How to Grow your Law Firm Advertising Impact

Welcome to 2024, where SEO competition is fiercer than it’s ever been, new privacy regulations have led to devastating mobile signal loss, and unprecedented digital consumption fragmentation is wreaking havoc on even the most robust law firm marketing strategies. Meanwhile, law firm marketing is increasingly competitive. In public-facing areas especially, like personal injury, family law, or mass tort, advertisers need to be strategic and innovative in their marketing efforts to stay ahead of the competition.

It can be difficult to understand where and how to innovate in a rapidly shifting digital landscape, so we are sharing the ultimate marketing round-up for law firms and attorneys: a list of high-impact strategies that have helped thousands of law firms increase their client base and revenue.

Regardless of your firm’s size, area of expertise, or location, your 2023 law firm advertising strategy needs to be laser-focused on 3 key strategic goals:

If you're a law firm or an attorney looking to take your marketing efforts to the next level, read on to learn how Search Ads, OOH advertising, and Streaming TV can transform your lead generation processes in just a few easy steps. 

Not your mother’s Search Engine Marketing

93% of all law firm-related searches are made within a specific geographic location, which makes site-specific SEO especially important; but marketers beware! SEO prices and performances are not what they used to be, especially in a highly competitive industry like legal marketing. Gone are the days of affordable, discoverable Google My Business profiles. Today, impactful search engine listings need a strategy behind them.

Here are the top 5 ways to ensure your SEO strategy drives results in 2023. 

Doh! I should have tried DOOH!

Few industries have embraced billboard advertising (also known as OOH advertising) as enthusiastically as the legal sector, with varying levels of success. Some of the main issues plaguing the Out Of Home advertising industry are its archaic onboarding format, which often still requires marketers to select ad locations from unwieldy maps and very little flexibility once the creative is up and running:

That’s why our recommendation to law firms interested in keeping their ads on billboards is to switch to Digital Out Of Home (DOOH) providers or self-serve hybrids like Blip which allow you to optimize, target, and track your campaign KPIs much more efficiently. More importantly, purchasing advertising space on billboards and other Out of Home inventory can be a cumbersome, time-consuming process, with middlemen negotiating prices with ad space owners, which can increase cost many times over. 

Control your cost and scale your campaign fast with programmatic digital billboard campaigns that can deliver relevant ads to targeted audiences at the perfect moment when they walk or travel past the digital signage, and respond coherently to your ads running on other, complementary channels. 

Again, law firm marketers will need to develop this type of campaign in conjunction with other impactful channels like streaming and digital. The connection between out-of-home and digital media is undeniable, as prospects and business stakeholders are constantly connected through our devices; exposure to OOH can boost engagement with those devices and other media.

The Verdict is In: Cable is Out

In the last 2 years, Connected Television viewership has grown to 4 times what it was before the pandemic and shows no sign of slowing down. In fact, 94% of all US households with television now own at least one connected television device and spend twice as much time watching programs on a connected device than on traditional television. As of 2023, 60 million US viewers have “cut the cord” and left cable for CTV. That’s a lot of time and attention your ads are probably not getting.

Even more important than the volume of potential new viewers, however, is the unprecedented ability marketers now have to target viewers who fit the profile of qualified leads. Because streamed television programs are delivered over the internet, connected television advertising platforms can use IP addresses to target (and retarget) viewers by geo-location, demographic, household income, interest, and more.

Targeting clients on streamed content also means advertisers can reach audiences on different device types - mobile, tablet, and television screens, so you’re not missing folks watching the news on their phone during their morning commute, or snuggling up to their tablets at night.

Is this starting to sound more like digital advertising on social media or Google Ads? That’s because the functionalities are the same:

But you also get the benefits of television advertising:

When someone needs legal help in today’s world, they will look it up online, not call a number from a billboard or radio jingle they memorized through sheer repetition. That’s why brand storytelling and recall should be at the very top of your campaign goals. There are a few ways to measure that.

Connected Television advertising has a new set of metrics to follow, as it adapts to new viewer behaviors. It doesn’t rely on vague Nielsen report numbers for average impressions by DMA (Designated Marketing Area) like traditional television advertising does, but it doesn’t follow typical display advertising metrics either.

Here’s what to look for:

Streaming TV Advertising Best Practices

Wondering how to get the most out of your law firm’s ad on a new medium? Here’s a cheat sheet. It can be our little secret.

Now is a good time to get started with a powerful marketing medium that your competition may not have started using yet.