Banner ads have seen better days. Thanks to ad fatigue and the proliferation of adblocking software, most banner advertisements are lucky to experience 1% clickthrough rates… and roughly half of those clicks can be chalked up to wayward mouse movements. It’s time for your law firm to retire banner ads and pursue these effective attorney internet marketing alternatives instead.
- Sponsored or promoted social media posts
Pretty much every major social media platform has its own version of paid posts.
- Twitter offers Promoted Tweets
- Pinterest users can purchase Promoted Pins
- LinkedIn offers brands the opportunity to buy sponsored ads
- Facebook enables Promoted Posts and ads
These paid social media posts typically look similar or identical to regular posts except for small notations saying “Sponsored” or “Promoted,” and they appear in users’ feeds just like posts from their friends and family members. Because they blend in so well, they tend to attract audiences far more effectively than banner ads. The key to paid social media marketing is to target the right market when setting up your promoted or sponsored post, and make the content appeal to that specific market.
For example, Tom is an attorney specializing in DUI defense who wants to appeal to people living in the Pittsburgh, Pennsylvania area. He would like to use a Facebook advertisement to push traffic to the firm’s website in order to gain more clients that fit his ideal profile. Tom could take these steps:
- Go into Facebook Ads Manager
- Identify the objective for the campaign
- Set the audience parameters—21- to 40-year-old males living in the Pittsburgh area who own a vehicle
- Create an image-heavy advertisement that highlights his firm’s experience with fighting DUI charges
- Feature his website’s URL in the advertisement so viewers can easily route to the homepage
- Wait for his advertisement to appear in front of audience members who fit his specified demographic
Note: Just because sponsored/promoted posts can be so useful doesn’t mean that you should give up on regular, unsponsored posts. They’re free for your law firm and can push quite a bit of traffic to your website if you post regularly, feature engaging content, and interact with followers. The best attorney internet marketing strategies use a combination of paid and free posts. For instance, your firm can pay to promote a post that performed really well among your audience in order to get it in front of more eyes.
Podcasts aren’t just the latest marketing trend; they are a powerful tool that has been gaining traction for brands across the globe. According to Edison Research, an estimated 57 million people in America listen to podcasts. Apple reports that podcast subscriptions via iTunes have exceeded 1 billion.
Consider partnering up with another attorney in your niche and hosting a weekly 30-minute podcast addressing common legal questions, issues, and current events in your space. Advertise it on your website and social media to garner listeners, and ask for questions and episode ideas from your audience in order to make the show engaging.
If you just can’t spare the resources to host a podcast, try sponsoring a relevant podcast in exchange for a handful of brief advertisements about your firm. You will still receive some attorney internet marketing benefits with less effort.
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- Content marketing, including guest blogging
Content marketing hasn’t lost its vigor. Blog articles, white papers, e-books, newsletters and infographics can consistently engage your viewers on a deeper level than banner advertisements.
Maintaining your legal blog and sharing articles to social media should be a priority in your attorney internet marketing plan. If you already have that at the top of your list, take it up a notch and start developing guest blogging relationships. Don’t personally know anyone to guest blog for? Take a few minutes to brainstorm and research blogs popular in your local area or within your client demographic, keeping in mind that the blogs don’t need to be law related.
An estate planning and trust lawyer could contribute to a successful real estate blog in order to connect with potential home buyers or current homeowners. If the attorney knew of a popular blog but didn’t personally know the owner or main contributor, then she could send an introductory email offering to spearhead a new legal feature on the blog.
- Email marketing
According to Campaign Monitor, email marketing generates nearly $40 in ROI for every $1 spent. That’s a lot better than most banner ads! To make your law firm’s email marketing as compelling as possible, tailor email campaigns to each recipient’s demographic or behavior. Everyone who downloads a free PDF containing tips to assess and pay down credit card debt, for instance, should automatically start receiving a related 6-week email campaign that highlights your bankruptcy law services.
It may seem like a lot of work to develop an entire email campaign when compared to creating a small banner advertisement, but you will undoubtedly see greater rewards for your efforts.
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