Over the last decade, the advertising world has changed.
In the past, most of the focus of law firm advertising was spent on more traditional television, radio, and print ads.
In today’s market, however, online media has a much more direct effect on reaching prospective clients for your law firm.
This isn’t to say that traditional media is dead. In fact, print and television are still very helpful for quickly reaching a wide audience.
As your advertising agency, Kirkpatrick Creative’s goal is to help your law firm find the right balance between your traditional and online media advertisements.
We find that balance through extensive measurement and analytics for every advertisement placement made for our law firm advertising clients.
1. Traditional Exposure
With traditional media, the name of the game is exposure. You can get a simple message to a lot of people rather cheaply.
And since the first step in finding your balance is knowing your audience, this is where data-driven marketing approaches like ours really pay off.
But this area of law firm advertising doesn’t stop there.
With the prevalence of technology, everything has become personalized—including most advertisements.
After you get a prospect interested in your firm with a simple message, you have to find them again with specific ads to reel them in and poignant ads to close the sale.
Our data-based analytics show this is best accomplished over digital media and online video.
2. Targeted Digital Marketing
The second step in finding your balance is targeting your audience.
Digital marketing for law firms allows you to speak to exactly who you want to. You don’t have to waste your valuable marketing budget trying to attract the attention of clients who don’t need your services and will never hire you.
When you invest in digital marketing, you’re investing in access to high-quality leads.
The best part? Those leads are already doing the footwork—they’re searching for you online.
Personalized digital marketing does all the rest of the hard work for your firm by offering your firm up for their consideration…
…and sending them to your website, where you can convince them with video.
3. Personable Online Video
The third step to finding your balance is speaking to your audience.
There’s no better way to do that than through video.
Once leads are on your firm’s website, captivate them with your firm’s story, the experts on your team, and why they should hire you to represent them.
Video has a much more convincing effect than text. Plus, it shows prospects what you look like, how you speak, and how you carry yourself.
That goes a long way toward instilling trust in your firm.
Still Finding Your Balance?
To find your balance between traditional and digital media, you have to:
- Know your audience and their interests.
- Reach them with broad, traditional messages.
- Keep them interested with pointed, personalized ads via digital outlets.
At Kirkpatrick Creative, we take an engineered approach to law firm advertising. Our goal is to provide deeply insightful analytics on what yields prospect response—and what doesn’t.
To get a better understanding of how your law firm’s marketing works and how it could work better, contact Kirkpatrick Creative today. Our team is ready to bring an insightful, analytical, measured approach to your law firm advertising. It’s advertising engineered to work.