Introduction
The 21st century brought an increase in competition within the legal sector. Nowadays, thanks to technology, lawyers can leverage both online and offline advertising. Advertising is one of the ways for lawyers to introduce the general public to their services. Advertisement is a message that an attorney places or purchases in digital or traditional media. It can be in verbal or written form. Either way, its goal is to attract attention and achieve conversion.
There are two types of advertising:
- Analog or Traditional (Offline) advertising, that involves Print, Radio, TV, Billboards, etc.
- Digital or Online advertising that involves Pay-per-click, Emailing, Social media ads, etc.
To achieve effective advertising, you must understand your clients. Accordingly, you need to choose advertising methods that resonate with them. Discover the best way to advertise your law practice by mixing both advertising types. Afterward, track the results and use them to improve your marketing strategy.
Here are the most effective ways to advertise your law firm:
Print Advertising
Although traditional, print media is still an effective technique for lawyer advertising. Statistics show that 82% of customers trust print ads enough to make the purchase. Print advertising is ideal when targeting law clients. Start by choosing an appropriate print media that addresses the specific prospects. For example, if you’re a real estate lawyer, place your ads in real estate magazines. As a result, you will get to reach potential clients. The price of print ads varies based on color, ad size and publication of choice. Weigh the various publications to determine the cost and effectively plan your budget.
Law Firm Billboards
Billboards work due to their ability to strengthen a message inside a consumer’s brain. In fact, research shows that around 82% of consumers can recall billboard advertisements. Billboards are a great choice for attorneys since they allow them to advertise in specific locations. Plus, they work in any destination area, grabbing the attention of travelers. The cost of billboard advertising can range from hundreds to thousands. The price depends on location, ad type, billboard type etc.
Radio and TV Advertising
Advertise your law firm through TV or radio commercials. Radio and TV ads are effective in reaching large demographics. Radio or TV advertising is ideal both for new and established lawyers. Whether you’re a general practitioner or a specialized attorney, your message is passed to the audience. In fact, some law practices benefit the most from this type of advertising. Criminal defense, personal injury, real estate, family law, employee rights, immigration law are some of them.
Both media have maximum local exposure and they create a need for the audience to act immediately. They are perfect for improving your law brand awareness and creating a memorable impact on the target audience. However, law firm advertising on the radio is likely to cost you less than TV ads. However, the price depends on the radio/ TV charges, location, nature of the advert and timing.
PPC Advertising (Google Ads)
Google Ads is an online advertising platform developed by Google. Using Google Ads, you can choose to pay to display advertisements, service offerings and more. Pay-per-click advertising means that each time someone clicks on your ad, you pay Google a small fee. It is popular among lawyers because of reaching specific prospects across a wide region.
It is possible to target a specific audience based on legal interest, age and other demographics. Although it can be quite costly due to the competition and value of legal search keywords. However, the price depends on keyword configuration, ad showing frequency, target setting and location.
Social Media Advertising
With digital advertising rise, almost 4 billion people are being present online. To properly advertise your law firm, include social media advertisements in your marketing strategy. Facebook, Twitter and LinkedIn are the primary choices for clients seeking legal services. Advertising on these platforms will make your law firm visible to a broad audience. The best part is, it will give you a chance to interact with them.
Consider paid social media advertising for maximum improvement of your law firm’s marketing. If you want to reach a large number of people in a short time, Facebook ads are the best option. It offers you complete message customization and targets a specific audience. It also gives you the opportunity to manage your advertising budget. You can do that by tracking the progress in Ads Manager and making changes when necessary.
Content Marketing
According to the research, 81% of people conduct research before making contact. Content marketing will help you cover this. In short, content marketing shows your law firm when clients search for the answer to their questions. Creating website pages or blogs that answer these questions helps potential clients find your law firm.
Besides that, it gives an excellent opportunity to present your law firm as the best solution. Ensure your articles provide plenty of useful information and actionable takeaways. Moreover, post content in clear language for potential clients to understand and follow along.
Website Lead Generation
To properly advertise your law firm, your website should be the foundation of your advertising. It will probably be the largest source of leads – through form applications or phone calls. Therefore, your law firm website design must be mobile-friendly. Research showed that 75% of consumers make judgments of a company’s credibility based on its website design. Besides design, don’t forget to optimize your user experience (UX) and provide relevant content.
Email Marketing
Email campaigns are a useful method for law firm marketing. Try newsletters and regular surveys, but also include some of the additional approaches. For example, ask for client referrals. Take advantage of positive client outcomes and ask for their feedback. Have in mind your potential clients are checking your reviews before calling. Request via email from a satisfied client to leave you a Google review.
Conclusion
Thanks to modern technology, lawyers have access to digital marketing for law firms. In order to advertise your law firm, combine various approaches to see which works the best. Provide your clients with a certain value in order to build a certain reputation and achieve client growth.
That way you can generate profit while building a relationship with your clients. With these techniques, you can plan and execute your advertising campaigns successfully. Furthermore, you can explore and combine ideas that work for you online and offline. As a result, your prospects will easily reach you and you’ll be able to turn them into clients.