Legal Marketing News

Law Firm Marketing – The Truth Behind TV

picWith a large shift in the focus of legal marketing to digital, many attorneys wonder if television advertising is still relevant and more importantly if it is still effective.  Without question, the way we are watching tv is changing.  We can watch shows from a device in the palm of our hand; we can pick and choose the time and day that we watch an episode, and can even binge-watch entire series in a weekend.  How television is being consumed is changing, but its effectiveness is not.  Simply put, there is no better medium to convey your message than a tv advertisement.  Even better, the ability for advertisers to understand your market is exponentially higher than it was just a few years ago.  This means that television advertisements can be catered to your target audience to get you the most significant return on your investment.  You have more insight today on what your ideal client watches, their purchasing habits and when they are tuned in making advertising much easier and more profitable than ever before.


It’s the Size that Counts

So, what makes television advertising still so valuable?  Size.  Television commercials can reach a broader audience than any other type of advertising.  Television is compelling because it can reach millions of people.  Now merely reaching millions of people is not the ultimate goal of your investment.  You want to see a return.  Knowing the estimated reach and frequency of your advertising efforts before they run can be crucial to see your investment pay off.  The more exposure you have to the right audience, the better chances you have of getting a new client from the advertisement.  You want to make an impression that lasts so that consumers will remember your firm when they need legal help.


You May Not be Advertising on TV, But Your Competitors Are

According to the US Chamber Institute for Legal Reform, law firms spent nearly $900 million on television advertising in 2015.  This was a 68% increase from what they spent just seven years before.  Legal advertising on TV grew at a rate six times faster than other industries.  Other attorneys are spending large amounts of money to secure commercial space, if you want to compete – you should be doing it too.  The key to advertising on television is creating a unique, impactful commercial that speaks to your target audience.  You do not want to be a mirror image of every other personal injury attorney on the market.  You want to create a robust, lasting image that stands out in a crowd.  You want a professional commercial that connects with your consumer.  Research your competitors and how they are advertising.  Find what makes your firm unique and most importantly, work with a media buying team that understands your firm, your goals, and your market.


All about the Numbers

One of the best features of television advertising in 2018 and beyond, is that you can truly get a sense of what is working and what is not.  Analytics provide the answers to what brings clients in the door.  The data that can now be collected from television advertisements is unlike any other.  Data on your ideal market will help you determine how to advertise at the right time and the right place.  Once you find out when what and where your customers are watching, you can tailor a campaign specific to them.


Want more?  Contact Amicus Media Group today for a free consultation.  We offer media buying options for law firms large and small.  Our team is dedicated to finding clients that need your help through targeted advertising on television, digital and radio.  With decades of experience, we will help you understand the benefits of a comprehensive marketing campaign.  Call us today at (888) 700 – 1088 to take your firm to the next level.




This article 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.


Join Amicus Media Group at CAALA Vegas 2018


Labor Day weekend is just around the corner.  Join Amicus Media Group in attending the nation’s largest convention of trial attorneys as CAALA takes over Las Vegas From August 30 to September 2, 2018, at the beautiful Wynn Resort.  We will be catching the wave of justice along with over 2800 attendees from around the country to discuss a variety of topics and developments in trial advocacy.  This CAALA annual convention is one-of-a-kind offering 20 hours of MCLE Credit including 4 hours of Ethics, 1 hour of Elimination of Bias and 1 hour of Competence Issues.  You will have many opportunities to network with industry leaders, experts and trial lawyers in the daily breakout sessions offered on a wide selection of focus areas.


The excitement begins Thursday afternoon with Perspectives from the Bench – A Roundtable Discussion from 12:00 pm to 2:00 pm.  This opening session will feature 7 judges discussing everything from court demeanor to closing statements.  After the afternoon breakout session, meet your fellow attendees, speakers, and exhibitors at the Tropicana Nights Kickoff Party in the Latour Ballroom.  Wrap up the convention with a Luau-themed cocktail party on Saturday night.


