Serve First, Sell Later Marketing
Serve First, Sell Later Marketing
#45 Outdated Marketing Myths Costing You Clients and Revenue
In this episode of Serve First, Sell Later Marketing Podcast, Sylvia Garibaldi dives into the most common myths surrounding digital marketing. She explains how these misconceptions can limit your practice's growth and revenue potential. From thinking that a website alone is enough, to believing digital marketing is too expensive for small practices, Sylvia busts these myths and offers actionable strategies to help you stay competitive, visible, and profitable in today’s evolving digital landscape.
Resources mentioned:
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Key Takeaways:
- Digital marketing is an ongoing process that requires regular updates and adjustments.
- Having a website isn’t enough.
- Digital marketing is about more than lead generation.
- Responding to online reviews—positive and negative.
- Digital marketing is measurable, with tools like Google Analytics and social media metrics providing valuable insights.
Episode Chapters:
- [01:28] Why Myths About Digital Marketing Can Hurt Your Practice: How misconceptions limit growth and revenue.
- [03:23] Digital Marketing is a One-Time Effort: Continuous updates and adjustments are essential.
- [06:50] A Website is Enough for a Strong Online Presence: Why a website is just the start, and the importance of other platforms.
- [08:08] Digital Marketing is Only for Generating Leads: Building brand awareness and enhancing client retention.
- [11:06] Ignoring Online Reviews: The power of responding to reviews to manage your reputation.
- [14:41] Digital Marketing Can’t Be Measured: Tools and strategies to track and optimize your online efforts.
- [18:39] Digital Marketing is Too Expensive for Small Practices: Cost-effective strategies that work for any size practice.
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00:00 - Sylvia (Host)
Hello everyone and welcome back to episode 45 of the Serve First, sell Later marketing podcast, and today we're going to be tackling a topic that's not just crucial for your online presence, but it directly impacts your bottom line. So it's so easy to get caught up in misconceptions about online marketing, and you've probably heard many of them from your colleagues, such as social media isn't for serious professionals, or maybe my website is enough for my online presence. There are so many of these myths, and a lot of them are outdated, and they could seriously limit your practice's growth potential and, more importantly, your revenue. So in today's episode, we're going to debunk some of the top digital marketing myths that are prevalent in both the legal and financial industries, and I'm very passionate about talking about this because I believe that if we can dispel these myths, what we're actually doing is we're opening the doors to new client acquisition strategies that can significantly boost your income. So why is this so important? And simply because these myths aren't just inaccurate, as I mentioned, they're potentially costing you revenue. So every time you subscribe to one of these misconceptions, what you're actually doing is you're missing out on valuable opportunities to connect with clients, enhance your reputation and ultimately increase your revenue. So I'm going to separate fact from fiction and really provide you with a clear understanding of what truly works in digital marketing for professionals and how it can translate into real financial growth for your practice. So let's dive right in here.
03:23
I want to address a common misconception, and that's really the idea that digital marketing is a one-time effort. A one-time effort. So think of digital marketing really like maintaining a professional practice. I think that's really, really important. So many professionals believe that once they've set up a website or created a social media profile, their digital marketing work is done, and unfortunately, this couldn't be further from the truth, because you really need to think of digital marketing like maintaining a professional practice. Right, you wouldn't expect to open your doors one day and then never make any changes. So the same principles apply to your online presence. So here's the reality.
04:15
Digital marketing requires ongoing effort and adjustment. It's not a one-time thing, and so the online landscape is constantly evolving, and so your marketing strategies need to evolve with it. So search engines regularly update their algorithms affecting how your website ranks in search results. Social media platforms are frequently changing their features and how content is displayed. If you're not keeping up, you're likely falling behind your competitors, so that's an important point there. You really need to think about how this is an ongoing effort, that your marketing is evolving and is an ongoing effort. That insightful blog post about a legal recent development it might be outdated in a matter of months, and so your service page should reflect any changes in your practice and your social media presence. Well, that still needs consistent attention to really remain relevant and engaging, and so it's super important that your social media presence continues to evolve. So I think it's also not just about keeping things current, so continuous monitoring and analysis are really important for success. So you also need to understand what's working and what isn't. So, for example, are your blog posts attracting readers? Is your LinkedIn profile connecting you with potential clients? So, without an ongoing assessment, you're essentially operating in the dark, and so the good news is is that embracing digital marketing is an ongoing process and it can yield significant benefits. We see it time and time again with our clients. So it really allows you to build relationships, establish trust and position yourself as an authority in your field, and I think that's really important. So remember that there's no finish line here. Right, it's an ongoing journey of adaptation and improvement and really experimentation as well, to see what works and what doesn't. But I think that by committing to this process, you're not just maintaining your online presence. You're actually actively growing your practice and you're staying ahead in what we all know is an increasingly competitive field.
