As you know, personal injury law firms attract all types of clients. These are clients who cover a variety of ages, cultural backgrounds, and economic statuses. As a result, your personal injury law firm’s marketing plan needs to be well-rounded and able to reach a wide range of audiences. This requires the right balance of both online and offline legal marketing.
Online marketing is marketing that is performed through the Internet, such as marketing through your website, blog, email, social media, online ads, and so on. While there has been a greater shift toward online marketing over the years, good-old-fashioned offline marketing still holds incredible value for reaching new clients — especially when it’s properly paired with online marketing. A few examples of offline marketing include television ads, radio ads, print ads, billboards, business cards, phone calls, and hand-written notes. Is your law firm using both online and offline marketing to their fullest potential?
Here are a few tips for finding the right balance between online and offline marketing…
Remember That Clients Are Often Acquired Through Multiple Marketing Channels
It’s important to realize that new clients often come from a combination of marketing channels, rather than just one. For example, an accident victim may see a billboard for a personal injury attorney and then later go home and search for the lawyer online, eventually contacting the attorney through his or her website. On the flip side, if someone sees a digital ad for a law firm and then hears a radio ad for the same firm the next day, the potential client may view the firm a bigger player with greater recognition. That, in turn, could influence the person’s decision to choose that law firm. Make sure you fully understand how your online and offline marketing channels are working together so you can use them to your best advantage.
Cross-Promote Your Online & Offline Marketing
Don’t be afraid to blur the lines when it comes to your online and offline marketing. Are you running a TV or radio ad? Go ahead and encourage your ad viewers or listeners to visit your website. Are you running an ad or a guest article in a local newspaper or magazine? Include information about how people can find you on Facebook, Twitter, and your other social media platforms. The more synergy you create between your online and offline marketing, the better!
Keep Track of Your Return on Investment (ROI) from Each Marketing Channel
The best way to tell if a marketing channel is successful is to track its return on investment (ROI). You should ask yourself how many new clients and cases the marketing channel is generating. Is it profitable after considering all the costs involved? If you find that certain marketing channels produce much higher returns than others, you may want to dedicate more of your budget to these areas.
However, as mentioned above, you will need to pay attention to any overlap of your law firm marketing efforts so you are sure to give credit where it’s due. You don’t want to cut an area of your marketing plan that is bringing you a lot of leads indirectly, such as that billboard that is bringing you more web traffic. You can only make informed decisions about how to balance your online and offline marketing efforts when you have the appropriate data.
With the right information and planning, you can determine which online and offline marketing strategies are best for your personal injury law firm.
For more helpful tips for tracking the ROI of your legal marketing efforts, download our free guide: “ROI Tracking Strategies Your Law Firm Can’t Afford to Ignore."