Traditional PPC advertising in Google and Bing can be tricky for lawyers and law firm marketing. Not only are the keywords in the legal industry extremely expensive but they are also extremely competitive as well. This is not to mention that both Google and Bing have their own advertising policies which can limit your PPC strategies. If you don’t have the budget to spend hundreds of thousands—if not millions!—each year, don’t fret. There are other avenues to turn to that can be even more effective and can help you stand apart in this competitive landscape.
The legal marketing tactics below will not only help build your brand following but also create awareness and even drive quality leads with the proper calls to action.
Use Facebook to Reach Your Targeted Audience
More than 1.3 billion people use Facebook and 64% visit Facebook every day. With such a large net of Facebook users, you can capture more qualified traffic and leads by focusing on your specific target audience and their behaviors. For example, if you are marketing for divorce attorneys you can target divorced men or women within a certain age range. In addition, you can target certain interests and behaviors, such as ‘Divorce’ which will display your ads on user feeds that have expressed interests or liked pages related to that topic. Another positive note: Facebook is cheap – with Cost-Per-Clicks (CPC) as little as $1.
Leverage YouTube Advertising to Create Effective Brand Awareness
In the legal industry, millions and millions of dollars are spend on TV broadcasting each year. This can be intimidating to small-medium sized firms trying to come up with a law firm marketing strategy. But, instead of trying to find millions of extra dollars laying around, you can try a more affordable and targeted approach by posting short videos and advertising them through YouTube. You can target specific keywords, topics, and/or various demographics on YouTube.
You can even target certain networks that you know your audience will be more likely to watch. Unlike TV broadcasting, YouTube is significantly cheaper, with CPCs usually less than $1. This means that you can get a lot of bang with your buck and drive great results with even just a $500/mo budget.
Even better news—you only pay when someone chooses to watch your ad or clicks to your site, so you don’t waste money advertising to people who aren’t interested.
YouTube is best at generating brand awareness, so don’t be alarmed if you don’t see immediate leads from YouTube. Luckily, brand awareness and reputation management are also important components in law firm marketing. To measure performance, check your organic and PPC search volume before, during, and after your campaigns have launched to test any lift in outside traffic or conversions.
Add Review Extensions to Stand Apart
If you stick with your traditional PPC tactics, one way to boost your law firm and have it stand apart from competition is by implementing review extensions. This quick, easy—and FREE!—extension is as simple as finding an accurate and credible third-party review about your law firm. In a recent study with one of our clients, ads that included a review extension saw a 167% higher conversion rate than ads that did not have the review extension.
PPC advertising doesn’t always have to break your bank in the legal industry. In fact, the tactics listed above can really help drive more efficient traffic and quality leads with the right strategies in place. By focusing on your target audience and their behaviors and interests, you can discover new ways to compete and stand out against your competitors.
Do you want great legal marketing? Read our blog on the Four Tips to Start an Effective Law Firm Marketing Strategy.