06:50
So myth number two is really all about the belief that having a website is enough for a strong online presence. So the reality is it's not. While having a website is certainly important it's like your digital business card it really is just the starting point, because in today's online world, just having a website isn't enough to stand out and attract clients, and I think a lot of professionals recognize that. So think of it this way If your website is your law office, what about all the other places potential clients might look for you? So this could include online reviews, legal directories, your presence on social media. So these platforms play a critical role in how people perceive your practice and that can significantly influence their decision to reach out. So remember, consistency is key and let's not overlook content marketing, as I mentioned, blogs, videos, even podcasts these aren't just extras. They're powerful tools that can enhance your visibility online and ultimately showcase your expertise in your field.
08:08
Number three is the idea that digital marketing is only about generating leads. Now, don't get me wrong lead generation is important, but if that's all you're focusing on, then you're missing out on a whole host of opportunities. So what do I mean by this? Many professionals view digital marketing as a simple equation right Marketing efforts go in, leads come out, and I don't believe that that's the full story. So first we need to address brand awareness, and in the professional services world, your reputation is everything.
08:50
I think we all agree to that that in professional services, your reputation plays a key role. In digital marketing, it isn't just about finding new clients. It's about making sure that when someone thinks, oh, I need a lawyer, you want your name to pop into their head. So it's about being recognizable, trustworthy and top of mind. But I don't think it stops there, because digital marketing is also a powerful tool for enhancing client satisfaction and retention. So think about it. Your existing clients are already sold on your services, so using digital channels to keep them informed, engaged and really feeling valued can turn them into lifelong clients and enthusiastic referrers. So that is something that is missed a lot. I want you to let that sink in for a moment. It can be a very, very powerful tool to create more sticky relationships with your clients.
09:53
Now let me address what I think is the elephant in the room, and that is online reputation management. So, in the legal and financial spheres, your reputation isn't just about what you say about yourself, it's what Google says about you. So digital marketing plays a critical role in shaping and maintaining your online image, because it's about showcasing your expertise, addressing negative feedback professionally and really ensuring that when potential clients research you, they like what they see. Okay, so, while lead generation is certainly a part of digital marketing, it's really far from the whole picture, because it's about building relationships, establishing trust and creating a strong, positive presence in the digital world, and I think it's important to remember that in the legal mediation and divorce services arena, trust is the currency, and in the digital realm, that currency is really built through consistent, strategic marketing efforts that go well beyond just generating leads.
11:06
All right, moving on to myth number four. So myth number four could be silently damaging your practice, and that is the belief that you don't need to respond to online reviews. So let's be clear Ignoring your online reviews is like ignoring a ringing phone in your office. You're missing out on some important conversations about your practice. Now I know what some of you might be thinking. You might be thinking well, I'm a professional, not a restaurant. So why should I care about online reviews? Well, let me share with you why this is really important.
11:47
First and foremost, online reviews. They can have a significant impact on your reputation and future sales a significant impact on your reputation and future sales. So in today's digital space, potential clients often turn to the internet before they even think about picking up the phone. So they're looking for social proof, they're looking for evidence that you're as good as you claim to be, and so online reviews are essentially your digital word of mouth. Okay, but here's where it gets interesting. It's not just about having good reviews. It's how you respond to reviews, both positive and negative, and they can speak volumes about your practice. So when you respond to a positive review, you're showing appreciation and reinforcing a good relationship, because when you address a negative review professionally and constructively, you're demonstrating your commitment to client satisfaction. So both actions build trust, not just with the reviewer, but with everyone who reads that exchange.
13:01
Now let's talk about proactive review management, because this isn't just about damage control. It's about actively shaping your online presence. So encouraging satisfied clients to leave reviews, addressing concerns promptly and really showcasing your best feedback. I think that can significantly improve your overall online image. So it's important to remember that reputation is everything, and so your online reviews are really a key part of that reputation, and I think if you're ignoring them, it's like getting someone else to write your biography without your input. So the next time you're tempted to dismiss an online review, I want you to just stop and consider the opportunity that it actually presents, because it's a chance to engage with clients, demonstrate your professionalism and really shape how potential clients are going to perceive your practice. And it's important not to fall into the trap of thinking online reviews don't matter, because they do, perhaps even more than you realize. So I want you to think about how can you embrace these as a valuable tool in your digital marketing arsenal, because, in the end, how you handle your online reputation could be the difference between a potential client choosing you or your competitor. So I would think about that very carefully and have a plan in place on how to address this.
14:41
Okay, moving on to myth number five, and that is the belief that we can't measure the effectiveness of our online efforts. So how do we put this myth to rest, I guess, is the question, and I really understand where this myth comes from, because in the traditional world of marketing, it was often difficult to pinpoint exactly how a client found you. Was it an expensive billboard? Was it a referral from another client? Or maybe it was your ad in the yellow pages? Yes, remember the Yellow Pages, for those of you that remember that.
15:18
But here's the thing Digital marketing has changed the game entirely. Not only can we measure our efforts, but we can also do so with a very good level of precision. So first, we have website analytics. So we have tools like Google Analytics that can tell you not just how many people visited your site, but where they came from, what pages they looked at and how long they stayed. So that's super, super important. It's like having a security camera that really just tracks every move of a potential client. Then there's social media engagement client. Then there's social media engagement. So if we look at every like, every share, every comment, those are all trackable, right. And when we do social media management for our clients, we do all the analytics and we're tracking all of this so that we can give our clients some real numbers to assess how successful the campaign is for them.
