In 1977, Bates v. State Bar of Arizona was brought before Supreme Court, with a groundbreaking decision that allowed lawyers to use advertising as a form of “commercial speech” that is protected by the First Amendment. An estimated 75% of law firms now advertise their legal services, but the marketing budget often varies widely depending on the size of the practice and their commitment to marketing initiatives.
With the legal market projected to grow to an estimated $767.1 billion by 2023, the spending on advertising is on the rise as well. But how do you know where to spend your marketing dollars? Do you invest in the traditional offline methods, online advertising, or some combination of the two? Here’s a quick look at what you should know about offline and online advertising, with details on why both are important to your marketing plan.
What Is Offline Advertising for Lawyers?
Offline advertising refers to traditional marketing methods, including TV ad campaigns, direct mail, newspaper advertisements, radio, and even billboards. These offline methods are not as popular as they once were, because trends evolve. Your audience will still see your offline advertising in newspapers and on TV, and they’ll be compelled to hire you for your legal services.
So, it’s still important to test and continue to use the forms of offline advertising that still deliver the results that work for your practice. That could mean that you regularly send out postcards, run a TV/radio ad, or place a newspaper spot. By tracking and optimizing upon those placements, you can determine which ones deliver the best return-on-investment (ROI).
What Is Online Advertising for Law Firms?
Online advertising is the internet-centric strategy for promoting products and services. These forms of digital marketing include search engine optimization (SEO), social media, PPC, email campaigns, blogging, online advertising, etc. Some 70% of all legal clients are converted via a legal website, which is why it’s so important for a law practice to have an effective website.
An estimated 230.5 million people search online for products and services, which is why it’s so essential that you understand what online advertising is and how it can benefit your law practice. Focus on highlighting your practice service areas, testimonials, fast site speed, and compelling imagery. Build trust and credibility by showing your audience how you can deliver the services they need.
How Can You Effectively Use Offline and Online Advertising for Your Law Practice?
While you may have always thought of offline and online advertising as two unique entities, you must consider them both as essential parts of your integrated marketing strategy. Don’t rely on just one channel. Instead, consider all the variables and how you can best reach your clients.
- Develop a marketing plan that considers where and when your audience will see and hear about your services.
- Post social media content that is authentic and engaging.
- Build your online reputation and authority as a lawyer and law firm your clients can trust.
- Publish quality content that establishes you as an expert and compels action.
- Follow up with your leads from offline and online marketing.
- Track your leads and determine which channels are delivering the best results.
Use all the tools at your disposal, including online and offline marketing strategies to gather leads and build your marketing list, then continue to follow up with your leads, and optimize your efforts. While 46% of law firms invest in a marketing budget, they spend an average of 2-10% of the revenue on advertising.
How Can You Maximize Your Marketing Budget for Online and Offline Advertising?
To maximize your marketing budget and better understand the right mix of online and offline advertising in your marketing plan, you should first examine your client acquisition process. Consider the cost per lead, as well as the consistency, quality, and quantity of your leads.
By measuring the direct impact of your marketing results, you’re able to reliably plan and implement strategies that will deliver the results you need both now and in the future. From there, it’s a matter of continuing to improve upon your results and deepen your relationship with your prospects and clients.
Next Step: Hire Gladiator to Handle Your Offline and Online Marketing Today
Advertising for lawyers is your best chance to ensure the success of your law practice. That’s why, at Gladiator Law Firm, they are there to help you conquer your online market. As an award-winning law firm, they are a boutique agency, dedicated to your success, with stress-tested web marketing services.
They draw on a wealth of experience, as well as AI and machine learning to give you a competitive advantage. They work to meet and exceed your expectations with consulting on your website, SEO, and PPC Advertising. Furthermore, they offer the tools you need to succeed with online and offline advertising for your law practice. Call 888-683-3212 to schedule your free consultation today.
