Legal Marketing News

Tips for Running a Successful Integrated Marketing Campaign for your Law Firm

picAn Attorney’s Guide to Integrated Marketing in 2019 and Beyond

The legal industry is one of the most competitive in the world.  Search terms with “attorney” and “lawyer” often rank in the top ten most expensive keywords with the highest costs per click. [1]  In this crowded field, it can be hard to stand out.  You can be doing fantastic work for your clients and not see new clients if you fail to incorporate an integrated marketing campaign that showcases your law firm, your attorneys and your work.  Running an integrated campaign should not be a “down-the-road” strategy, it should be a now strategy.  As you begin implementing your marketing and advertising  you need to look at running a cohesive campaign that incorporates a number of different platforms and mediums.

 

1.     Out with the Old, In with the New

Law firms and attorneys, in general, have been slow to adapt to technological changes.  There is a foundation in the legal industry built on case precedent and law books that fill libraries to the brim.  Today, the old way simply isn’t good enough.  There is too much at stake, and there are too many competitors vying for the same clients.  Evolving is crucial to keeping your firm relevant and successful.  This means we have to change the way we think about marketing.

There is no quick fix for legal marketing.  Paid advertising is an essential component, but it is not the end-all.  Television ads can have an immense reach and still hold power, but without a digital campaign, you won’t have the same impact.  The new way involves a comprehensive marketing strategy that incorporates digital advertising (both Paid and Organic), television and radio advertising, social media and content boosting, and Out-of-Home (OOH) solutions such as billboards and taxi tops.

 

2.     Communication is Everything

While there is no overnight solution, there is a way to maximize your work and your spend.  One great article can be shared in multiple ways through multiple platforms.  This demands a focus on producing engaging content that can be picked up by legal magazines or will be shared on social media.  You want to focus on relevant information that potential clients are looking for.  Producing unique content targeted toward your current and prospective clients can go a long way on all of your marketing platforms.

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3.     A Multi-Faceted Approach

Integrated marketing for attorneys is about producing a consistent message.  You want to highlight your practice area while emphasizing what sets you apart from your competitors.  This means developing a marketing strategy that is not micro-focused on one particular area.  As discussed earlier, you do not want all of your eggs in paid advertising such as a pay-per-click campaign.  Paid digital advertising is one part of a bigger picture.  Law firms interested in developing an integrated marketing strategy should diversify.  A robust marketing campaign would include:

  • Radio and Television Commercials
  • Digital Marketing (Paid and Organic)
  • Out-of-Home (OOH) or outdoor advertising including billboards, street, and transit
  • Social Media and Blogging (Paid Ads and Content Sharing)
  • Article Writing, Sharing, and Publishing
  • Networking Opportunities such as speaking engagements and bar associations

While this is far from a comprehensive list, each of these bulleted areas will go a far way in taking your firm to the next level and increasing your ROI.

 

4.     Staying on Message (and within your Budget)

Developing an integrated marketing strategy that reaches across-the-board will help you to stay on message and within your budget.  The more organized and focused your marketing strategy is within each of the different platforms the easier it will be to stay on task.  It will also help you determine what is working and what should be reconsidered.  Each arena has its own ability to provide data and analytics.  This will help guide future decisions with your firm’s marketing budget.  Everything you do should be measurable, the metrics may be different, but the end result should be the same.  If it doesn’t increase your bottom line, it isn’t working.

 

Now is the time.  Get started today with Amicus Media Group.  We will work with you to build a marketing and advertising approach that will increase your law firm profits.  We will help you understand the importance of performance media and how it can help your firm acquire more cases and get more exposure.  Call now to get started: (888) 700-1088.

 

 

This blog post does not contain legal or financial advice. Author and publisher disclaim any and all warranties, liabilities, losses, costs, claims, demands, suits, or actions of any type or nature whatsoever, arising from or any way related to this blog, the use of this blog, and/or any claim that a particular technique or device described in this blog.

 

[1] https://us.kantar.com/tech/digital/2018/most-expensive-keywords-on-google/

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Video Advertising: Past, Present, and Future

Why Video Should Be a Part of Every Law Firm’s Marketing Future

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The Past: One Media, One Medium

Video was once relegated to those firms with million plus dollar television advertising budgets.  Television commercials were the only way to deliver video to potential customers.  Television has always had a broad and powerful reach, so for those firms that could afford it, video brought in clients.  Unfortunately, the scales were tipped in favor of large firms.  Many small to mid-size practices were unable to foot television commercial production costs and therefore unable to produce video for potential clients.  The only platform for displaying video was television, so even lower cost productions were unable to compete in the costly ad buying world of television.

