The Ultimate Old School Trick to Marketing any Law Practice

WITHOUT BILLBOARD, TV OR RADIO ADVERTISING

Marketing your practice without putting your face on a billboard or buying television advertising is important because they are incredibly costly marketing strategies. The good news is there is a new, more effective way to market your practice that is much kinder on your wallet. 

THIS IS EXCITING: We are currently going through a throwback revival. What was old is new again! The return of vinyl and journaling are perfect examples. One of the new ways to market your law practice involves one of the oldest forms of marketing: direct mail marketing aka sending by snail mail.  Seriously! Snail mail is out-performing digital mail tremendously right now.

Thank about it: many of we Americans get more than 100 emails each day in our Inbox. Much to the contrary, the average American consumer only receives about 2.5 pieces of snail mail daily! Which format do you think is more likely to be seen? 

Once you decided to begin a direct mail campaign, I recommend adding a little shock and awe, attention-grabbing mailer to the equation and BAM you’ve got a winner! 

“Direct Mail” or snail-mail, is proving to be an incredibly effective marketing tool right now. It's also incredibly cheap. For as little as $0.67/lead, you can send out an over-sized post-card. 

Despite the resurgence of snail mail, an online presence is an absolute must. I’m not referring to having a firm Website. You need to be making consistent and meaningful contact with your prospect and your referral partners. 

Offline snail mail is a fantastic tactic, but if you target your prospects from as many angles as possible, you’ll be more successful. Plus, there are a ton of online marketing strategies that are free! Who doesn’t want to take advantage of free marketing? If you’re not currently utilizing free online exposure, please reach out to me and I’ll be happy to give you some ideas on how you can gain an online presence at no cost.

If internet marketing is done properly, attorneys can segment their searches so they are creating an audience of their ideal clients and referral partners.

There are more than 239 Million Americans on the internet today.  If you have the potential of hand selecting your ideal leads from an audience of over 230 Million Americans, why would you invest in 1-3K/month for billboard advertising? With billboard advertising, you’re relying on the chance that someone who happens to have a problem you can solve, also happens to drive down the road your billboard is on, and actually notices the billboard that displays your firm. Then, you’re relying on the prospect remembering your firm’s name, number or Website (btw...I do expect some backlash from making this statement). But really...it's a long shot, right?

Along the same lines of billboard advertising lies tv and radio ads. With so many cable channels, Hulu, Netflix and more, what are the odds that your ideal client will be watching/listening to your ad when there are so many other viewing/listening options? For a fraction of the cost, creating an online and offline presence, and consistently engaging with meaningful content, you are becoming more and more familiar to the prospect and they are naturally becoming predisposed to work with you.

Today the marketing strategies that are producing the best results for law firms are constantly changing. Attorneys should take an interest in staying abreast on the newest strategies as well as any revival of the old school tactics that show impressive ROIs. Doing so will keep them a step ahead of their competition and avoid winding up becoming as outdated and irrelevant as the 8 Track.

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