Advertising became popular in capitalist economies in the mid-19th century using newspapers and magazines. In the 20th century, new technologies were created and used for advertising , for example the Internet and smartphones. Let’s look at six popular methods of digital advertising used for small law firms.
1. Social Networking
This is the twenty-first century; everyone is using social media. If you’re not, you’re already left behind in the dust. It’s an easy and affordable way to create your presence online. Social media is a great, informal, digital advertising medium to engage your current and potential clients. They can ask you questions and respond, or potentially set up meetings to discuss issues in more detail. Individuals can follow you or get a glimpse of you, what you stand for and your passion. For Michele R.J. Allinotte, Linkedin has enabled her to connect with people locally. Then she follows up with them by planning meetings or by attending a networking event. Social media usage is also perfect for gaining attention for legal publications.
2. Blogging & Website
Most firms have websites and also a blogging section, which is often integrated with social media. You can now connect your blog posts to your social media outlets, so your relevant posts published on multiple platforms and get more visibility. Websites, blogs, and social media are essential for developing a Search Engine Optimization (SEO) strategy. SEO helps get your firm ranked in search engines; this increases your chances of being found when relevant keywords connected to your company are used in search engines. Some important aspects of a blog are keeping your content relevant to your firm and clients. Posting on a consistent frequency keeps your subscribers engaged. They begin to expect valuable and pertinent information from you hear from you and to your benefit, are kept in the forefront of their mind.
Client reviews are helpful to post on your website. This gives you credibility and ensures that you know what you’re doing; you’re trustworthy.
One of the first things you need to do when creating a firm and presence online is to have a unique logo that represents your company and mission. They are graphical displays of a company’s unique identity through colors, fonts and images. They provide the essence of the company in a snapshot and allow customers to identify with the company’s mission. People are very visual, and logos are the main visual of a company’s overall identity. A poorly designed logo is like showing up to an interview in jeans and a t-shirt. A poorly designed logo says that you don’t care or didn’t prepare yourself. A well-designed logo implies professionalism and competence which could subconsciously be a deciding factor for a potential client. Additionally, logos also provide a foundation for all business marketing materials. You need to stand out from your competitors and grab your customer’s attention.
Newsletters are another great resource for providing information about legal issues and other matters that may impact clients and referrals. There are free resources such as MailChimp for distributing newsletters. Existing clients, referrals, and people who have attended relevant seminars and firm events should be on your mailing list. Make sure you have permission for all these individuals before emailing them. You don’t want to be spamming them.
5. Online Seminars
According to Les Altenberg, someone who has over 25 years of legal marketing, seminars have been very successful at generating new family clients quickly. If you need new clients fast and are limited in terms of financial resources, seminars educate you on how to get the job done. They create an opportunity to connect with potential clients, to promote your firm’s specialty, get exposure and cultivate an online presence. Even the act of promoting your seminars are valuable because publicizing the event still generates brand awareness. Try to accomplish this two to three weeks before the actual date.
There are a few main questions you must answer, who are you targeting? When will the seminar take place? What content are you going to present and how are you going to keep them engaged? If you’re going to charge for your event, how much will you charge? Will you be donating a percentage of the proceeds to a relevant cause? This shows that your firm has heart and isn’t all about the money.
6. Business Listing
It is essential to make sure you are listed. You can’t get more business if people can’t find you. Google, Yelp, Bing are just a few resources you should utilize. The best part, most of them are free; they will only cost you time to set up. They help with your company’s online exposure and are likely to improve your local search ranking results. Most business listing sites allow you to add photos, coupons, respond to customer reviews, and see statistics and analytics. Only do digital marketing that provides you results you can measure.
Come check out our digital advertising services at Law Firm Marketing Solutions.