Lead Generation For Lawyers: How the End of Third-Party Cookies Affects Lawyers and Their Marketing Strategy

Lead Generation For Lawyers: The End of Marketing Cookies

Google recently announced that they will begin phasing out third-party cookies in 2022, and this could have implications for legal marketing. For years, marketers have relied on these cookies to help them track who is visiting their website, review their online activity, allow ads to target the right audience, and to collect data about users that visit their websites. If you have ever utilized online marketing for your firm, chances are you have used these cookies to generate some of your leads. In this article we will discuss some ways to adapt to these regulatory changes, and address other effective lead generation strategies for lawyers

Cookies and Law Firm Marketing

Third-party cookies have played a pivotal role in the success of many legal marketing campaigns across the country. Many lawyers are now wondering what this will mean for their own marketing campaigns. Here are some of the primary ways this will affect law firm marketing.

  • Retargeting: Many legal campaigns use third-party cookies for targeted advertisements online which track an ideal audience. Third-party cookies target individuals based on their online search history and activity. Without third-party cookies, the retargeting capabilities will be significantly diminished. Legal marketers are worried that the loss of this efficiency due to legislation will cause an increase in the cost of internet marketing as more ad dollars are required to be spent to stay in front of targeted audiences.

  • Diminished Reach: Many firms rely on third-party technology to extend their reach and enhance their marketing efforts. This technology is used to track internet users as they make their way around the world wide web to collect information, and to help precisely target your ideal audience.  Professional marketers are relying more on their server-side software, and customer relationship management software (CRM) to personalize the experience of these customers, and continue to provide targeted messaging.

  • Frequency Capping: When you run online advertisements, you create a frequency cap to control how many times one user will see the same advertisements. Too many advertisements will be perceived as spam, while too little will prevent you from effectively communicating your message. Finding the ideal frequency makes your campaign more successful. Third-party cookies have been used to track how many times each has seen a specific advertisement.  This loss of third-party cookies has marketers turning to other methods, such as AI, to provide the same analytics and optimization.

How to Continue Marketing Your Law Firm

While third-party cookies have been a useful tool, they are not the only lead generation strategy for lawyers. If you feel that you have been thrown for a loop, try to implement some of these techniques to continue marketing your firm and growing your business:

  • Focus on First-Party Strategies: Incorporate opportunities to collect data from website visitors in exchange for newsletters, email opt-ins, and other resources that they will find valuable.

  • Connect on Social Media: Your firm’s social media pages act as a tool to help you connect with your ideal audience. It provides a platform for you to show them a behind-the-scenes look at your firm, and to show them your unique personality. Clients prefer to work with lawyers who they feel that they already know and trust.

  • Call Tracking: All communication between your firm and a prospective client should be documented or, if possible, recorded. This will provide you with invaluable data about each prospect, and the likelihood of them converting into a paying client.

Lead Generation For Lawyers

In the end, third-party cookies are not the be-all-end-all of lead generation for lawyers. There are a variety of other ways to market your firm and build an audience online. Marketing companies, such as Grow My Firm Online have already implemented a variety of technological enhancements to replace 3rd party cookies. If you’d like to learn more about creating a new, customized marketing strategy for your law firm give us a call today!

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