SEO marketing and online ad campaigns are highly competitive among law firms. The keywords can be costly, and visibility can be an arms race as each firm works to one up the next. The two keys to gaining the most traction from your ad campaigns are going local and going multi-channel.
Going local
When it comes to traveling for a lawyer, market research shows that consumers prefer to stick close to home. If you’re targeting more than 30 miles out, you may see your numbers drop. Set up a radius of 30 miles around your office location or locations, and advertise within that radius. Don’t waste money outside of that perimeter unless there are extenuating circumstances that warrant it.
Going multi-channel
Within your 30 mile radius, use every form of advertising at your disposal to grab consumers’ attention at the exact moment they need you the most. Rather than relying solely on digital advertising, branch out into more traditional and local advertising forms to diversify your strategy.
SEO
Google is the most popular search engine, so it’s important to show up there. That means you’ll need to boost your website’s SEO to make it easily discoverable. You’ll also want to retarget visitors when they leave your site by using cookies to trigger ads elsewhere.
PPC
Search ads can be a powerful way to target and retarget prospects while they’re actively looking for a legal solution. The more localized you make your PPC campaign, the more effective it will be. Since most consumers seeking legal counsel need it now, you should capitalize on Google’s call-only campaigns, which allow prospects to call directly from the ad when they search by mobile.
Online Reviews
Be sure to have a process in place to capture positive reviews from satisfied clients. More than 6 in 10 consumers surveyed by the aforementioned study cited Google Reviews as important in their decision-making process when hiring a lawyer. Comparatively, about 2 in 10 cited Facebook Reviews as a factor. Consider your audience, and send them to the best review site(s) for your specific needs.
Social Media
Social media is a valuable tool that should not be overlooked. Platforms like Facebook and Twitter provide consumers with a direct line of communication to your firm and help drive brand awareness. With that said, don’t feel like you’ve got to be present on every social media platform.
Billboards and Transit Advertising
Billboards and transit ads are both powerful local drivers of brand awareness. A highly-visual medium, these more traditional channels can be used to funnel visitors to your website and even act as remarketing triggers to remind consumers of your earlier online ads and provide your phone number writ large.
Get help developing your multi-channel approach
Morgan and Co. has 22 years of experience with developing robust, multi-channel marketing strategies to boost cases and revenue for legal firms. From data-backed media planning and buying to granular analytics, we provide a comprehensive array of services that drive calls and cases. Get in touch with us today.
