An effective marketing strategy needs to be based on both long-term and short-term goals and actions. Paid advertising, or PPC, is a quick and effective way to boost reach and conversions. Here’s what it’s all about and how you can implement it for your law firm today.
That means that if you’re not using paid search as part of your law firm marketing strategy, you’re missing out on potential clients. Let’s change that.
It’s true, all successful legal marketing requires a long-term strategy. But, is it enough? We’ll start by saying, a strong legal marketing strategy requires targeted and specific actions to boost your brand image and awareness while increasing traffic and leads. Here we’ll cover why paid marketing is such an important strategy and how you can implement it into your law firm business today.
Paid Advertising: A Key Marketing Strategy for Law Firms
Paid strategies like PPC,( pay-per-click), activate short-term sales, an essential part of your firm’s long-term success.
PPC (pay-per-click) advertising is one of the main paid marketing strategies for law firms.
In short, advertisers pay a fee each time someone clicks on their ad. PPC ads are shown to your target demographic when a user searches for key terms related to your business, like “lawyer near me” or “best personal injury lawyer.” You only pay when someone clicks on the ad.
Like a billboard along the highway, with PPC, you pay for advertising “space” on search engines such as Google when someone searches for keywords associated with your law firm.
The beauty behind PPC and other digital marketing strategies is that it is also relevant on other search engines (i.e., Yahoo! or Bing), but naturally, with 80% of the market share, most law firms and businesses choose to focus first on Google.
Here are some of the main benefits of PPC for law firms:
PPC ads can be competitive and bidding for keywords against competitors can get costly.
For this reason, it’s important to have a thorough and expertly executed PPC advertising campaign. For more details, check out the top 9 PPC questions every law firm should have answers to.
PPC vs. SEO for Law Firms
It can’t go without saying that another profitable marketing strategy employed by many law firms is SEO or Search Engine Optimization. This is the process of optimizing your website and content so that Google and other search engines organically rank your site higher based on what the user is searching for.
The main difference between SEO and PPC is that SEO is a long-term lead generation strategy focused on organic reach whereas PPC can lead to quick, even instant, results-focused on paid reach.
Now the question is, should firms focus on PPC or SEO? The best strategy for your law firm will depend a lot on your budgeting and goal strategy. However, if you are looking to boost your sales leads and inquiries from prospective clients, PPC, and paid marketing can help you get there faster.
If you’re unsure where to start with PPC campaigns and paid search strategies for your law firm, feel free to go over this PPC for law firms guide. And if you’re looking to take this conversation outside and see the different digital advertising options available, we’re here to help.