Law firms are increasingly taking resources away from conventional advertising methods and devoting them to digital alternatives. Law practices that apply new online strategies can take advantage of the synergies tactics offer and position themselves ahead of the competition. Here are 9 law firm advertising ideas you may not be aware of that can make a significant difference in your firm’s marketing.
1. Native Ads
Native ads have been in use for several years but you may not be aware of them due to their nature. In effect, native ads are paid listings that blend in with the organic content that surrounds them.
For example, after reading an article on your favorite website, you may notice s few recommended posts. Most of these are links to other related posts on the website. Others, however, are sponsored ads that lead to paid content.
2. Online Video Ads
Law firms traditionally use television commercials as a way of building their clientele. Legal issues are a subject that video content works well with as those seeking a lawyer are more likely to watch a video than read an article. However, television ads can be expensive and with the limited time of a commercial, a lawyer doesn’t have the opportunity to adequately appeal to the prospective client.
This is where online video ads come in. More and more attorneys are turning to video content as a way of informing people about legal options. The ability to advertise on video platforms such as YouTube has several benefits for your firm. For one, you are not limited in the time you can devote to explaining a topic to your audience. Secondly, with video ads, you can place your content strategically before other videos and channels.
Specifically, if your practice focuses on securities law, your ads can appear before financial content. For those specializing in accident and injury law, ads can be conveniently placed before videos that deal with jobs that are prone to accidents.
Geotargeting allows your law firm to target prospects in a specified geographic location in combination with demographic targeting. For instance, if your practice divorce law in Boston, you can target ads to separated and divorced men in the greater Boston area.
Geofencing is related to geotargeting but has a slightly different scope. With geofencing, you can set a radius around an area of interest and deliver ads to people in that vicinity. For instance, choosing a police department as the center, ads will trigger on users’ smartphones in that area. This also applies to hospitals or other areas that can result in immediate clients.
5. Connected TV
Connected TV advertising is a way of augmenting conventional television buys or magnifying digital advertising. In essence, connected TV is content streamed over smart TVs, mobile and OTT devices. These ads are displayed during premium shows by popular networks.
6. Digital Audio Advertising
The advent of the podcast and other audio formats has created a new advertising ecosystem. Digital audio ads are placed on programs whose thematic focus and audiences closest resemble your law practice’s intended clientele.
7. Programmatic Advertising
This type of advertising is advantageous to a law firm since buying any type of ad is facilitated by a single platform. Whether desktop, mobile, digital outdoor ads, audio or connected TV, current data is used to optimize ad budgets and offers maximum flexibility in choosing ad space. You can choose to buy a specific number of impressions but spread them out over time rather than commit to spending them consecutively in one go.
8. Voice Advertising
Voice-enabled advertising pertains to ads that give the user the ability to act on the ad with the use of a voice command. Mobile users use voice commands for sending messages and conducting searches. In 2019, eMarketer, a digital marketing research firm, predicted that approximately 112 million people in the US will use a voice assistant.
Running voice advertising can be advantageous to law firms as prospective clients can easily contact your firm for legal advice.
9. Artificial Intelligence
The use of artificial intelligence for interacting with prospective clients has evolved significantly in recent years. Gone are the times when chatbots would respond with awkward and inaccurate language. AI is now capable of aiding your firm in everything from the creation of ad campaigns to targeting and ad buying.
Implementing Advanced Advertising Tactics
Implementing these clientele-building tactics starts with a functional website. Your web presence needs to be built for speed and optimized for mobile visitors. Look for a team that has a portfolio in the legal space and can help you build the website your practice deserves.