Attorneys are fighting for business and the majority of their leads are coming through digital resources. Marketing is challenging, especially for legal teams who want to generate as many phone calls a day as possible. But how do you generate calls if the audience is very niche, and you have tons of competition? Keep in mind, even if you are a local attorney, you will have national and regional competition as well as local competitors trying to reach the same audience you are.
This is why the cost of marketing for these services is so high and why the cost per lead is even higher. If your goal as an attorney is to get more quality leads but you do not have the largest budget to work with, you should consider some cost-effective options that generate traffic and leads if they are utilized properly.
Cost-Effective Marketing Services For Attorneys
Marketing for attorneys must focus on the target audience. The majority of the time you reach a relevant audience with your content, you will be showing them something either informative, meaning providing information that they are researching for, or promoting your services, which they may also be looking for. The key is to make high-quality content and distribute it on the best platforms.
1. Email marketing: It is impossible to overlook the value of email marketing. Imagine, instead of having to advertise randomly to thousands of consumers in your area, you could just email them a weekly update? This content can be a mix of promotional, educational and more and can keep you in their mind without having to spend more on ads.
2. Social media: If you are targeting consumers in your area, and you do not have to be more specific than age and geo and some other variables, social media is a great platform for you. Attorneys love it because it offers cost-effective reach to a wide audience and can help them expand their email lists.
3. SEO: Yes, search engine optimization still produces some of the top results in the industry. While you may need to wait two or three months before seeing leads, the monthly costs will remain affordable as new traffic builds up.
4. YouTube: All you have to do to build interest and a following on YouTube is to create a 10 minute video of you talking about important, relevant topics in your field and sharing it on the site. Make sure you give it a strong title and tag it correctly. YouTube not only generates its own content but it is displayed or can be easily displayed throughout the web.
5. Display marketing: Consumers who go to Google looking for an attorney or legal information may not see you or click on your links. However, because they are looking for information relevant to you, that doesn’t mean you cannot still reach out to them. You can run display ads on other websites that they frequently visit, allowing you to keep your name in the running.
6. Business listings: Google business listings and those on other sites are ideal for fast, high-quality traffic. Some law firms generate more than half their business through business listings.
7. Press releases: If you are offering a free consultation, broadcasting it via a press release may be the best way to go. Press releases are picked up by local publications first and you could reach thousands of local residents with a $1,000 release.
Research your target audience and determine where they go to hire someone who offers your services. If you have questions about how to begin your marketing strategy, consider reviewing other attorneys and the content they are creating.
