Harmonizing Offline & Online Legal Marketing Efforts
With so many new types of marketing available, you may be wondering where to start. Some great marketing options for lawyers can be found in offline materials such as print, TV, and Yellow Pages.Other excellent options can be found online through directories, PPC advertising, and a firm’s website. While all of these options are great, it can be a challenge to harmonize online and offline marketing efforts.
The end goal should be to have both marketing efforts support each other. To help your law firm achieve this, we have provided some tips below.
If your firm has a great website, be sure to include the URL in your letterhead, print materials, business cards, offline ads, and more. If you are going to do this, make sure that your website is attractive and easy to use. If it is confusing to navigate, or unattractive, you may drive potential customers away.
If your law firm uses TV advertising, support it with an increased PPC budget. By achieving a high rank in search engines for targeted keywords, it makes it very easy for potential customers to find more information about your firm after viewing your commercial. This is particularly important because TV viewers only have a few seconds to remember the name and phone number of your firm.
Over the past few years customers have become much more likely to perform online research before making a purchasing decision. Potential clients will naturally look at a law firm’s website to find the information they need. Because of this, a professional looking website may be the first impression that a client gets about your firm, so make it good!
Host your offline marketing materials on your website. If your law firm offers print materials to potential customers, include them on your website. This makes it very easy for others to get more information about your company, and may help draw in more clients.