great marketer like Godin, the title pretty much nails it. If you want a book that will provide a crash course covering the keys ideas in the field of digital marketing today then this is a great place to start.