We look forward to seeing you there.  If you haven’t registered yet, there is still time.  Register now and let us know you’ll be attending.

How to Become a More Efficient Marketer in 4 Easy Steps

An Attorney’s Guide to Effective Legal Marketingpic

Training an attorney to become an effective marketer can be challenging.  There is a certain stigma in the legal profession about marketing in general.  What most attorneys miss is the fact that they can add value to their firm by becoming a more efficient marketer.  Whether you work as a solo practitioner, a large law firm or somewhere in-between, building your marketing portfolio will help you and your firm.

Marketing encompasses more than building media campaigns.  Becoming an effective marketer as an attorney begins with understanding how to best leverage marketing communications, developing strong client relationships, establishing yourself as a leader in the field and implementing technology in your firm.


Step 1: Communication is Key

Individual attorneys can do a great deal for their firm by merely attending conferences and networking.  Not only will you satisfy continuing legal education requirements mandated by your state bar but you will also be given a chance to meet other attorneys.  Conferences today allow you to choose from local, niche topics to broad, national coverage.  The networking potential is endless.  You will be able to connect with other attorneys in your field and obtain sources for referrals.  Conferences also provide an excellent opportunity to promote your practice and showcase the work your firm is doing.

Social media is another excellent, often untapped resource for attorney marketing.  All attorneys should have an up-to-date LinkedIn page.  It is one of the most important forms of online social networking.  In addition to firm pages on all of the major social media platforms, attorneys should have individual professional pages that can be linked to firm sites.


Step 2: The Attorney-Client Relationship

Attorneys should always strive to strengthen client relationships.  Building strong client relationships begins and ends with client satisfaction.  Does the client feel like you are staying in communication with them?  Are they updated regularly about the case?  Do you take the time to have meaningful conversations on a regular basis?  If you aren’t keeping clients happy, then they will not be referring your services.  Marketing is more than just a website or newsletter; it is about growing your firm.  Responding to client’s needs and providing solutions to their problems is a vital part of selling and ultimately promoting your firm.


Step 3: Add it to the Resume

Taking the time to develop your personal brand as an attorney and seek out opportunities that will promote you as a leader in the field will make it easier to “sell” you to potential clients.  Professional development as an attorney not only adds value to your firm but all aspects of your legal career. The more respected you are as an authority, the more likely that other firms will refer you cases.  Professional development starts with seeking out educational opportunities, speaking engagements, and mentorship programs in your field.  Do not be afraid to write legal articles for your local bar association or legal magazine on hot topics.  If you have specialized knowledge, showcase it.


Step 4: Technology

As an industry, attorneys are relatively slow to adopt technology into their practice.  In today’s fast-paced, ever-changing world, we simply do not have the luxury to wait.  Adaptation of technology is not only critical to growing your firm, but it is also an ethical obligation by governing bodies like the American Bar Association.  In 2012, Comment [8] to Rule 1.1 was modified to require that “a lawyer should keep abreast of changes in the law and its practice, including the benefits and risks associated with relevant technology.”

Your knowledge of marketing technology should include your customer relationship management system, how to update your website and social media accounts, website analytics, client information databases and security.  If you are unsure about how any of the systems work, you need to take the time to learn.  Do not rely on someone else.  If they leave the firm, they take the knowledge with them.  You want to keep abreast of changes or advances in technology.  The world of artificial intelligence, machine learning, and chatboxes are changing the game of marketing.  You should have an idea of how they work and start implementing them into your business development plan today.


Final Thoughts

This article only scratches the surface of how you can become a more efficient marketer as an attorney.  There are many more ways to empower yourself and take success in your hands.  If you would like to learn more about strategies to grow your firm, please contact Amicus Media Group today.  We work with firms of every size to develop comprehensive marketing strategies.  Our goal is to bring quality cases to your firm in cost-effective ways. We are well-versed in media management, performance marketing, and creative production.  Call us today at (888) 700-1088 for a free consultation.



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.