Thomas S. Armenta
1163 Browning Lane
Madison, WI 53716
If you are a lawyer, attorney, or member of a law firm looking to boost business, then you know that you are going to have to market your law firm one way or another. You’d love to be the kind of office that has such a well-known and sterling reputation that clients flock to you just based on your name, but even the firms that seemingly have that kind of luck are always hungry for business and looking to prove themselves. Even after you get more business from marketing, you’ll grow your staff and want more, so it’s best to accept the fact that marketing is an ongoing expense of doing business you’ll have every quarter of every fiscal year.
Once you accept the fact that marketing is not only a necessity but a consistent one, the next decision is what kind of marketing you should do. You might consider traditional and conventional methods that increase your brand awareness and get your professional name out there as much as possible, or at least that of your law firm or office. This might be blasting your local media market with television and radio commercials, putting ads in local newspapers, or even plastering local highways with billboards.
However, as you consider all those various marketing channels, are they that effective? Letting the world know about your name sounds great, but you don’t want to be popular or well-known. You want people who need your legal services to contact you and spend money with you. That’s a far narrower slice of the market then you’re going to hit with such broad marketing mediums. Besides, using those won’t even hit some of the people that might need you. Anyone commuting smartly on backgrounds and minor arteries won’t see your freeway billboards, newspaper ads cater more towards older generations so younger adults might miss you, and with all the digital and streaming content out there, there are whole segments of society that don’t do radio or television at all. Marketing through these channels is not just inefficient, but potentially a massive waste of money.
The Internet is where you should turn. Most anyone considering whether or not they need an attorney are looking things up online, and those that have decided to get one are researching possibilities there too. Pay per click marketing shines through here, as it is a very different animal than organic search engine optimization, which you might already be familiar with. Granted, SEO for your website should already be happening, but it also takes the time to produce results, and it usually focuses on a select few keywords. Naples PPC Marketing lets you delve into more focused phrases and situations that Internet users might need an attorney for, and it provides incredible bang for the buck.
Whereas organic SEO tries to drive the kind of Internet users interested in your legal services or advice to your website, you can use PPC ads to place your marketing on the very pages and websites that they’re going to be looking up. That can even include the search engine results pages they are browsing for links. Your ads go directly in the eyes and path of the kind of clients you want.
The return on your investment is tremendous too because PPC marketing entails only paying for the ads when someone clicks on them. Your contract might stipulate that you pay a website or search engine $5 for a click, which might seem high for one person clicking on one ad, but if that click goes to your website and results in $5,000 worth of billables, that $5 wound up being pretty good spending, right?
One of the last great advantages of pay per click marketing for an attorney is that it’s easy to pull the plug on it quickly should the situation arise. If your PPC campaign is successful enough to flood you in new business, you might have to pause the campaign for a while until you acclimate to your new workload. Likewise, if any particular case winds up going to trial or taking a lot of your time to the point where new clients are not a good idea temporarily, you can likewise adjust your marketing volume accordingly.