Given the importance of legal services, many people go out of their way to find the best representative possible. They compare and contrast various options, call friends for recommendations, and make consultations before making the final hire. So, during the decision-making process, you need to leave an impression that your option is the best on the market.
This is where marketing comes into play. With effective SEO, SMM, PPC, and traditional campaigns, you leave a lasting impression on potential clients. Among other things, paying for promotional messages shows you’re successful enough to fund these campaigns.
However, not every campaign will hit its target. Many things can go awry, which is why you need to create a comprehensive plan depending on the medium you’re using. That being said, here are some of the best legal marketing channels and how to maximize their value.
Create an Actionable Plan
The first thing you must do is decide on your goals. Depending on your goal, you might focus on short-term ads or go with long-term search engine optimization. It’s worth noting that in marketing, each approach has its pros and cons, and there isn’t a one-size-fits-all strategy.
Generally speaking, young law firms should prioritize lead generation. As you probably have a limited number of clients, you must get new inquiries as soon as possible. For this, you might want to go with paid Facebook and Google Ads, local media campaigns, and billboards.
However, if you already have a stream of prospects, it’s usually better to prioritize long-term development. In such cases, you might wish to hire a law firm SEO agency to improve your visibility in Google and other search engines. Social media marketing can also be powerful in such situations.
Determine Your Budget
Many lawyers don’t realize the extent of competition for ad space. Despite having all these channels at our disposal, premium advertising space is extremely expensive. So, if you want to maximize your lead generation efforts, you’ll have to set aside a pretty sum.
The most important thing to remember here is that the amount of money you spend is rarely proportionate to the amount of leads you’ll generate. Don’t be discouraged if your initial campaigns provide less value than you anticipated; the most crucial goal here is to keep afloat as you slowly build your reputation.
Most legal companies set aside from $1,000 to $5,000 per month for their initial marketing campaigns. If you decide to outsource, which most people do nowadays, you can get some fantastic value deals. Keep in mind that marketing expenses should become an integral part of your general budget and something you must account for each and every month.
Best Marketing Tactics
We’ve already mentioned SEO, SMM, and PPC, but let’s go a bit deeper:
· SEO (Search Engine Optimization)
Search engine optimization refers to a set of processes that increase the visibility of our website on Google. In theory, SEO is meant to slowly build our brand and yield maximum results after a year or two. Local SEO, in particular, is especially great for legal offices as it connects you with prospects in your general area.
· SMM (Social Media Marketing)
Social media marketing isn’t as popular for legal teams as it doesn’t target users that well. However, if you manage to get some of your posts viral, it can generate enormous value for your business. Of course, it’s always good to have an account to notify your followers about the latest news.
· PPC (Pay-Per-Click)
Nowadays, almost every major web platform uses the PPC model of advertising. When you invest in this promotional tactic, you pay money each time someone clicks on your ad. The great thing about PPC is that it delivers fast results, making it vital for legal businesses that need to generate prospects as soon as possible.
· Influencer Marketing
Influencer marketing can have surprising potential for legal enterprises as long as you find the right partner. Some people have very popular talk shows where you can spread your message. We suggest you pinpoint influencers who talk about legal topics and have built an outstanding reputation within the field.
· Traditional Marketing
Traditional marketing is the most flexible out of all these approaches. Local newspaper and TV ads still do a fine job generating value. You might also consider radio ads. The good news about this tactic is that it allows you to be creative. For example, you can pay for a billboard in front of a busy crossroad or a local hospital to find optimal prospects.
There are so many ways to approach your promotional activities. Whatever you do, start by determining your actual needs and long-term goals. Each campaign can provide a specific value; you just need to decide if a particular tactic is the best option for your current situation.
Don’t start a campaign if you can’t dedicate yourself long-term. You’ll need at least enough money to cover the first three to four months, and if you’re using SMM or SEO, this window should be even longer. And if things don’t start the right way, don’t be afraid to tweak your approach.
Disclaimer
The information contained in South Florida Reporter is for general information purposes only.
The South Florida Reporter assumes no responsibility for errors or omissions in the contents of the Service.
In no event shall the South Florida Reporter be liable for any special, direct, indirect, consequential, or incidental damages or any damages whatsoever, whether in an action of contract, negligence or other tort, arising out of or in connection with the use of the Service or the contents of the Service. The Company reserves the right to make additions, deletions, or modifications to the contents of the Service at any time without prior notice.
The Company does not warrant that the Service is free of viruses or other harmful components
