Immigration marketing has a lot of moving parts (and chances to go wrong)
Every lawyer we’ve worked with committed at least one of these mistakes
Marketing mishaps cost you time, money, and potential clients
Avoid mistakes, work with an elite immigration marketing team instead
We’ve all heard the horror stories about digital marketing gaffes made by immigration lawyers, and many of us have probably experienced them firsthand.
Unfortunately, these mistakes are all too common — especially without the right approach.
The good news is that many of them can be easily avoided with a little insight into the world of digital marketing.
In this blog post, we’ll discuss some of the most common digital marketing gaffes made by immigration lawyers and provide tips to help you avoid making them.
Some are easy to correct. Others are tough. But they’re all worth fixing.
If you don’t have a website, potential clients won’t be able to find you online. It’s that simple.
Yet countless lawyers still don’t have a website.
Even if a prospect searches for your name or your firm’s name, chances are they won’t be able to find you since there will be no web page for them to visit.
Make sure you have a website with all the necessary information about your practice and contact details — and make sure it works on mobile devices, too!
Search engine optimization (SEO) is a powerful tool that helps you rank higher in online search results.
When you aren’t showing up for the right keywords, potential clients may not even know you exist.
Make sure your website has relevant keywords and phrases baked into the appropriate pages. By trying to win keywords that matter to your business, you’re more likely to show up in front of prospects instead of your competitors.
No matter where your practice calls home, winning Google Maps should be at the top of your list of priorities.
Many immigration lawyers think that because they can work with national and global clients, they don’t need to rank on Google Maps locally.
This couldn’t be further from the truth.
Businesses who reign supreme on Google Maps get more local clients, yes. But having a physical office in Google’s web of information is a powerful signal that will boost your national and global visibility, too.
Social media is a great way to reach potential clients and give them an insight into your practice. It’s also a great way to interact with existing clients and build relationships with potential ones.
Make sure you have accounts on all the popular platforms like Facebook, Twitter, Instagram, and LinkedIn, and use them regularly to interact with your target audience — wherever they are.
There are several reasons to create content for your immigration law site, and zero excuses not to.
Well-written content helps you:
A single page or blog post can do one or all of the above, but you must write every piece of content with a purpose. Remember, content without a purpose is nearly as bad as not having content to begin with.
Paid advertising shouldn’t be a dirty word in your vocabulary. In fact, investing in pay-per-click campaigns on search engines like Google can help you reach more people faster and more efficiently than relying solely on organic search results.
So quickly, in fact, that you could get ROI on your paid campaign almost instantly.
Find out how one immigration attorney got ROI in just two months!
It’s important to track your digital marketing efforts to determine which strategies are working and which aren’t.
If you’re not monitoring the success of your campaigns, you won’t be able to make necessary adjustments or improvements.
Make sure you have a system in place to track your results and analyze them so you can make more informed decisions about where to invest in the future, and when to pull the plug on a failed campaign.
We’ve personally seen clients in all industries wait days (and sometimes weeks) to follow up with a new lead.
While waiting a couple days to respond to a lead might not seem like a big deal, put yourself in your prospect’s shoes. Even if your application or situation isn’t an emergency, wouldn’t you feel more confident knowing that your attorney is on the ball with communication?
“The early bird catches the worm” rings true — law firms that respond sooner than their competitors often win the client.
Luckily, this problem has an easy fix. Simply automate your lead follow-up via email.
Potential clients often leave questions or feedback on websites or social media pages; it’s important to respond promptly and thoughtfully in order to show that you’re dedicated to their needs.
Again, clients care about responsiveness when it comes to choosing an immigration lawyer. Any delay in responding to their inquiries will make them assume you’ll process their immigration application slowly, too.
A call-to-action (CTA) helps potential clients take the next step and contact you for consultation or services.
Make sure your website, social media pages, and blog posts have a clear and visible CTA.
A likely candidate for a CTA would be getting prospects to call or fill out a form to schedule a consultation, but your firm may have different marketing goals.
Many people search for services on their mobile phones. Nowadays, it’s more accurate to say that most people search using their phone.
While exact ratios of desktop to mobile users varies by industry, it’s important to make sure your website is optimized for mobile devices in order to provide a seamless experience.
Why? It’s not just good for your prospects — Google penalizes websites that aren’t responsive and optimized for all screens.
Immigration law is always changing, so it’s important to stay current and be aware of the latest news and updates. This can help you provide more accurate advice to clients.
Prospects can be severely affected by these changes, and being one of the first lawyers in your space to educate immigrants on these issues will set you apart.
Also take time to review your website and make sure it’s up-to-date, visually appealing, and easy to navigate. This will help create a positive impression for potential clients.
Many immigration lawyers don’t offer free consultations, which may come as a shock to clients.
As you’re probably aware, one of the main reasons it’s hard to get a free immigration consultation is because prospects with cut-and-dry may decide that their case is simple enough to fill out the paperwork themselves.
Have a system in place to pre-qualify leads so that the people who do contact you are more likely to end up hiring you.
Potential clients need to know upfront the costs associated with your services, so make sure you have a straightforward and transparent pricing model on your website.
Some immigration lawyers include application fees with their total costs, while others don’t. Whatever you choose to do, make sure that your clients have zero doubt about how much they’ll owe you when all’s said and done.
Visuals can be an effective way to engage viewers and convey information in an easy-to-understand way. Use infographics, videos, and other visuals in your marketing materials to make them more appealing.
You may think that your industry is boring, and there’s no way to make it seem engaging to potential clients. Almost every business owner thinks the same, regardless of their niche.
Your prospects will appreciate the effort.
The biggest mistake immigration lawyers make when launching a marketing campaign is not hiring the best marketing team.
Klicker always delivers.
Carlos Lorenzo, Founder @ Lorenzo Law Group
Trying to “DIY” a successful campaign while already working a full-time job is a nightmare. Working with the wrong agency could set you back months or years.
Klicker has decades of combined experience building digital marketing campaigns that deliver results.
And, immigration lawyers are some of our best clients.
Contact us today, and let’s chat about making you win online with digital marketing.