Omnichannel advertising is one of the key components of a programmatic strategy. It involves creating a seamless experience for potential clients across multiple channels, which for lawyers, in this case, would be individuals looking for assistance in legal matters. By spreading your presence around through omnichannel advertising, you’re able to maintain and build on your firm’s notoriety within your given locality.
Exploring Omnichannel Advertising: Key to Reaching More Clients As a Law Firm
It’s easier said than done, however, and for implementation, a coordinated effort has to be made across these different channels, that includes but not limited to social media, email marketing, search engine marketing, mobile advertising, and traditional media such as television, radio, and print. By leveraging all of these channels, lawyers such as yourselves, and by extension, your designated marketing team can create a comprehensive and integrated marketing strategy that can maximize the impact of each of your channels while ensuring consistency.
Benefits of Omnichannel Advertising for Lawyers
As a law firm, you’re looking for your phone to constantly ring away or your E-Mail folder to be filled with meeting requests. That’s how you keep the cash flowing. To reach and attract new clients, creating a personalized marketing plan across these different channels is extremely important, and it’s going to benefit you in various ways:
Increased Visibility and Reach
You’ll cast a wider net onto a larger audience through different channels. This includes all of the digital channels that we just mentioned. Ultimately, you will be contributing to your visibility and will be more capable to gain more clients to increase your overall profitability.
Personalization and Improved Engagement
Not only that, but when you’re working with a partner like Fetch & Funnel, you’re looking at personalization you’ve never experienced before. Customers of any business like it when you pay attention to them, and through our eyeglasses, we’ll help you see what they truly want through our data and analytics that highlight your ideal client’s behavior.
Measurable Results and Data-Driven optimization
As a lawyer, you love numbers, facts, and figures printed on a sheet for you. With omnichannel marketing, you have different sources of information, so the question you end up asking yourself is, how do you sort this out? Well, managing it is not really that big of a problem, but know that you’ll be able to measure the results you have on hand and will be able to optimize your marketing strategy to improve your results in real-time. You have multiple sources for your results; the more numbers you have, the better your data-driven optimization.
When you have a consistent virtual billboard cruising itself through the internet for your customers, you’re going to establish yourself as credible and trustworthy. The more they see your name across the different platforms they use, the better they’ll be able to confide in you.
Best Practices for Implementing an Omnichannel Advertising Strategy
The drawing board is always the easy part, so when it comes to implementation, there are four key points that you need to touch base with your team. These best practices include investing in tech, providing a personalized experience, testing your campaigns, and complying with legal and ethical standards.
Creating a Custom Audience
While it’s extremely easy to just set up a campaign on your social media channels through look-alike audiences, uncalculated moves without the necessary measures in place will add unnecessary money to your marketing budget. When you get specific, CPA goes down. This is where external tools like geo-fencing, third-party data, and other variables come into play. The more you know about where your customers are, the better you will be at carving out the perfect piece of land for your campaigns.
Use Data and Analytics to Measure and Optimize
You have multiple streams of data flowing in from campaigns running across different platforms. Some of this data might only be usable on its respective platform, but most of it can be used to enhance your creatives and messaging everywhere. Identify trends, look at insights, and make data-driven decisions that can help improve the ROI of your campaign. Put your money in informed decisions.
Create a Consistent Brand Image
If you haven’t gone fully online yet, then chances are, you haven’t created a brand image. What we mean by that is, your company has a fixed color palette, logo, and tone of voice that it exclusively uses to address potential clients through social media. This consistency needs to be displayed ALL ACROSS.
Invest in Tech, and Stay Ahead of the Curve
If you’re going to do this, you better do it right. That means, the money you just saved through extensive research on your marketing campaigns and its audience, needs to be spent acquiring useful tools that can help you or your marketing team to improve their results. You’re going to need a Customer Relationship Management (CRM) system, marketing automation tools, analytics software, and pretty much anything that helps you track and analyze your customer interactions.
Ensure Compliance With Legal and Ethical Standards
Flashy tactics aside, as a lawyer, you must comply with legal and ethical standards when you advertise your presence online. Every lawyer knows this, that’s why it’s kept for last, and what we mean is the American Bar Association’s Model Rules of Professional Conduct. Still, it might be beneficial to give it a quick read.
Developing an effective omnichannel strategy requires a lot of planning and care when it comes to execution. As a lawyer, it might be unchartered territory for you, which is why it might be beneficial for you to try out a third-party marketing agency to get your message out there. People did love their yellow pages a decade ago, but now things are a tad bit different, and while it’s good to have your firm written down in that specific medium, diversification is always going to be key.