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 multiple ways lawyers can utilize in order to introduce the general public with their services. Advertisement is a message that an attorney places or purchases in digital or traditional media. It can be in a verbal or written form, but 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 et.
- Digital, also known as Online advertising that involves mainly Pay-per-click, Emailing, Social media ads etc.
To achieve effective advertising, you must understand your clients. Furthermore, you need to choose advertising methods that resonate with them. For a start, discover the best way to advertise your law practice by mixing both advertising types. Afterwards, track the results and use them to improve your marketing strategy.
Here are the ways to advertise your law firm in 2021:
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, choose to 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 strenghten 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 you 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, depending on location, ad type, billboard type etc.
Radio and TV Advertising
Advertise your law firm in 2021 through TV or radio commercials.
Radio and TV ads are effective in reaching a large demographics. Whether you’re a general practitioner or a specialized attorney, your message is passed to all the audience. Furthermore, both media practice repeated advertising to achieve maximum impact.
Radio or TV advertising is ideal both for new and established lawyers. Moreover, some law practices benefit the most from this type of advertising. For example, criminal defense, personal injury, real estate, family law, wills and estate, employee rights, immigration law etc.
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 target audience.
Law firm advertising on the radio is likely to cost you less than you’ll spend on TV ads. 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 a prospect clicks on your ad, you pay Google a small fee.
As an attorney, you probably serve clients within a specific niche such as family law or personal injury. In that case, your goal is to access your legal prospects and introduce them to your intentions.
The Google PPC network is popular among lawyers because of reaching specific prospects across a wide region. With Google Ads, it’s possible to target a specific audience based on legal interest, age and other demographics.
Lawyer PPC advertising can be quite costly due to the competition and value of legal search keywords. However, the money you spend depends on keyword configuration, ad showing frequency, target setting and location.
Social Media Advertising
With digital advertising rise and almost 4 billion people being present online, lawyers cannot overlook social media advertising. In order to properly advertise your law firm in 2021, include social media advertisements in your marketing strategy.
Facebook, Twitter and LinkedIn are the primarily choices for clients seeking legal services. Posting your ads in either of those platform positions your law firm highly making it visible to the broad audience. The best part is, it makes it possible while giving you a chance to interact with them.
Consider paid social media advertising for maximum improvement of your law firm marketing. If you want to reach a large number of people in a short time, Facebook ads are the best option.
Facebook advertising offers you complete message customization and targeting specific audience. By targeting specific demographics, it ensures you gather qualified leads.
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.
According to the research, 81% of people conduct a research before making contact.
In short, content marketing is how your law firm is found 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.
Therefore, content solving problems for converting potential clients work best. Ensure your articles provide plenty useful information and actionable takeaways. Secure content in easy language for potential clients to understand and follow along.
Website Lead Generation
In order to properly advertise your law firm in 2021, consider your website as the foundation of your advertising. Your attorney’s website will probably be the largest source of leads – through form application or phone calls.
Therefore, your law firm website design must be mobile-friendly. Research showed that 75% of consumers make judgments on a company’s credibility based on the company’s website design. Besides design, optimize your user experience (UX) and provide relevant content.
Email campaigns are still useful method for law firm marketing. Most law firms have thousands of contacts who are open to hearing from their attorney. Besides newsletters or regular surveys, don’t forget to try out some of the additional approaches.
For example, ask for client referrals. Take advantage of positive client outcomes and ask for referrals regularly. Furthermore, ask for client reviews. Have in mind your potential clients are checking your reviews before calling an attorney. Request via email from a satisfied client to leave you a Google review.
For decades, attorneys have practiced traditional advertising in the form of law firm print ads, billboards and more. Thanks to modern technology, today lawyers have access to effective digital advertising.
In order to advertise your law firm in 2021, combine various approaches to see which works the best. Provide your clients with certain value in order to build a certain reputation and achieve client growth. That way you can generate profit, build a relationship with your clients and reach your law brand‘s awareness.
With this advertising techniques, you can plan and execute your advertising campaigns. Futhermore, you can explore and combine ideas that work for you online and offline. As a result, your prospects will easily find you and you’ll be able to turn them to active clients.