No Stone Unturned -- 5 Unusual but Effective Places to Advertise
Many lawyers get new clients from traditional word of mouth, supplemented by business cards, websites, online marketing, and maybe some T.V. or radio commercials. Lawyers more committed to marketing may take their strategy a step further, setting up billboards or even a booth at the county fair. After all, standing out in lawyer marketing means differentiating yourself from the competition, both in what you say and where you say it.
Lawyers who really want to put their marketing skills to the test shouldn't be afraid to try new, but effective advertising methods. Here are five underappreciated but valuable advertising venues you should consider:
YouTube, the online video streaming behemoth, turned ten years old today. While the website is better known for the mundane and the bizarre -- its first video ever was about a trip to the zoo -- it's also a visual encyclopedia for millions of Internet users. More than 20 percent of people who research legal topics do so through YouTube videos. Whether it's a banner advertisement or a video explaining legal issues, using YouTube can expose you to a huge audience.
2. Sporting Events
Whether it's the World Series or a high school homecoming match, sports events bring together large, captive audiences -- just waiting to see your ad. So take a hint from the Goodyear blimp and get your ads to the ballpark. DUI lawyers in particular should take note -- research shows that about 8 percent of sporting event attendees leave legally drunk.
3. Video and Online Games
Why focus so much on the corporeal world when there's a whole virtual reality to target as well? In game advertising, a billion dollar industry, allows you to target game players inside their games. Here, your ad could a billboard in the background of an online first person shooter or a ad popping up at the start of Candy Crush. It sounds weird, but it can be a good investment -- according to Nielson, one (nonlegal) in game advertising campaign had a return of investment of over $3 for every buck spent.
If you would throw up a billboard advertising your services, consider investing in some bus side (or back or full-wrap) ads. They're billboards that move! Depending on the route, a buss advertisement could be seen by thousands of commuters a day. Enough said.
5. Church Bulletins
Many religious organizations accept advertising in their bulletins, newsletters or directories. These publications are incredibly local and advertisers may benefit from the goodwill between the religious organization and its members. Often, you don't have to be involved in the religious community to advertise. Be warned though, the buy in can be steep, as many religious publications require a year's commitment.
If you are overwhelmed by your choices, and just want some good advice on online lawyer marketing, talk to a FindLaw Lawyer Marketing rep. They can help you decide what kind of marketing strategy would work best for your firm.
- 50 Ways to Market Your Practice (ABA Journal)
- What's in New in Legal Tech? Highlights From ABA's Techshow (FindLaw's Technologist)
- 7 Legal Marketing Trends Every Lawyer Should Know (FindLaw's Strategist)
- How Do You Determine a Marketing Budget for Your Law Firm? (FindLaw's Strategist)
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