It’s no secret that the legal field is crowded, and standing out among a sea of law firms is challenging. Without a consistent case load, a law firm can’t grow and will struggle to survive. Because a steady flow of new cases is critical to the health of a law firm, choosing the right media to promote the firm is key.
First, let’s start with a few words about media.
For your law firm, media could include TV commercials, paid search, billboards or bus stops, or radio spots. Our 22 years of experience have shown these to be the most common vehicles that firms want to learn about for the purpose of incorporating into their media strategy.
Each vehicle has its own unique value. In fact, we tell all of our clients, regardless of their industry, that media plays a role in the decision-making process. It’s our job as your media partner to design a media strategy that utilizes different media vehicles, called the media mix, to connect with potential customers at each stage of their journey from awareness to conversion.
Next, let’s dig into the purpose or goal of using media.
Cost Per Case
Primarily, a law firm’s goal for using media is to drive more cases and contribute to the bottom line. Secondarily, law firms should strive to lower their cost per case (CPC), which is how much it costs to sign a new case.
Knowing your cost per case is the first step to increasing the efficiency of your advertising spend. At Morgan & Co., we believe that a media agency is a law firm’s smartest partner, and your media agency should provide CPC metrics associated with your campaigns. Our team works with intake software vendors, phone systems, web development teams and others to get the pieces aligned for an accurate system that attributes cases back to the correct media, delivering CPC clarity in a timely manner.
In order to achieve the goal of driving cases at the lowest possible cost, it is critical that your firm chooses the right media for your audience. That requires meeting your potential clients where they are, and serving your message when they are most likely to take action.
Know Your Audience
In order to develop the right media strategy for your audience, you must first know your audience. Who they are – including demographic, socio-economic and psychographic indicators is a great first step. Developing a keen understanding of income levels, decision-making drivers and motivations is important to creating a holistic target audience profile. Building upon who they are, an understanding of how your target audience spends their time is an important factor in choosing the right media for your law firm.
- How and where they consume content is especially important. Is your target audience searching the internet using a mobile device or a laptop? In 2019, mobile devices accounted for approximately half of Internet traffic across the globe.1.
- Are they watching traditional TV, connected TV (such as Netflix, Hulu or Disney+) or a mix of both?
- What are they watching?
- When are they watching?
Answers to these questions, and creating a holistic understanding of your target audience is the most important factor to consider when choosing the right media to promote your law firm.
If you’re struggling to understand your law firm’s target audience, or if you want to know them on a deeper level – the team at Morgan & Co. is ready to run the numbers, assess the analytics and dive into the data that tells the story of your next clients. We’ll help you get to know them, choose the right media and partner with you to achieve the cost per case you’re aiming for. Reach out and let’s get started today.