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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