I was flying out of O’Hare airport this week and I noticed an advertisement when going through security. As I took off my shoes and placed them in the bin, the picture on the right greeted me.
An advertisement for Zappos. While I couldn’t tell you how effective this particular campaign is for Zappos, I thought it was a very clever way for them to hit a large audience as they were in the act of taking off their shoes and purses and placing them in the bin. Zappos came up with a good way to target their audience.
Do You Approach Your Law Firm Marketing Like This?
There are too many attorneys that simply follow the pack with their marketing. They do what everyone else is doing because “it seems to be working for everyone else”. Unfortunately, this just isn’t true. The legal world is incredibly diverse. Every firm and each practice area caters to a different audience, looking for different services, in different ways. This makes it critical that you have an understanding of YOUR audience, where they are hanging out and how they are looking for your services.
One of the huge benefits of online advertising is that it allows you to connect with a very specific audience while they are in the act of looking for your services. However, to effectively market to these people you need to understand who you are dealing with.
Ask yourself a few important questions:
What is the demographic you cater to?
How are they looking for your services?
Where are they looking for your services?
Are they likely to do research first?
Is there urgency in the legal service you are offering?
Are you selling on price?
Do you cater to a higher end client?
Are they likely to sign up right away or will it take several meetings?
Think about where you can find your target customer and how best to communicate to that individual how you can help them.