There is no shortage of legal Internet marketers out there. Some of them are good, and have the track record to prove it, while others are inexperienced, and don’t necessarily have the know-how to produce successful marketing campaigns. In Part One of our two-part series, we discussed less than savory sales tactics that some marketers employ to retain new clients. In Part Two, we will discuss the use of vague business terms that typically elicit more confusion than confidence.
While the mere mention of poor or declining rankings (whether this is true or not) is probably enough to, at the very least, grab your attention. These companies use scare tactics to get you to bite. Attorneys and law firms should beware of another common sales tactic: the buzz word. Is your ROI consistent with that of your competition? Do your profit margins accurately reflect your marketing efforts? Do you and your current marketing company have synergy? Any company that uses phrases like this during a sales pitch is clearly doing one of two things:
- They don’t really know what they’re doing, are only interested in making a quick buck, and are displaying to you their true lack of know-how
- They’re trying to confuse you with vague terms that don’t mean much, primarily because they don’t respect your marketing savvy and feel as though they can take advantage of your trust and get your money
Either way, you shouldn’t necessarily discredit a company that uses terms like these. You SHOULD, however, be very cautious when it comes to entering into agreements with such a company, particularly since the use of buzz words and scare tactics supplants talking about actual industry knowledge and marketing strategy.
Buzz words may sound pretty legitimate and official, but they often don’t mean much. Keep in mind that the sales team is trained to SELL, they don’t do the work.
When choosing a new Internet marketer, don’t let marketers scare you with false information about your search result rankings, and don’t allow them to confuse you with buzz words. If something doesn’t make sense, ask a question specifically about what doesn’t make sense. If the answer you receive from your would-be marketing partner includes even more buzz words, be wary. If they won’t provide references, take that as a sign that the work provided to past clients was never satisfactory.
Ultimately, success speaks for itself. If a marketing company hasn’t regularly achieved success for its clients, what’s to say that it’s going to start now with your legal Internet marketing campaign?