Marketing your slip-and-fall ad campaigns may feel like navigating through a maze blindfolded if you don’t do it right – but we’re here to help you.
We all know that slip and fall cases can happen for various reasons. But, all in all, your marketing strategy should swiftly adapt to the local market’s changing needs.
Here’s where the importance of localizing your ads comes in.
Localizing your ad campaigns is your secret sauce to create a strong connection with your potential clients, enhance engagement, and of course, convert!
This process will help your firm to align with your potential clients:
✅Local customs
✅Values
✅Needs
But before we delve into the essentials of tailoring your campaigns, let’s first look at why most attorneys are now opting for digital advertising.
Why More and More Attorneys Are Investing in Digital Advertising
As the innovation in the legal field continues to grow, the behavior of prospective clients also changes. Because of this, many attorneys are now opting for digital advertising to stay ahead of the legal game.
These days, lawyers are more aware of the advantages that digital advertising can offer:
📈Improved targeted each
📈Proven and measurable results
📈More cost-efficient method to reaching the right audience
To better understand how digital advertising is shaping the legal marketing landscape, watch the video below. Matt Smyers, Senior Digital Advertising Advisor at Consultwebs, dives into the specific skills and strategies every law firm should know regarding advertising:
Now that we’re done with the ‘why’… let’s now talk about the ‘hows.’
How can law firms tailor their advertising campaigns to reach their potential clients effectively?
The Power of Utilizing Local Service Ads or LSAs
LSAs or local service ads help your firm get quality leads that can turn into paying clients by focusing on helping your firm to be seen where prospects are.
Imagine this— Your prospects in your area are currently searching on Google for your firm’s services. In this case, your prospective clients can only see you if you make your firm available on Google search results through service ads.
That’s how powerful LSAs are.
Local Service Ad campaigns are so impactful that they changed Google’s SERP hierarchy.
Take a look at the new hierarchy from top to bottom. As you can see, LSAs are now at the top of search results:
What Law Firms Should Know About Local Services Ads Campaigns
- LSAs are a different type of advertising program. To advertise through LSAs, a law firm and attorney must be verified on Google.
- It has a click-to-call functionality, meaning you get charged every time someone calls your firm – not when someone clicks on the ad.
- It is a new ad format placed above PPC and all other search ads on Google’s SERP.
- It advertises all firms – large, medium, and small law firms.
Paid Advertising Is Still One Of The Best Marketing Strategies for Law Firms
Did you know that until now, PPC or pay-per-click is still one of the most sought-after marketing strategies for law firms despite the rise of many digital advertising campaigns?
Here’s why…
Every business needs long-term and short-term or fast-producing result goals. PPC focuses on short-term sales activation,
Just look at this data…
Law firms using paid search in their marketing campaigns have a greater chance of getting more website traffic, that can lead to new clients.
What Law Firms Should Know About PPC
- Unlike LSAs, that is on a “pay-per-lead” basis, PPC is on a “pay-per-click ” basis.
- PPC appears to the searchers on your targeted demographic for the keywords related to your business. For lawyers, it can be: “lawyer near me” or “best personal injury lawyer in my area.”
- Although 80% of businesses prioritize Google, PCC is also relevant on other search engines like Bing, Yahoo, and Yandex.
Here are the other main benefits of PPC for law firms:
Now that you have a better understanding of the difference and importance of LSAs and PPC advertising, let’s dive into this cutting-edge marketing strategy— streaming advertising.
What is Streaming Advertising for Law Firms?
Streaming advertising, or in Consultwebs, we call it Over-The-Top or OTT, is a cutting-edge marketing strategy that made it possible for law firms to reach bigger audiences by providing content through streaming platforms such as:
- Roku
- Hulu,
- Apple TV
- Amazon Fire TV, etc.
With Consultweb’s OTT service, your law firm can create engaging and informative content that can be watched by your potential clients on their preferred streaming devices.
Here is why law firms are now opting for OTT Streaming Advertising:
✅Increased Reach – It helps firms reach wider audiences by delivering content directly to viewers on Roku, Hulu, Apple TV, and Amazon Fire TV.
✅Better Targeting – Law firms can target specific demographics based on their streaming habits, interests, and location.
✅Cost Effectiveness – OTT is more cost-effective compared to traditional advertising methods, where you need to pay for TV advertisements. With OTT, all you need to pay is a fraction of the cable costs.
✅Measurable Results – OTT has the features of tracking calls, form fills, and website activity. This means you track and measure your campaigns in real time, giving you clear insights into what is working and what is not.
✅Flexibility – With Consultwebs’ OTT, your firm can create and distribute content in various formats, such as full-length commercials, branded content, and pre-roll ads.
It’s Time To Boost Your Personal Injury Lawyer Marketing Strategy
Personal injury advertising can be costly if you invest it in the wrong campaign.
Don’t let your slip-and-fall case advertisement go to waste.
At Consultwebs, we tailor our approach based on our client’s overall needs. We help law firms like yours localize ad campaigns through different advertising channels, e.g., PPC, LSAs, and Over the Top (OTT) streaming advertising, to ensure you reach the right clients in an agile way.
If you want to go over specific advertising campaigns with our sales consultant Sam Polesak – book your 1-1 here.