The Best of Both Worlds: Offline Advertising Tied to Online Results
Marketing your law firm can be a tricky business. Where do you start? What method is best? Who is looking for you? These are tough questions that don’t always have one solution. One law firm marketing company may tell you that print is dying and a waste of your time. Another law firm marketing consultant may tout that all you need is online marketing. If you have the budget to do so, why not do both? Good question.
In a recent article posted by AdWeek many companies have started the use of “blended” media which allows you to combine traditional advertising like TV, Radio, or Print and track your efforts through your website. The purpose of the offline media use is to drive consumers to a website or phone number and use the information to track results. This approach can apply to your law firm as well and help you answer some of the elusive answers about what is working and who is looking for you.
If you can advertise through TV, Radio, or Print campaigns and include your law firm website you can answer a lot of the questions by the traffic that visits your site and people that call you – who is looking for you, what is it that they want, and are you targeting the right clients that you want. The beauty of online marketing, and websites, is that you can gather lots of information with combined efforts of targeted offline marketing. Your website, and phone number, can help you track what types of results your marketing brings and tailor it until you are happy with the clientele looking for you. The combined marketing campaigns can be an expensive approach if not properly managed. So proceed with caution, and get advice from legal marketing experts like Attorneys Online, Inc.
Before you become overwhelmed with the multiple options and information discussed just remember the basic principles of marketing – timing and repetition. Effective marketing is putting yourself in front of your potential client when they are looking for you and doing it consistently. If your budget can handle two types of marketing try to get the best of both worlds so you can use your offline efforts to help bring and track online results.
If you are not sure how to go about using this jack of all trades marketing plan contact the legal marketing consultants at Attorneys Online, Inc for advice. Attorneys Online, Inc offers free consultations to help you determine the best approach to get more potential clients. Don’t let your law firm marketing efforts go stagnant - try something new and see if the best of the worlds approach can work for you.
Pages That Move You Higher
Now that Attorneys Online, Inc., has excellent custom content capabilities for helping you make the most of your lawyer internet advertising, it is only right that you take advantage of the services being offered. Getting your attorney website higher in the natural listings where the clicks are free (the most wonderful four-letter “f” word) has everything to do with content. Along with this particular principal of attorney web marketing is the fact that the more pages you have as part of your law firm website with the same keyword phrases that are most important to you, the more likely your attorney internet marketing is to yield profitable results.
For instance, if you want to market yourself as a car accident lawyer in New York City, the more pages you have written with specific content that contains the phrase “New York City car accident lawyer,” the more likely your page will be to rise to the top of the natural listings for that particular term. For lawyer internet marketing to be as successful as possible, this principle must be taken into account.
Discover the terms that are the most fruitful for your keyword campaign and for getting the kinds of calls and clients that you feel are most important for you and then build more website pages with those particular keywords emphasized. The cost you pay for having web pages built will yield excellent dividends in the long run with the kind of free clicks that only come from great positions in natural search engine results.
Spring Cleaning – Your Legal Marketing Checklist
Spring is in the air and the ritual “spring cleaning” most folks do for their homes can be applied to your law firm marketing strategies as well! Here are a few questions you can ask yourself to help clean up your law firm marketing efforts:
- Do you have a website for your law firm?
- If you have a website is it up to date?
- Are all of your attorneys on the site?
- Do you have current news relating to the practice areas you handle?
- Is your home page content informative, appealing, and easy to understand?
- Is your address and phone number clearly displayed?
- Can people tell what you do at a glance?
- Does your website reflect your law firm’s personality, unique approach to cases or anything else that would help you stand out with your target clientele?
- Does your website take a while to load because it is mainly in flash?
- Does it include all the information you want potential clients to have before hand?
- What types of marketing are you doing?
- Internet Marketing – Pay Per Click / Sponsored Search?
- Television?
- Radio?
- Search Engine Optimization?
- Phone Books?
- Print?
- Referrals?
- Other?
- What is generating the most calls, appointments, and cases out of all your legal marketing efforts?
- Are you screening calls to keep track of how people found you?
- Do you want different calls, appointments, and cases than what you currently have?
- Are you happy with your current marketing efforts?
The law firm marketing checklist above can help you determine if your efforts need a little refreshing. If you are unsure about whether or not you need to “freshen up” your law firm marketing efforts we can help! Our law firm marketing consultants can provide free consultations to review your current strategies and offer recommendations. Happy Spring Cleaning!
