After three years of the impact of the epidemic, the overall performance of lawyers' online marketing is not optimistic, the epidemic has not only caused a widespread impact on the global economy, but also profoundly changed the structure and nature of legal demand, and weakened the willingness and ability of customers to pay.
The economic pressure is relatively large, and the willingness of customers to entrust is low
In 2023, during the advertising of law firms, it was found that the demand for legal services for enterprises and individuals has not decreased, but has shown a certain upward trend, but due to the greater economic pressure and the uncertainty of the legal service market, there are very few customers who really have the ability to pay and have a clear willingness to entrust. This phenomenon reflects a deeper market contradiction, that is, although there is a lot of demand, due to the continued downturn in the overall economic environment, customers have become more cautious in their financial budgets, and the handling of less urgent legal disputes is appropriately postponed. As a result, even in the face of legal issues or needs, many potential clients may choose to wait and see or seek a lower-cost solution, resulting in a significant reduction in the number of clients that can actually be converted into principals.
There are many types of advertising business, and the advertising budget is small
Among the several law firms that are served by Yituixiang, most of them are comprehensive law firms, and their businesses include economic disputes, land requisition and demolition, criminal defense, marriage and family affairs, contract disputes, real estate disputes, etc., especially in Beijing, Shanghai, Guangzhou and Shenzhen, where advertisements are advertised, and small and medium-sized firms with a daily budget of less than 1,500-2,000 yuan are obviously not competitive, and for second- and third-tier cities, the majority of them have a daily budget of 500-1,000. In this case, it is necessary to find an optimizer with experience in legal service delivery, which can effectively reduce air consumption and achieve refined operation in a relatively short time.
The number of consultations is relatively large, and the conversion effect is relatively poor
Generally speaking, a mature marketing team will be equipped with at least one experienced salesperson to solve the problem of conversion, after all, the lawyer is very busy every day, there is not much time to follow up with customers, if there is no sales staff, just arrange a lawyer to simply answer the **consultation or **consultation, without follow-up, it is difficult to invite the parties to the firm; Another situation is that the ** is too high to be transformed, many parties in the consultation process, will directly consult the ** problem, the low price of the law firm is not profitable, the high price directly choose other law firms, which is also the main reason for the serious involution of the legal industry, is what we often call the ** war.
Choose the right platform and try to keep costs under control
In order to adapt to the changes in the digital era, many law firms have also begun to change their thinking, actively carry out Internet marketing, and obtain case sources through search promotion, 360 search promotion and Douyin information flow promotion, and even some law firms have also opened multiple social ** platforms to carry out brand promotion.
In practice, it was found that 360 and Douyin advertising are more ideal, these platforms also have their own advantages and disadvantages, overall, the cost is high, the contract rate is also high, the cost of Douyin is low, the contract rate is low, most optimizers said that the cost of 360 is higher, and the cost of a push is lower than the cost of customer acquisition, and the quality of the clues is not even bad, I don't know if it is related to the efforts we have put into promoting the landing page, and the push sound really does different businesses correspond to different landing pages, Carefully design ad copy for each landing page, and of course, the law firm pays the highest fees of its kind among its clients. Since the market is dynamic, these conclusions are not absolute, and only represent the trends observed by the author during the year of advertising, and the results of the performance are different due to the different advertising strategies of each law firm. Again, no matter which account is placed, you must do a good job of A B test to find a more suitable placement strategy for your law firm.