Many law firms still rely on traditional marketing when trying to gain brand visibility and generate new clients.
Print, television, and other traditional media may reach a large audience, but they won’t produce the results that you need to meet your business objectives.
The online marketplace has changed the ways in which law firms develop and distribute their marketing messages. Marketers must adapt to the new tools and strategies that produce consistent results.
The following are 4 reasons why traditional marketing isn’t going to work for your law firm next year.
1. Traditional Marketing Lacks Focus
Traditional advertisements may be seen by many, but law firms need to focus on reaching the right people in order to grow their practices.
Digital marketing makes it easy for you to target the audience that’s more likely to need and want your legal services. Content, email, PPC, and social media marketing let you define that audience using a variety of variables.
You can test marketing messages and optimize your campaigns over time. This improves your results and provides invaluable data on your target audience.
2. Traditional Marketing Isn’t Cost-Efficient
Traditional advertising takes a big bite out of your marketing budget. Worse yet, it may not even reach your target audience or lead to the conversions needed to grow your business.
It’s also difficult to track the performance of traditional marketing campaigns, which keeps you from learning what actually works and what doesn’t.
Digital marketing is a low- to no-cost option that’s ideal for law firms that want to get the highest return on their marketing investment.
Social media, blogs, webinars, and other tools let you reach your target market with your brand’s message and provide the feedback needed to improve future campaigns while keeping your cost per client acquisition low.
3. Clients Want More From Your Law Firm
In the past, law firms who could afford traditional advertising were seen as the leaders in their industry. But consumers now have more options for engaging with today’s law firms and acquiring the resources that meet their legal needs.
As a result, today’s prospective clients expect a lot more from your law firm. Having a website simply isn’t enough to grow your practice.
A strong social media presence, positive online reviews, and frequently updated content positions you as a thought leader and the obvious choice for prospective clients.
Law firms must be accessible and responsive. Online user behaviors constantly evolve, and digital marketing gives you the agility and flexibility to respond to your audience and pivot your branding strategy when necessary.
4. Traditional Marketing Doesn’t Last
Television and radio advertisements only last as long as you pay for them. Digital marketing lets you create online assets that exist indefinitely and contribute to future marketing efforts.
The content you publish can be revisited over and over again. Webinars, offline presentations, and videos can be repurposed into a variety of content for future use.
Digital marketing keeps your brand’s message alive by making your content searchable at any time while traditional ads may only be seen once.
If You Aren’t Doing Digital Marketing, You Should
As traditional marketing falls by the wayside, successful law firms are leveraging digital marketing to build trust, credibility, and loyalty among their audiences.
Digital marketing requires you to understand the needs of your target audience, which helps you develop the relationships that are essential in the online marketplace.
Digital marketing can no longer be ignored by law firms who want to generate new clients, gain more visibility, and keep their marketing costs low.
Traditional marketing may reach a large audience, but the changing needs and behaviors of consumers require new strategies that produce measurable results.
If you’re still relying on traditional marketing methods, include your questions in the comments below. We’ll provide the resources you need to develop a digital marketing plan that’s customized to your law firm’s needs and goals.