Lawyer marketing ain't what it once was. You can't get away with just a listing in the Yellow Pages, an ad in the local paper, and word of mouth anymore. High speed Internet, mobile devices, and those dang Millennials have radically changed how people consume information today.
Here's how the media consumption landscape has changed -- and how you can adapt your marketing to it.
Television Is Starting to Disappear
Most Americans get their
television through a subscription cable service. That's great news if you're
looking to make one of those "
so bad they're good" lawyer advertisements. But, if you're
aiming for a younger audience, particularly Millennials, you'll have a harder
time reaching them through cable TV.
Many young adults
don't watch much TV on actual televisions anymore, according
to research by Nielsen. Among adults ages 26 to 31, 47 percent watch TV on a
computer, tablet or smartphone. Almost 60 percent of Millennial aged 14 to 25
watch television on their computers and other devices. That means if you want to
reach those audiences, consider moving your marketing to more modern platforms.
Of course, you don't have to
court the Millennial client, but they do make up 25 percent of the American population. Many Millennials are
now reaching home-buying, child-rearing ages, with the attendant legal needs
that those responsibilities bring, making them an ever growing part of the
market for legal services.
Mobile Devices Are Taking
Over
Your marketing materials need to
be mobile-friendly, from your blogs, to your websites, to your targeted Internet
advertising. Already, a quarter of all global Internet traffic is done through
mobile devices. The
majority of Google searches are from mobile sources now and
mobile traffic is expected to
grow drastically in the future, as smartphones, tablets and
wireless Internet become more common.
If you're not already
mobile-friendly, it's time to talk to your IT and marketing teams.
Radio Reigns
Supreme
Wait, radio? Yep, despite the
rise of online video, social networking, and Internet news, most Americans tune
into AM and FM radio than any other media type. More than 90 percent of
Americans tune in to radio on at least a weekly basis, surpassing TV and Internet use in every demographic. Thankfully, radio is a relatively cheap and targetable marketing platform, so get
working on that jingle.
Need help with your marketing
plan? The experts at FindLaw's Lawyer
Marketing are here to help you out, whether you're thinking of
advertising on the forefront of the Internet or morning radio.
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