We’ve all heard the term search engine optimization (SEO). But the true question is, do…
Maybe you have recently opened your law practice. Perhaps you have been practicing law for a while and are looking to grow a well-established firm. Whatever the case, advertising your law firm can help you scale your business and ensure you have a thriving practice for years to come.
There are many different marketing strategies you can employ when it comes to advertising your law firm, and it is important to choose the best strategies to fit your budget and goals.
Types of Advertising
There are many methods you can use to advertise your law firm. Some more traditional methods include tangible products, such as billboards, advertisements in newspapers and magazines, brochures, and business cards. Radio and TV ads are good examples of intangible traditional advertising that have also crossed over to the digital age with streaming options.
The advent of the Internet has spawned a whole host of new advertising channels. These new options allow your firm to more accurately tailor advertising strategies to specific audiences. Unlike traditional forms of advertising, many of the digital forms allow businesses to get feedback on the effectiveness of their advertising and marketing strategies.
Since traditional types of advertising generally cost more than the newer digital methods, they are often out of reach of smaller law firms. For this article, we will focus on digital advertising because it is accessible to law firms of all sizes and budgets. The main thing to keep in mind is that your advertising should help you acquire new clients and retain existing ones.
Determining Your Goals
Since advertising is a key component of your marketing strategy, you will want to decide what the goal is for your advertising. Do you want to attract clients who have never heard of you? Do you want to inform and assure people who have been recommended to you? You may want to do a little of both.
Once you have decided what you want your advertising efforts to do for you, you need to figure out your budget. When you consider your budget, factor in your time as well as money. If you decide to do your marketing yourself, you will want to determine how many hours per week it takes to achieve your goals. You may need to spend around four hours per week working on your marketing strategy. To pay for your marketing strategy, you may need to set aside 2% to 8% of your gross revenue.
Understanding who your target audience is and how best to communicate with them will help make your marketing efforts more effective. You can start to create an image of who your target audience is by answering questions such as:
- What stage of life are my clients in?
- Where do my clients live?
- What level of education do they have?
- What types of media do they regularly engage with?
- Are they active on social media?
By answering these questions, as well as others, you will be better prepared when you are choosing your advertising methods and figuring out how to craft your messages.
Testing and Monitoring
Now that you have decided what types of advertising methods will work best for you and what you want to achieve with your advertising, it is time to test your theories and monitor your progress. Your goal may be to convert a certain number of potential clients into actual clients per month or to build brand awareness. If your advertising methods fall short of the goal, you need to make some changes to correct them and try again.
Analytics dashboards, such as Google Analytics, allow you to track the effectiveness of your advertising efforts. You can track Key Performance Indicators (KPIs), such as:
- Reach – visits, views, subscribers
- Engagement – clicks, retweets, shares, comments
- Actions or conversions – lead generation forms, content download, new clients
Over time, hiring marketing professionals can help you access more customized dashboards with KPIs that give you an even better idea of which advertising methods are providing the best return on your investment.
Help with Your Advertising
If this seems like a lot to take on while trying to manage your law practice, there are ways to get help with some or all of your marketing and advertising strategies. Marketing agencies, such as Law As a Business (LAB), specialize in all aspects of marketing for law firms. Contact LAB today to find out how we can help you market your law firm successfully.
Reach New Clients Through Digital Advertising!
Digital advertising is one of the best ways to get your message out—to share information, support the decision making process, and attract clients. Watch this video and review current digital advertising options, successful (and unsuccessful) case studies, and techniques to increase the effectiveness of your next advertising campaign.