16:18
But what about lead generation? I think that's absolutely measurable as well. Okay, you can track how many people fill out your contact form, download your ebook or sign up for your newsletter, just as some examples. So each of these actions is a potential client raising their hand and saying hey, I'm over here and I'm interested. That's all well and good, but how does this translate into actual clients? And I think that's a great question.
16:55
With the right setup, you can actually track the entire journey, from the first click on your website to the moment that a lead becomes a client, and so it's like following the paper trail in a complex case. Every step is documented, so the real power comes when you start making data-driven decisions. So by analyzing these metrics, you can optimize your marketing strategies. We know that for a fact. So maybe you discover that your blog posts about divorce are getting more engagement than your posts on custody issues. Or maybe you find that the emails that you send on Tuesday mornings have a higher open rate than the ones that you send out on the weekend. Okay, so this information is really gold for refining your approach, and it's super, super important to use these tools to help you make more informed decisions. So I think it's important to put this myth to rest, because not only can we measure the effectiveness of digital marketing, but we can also do so with a level of detail and accuracy that was totally unimaginable just a few years ago, and it's getting better and better with every day. So I think it's super important to understand the power of measuring your results with digital marketing, and I think digital marketing really tells the story of your marketing efforts and it helps you make informed decisions that can really ultimately lead to a more successful practice. So I think the next time somebody tells you, hey, that digital marketing stuff can't be measured, you'll know better, right, you'll know better that in today's world, if you're not measuring, you're not marketing effectively.
18:39
Okay, moving on to myth number six. So this one is a myth that I think has been holding back many solo practitioners and small law firms and other professional firms from really embracing digital marketing, because it's the belief that effective digital marketing is simply too expensive for smaller practices. So I want to acknowledge, first off, where this myth comes from. So when you see a big law firm or a large financial institution with flashy websites and slick advertising campaigns, it's so easy to assumeive digital marketing isn't just about how much you spend, it's about how smart you are with your resources. So let me break this down. Many digital marketing strategies are not only cost effective, but they're also really scalable, and this means that you can start small and grow your efforts as your practice expands.
19:49
So take content marketing, for example creating valuable content for your website or blog. It doesn't require a big budget, it just requires your expertise, something you already have an abundance in. But you're also sharing your knowledge through blog posts, articles or even short videos, and you can attract potential clients without even spending a dime on advertising. Okay, social media another powerful tool that doesn't have to break the bank. So platforms like LinkedIn, facebook, instagram, twitter, youtube they're all free to use, and so the investment here is your time and your effort in creating engaging posts and interacting with your audience. Okay, now let's talk about paid advertising. So you can spend a lot of money here, but I think the beauty of digital advertising is that it's highly targetable and measurable. So this means you can start with a small budget, see what works and adjust accordingly, and it's just like taking on, you know, any kind of case where you're investing resources where you see the potential for return.
21:06
So the key to making digital marketing work for small practices is really just to focus on targeted strategic efforts. You don't need to be everywhere all at once. So a lot of prospects are always asking that question should I be here? Should I be there? Just choose a couple of places, choose the platforms and strategies that make the most sense for your practice area and your target clients, and remember that marketing is not a one-size-fits-all proposition. What works for a large firm might not be the best approach for a solo practitioner. We know that. So the goal is to find the strategies that work for you and your budget.
21:46
So let's put this myth to rest, because digital marketing is not too expensive for small practices and, in fact, they should be engaging in it in order to get the results that they're looking for. And I would also add that it can be one of the most cost-effective ways to grow your firm, because, with the right approach, you can compete with larger firms and reach potential clients who might never have found you otherwise. So start small, focus on providing value and really be strategic in your efforts, and I think you might be surprised at how much you can accomplish even on a modest budget. So we've tackled some of the most common myths in digital marketing for legal and financial industries, and I think that these misconceptions like thinking digital marketing is a one-time task or believing that just having a website is enough these are more than just myths. They're barriers that can actually limit your potential for growth and revenue. But I think here's the good news by busting these myths, you've taken the first step toward really looking at new opportunities for your practice.
23:04
So I want to leave you with knowing that digital marketing is not a mystery. Okay, it's not a mystery. It's a strategic tool that, when used consistently and wisely, can really lead to increased client acquisition. It can lead to better client retention and a stronger reputation reputation and remember, it doesn't have to be expensive or complicated to be effective. You just need to stay committed, you need to stay adaptable and continuously optimize your efforts. So I really encourage you to take what we've discussed today and apply it. Start small if you need to, but please, please, take some kind of action, whether that's refreshing your website, please, please, take some kind of action, whether that's refreshing your website, engaging more on social media or simply responding to online reviews, because every step counts. You've got this. Thank you for tuning in today, and if you found today's content valuable, make sure to subscribe to our podcast so you never miss an episode. Have a great day and see you soon.