Advertising Tips for Attorneys
There are some industries where your clients find you only when they’re in a pinch, and law is one of them. You’ve probably seen TV advertisements for law firms on daytime television. They’re often very dry, boring and sometimes laughably bad because they don’t think they need to adopt the same approach as other industries when it comes to advertising. Let’s face it: If you specialize in mesothelioma class action lawsuits, your target market probably won’t care much how good your advertising is, right?
Wrong. Advertising, even when you think the demographics really need your services and only you can provide it, is still important and requires best practices. This include digital advertising and making the most of your online presence. Attorneys aren’t known for keeping up with the trends when it comes to ads and marketing, but you can change that. No matter what type of firm you have or law you practice, you can improve your PR and ad campaigns.
1. Reach more clients
Unless you’re actively not accepting new clients, you need to be actively advertising. There are clients out there who you won’t reach with your current efforts, but working with a digital advertising agency can help you connect with niches. As a lawyer, you know that just one big case can bring in a lucrative sum.
2. Build your brand
You have a brand no matter what type of professional you are as well as an online image and reputation that needs managing. Advertising online includes knowing your search engine optimization (SEO) status. If someone Googles “personal injury attorney Palm Springs” and you’re not on the first page of Google results (and hopefully at the top), your potential clients are going elsewhere.
3. Manage reviews
It’s expected that not every single online review will be glowing, especially in your field, but if you have an alarmingly high number of bad reviews, that can destroy your ad efforts. It’s often difficult to have these reviews removed unless they’re obviously fake or abusive, but you can bury them with honest, good reviews. Provide clients with incentives to write their honest reviews on the top sites.
4. Don’t DIY
If it seems like some of those embarrassing ads on TV were made in house, it’s because they probably were. Nobody but an ad agency is equipped to create a high quality ad. This is no time to skimp, so invest in yourself and your firm.
About Larry Alton
Larry Alton is an independent business consultant specializing in social media trends, business, and entrepreneurship. Follow him on Twitter and LinkedIn.