Archive for the Legal Advertising Category
Many law firms believe that if they don’t have an endless reservoir of funds to devote to a marketing budget, that they just can’t make that first page of Google search results. This is not true. Search engine optimization (SEO) strategy is all about staying one step ahead of your competition, and exhaustively studying the latest trends (or hiring someone who does). Many marketing firms rest on their laurels. But SEO strategy is a science that is constantly evolving. Your marketing team needs to chase these developments relentlessly.
There are some definite advantages to billboard advertising, but also, a lot of risks. Firms are advised to weigh the pros and cons carefully, because this definitely is not a strategy that will benefit most law firms. Some of the pitfalls of billboard advertising are explored in the popular television program, “Better Call Saul.” Lawyers (like Saul Goodman) run the risk of getting a reputation as a “billboard lawyer” who tries to settle every case, whether it is to his client’s advantage or not. In short, a gimmicky billboard can reflect adversely on one’s lawyering abilities.
What is Pay Per Click (PPC)?
Also called cost per click, this is an online advertising model where law firms pay a hosting service every time their ad is clicked on. The most common and most successful form of this is where a search engine serves as the platform. With search engines, law firms can bid on keyword phrases relevant to their target market. For example, the keyword phrase “best new york divorce lawyers” will probably cost you a pretty penny, because it is likely to be a highly searched phrase. With PPC, you only pay for visitors that actually click on the link to your website.
What is the best way to allocate your marketing resources as a law firm? This question tends to be very fact specific, and largely depends upon your target audience. Although in this era dominated by Online marketing, many consider print, radio and even TV to be ineffective, there are still times when these mediums can be more effective than the Internet.
There are varying statistics on the prevalence of smartphone use over desktop use. According to a 2015 study, the number of mobile-only users finally surpassed the number of desktop users. Other studies report that between 25 and 50 percent of all web traffic comes from smartphones and tablets. However, there is some consensus that you get a better ROI by investing in good desktop design and content. It is always a good idea to diversify your marketing strategy. When it comes to the mobile vs. desktop debate, the key is knowing the function that each platform serves.