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Consistency: The Framework of Law Firm Marketing

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Consistency: The Framework of Law Firm Marketing

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Marketing can always feel a bit like a game of chance; as marketing trends and consumer preferences change on a constant basis, there’s no guarantee that any particular marketing strategy will be or remain effective. However, the framework that any marketing strategy must be built atop remains the same. Consistency is one of the most important components of any marketing strategy; failing to commit to consistency can make a law firm look unprofessional, unreliable, and unengaged.

Consistency plays a much bigger part in first-impressions than it is typically given credit for.

Picture this: You have decided to get in shape, and you’re looking for a trustworthy and effective fitness and nutrition program. You remember seeing an advertisement for one program in particular, and go to look at their Facebook page—only when you get there you find that the page is relatively sparse, with only a few posts scattered here and there, with weeks and sometimes even months passing between posts. 

However, Facebook shows you a link to a similar page recommendation which you follow out of curiosity, wondering if there’s something more appealing out there. This new page is for a different program and is rife with engaging, relevant posts made once or more a day, utilizing written content, video content, and even fun graphics and images detailing what makes the program unique; you follow the page and after a few days you notice that the program is posting new and interesting content at the same time every day. Which program do you feel inclined to spend more energy researching at this point? The same concept applies to law firm and attorney marketing.

A lack of consistency can translate into a lack of reliability in consumer first-impressions.

It’s easy to assume that if a law firm does not have time and energy to devote to a consistent marketing strategy that is at least competitive with those of other firms, the attorneys in question also do not have the time or energy to devote to making a case successful. Additionally, if a law firm’s “News” or “About the Firm” or “Blogs” tab on their website has only a few short press releases from years ago, this can give the impression that the law firm has done nothing of note since then. It’s important to commit to a set schedule for releasing new content, although the schedule can certainly vary by content type. For example, it may not be necessary to publish a new press release every week; a firm may choose to commit to a monthly or bi-monthly basis for this. However, for a law firm’s blog and/or vlog, it’s a good idea to commit to writing and publishing new content on a weekly or bi-weekly basis. Social media typically requires even more frequent engagement, with experts suggesting posting at the same time once or twice daily depending on the platform in question. 

Consistency is important in all arenas of marketing.

Although the thought experiment above deals specifically with consistency in social media marketing, which is important, the same concept applies to blogs, vlogs, newsletters, and more. In fact, the concept can even be applied to a law firm’s website; how often is the website updated to coincide with acceptable web design standards? How often are the attorneys’ bios updated to reflect their new experience, achievements, and practice areas? 

Whatever schedule you decide on should be consistent; if you cannot commit to one of the schedules discussed here, what can you commit to? Biting off more than you can chew in regard to scheduling marketing or web content releases isn’t a recipe for success, but slowly building up to a reasonable schedule by posting on a consistent basis is a good way to build trust with potential clients and improve the first-impression your firm gives off.

To learn more about consistency for law firm marketing, reach out to a legal marketing expert.

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