It’s 2016, and there are so many ways to reach one another through the internet that it’s not just a clever idea to use digital marketing, but you can’t afford not to. There are certainly other ways to market, even old-fashioned paper and TV ads, but going with more up-to-date methods like text messaging, which is supported by digital marketing, are going to be more effective.
The fact of the matter is this, digital marketing is going to be the most effective of all, despite the fact that it might be an entirely new form of marketing for you and there is a cost associated with it. When speaking to other professionals in not only the legal industry, you’ll come to find out that this type of investment is definitely proving to result in a ROI that makes sense for anyone who chooses to make this business decision. Consider a few ways this is being done for law firms specifically:
Search Engines Are a Primary Seeking Method
It’s all fine and good to put up a billboard or put out a TV ad that says your firm is the best, even with a clever slogan or a catchy jingle to help viewers remember you. But when it comes down to when someone needs a lawyer, they’re probably just going to go to Google or another search engine, type in “lawyers” and the reason he needs one, and look at the first few options that come up. Chances are good that they’ll even assume that the top searches are at the top because they’re good choices. This makes SEO critical for any law firm to bring in business, and it’s why the practice of investing in law firm SEO is growing at a rapid pace. Of course, that doesn’t mean that advertisement may be forgone entirely.
Internet Ads Reach a Wide Audience
If a potential client has heard or seen your law firm’s name in ads before and then they see it come up in their search, they’ll be drawn to that name because they recognize it; since in many areas of life familiarity usually brings a measure of trust/comfort. Since many people spend a lot of time on the internet, putting the ads there, especially in social media sites like Facebook, means that your ad can reach a lot of people in a lot of places. Internet ads are becoming smarter, too – Google and Facebook algorithms are getting better and better at targeting those to whom the service applies. Another thing to consider is that it’s conceivable that many people are looking at a law firm ad on the internet right now because of point number three listed below; as well as the facts that there is factual data to support that assumption.
Your Competition is Using Digital Marketing
Law firms old and new alike are displaying their ability to adapt with the change in technology as they slip into a digital environment. In fact, law firms are generally showing a better ability to move into the world of the internet than other areas of business. Even if more traditional methods of advertising still work, you can’t hope to keep up with your competition if you cannot also display an ability to adapt.
So with that said… yes, digital marketing is moving at a rapid pace and in many instances it’s outperforming just about any other form of marketing; digital marketing for attorneys is no exception.
It’s possible that digital marketing is something you’ve never done for your law practice, and when you think of the cost associated with it you might be reluctant to do so… but that doesn’t mean it’s a bad investment. We’ve considered just 3 ways that proves this point, and maybe in the future we’ll consider a few more. If you have questions about any of the above, or marketing for lawyers in general; don’t hesitate to reach out to us.
Edward Kundahl, Ph.D., M.B.A.