It’s Time To Rethink Your Law Firm Media Buying Tactics
Law firms tend to rely on a single channel for their media strategy. Yet, relying on one tactic to address their audiences’ specific usage habits and consumer journey hinders success. With the media landscape rapidly shifting, law firms must adapt to consumers’ ever-changing media habits while simultaneously meeting their own goals and objectives. We’ve seen firms attempt to mitigate this, but instead make one of two common media mistakes:
Not spending enough on the right media
Even the most generous ad budget is not enough if it doesn’t sufficiently cover the spectrum of media your clients consume. It takes significant time and experience to determine which media vehicle is most impactful for your brand. For many firms, it’s a continuous cycle of trial and error.
Spending too much on one channel
By oversaturating one media type, law firms limit their ability to expand their presence in their market. Through a single-channel strategy, law firms diminish their bandwidth and fail to reach the right people in the right places. In some cases, law firms rely on this strategy for years without realizing its ineffectiveness.
Regardless of which strategy you deploy, one question always remains: “Is my ad spend working?”
The answer is not a simple “yes” or “no.” Instead, attribution is complex, and analyzing the performance of your law firm's media spend, as well as making adjustments requires skill. At Legal Communications Group, our legal media buying experts will guide you through this process, creating and deploying a comprehensive media strategy unique to your law firm that will connect you with your target audience.
