In a world where everyone with a smartphone is a potential client, and your top competitors are only a click away, it is more important than ever to have a top-level marketing strategy. This is because legal marketing is one of the most competitive verticals in the advertising world, and so firms that want to be the first name on people’s minds when they need a lawyer must take their marketing strategy seriously.
Whether you’re a solo attorney looking to break into the market, or a multi-office powerhouse trying to keep your position at the top of the SERP, understanding the different types of marketing available to you is the first step on the path to success.
Branding Is More than Just Your Logo
Before you spend a dollar on ads, or a minute on content, take a step back and consider your firm. What does you stand for? What makes you different?
Not to sound like a cliche, but it’s true: law firm branding is everything in this business. Branding is how people think of you when they hear your name or see your website. This includes everything from your logo, to the colors you use, the tone of your content, and even your tagline.
Branding is so important because:
- A strong brand builds trust, which could not be more important in the legal industry.
- Brand recognition helps when you’re in an already crowded market.
- Your brand sets the tone for all your marketing efforts going forward.
You want your brand to reflect your courtroom presence, but online. Are you more empathetic or aggressive in court? Your brand should communicate who you are even before you do.
SEO Can Help You Set Up Shop at the Top of Google
Search Engine Optimization (SEO) refers to your firm popping up when someone searches for “personal injury lawyer near me” or “estate planning attorney in Houston,” for example. Law firm SEO, in particular, focuses on:
- Optimizing the content on your website by including relevant keywords (i.e. the terms people search for the most) can help you be among the top hits on Google for that particular topic.
- Creating informative legal blog posts and landing pages helps your firm show authority on the topic, which makes you appear more trustworthy.
- Earning backlinks from reputable legal directories and publications also speaks to your firm’s authority and experience.
- Making sure your website is fast, secure, and mobile-friendly is important for providing users with the best possible experience (which they will remember you for).
- Managing your Google Business Profile and local citations helps your website stay fresh and relevant, not stale and abandoned.
Lawyers love SEO because it helps them build credibility and web traffic over time. Sure, SEO is competitive, but that’s exactly why it’s so important to invest in it.
Paid Advertising Is Fast, Flexible, and Measurable
SEO is the long game. Digital advertising, on the other hand, is the faster track. Paid ads can put your firm at the top of Google and have your phone ringing off the hook by tomorrow morning.
PPC (Pay-Per-Click) Ads: Playing Google’s Game
Google Ads are, without a doubt, the heavyweight champion of legal advertising. Bid on keywords like “DUI lawyer Atlanta,” and your ad shows up at the top of the page.
The best part? You only pay when someone clicks the ad. PPC ads give you measurable, fast results, but they can be expensive, especially if you’re targeting a more competitive keyword (like “personal injury”).
Bing Ads
Microsoft Bing ads are, understandably, often overlooked, but they can still be valuable to your firm. This is especially true among older demographics and/or those who use Microsoft Edge as their default browser. Costs for Bing ads are usually lower, and the competition is lighter, so you have more of a chance to make an impact.
Local Service Ads (LSAs)
Local service ads (LSAs) are Google’s pay-per-lead program that was specifically made for service providers like you. Unlike traditional PPC, you pay per lead – not per click.
LSAs also feature that coveted “Google Screened” badge, which helps you boost your customers’ trust in your firm. For this reason, LSAs are ideal for firms specializing in criminal defense, personal injury, family law, and immigration – the types of practice areas where vulnerability is high and being able to trust your lawyer is essential.
Display Advertising
Display ads are the banner ads you see all the time on news sites, blogs, and apps. For law firms, display ads are best used for either retargeting one-time visitors in the hopes of getting them to come back to your site, or prospecting to new visitors who might not know about you yet.
And because these ads are visual, you can use them to reinforce your branding strategy.
Don’t Underestimate Traditional Media Advertising
Sure, digital advertising may be the shiny new thing on the block right now, but don’t sleep on traditional media. TV, radio, and billboards all still play a vital role in grabbing a client’s attention, especially for firms that tend to target local or older demographics who may not be as hip to using the internet as the younger generation.
TV Commercials
You can probably name at least one high-profile personal injury firm with an unforgettable jingle (or aggressive commercial). TV can help you build massive brand awareness and drive volume.
TV commercials are best for firms with bigger budgets who need to be more top-of-mind on a citywide scale. And TV advertising doesn’t necessarily have to break the bank. Local TV ads can be surprisingly affordable during non-primetime hours.
Radio Spots
Yes, people still listen to the radio, especially during their work commutes and in more rural areas. Local AM/FM and even satellite radio can work well for firms that need broader exposure.
There’s a nice bonus with radio advertising, too: You may be able to repurpose your radio script for podcast ads or for streaming audio platforms like Spotify, which can crazy-magnify your reach.
Out-of-Home (OOH) Advertising (Think Billboards)
Outdoor advertising might not drive clicks, but it definitely helps build brand awareness and local authority. Billboards, bus stop benches, and even airport signs can be massively effective for high-traffic law firms. The trick with out-of-home advertising is to make it bold, concise, and consistent for maximum effect.
Mix and Match Your Advertising Strategies for Maximum Impact
The simple truth is there isn’t one silver bullet marketing strategy that works for all law firms. The most successful firms try multiple channels to layer their branding, SEO, digital, and traditional media in whatever way works best for them. Trial and error is key.
The secret is that all of these tools work better when you use them together, and the data you get from your digital campaigns can inform your more traditional ad buys – and vice versa.
Invest Strategically, Not Emotionally
Legal marketing isn’t one-size-fits-all. A family law firm in a small rural town probably won’t benefit as well from the same marketing strategy employed at a nationwide mass torts firm. This is why it’s important to work with a marketing agency who can help you make the smartest investment based on your goals, budget, geography, and target audience.
Don’t throw spaghetti at the wall, hoping for clients. Work with a marketing agency who understands the legal space, tests campaigns regularly, and stays on top of Google’s fickle algorithms and ad platforms. Your next client is probably searching for you right now, so contact MeanPug today, and we’ll help them find you.
