3 Reasons Why A Large Marketing Agency May Be Dead Wrong For Your Business

Many small businesses are correct in knowing that they need to hire a marketing agency to beef up brand recognition, search engine visibility, handle email campaigns, setup and monitor pay per click PPC campaigns as well as organic campaigns, and much more.

In the same breath, many of these same small businesses, regardless of industry – be it attorneys or manufacturing or food and hospitality – make a critical mistake when choosing what type of marketing agency they will work with.

Many are under the misconception that the MORE they spend means they will get more at the end of the day.  Many feel it’s worth it to spend $3000 a month as opposed to $300 a month just because the $3000 simply MUST be better quality. They could not be more wrong. 

Let’s examine this for what it’s worth.

A) Let’s get the basic cost bit out of the way. Large marketing agencies have overhead, employees, consultants and more high maintenance costs. So by the nature of the beast they MUST charge more. And they do.

Small hometown marketing agencies do not have these costs. Many work out of their home office, and do not have employees and consultants but instead have teams that work remotely from their home offices. Sure they still have to pay themselves and their remote team members, but the cost to expense ratio is far diminished. 

B) Large marketing agencies are hung up on numbers, flowcharts, pie charts, funnel charts besides which THEY tell YOU what keywords they are going to list you for or spend your ad dollars on. They do not take the time to explain Google Analytics to their clients who actually have an interest in understanding it. They are SO caught up in the numbers game with their clients, caught up with feeding the client all possible industry buzzwords, they actually brainwash the client to an extent. 

Small marketing agencies operate the exact opposite way. They realize the client really doesn’t care about all the intricacies of Google Analytics, or industry buzzwords, or charts. They realize the client wants one thing to happen.

The client, at the end of the day, wants the damn phone to ring. That’s it.

That’s the point of first contact. The phone ringing, even if it is a tire kicker on the other end, is a good thing. The tire kicker may be converted to a customer or client. Maybe not. But the phone is ringing. 

Case in point: A colleague and I were discussing this and she pointed out the case of Proctor & Gamble and also Unilever. Proctor & Gamble cut $200 million of it’s marketing spend and they reduced spending with what they called several “big players” by 20% to 50%.  The cuts enabled Proctor & Gamble to eliminate 20% of it’s ineffective marketing and actually INCREASED the company reach by 10%. 
Read original article here.

C) The Personal Care Aspect. Large marketing agencies do not preach nor do they practice the personal care aspect. They do not take the time to get to know you, the client. They do not take the time to get to know your business, your goals, needs, aspirations for success, or wish lists. They take your money, assign you to an account manager who may or may not be the same account manager the next time you call, and they do not focus on you. Often the marketing efforts are not closely tailored or even closely focused on what your business needs but instead are focused on what they feel is best for you at this time.

Small marketing agencies embrace the personal care aspect and the hometown feel of “we’ve got your back and if what we are doing is not working we’ve got a Plan B in the lineup”. With many if not most smaller marketing agencies, you are taken care of personally by the owner or a dedicated account manager who knows it’s your 5 year old’s birthday this coming Wednesday. If you are local to them they are willing to meet with you on a monthly basis or whenever schedules permit to discuss what’s working and what’s not. 

If you are not local, they are willing to Skype a meeting with you to accomplish the same goals. Small marketing agencies don’t tell YOU what’s good for you. They instead LISTEN to you, and create a personalized plan accordingly. They exhaust all organic methods before spending your money on pay per click ad campaigns. Small marketing agencies work WITH you and FOR you, taking a sincere interest in your business and your success. NO ineffective marketing tactics allowed.  

Maureen McCullough LLC is your Bergen County New Jersey website design, SEO and marketing agency. We care about your business and want you to succeed. Give us a call today at 201.753.1677 for a free 20 minute consultation.

10 Tips to Make Your Attorney Law Practice Successful

posted in: Tips | 0

An attorney law practice, like any other business in the world, is subject to the same set of rules as any other business – an extremely competitive environment. So how do you make your attorney law practice stand out from the competition?

