Law Firm Advertising: Which Media Work Best?

By Author: Stam Bett
Total Articles: 452
Comment this article

If your law firm is thinking of getting into advertising, the first thing you need to do is to prepare a monthly budget for it. Just like with advertising for any other product or service, law firm advertising works best on an ongoing basis – the more often people see your commercial, the more new clients it’ll bring in.

That’s right – advertising isn’t something you can just do once and expect to get results. A single appearance on television, radio, the Internet, or in any other form of media isn’t enough to get people to pay attention: they need to see your ad repeatedly over a period of time. And even once you have all the clients you want, you can’t just stop advertising: competition gets tougher with every passing year, and in the legal market, today’s success story can quickly become yesterday’s news. Like any other business, law firms have good months and bad months, but unlike most other businesses, law firms can’t count on a consistent stream of good cases. Law firm advertising on a continuous basis can help mitigate this problem.

Law firm advertising works with just about any advertising ...
... media. Ideally, you’d be able to advertise in every possible media you can fit into your budget, but most law firms don’t have deep enough pockets for such a proposition: on the limited advertising budgets they have to work with, they need to pick and choose which media will give them the most exposure. In the case of law firm advertising, that would be television: the media with the widest reach and broadest appeal. Radio is also a good second place candidate, as it remains a major part of people’s daily lives – alarm clocks, commutes, background noise, etc. However, it doesn’t matter what media you choose if you can’t make your audience pay attention to what you have to say: stick to a sales pitch format, and try to keep your ad as jargon-free as possible. You also need to know your target demographic: your ads need to reach people who might actually need your services. Be sure to air your ads on stations and in time slots that your target demographic watches or listens to regularly.

Websites are an inexpensive way to advertise; however, they’re better at providing extra information about your law firm than bringing in clients through search results. Set up a website and have your TV or radio commercials direct your audience to it: there’s only so much you can say in a 30-second commercial, and your website can fill in the gaps for them. Be sure to spend some time, money, and effort on making sure your website looks professional and provides all the information your prospective clients need: nothing can sink your credibility quite like having a website that looks like a holdover from the mid-‘90s.

For best results, be sure to hire an advertising agency that specializes in law firm marketing. The knowledge and expertise they can provide will help you get the absolute most out of your advertising budget.

For more information on Law Firm TV Advertising and Law Firm TV Commercials. Visit Today - Lawfirmtvadvertisingcommercials.com