Is your law firm advertising agency marketing you into a black hole? Successful marketing for law firms requires quality, precision, and data you can measure.
Hiring an advertising agency to promote your law firm can save you time and money by bringing new clients to your office… when they know what they’re doing. Before you waste any more of your precious marketing budget, verify that your law firm’s advertising agency is actually bringing you quality results. If they’re using any of these outdated strategies, it may be time to find a more experienced marketing team.
- Running TV Ads During Prime Time
Your advertising agency may try to sell you slots on TVs most popular shows—like Ellen, Law & Order, or The Voice—but, while prime time brings in viewers, it also brings in competition. You have very limited time to make your point, and your ads become white noise.
The same goes for Super Bowl ads. You pay millions for 30 seconds of exposure while viewers are re-filling the dip bowl and using the restroom. Instead, you could pay hundreds for a slot on the local channel after Wheel of Fortune and reach dozens of qualified leads. Market your law firm during the best performing time slots for your goal audience.
First, you will need to refine your strategy by answering a few questions:
- Who is your audience?
- What types of programs might they watch?
- When should you reach out to them?
The idea is to refine your strategy based on demographic research, so you are getting as much bang for your buck as possible.
Your advertising agency should use advanced micro-marketing strategies to pinpoint the most profitable time to air your ads, generate leads, and maximize your return.
- Using the Yellow Pages
Putting your name on the front or back cover of the phone book may have worked two decades ago, but today digital is king. Don’t let any marketing agency convince you otherwise! More and more senior citizens—the primary users of the yellow pages—are adopting Internet and mobile search tools just like younger demographics.
Phone book advertising is much more expensive than Internet advertising and cannot give you any of the measurable data you need to form a real marketing strategy. Investing in Yellow Pages is a vanity buy, and an ineffective one at that.
- Marketing Without Measuring
Successful marketing for law firms requires measurable data. You need concrete numbers to ensure that your dollars are put to good use. For example, measuring how many viewers saw your TV ad, or how many people clicked on a link in your email, can tell you about your target consumer’s conversion behavior.
Data can help you track trends in your field and pinpoint specific audience behavior, which will help you narrow your focus and fine-tune your marketing strategy to be as lean and efficient as possible. Social media likes, blog comments, app downloads, calls, referrals, and form submissions are all metrics that your law firm advertising agency needs analyzing and reporting.
- Focusing on Quantity over Quality
It is human nature to equate quantity with effectiveness. Your law firm advertising agency creates dozens of ads and plasters your face and name on billboards all over town—so what’s the problem? The problem is that the content has little to no value for your audience. The content you put out, from display ads to video marketing campaigns, has to be relevant and high quality.
Whether you are concerned with growing your Internet presence, or just being found online, quality must be a key component of your marketing strategy. Google’s new ranking algorithms recognize irrelevant and low-quality content and bury it deep in the search results, wasting the money you poured into content creation.
Google rewards consistency, quality backlinks, and content with authority—meaning, your website will climb in the rankings based on the value you are offering to your audience. Choose a law firm marketing agency that will construct targeted, personalized strategies designed to maximize your advertising budget.
To learn more about modern, focused marketing for law firms, contact Kirkpatrick Creative at 501-663-6364 to propel your caseload to new heights.