Online advertising for law firms is a popular topic. We offer a digital advertising service for lawyers in California that will grow your law firm and help you get more clients.
To be successful, you will need to focus on the customers you want to reach, communicate what you are offering, what they are looking for, and build trust and credibility quickly. We tell you all about what the growing digital marketing represents and its importance for your law firm.
In a general sense, the term “digital marketing” refers to advertising delivered through digital channels such as search engines, websites, social media, email and mobile apps.
Using these online media channels, digital advertising is the method through which companies advertise goods, services and brands. Consumers rely heavily on digital media to research the products they need.
For example, marketing information from Think with Google, a website that features case studies and success stories, found that 48% of consumers initiate their queries on search engines, while 33% search on brand websites and the other 26% search via mobile apps.
By engaging clients in a digital perspective, you build brand awareness, establish yourself as an industry thought leader and position your business at the forefront when the customer is ready to buy.
Considering whether you are marketing yourself as an individual lawyer or your law firm as a whole, your digital marketing practices will vary.
If you’re marketing yourself as an individual, you’ll want to focus on what experts call your “personal brand.” You must demonstrate that you are credible and trustworthy to both clients and firms that may potentially hire you, if you are not planning to start your own practice. Make sure your LinkedIn profile, bio on your law firm’s website and other online profiles have professional photos and openly state your philosophy and what you can achieve for your clients. Look to get positive reviews from clients.
Law firm Internet marketing focuses on making it easy for clients to find you, see how your services connect with what they need, and hire you.
There are six main types of digital ads: display, social media, native, search, video and email marketing. Many of the different types of digital advertising overlap in their characteristics or can even be used as complementary tools.
Display advertising is called all advertising placed on the landing pages of internet users. Basically, they are the same as graphic ads in magazines or newspapers, but in the internet environment and, like the previous ones, there are different formats and types. It is the most basic type of digital ads, it is mainly composed of images and text. Commonly, these will emerge as banners, landing pages, pop-ups or flash ads on websites and mainly on blogs. The critical difference between graphical ads and the other classes is that graphical ads do not appear in search results. They are usually very affordable and easy to implement.
This is very similar to graphical ads; however, they are more strategic and premeditated in terms of targeting by location and audience. They are sponsored listings that are integrated and camouflaged in the feed. There are four subtypes of native advertising: in-feed, search ads, recommendation widgets and promoted listings. Native advertising is based on the audience’s online habits and history and will expose ads that may be relevant to them.
They have become the biggest focus for internet ads, simply because of the sheer sum of users and ease of audience targeting. Different types of digital marketing intersect with social ads due to the nature of the platform. It is very common to see graphical, native and video ads on social media platforms.
This is perhaps the most reliable type of online ads, as it is based on keywords that users are already searching for. The two main subtypes of SEM are pay-per-click (PPC) and search engine optimization (SEO). The most popular SEM platforms include Google and Bing. Although search engines can display thousands of results, 90% of users will end their search on the first page. That’s why it’s critical to use SEM and strategize to make sure your listing appears on the first few pages.
Video ads are the simplest kind of digital promotions because it is precisely what it looks like. It’s simply a video that advertises a business or product in some way. Video ads can appear as commercials before watching other videos on YouTube, Hulu or Facebook, or they can be integrated as native or display ads.
A simple way to effectively reach a target audience that is already interested in the business – how? Because users need to subscribe to the email list! It costs nothing to create an email list, and email marketing managers are usually very affordable. These lists are usually compiled when a website is visited and there is a pop-up window requesting an email (which usually the user gets a discount or other promotion in return).
There are currently many, many platforms to make digital ads for lawyers, however, we will make special mention of the most important ones.
It is the leader in online advertising. Because Google owns the search engine market giant, it makes its Ads platform, the largest pay-per-click (PPC) advertising platform. Through Google Ads we can create text, image or video advertising and position you according to some keywords that you can select.
Facebook Ads works similarly to pay-per-click (PPC) advertising, which means you get paid every time someone clicks on your ad. In conjunction with that, you get tons of exposure to a target audience for free. Facebook ads are the highest paying ones.
This platform works similarly to Google and Facebook Ads, because it also has a very segmented advertising functionality. You can choose an audience based on industry, job function, seniority, location, etc., allowing you to send your message to a specific audience that is really interested in what you do.
This is one of the platforms that has experienced exponential growth in recent years. Advertising videos on YouTube have become part of everyday life, and due to the fact that such web portal is possessed of a high audience advertising there is quite profitable. The types of advertisement on YouTube are: TrueView, Discovery, Bumper, OutStream and Sequence ads.
The cost of digital advertising will depend on many factors, from the platform you choose, since each of them offers different functionalities and the price you want to invest in your advertising strategy. In addition, some types of products and marketing needs will influence the price of the ad. Your results depend on the strategy and management of the campaign, as well as the investment you make. In short, digital advertising costs what you want to invest.
In general terms, we share information based on averages and statistical data that can be of great help, this does not mean that you will be investing this money:
Choosing digital advertising, unlike classic marketing media, gives you several advantages, among them allows you to increase sales of your products or services, eliminates the geographical limitation, has accessibility 24 hours a day and customer service instantly, attracting new customers quickly, gives greater visibility to your brand, allows you better interaction and proximity to your customers, gives you the power of segmentation and customization, allows you to direct your ads to people interested in your products or services, gives better cost control and accessibility to small and medium enterprises, is measurable: it allows you to analyze all data such as users, sales, costs, profitability, etc., it is also flexible and adaptable: it allows you to control and correct in real time.
Some of the advantages of digital marketing as opposed to television advertising is that you get more hours of exposure, in addition to this, there are fewer restrictions in terms of products or services.
Also, it has been proven that less and less people are making use of television, to give way to other media, such as social networks, for their entertainment. Thus, the loss of TV audience adds negative points in terms of advertising viability.
® Mireles Law Marketing 2021