Menu
We know how it goes- low-quality leads, low conversions for law firms, and outrageous marketing budgets. The family lawyer’s office across the street seems to be getting more leads than your firm, and you can’t figure out why.
You spend thousands of dollars on online ads, but your website traffic remains stagnant. What’s the problem? Because your clients are not restricted to one platform, nor should your advertising be. You have to reach your potential clients wherever they are, and this is where cross-platform advertising comes into play.
Let’s explore why law firms need to adapt cross-platform advertising and the benefits it can bring.
Legal services, like any other industry, are subject to market competition. If you are the only lawyer in a small town, congratulations! You don’t have to advertise. However, people facing legal issues will likely seek out multiple options before choosing a lawyer to represent them.
They are looking for a trusted and reliable source, social proof, and a reputable track record, so they turn to the Internet for research. If your law firm is not advertised or visible online, you will be losing out on potential clients to your competitors who are.
The trusty old word-of-mouth marketing still works, but online ratings and reviews are equally, if not more, influential in decision-making. You have to put yourself out there to be chosen. The trust, reputation, and value you have built offline can be promoted and expanded online with cross-platform advertising.
In short, yes. When done strategically and effectively, cross-platform advertising is a smart investment for law firms. According to Law.com, 69% of people searching for legal services use online legal services over attorneys.
With a growing number of people turning to the Internet for legal services, advertising on multiple platforms gives your law firm greater visibility and reach. It also allows you to target specific demographics, geographical locations, and legal services. The targeted approach lead to more quality leads and conversions.
For example, if your law firm specializes in family law, advertising on platforms such as Facebook and Instagram can target individuals within a certain age range, location, and with relationship status set to “divorced” or “separated.”
For intellectual property law firms, advertising on professional networking platforms like LinkedIn can reach individuals working in specific industries or companies in need of legal advice. Any initial investment in cross-platform advertising will likely result in a positive return, making it worth the investment for law firms.
The number of platforms available for advertising keeps growing and changing, but some popular options for law firms include:
Google, Bing, and Yahoo are the top search engines where law firms can advertise through pay-per-click (PPC) ads. These ads appear on search engine results pages when users search for relevant keywords.
Facebook, Instagram, LinkedIn, Twitter are popular social media platforms where law firms can advertise. Each platform offers different targeting options and ad formats to reach a specific audience.
Platforms like YouTube and Vimeo allow law firms to advertise using video content, which can be an effective way to engage potential clients.
Podcasts, music streaming platforms like Spotify, and audio-sharing platforms such as Soundcloud are also options for law firms to advertise on. These platforms allow for targeted audio ads that can be played during podcast episodes or in between songs.
With the rise of streaming services, advertising on connected TV (CTV) and over-the-top (OTT) devices has become a popular option for law firms. These ads can be targeted based on demographics, interests, and viewing habits of the audience CTV advertising for Ecommerce.
Advertising on legal blogs and websites can be a useful way to reach individuals already interested in legal services or with specific legal needs.
These ads appear on websites and apps, targeting users based on their browsing behavior and interests. Law firms can use this option to reach a relevant audience on various websites and apps.
Partnering with influencers, who have a significant following in your target audience, can be an effective way to reach potential clients. Influencers can promote your law firm’s services through sponsored social media posts or blog content.
What are the benefits of cross-platform advertising for law firms? Let’s take a closer look.
If you only advertise on one platform, you limit your exposure to a specific audience. With cross-platform advertising, you can reach potential clients where they spend most of their time online. The geo-targeting and demographic targeting options on different platforms also allow for a more targeted approach, increasing the chances of reaching quality leads.
Consistent advertising across multiple platforms helps to establish your law firm’s brand and create top-of-mind awareness. When potential clients see your ads repeatedly on various platforms, they are more likely to remember your law firm when they need legal services.
Different platforms offer different ad formats, allowing for more creative and interactive ways to engage with potential clients. For example, Instagram stories or Facebook polls can be used to gather feedback or insights from your audience. These engagement opportunities can help improve your law firm’s online presence and relationship with potential clients.
Compared to traditional advertising methods, you spend less on digital advertising. With cross-platform advertising, you can also track and adjust your ad spending based on the performance of each platform, ensuring that you get the most out of your investment.
Digital platforms provide valuable data and insights that help you understand your audience better. You can track metrics such as reach, engagement, website visits, and conversions to see what is working and make informed decisions about future advertising strategies.
To make the most out of cross-platform advertising for your law firm, here are some best practices to keep in mind:
Your target audience is at the core of your advertising strategy. If you do not know who you are trying to reach, your ads may not be effective.
For example, if you want to attract small business owners as clients, your target audience may be different from a law firm that specializes in personal injury cases. Clearly defining your target audience and advertising goals will help you choose the most suitable platforms for your law firm.
If you stop by a store and see a product you like, you are more likely to recognize it in other stores if the packaging and branding are consistent. The same applies to cross-platform advertising for law firms.
Make sure your branding, messaging, and visuals are consistent across all platforms to create a cohesive brand image. This consistency also helps potential clients recognize and remember your law firm.
In 2024, no one wants to see the same ad over and over again. To keep your audience engaged, it’s important to be creative and innovative with your cross-platform advertising. Experiment with different ad formats, visuals, and messaging to find what resonates best with your audience.
As mentioned earlier, digital platforms provide valuable data and insights that can help you track the performance of your ads. Use this data to measure the success of your cross-platform advertising and make necessary adjustments to optimize your campaigns.
Cross-platform advertising can be complex and time-consuming. Consider partnering with professionals who have experience in advertising for law firms and can help you create an effective cross-platform advertising strategy. By working with experts, you can save time, resources, and increase the chances of success with your advertising efforts.
VenziMedia is an omni-channel media company that specializes in cross-platform advertising for law firms. We work with a team of experts to create data-driven advertising strategies that help our clients reach and convert potential clients.
The VenziMedia team has experience working with various law firms and understanding their specific advertising needs. We keep up with the latest industry trends and provide personalized strategies based on your target audience, goals, and budget.
