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It isn’t always easy for law firms to keep up with constantly evolving marketing trends. Time spent researching the latest channels and strategies means less time focused on cases and clients. For many, this results in sticking with familiar advertising strategies that have worked in the past.
This is a risky strategy because the way consumers research and purchase legal services has changed.
We’ve worked on marketing strategies for law firms across the spectrum: Some spend most of their marketing and advertising budget on TV commercials or radio. Others are convinced that billboard advertising works for them, and spend most of their budget there. Some law firms have never used digital advertising, or have invested very little in it compared with traditional advertising.
In the interest of helping your firm stay visible, let’s explore the pros and cons of traditional and digital advertising, as well as the benefits of a balanced strategy.
Traditional law firm advertising includes:
Traditional advertising will always have its place in a solid marketing strategy. The local exposure helps your branding. Direct mail and print media likely improve brand memory. However, the limitations are considerable. By now, it should be obvious why it’s not wise to put all (or even most) of your eggs in the traditional marketing basket. These channels come with a hefty price tag while severely lacking in ROI data and targeting abilities.
Digital advertising includes:
The demographic, behavioral, geographic and interest targeting — as well as the amount of data generated by digital advertising — is unprecedented. Targeting can be controlled at a national or local level, which can lead to some pretty creative campaigns for lawyers. For example, we have seen fantastic results for a family law attorney who advertises at a national level to people who need to resolve their cases in his hometown.
A final comparison to address is the CPM of traditional versus digital ads. According to statistics from the Outdoor Association of America (source), digital ads have among the lowest CPM available. If you consider the fact that the percentage of qualified customers viewing your digital ads is exponentially higher (due to targeting abilities) than that of traditional ads, the contrast would be far greater.
It should be clear why we think digital ads should receive an equal, if not larger, investment than your traditional channels.
Your clients consume a wide variety of media every day. Where billboards and newspapers were commonplace in the past, phones, tablets and computers have quickly taken the spotlight. Within these devices, consumers are spending enormous amounts of time browsing Google, social media, YouTube and other websites.
Take a look at your current marketing budget. Are your ad dollars focused primarily in traditional marketing or a single advertising channel? How confident are you in the ROI of each strategy? Deploying channel diversity and maintaining an agile stance on advertising strategies is the way to ensure your law firm stays relevant and visible to potential clients.
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