Many small law firms do not have the advantage of being on retainer and struggle with maintaining client bases. The legal business can sometimes feel like a revolving door. Once a client’s case has finished, then it is back to scouting for another one.
Ensuring your practice stands out from your competition requires you to understand your target audience and select advertising methods that will resonate with them the most.
The digital age has upended how clients engage with lawyers. You have seasoned, established practices competing with small law firms for social media traction.This fierce competition can get a little undignifying.
Advertising your practice on digital media is well and good but if you look to reach out to a more discerning client base that is not trapped in the Pay-Per-Click cycle, consider traditional advertising.
Traditional advertising is a conventional method of marketing that helps organizations reach out to their targeted audiences. Some people would argue that television, radio, newspapers, direct mail, and networking (in the age of COVID-19) is antiquated, but that is not true.
There are many advantages of using traditional advertising to gain recognition for your practice.
With years of experience, traditional media sources have perfected the art of appealing to their audiences. They have a proven record of accomplishment for gaining (and retaining) a large consumer base with their broad, overreaching advertising tactics. Plus, they do not nefariously collect your client's data when advertising. Wink Wink.
1. Print. This form of advertising is still relevant even in the digital age. Having your firm appear in a publication conveys professionalism and prestige. According to MarketingProfs, 92% of 18-23-year-olds find it easier to read print over digital content. It is a truism that older generations would rather read the classifieds than click on Instagram ads. A 2016 survey conducted by MarketingSherpa, revealed that consumers trust print ads more than any other advertisement type.
2. Radio. I listen to the radio on my way to work, and even when I run errands, it turns out I am not the only one. A Nielsen survey reported that during the first quarter of 2020, 91%of adults listened to radio each week, more than any other medium. A small law firm can reach the right clients if they are consistent and have curated, relatable messages for their targeted demographics.
3. Corporate Gifting. Corporate gifting is an excellent way of creating a touchpoint with clients or prospects. The gifts can be books, journals, or even recital tickets. Whatever gift you choose, it should be personalized and well thought out. Gifting can persuade potential clients to seek your services.According to Instapage, 80% of consumers say they are more likely to do business with a company if it offers personalized experiences.
4. Networking. Networking is not just about accumulating contacts by exchanging business cards at cocktail parties. It is forging relationships and appealing to personal human connections. When you meet someone new, it’s wise not to only talk about yourself and your private practice or law firm, instead, remember to engage in some effortless and ice-breaking conversation, even if it is something simple like “Did you enjoy the canapés”? A couple of minutes into the conversation, you can mention your practice and will have most likely forged a much more personal connection with your new contact in the process.
5. Direct Mail. Direct mail is not dead or obsolete, as many would like us to believe. This is partly because many people still appreciate receiving well packaged physical messages rather than digital spam, most of which is ignored and flagged. The Data & Marketing Association reported in 2016 that customer response to direct mail increased by 43%. Even better is that the prospects' response rate increased by 190% compared to 2015. Seeing this growth in response rates should encourage you to reconsider direct mail if you have taken a break from the medium. Create compelling advertisements that highlight your legal practice and mail them to prospects and old clients you would like back.
Traditional advertising can significantly benefit your law firm and offer a return on investment by getting you the mileage and traction that might not be available on the internet. Connect with prospects locally by placing your law firm advertisement on the radio, your local newspaper, and direct mail. Make a point to attend business soirées in your area for networking once it is safe to do so again.
If you are excited by the idea of expanding your advertising and would like help from seasoned professionals to navigate the market, Denver Legal Marketing executes business development and marketing strategies for solo and small law firms.
With 20+ years of experience in the legal industry, Denver Legal Marketing has the expertise to help you. We promise a customized and holistic approach by addressing your marketing challenges and deciding which business development strategy is right for your firm. Contact us, and we will help you get the attention of prospective clients.