Marketing in an online world requires a new set of skills, strategies, and tools that help your law firm reach a larger audience and generate new clients.
Many businesses are moving away from traditional marketing media such as radio in order to maximize their search, social media, and email marketing campaigns. But this can hurt their marketing results.
Radio offers plenty of benefits that are relevant to building visibility and generating more revenue online. Growing your online presence with a radio ad can provide a boost to your return on investment and create a consistent brand experience.
Why Radio Works
Radio is one of the many ways in which people consume content. The birth of Internet radio has given you more control over what you listen to and when. But this medium provides a number of benefits that have remained constant throughout its evolution.
Radio is portable, allowing law firms and other businesses to reach their target audience almost anywhere. The public can listen to radio their during their daily commutes, at work, or in the gym.
Radio advertisements have a sense of urgency that online advertisements may lack. Including clear calls to action compels listeners to visit your website, schedule a consultation, or sign up for your newsletter soon after hearing your ad.
There are many radio formats being broadcast, and each has a specific audience based on age, interests, listening behaviors, and preferences.
This information can be invaluable when targeting advertisements for your legal services. Targeting your audience in this way may not be as easy with television or print media.
Using Radio to Promote Your Online Presence
The first step to promoting your online presence with radio ads involves selecting the right stations on which to advertise. Understanding your audience must come before this step so that you make the best choice for your law firm’s marketing strategy.
You’ll need to tailor your ads according to the station. In the same way that print advertisers customize their layouts to match the publications in which their ads appear, radio ads should be crafted around the needs and wants of the target audience.
Consider the times of day when your audience is listening to the radio. The timing of your advertisement has a significant influence on its reach and conversion rate.
Creating Your Radio Ad
Your marketing team must learn to say more with less on radio. Radio advertisements are typically 30 seconds long, which means that your value proposition must be clearly articulated, concise, and compels listeners to take action.
When advertising your website on radio ads, be sure to clarify any potential misspellings that can occur.
Website domains that include hyphens should be spelled out so that listeners can visit your website easily. Long domains should be avoided to get better results from your radio ads.
If your brand is memorable, make sure that it’s repeated throughout your ad so that listeners can easily find you even if they don’t remember your website’s URL.
Use customized URLs to track the response to your radio ads. Not only does this allow you to measure response rates, it also helps you optimize your ads over time so that you get better results in the future.
Finally, make sure that your landing page matches the content of the ad. If your radio advertisements highlight a specific offer, the URL provided in the ad should take users directly to that offer.
Use consistent branding elements such as logos, fonts, and colors across your offline and online presence. This makes your brand more memorable and builds trust among your audience as they move across different channels.
What results have you achieved with radio ads? Let us know what strategies have or haven’t worked for you in the comments below.
Your law firm can grow its online presence with radio advertising. Despite the move away from traditional media, today’s law firms benefit from the use of radio to build their online visibility and establish real growth for their practices.