Different areas and industries have various factors surrounding them and each can impact the way you advertise. Therefore, advertising for food is not necessarily the same with attorney advertising. So, when marketing your business, base your strategies on marketing principles specific to your industry.
The most common mistake people do is that they look at businesses in the restaurant and hotel industry and apply it to their attorney advertising strategies. When in fact, the two are completely different fields, surrounded by different circumstances.
If you have been doing that mistake, then you are wondering what should you be doing instead. Here are your answers.
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Limit Attorney Advertising to Nearby Market
It can be tempting to jump on the internet and concentrate all your efforts on it. However, you shouldn’t be fast to do so. You must first understand your target market.
Do you think people halfway around the world is going to seek your services? Even the person in the next city won’t. It is impractical for a client to hire an attorney who is far away. That means that your market are only people who are nearby and your strategies should be more catered to them.
Unlike hotel advertising who’s target market are people outside the city, yours is the opposite. So, don’t overspend on campaigns that have a much wider reach than you need it to be. Instead, invest in targeted social media ads that allows for nearby advertising.
Capitalize on Credibility with Your Attorney Advertising
When people are looking for an attorney, they don’t base on anything other than what you bring to the table. It doesn’t matter if you have a nice face or a good-looking office. While that plays a role in professionalism, it is not what your potential clients are eager to know.
If you put two attorney advertising ads side-by-side, one featuring your credentials while another concentrating on aesthetics and marketing taglines, it is the former that most would choose. It’s because you are a lawyer and there is no other reason that they will approach you other than for your service.
As a result, when creating your ads, it should always highlight your credentials. Where did you graduate? How about your experience? Most importantly, what is your win rate and specializations?
Make Yourself Easy to Reach
One crucial thing to remember about lawyering services is that there is no test or trial period. When a client seeks your service, they will stick to you up to the end. They can’t just replace you in the middle of their case when they are not happy with your performance. That will put them in a difficult and unwinnable situation.
As result, choosing a lawyer is a very huge commitment. So, expect that your clients don’t want to make a mistake and are going to be thorough. That means that they will constantly reach out to you to ask for more information and details. You are also going to receive a wide array of questions; some you may even deem unusual.
With all that said, a lawyer that is easy to reach is a huge selling point. Reflect this in your attorney advertising materials by putting every contact detail you have. That includes your email address, mobile and landline numbers, and office address. It also helps to specify your working hours so that they know when to call with an assurance of being answered.
When you make it an additional step for your clients to reach you, like only including your phone number. It gets tedious on their end. They would first have to call and ask for your address and other contact information. When reaching out to you comes with that amount of hassle, it is fairly easy for a client to find a better alternative.
Build Your Social Media Presence
Everybody is on social media, making social media marketing almost identical in the real world. Though, that is not the only great thing about it. If there is one thing that people love to do here, that would be to talk and argue.
If there is one subject that a lot of people engage in, it is about what is right and wrong. Opening a social media page for your law firm is going to be bombarded by situational arguments. While it may get tiring to create posts and engage with people, it gets conversations going.
In a platform that is specifically intended to make people talk, it is fairly easy for one post to make its rounds. It only takes one share, like, and comment to propagate a series of growing domino effects. Before you know it, your law firm has generated wide reach.
The more people that hear about you, the more likely your services will be sought out. In addition, how you deal with arguments and the points you make, all contribute in building your credibility. It is like an insight on how you present your ideas and the grasp of your knowledge on the field.
Reach Out with Email Marketing in Your Attorney Advertising
Most of the time, people just shrug off ads about attorneys. It is either they don’t need it or they don’t know that they do. Regardless, everybody is going to need a lawyer at least one point in their life. Whether it may be to settle small disputes or handle bigger charges. You just need to make sure that when that time comes, your name and contact details are already in their phonebook.
In order for you to do that, you need to persuade them that you are something they need. Independent marketing ads are not going to do that. You are going to be more proactive than that through email marketing.
Get a hold of contact details of potential clients. You either get them from content offers or scouting different local businesses for their legal needs. Then, routinely inform them about everything they need to know about lawyers and associated services.
The more personal you get, the harder it is for them to ignore you. Before long, your little persuasion can get you the trust you need. Just remember to keep it professional by sticking to marketing materials instead of trying to personally intrude in their lives.
How Hard Can Attorney Advertising Get?
There is no doubt that attorney advertising is more complicated and difficult compared to other industries. You have a niche audience who are only going to want the best. However, it shouldn’t cost you an arm or a leg just to succeed. Instead, the basic principles are simply understanding the needs of your potential clients and providing them.
If you think you don’t have the time or don’t want to risk a trial-and-error approach, you can always seek the assistance of the best digital marketing agencies. Contact us today for a free strategy consultation.
