The Top 6 Places to Advertise Your Law Firm Locally
Posted by Samuel Ballen on Jan 17, 2012 in Marketing, Print Advertising | 0 comments
Most of the material on the internet concerning marketing is not specific to law firms. While there are many techniques that work universally, small and medium sized firms face a problem that many other companies do not. Their geographic scope is often quite restricted. Lawyers must actually be members of the bar in any state where they want clients. Logistically, it makes more sense for a lawyer to have local clients anyway. Keeping the client, the firm, the court and any other parties within driving distance cuts down on wasted time and costs. It is therefore in a law firm’s best interests to find local places to advertise, both in print and online.
Local Bar Association Publications
Many local Bar Associations publish a print or electronic newsletter on a monthly or bi-monthly basis. While the average person does not see these materials, other lawyers do. It is a way to get your name out there and recognized among your peers. This is especially useful for young lawyers who are trying to build connections to other lawyers in the community.
It sounds simple, but phone books are still incredibly important, especially among those without reliable access to the internet. Phone books are also inherently local, and therefore, more reliable in the minds of some potential customers than the internet. A half or full-page ad in a phone book serves as a tie to the community. It seems more permanent than online communications. Often, phone book companies also will distribute other materials for you. Nearly every phone book that comes to my house includes a magnet with a lawyer’s name, number, and picture on it. Many people will put that free magnet on their refrigerator. This means they see your name every day, and hopefully, it means they will call you when there is a problem.
Billboards, Radio, and TV
These options reach large audiences. They work through a scattershot approach. So many people see the advertisement that someone has to be interested. However, in the case of radio and tv, the advertisement is fleeting. Unless you have have an especially catchy jingle, potential clients are unlikely to remember your name or number. This can work if they are already searching for a lawyer, but these methods are only minimally helpful in attracting clients who don’t need your services yet. Furthermore, these forms of advertising can be expensive to run. Space or airtime must be purchased and the commercial must actually be filmed or recorded. These are time and money expenditures that many small law firms cannot afford.
Legal Directories show up well on search engines. Furthermore, they are tailored to local searches. For a moderate cost, you can get your firm’s name next to every other similar firm in your area.
Talk to court administrators
Many courts provide some type of directory of lawyers to prospective clients who ask for it. You won’t pick up large businesses as customers this way, but for younger lawyers, it can be a great way to build a general practice client base.
There are many options here. From local news sites run by newspapers, to more independent sites like Patch.com, every city tends to have at least one online place where locals congregate. Advertising on such a site can get great results while supporting community involvement. Some companies, such as DotCO Law Marketing, also offer advertising on websites tailored to your specific geographic location.