Thankfully, the times have changed.  Video is being consumed in numerous ways and has more impact than ever.  Data has shown us that today’s consumer is visual.  They want instant gratification and video serves the perfect dish.  Law firms are able (with the help of a leading marketing team) to produce high-quality video for consumption across numerous platforms.  The digital revolution in television has made it more affordable, Over-the-Top options such as ROKU offers law firms the ability to reach consumers at their convenience, and websites bring in a once untapped resource for cost-effective video advertising.

 

The Present: Jumping into Video

The marriage of television and digital has opened new doors for video advertising.  People consume video on a variety of devices, so that gives law firms a variety of options.  Marketing to consumers through video is one of the most effective ways to captivate your audience, but you need to understand today’s consumer and learn how to sell your firm in a way that truly speaks to your target audience.

If you have watched television lately, you have seen a dramatic shift in advertising.  Commercials have taken on a story-telling approach.  They often pull at the heartstrings of the consumer taking you on a journey of love or loss.   Data has shown that people want to connect with the companies they do business with on another level.  They want to feel good about the products that they buy and the services they use.  Industries, including legal, are overwhelmed with competitors.  Standing out is important, showing a cohesive brand is imperative.  Video, whether it is a television commercial or a short snippet on social media, should show a cohesive brand that compels consumers to choose your firm over your competitor.

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The Future: Crossing Over

The crossover between television and digital will continue well into the future.  The way we consume video will continue to evolve.  It is essential that all law firms start incorporating video into their marketing strategy today and keep ahead of the trends for tomorrow.  Video is more cost-effective than ever with options for every budget.  Video is the easiest and most impactful way to connect with and engage your potential clients.  As the lines continue to cross between the two advertising giants of digital and television, more and more data will be available to determine how to reach your target audience how and when they are consuming video.

 

Ready to get started?  Call Amicus Media Group today.  We work with law firms of all sizes to develop comprehensive media strategies.  Our team of video production experts will help you create high-quality video for both television and digital platforms that appeal directly to your ideal clients.  Do not wait until tomorrow.  Call our offices today for a free consultation: (888) 700-1088.

 

 

 

This blog post does not contain legal or financial advice. Author and publisher disclaim any and all warranties, liabilities, losses, costs, claims, demands, suits, or actions of any type or nature whatsoever, arising from or any way related to this blog, the use of this blog, and/or any claim that a particular technique or device described in this blog.

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The Reach of Roku: Why Every Attorney Should Be Taking Note

picHow Roku is Taking the Advertising World by Storm

If you haven’t been paying attention, you need to start now.  Roku has emerged as a leader for over-the-top (OTT) advertising.  Last year Roku announced that it was expanding its advertising efforts to provide marketers with Ad Insights which includes the ability to quantify campaign reach, measure the effectiveness of content promotions, target and measure campaigns geared toward “cord-cutters” and survey insights.  These tools provide marketers with some of the best data to quantify not only ROI but also target specific audiences.

 

What is Roku?

For those unfamiliar with the company, Roku makes streaming players.  It is a leader in streaming tv technology that allows you to connect one of their devices to your tv and begin streaming free content as well as subscription channels like Netflix, HBO and Sling TV from one convenient place.  It also enables users to pay for all of their subscriptions on one bill instead of paying each individual provider.

 

Why Roku is a Power Player in the World of Marketing

For your average consumer Roku is a more convenient way to stream television.  It offers a new generation of “cord-cutters” to get rid of cable and still have access to the channels and subscriptions that they love.  A Roku customer has many products to choose from including Roku TVs and streaming devices.  What makes Roku unique and particularly interesting for marketers is its audience data.  The information is gold to marketers who use the first-party audience data to target specific audiences.

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Roku and Legal Marketing

So, why should attorneys be paying attention?  OTT revenue in the United States is projected to reach $47.8 billion by 2023 according to Digital TV Research.  Roku’s growth, as a leader in the OTT field, is not slowing down any time soon.  Law firms are missing significant messaging opportunities if they aren’t utilizing platforms like Roku.  Consumers haven’t stopped watching television, they have just changed the way they are watching it.  Roku was a pioneer in streaming TV and seems to be staying one step ahead of the curve for advertising to the modern market.

 

 

The Time is Now

2019 is the year to take your marketing to the next level.  Advertising on platforms like Roku offers a whole new playing field, tapping into audiences that your competitors may be missing.  Learn more about Roku and how to increase your revenue with a new kind of advertising.  Let Amicus Media Group help you understand the importance of multi-media advertising and how the newest platforms can take your practice to the next level.

 

 

 

 

 

 

 

 

 

 

This blog post does not contain legal or financial advice. Author and publisher disclaim any and all warranties, liabilities, losses, costs, claims, demands, suits, or actions of any type or nature whatsoever, arising from or any way related to this blog, the use of this blog, and/or any claim that a particular technique or device described in this blog.