Having worked with lawyers throughout Northern New Jersey for over 7 years as their Business Coach and Marketing Agency, we have some marketing tips that can help you IF you are willing to put in the extra hours and effort. If not, your law practice will just stagnate and go nowhere.

Tip #1 – Get yourself a customizable website that can grow and evolve with you and your business. Customizable means exactly that. No cookie cutter template nonsense just because it’s free. If you want to set yourself apart from the rest, you’ve got to walk the talk and look the look. Find out more here.

You think you’ll pass on having a website? Then you may as well pass on the business cards, and the overhead………. like the rent of your law office. And while you’re at it, figure out a different way to pay the bills.

Tip #2 – Figure out your niche target markets – what areas of law are you going to practice in. Understand that over time this may change and evolve. In order for you to become a successful law practice, you need to excel in a few areas and become the expert. If you feel like you’re just going to jump in and practice in all areas, you’re just branding yourself as a jack of all trades and a master of none.

Tip #3 – Populate your website with quality content, and lots of it. Each area of practice needs strong positive content, letting the public know what you can do for them. Potential clients are not interested in you patting yourself on the back. They are in trouble and need to see what you can do to get them out of said trouble. End of story. It’s not about you. It’s about your clients.

Tip #4 – Blog on a fairly consistent, constant basis. Your blog posts need to focus on your targeted niche markets. Your blog posts need to detail aspects of relevant cases, case outcomes, new laws and how they can and will affect various criminal court outcomes. The more information you make available in a professional helpful manner the more your law practice comes over as a leader and expert in the field.

Tip #5 – Make your branding consistent across the board – using the same handles and branding hashtags on LinkedIn, Instagram, Facebook and Twitter. Your law office should be instantly recognizable by your consistent brand hashtag. Potential clients may not remember your name when they go looking for you, but your hashtag will be your saving grace as they very well may remember that and find you that way.

Tip #6 – Populate your website with meaningful informative videos. This also establishes you as the expert that people can turn to for their legal issues. Whether they video is a lecture you gave, part of a round table session, or a short video on your chosen niche areas of practice, this goes a long way in establishing you as the expert. Plus, people like the visual. They feel like you are talking to them and this makes you much more approachable and relatable.

Tip #7 – Get involved with your local Bar Association, get on some committees. This brings up your visibility within the law circle itself. No, it’s not just schmoozing and nonsense. It’s networking, gaining peer respect, and getting referrals from other attorneys.

Tip #8 – Populate your website with all of the professional memberships you belong to, speaking engagements, education, continuing education seminars you attend over the course of your career. This is another very valid tactic to establish yourself as the pre-eminent expert in your field. This goes a long way in gaining potential client’s trust because they feel you actually know what you are talking about. Remember, they don’t know you from the next attorney and they have many other potential choices to take their legal issues to.

Tip #9 – Hire yourself a good marketing agency that will work with you to either build your website for you, or do a complete audit of your current website. A reputable marketing agency will identify all issues and weaknesses with your website after a thorough audit. Your marketing agency will then work with you to implement all organic methods possible to establish your presence in the search engines through proper white hat SEO, organic marketing techniques, local geo targeted SEO, reputation management and responsible social media marketing.

Tip #10 – Take advantage of your free listing on law directories. Don’t spend thousands of dollars a year on paid listings. Even on paid listings there are still other attorneys appearing on your page. This leaves the door open for a potential client to still click on one of them. Take the free listings, encouraging your clients to leave reviews for you there as well as on Google, Facebook, Instagram and LinkedIn. Remember, people like 5 star ratings. The more legitimate 5 star ratings, the stronger your reputation will be without you breaking the piggy bank.

Maureen McCullough LLC is your Bergen County New Jersey website design, SEO and marketing agency. We care about your business and want you to succeed. Give us a call today at 201.753.1677 for a free 20 minute consultation.