{"id":12915,"date":"2024-01-17T12:06:27","date_gmt":"2024-01-17T19:06:27","guid":{"rendered":"https:\/\/tegnacorpstage.wpengine.com\/advertise\/?p=12915"},"modified":"2024-05-22T10:02:08","modified_gmt":"2024-05-22T17:02:08","slug":"advertising-your-law-firm-6-steps","status":"publish","type":"post","link":"https:\/\/www.tegna.com\/advertise\/advertising-your-law-firm-6-steps","title":{"rendered":"Advertising Your Law Firm: 6 Steps\u00a0"},"content":{"rendered":"

With more than 1.3<\/span>3<\/span> million lawyers in the U.S.<\/span><\/span><\/a>, being top of mind among those needing legal services is no easy task. This is where the art of advertising becomes a formidable ally, offering a strategic pathway for legal professionals to distinguish themselves and connect with those seeking their expertise.<\/span>\u00a0<\/span><\/p>\n

How should you get started? Let\u2019s unravel the marketing and advertising strategies that can transform a law firm into a recognized and sought-after entity on the road to building brand fame<\/a>.<\/span><\/p>\n

\"Millennial<\/a><\/p>\n

Why Should You Advertise Your Law Firm?<\/span><\/b>\u00a0<\/span><\/h2>\n

Law firms engage in advertising for various reasons, including creating brand awareness, building credibility, connecting with new clients, and growing business. But advertising your law firm is not just about promoting services; it’s about creating a lasting and positive impression that sets your practice apart from others. In an environment where competition is fierce and attention spans are fleeting, strategic advertising becomes a cornerstone for success in the legal profession. A few of the motivations that drive law firms to advertise include the following:<\/span>\u00a0<\/span><\/p>\n

Building Brand Awareness<\/span><\/b>\u00a0<\/span><\/h3>\n

This represents a consumer’s level of recognition, recall, and association with a particular brand. The ultimate goal of brand awareness – often achieved through consistent and strategic marketing efforts across various channels –\u00a0 is to create a strong and positive presence among a target audience in the early stages of the consumer decision-making process, making the brand more likely to be considered and chosen when legal services are needed.<\/span>\u00a0<\/span><\/p>\n

Staying Top of Mind<\/span><\/b><\/h3>\n

Legal needs often arise unexpectedly, and potential clients may not immediately recall a specific law firm when in distress. Advertising ensures your firm is visible and top of mind, increasing the likelihood that individuals will remember and reach out to you when legal assistance is needed – especially if your brand is well-known in the community or if advertising has a relatable message, memorable jingle, or creates an emotional connection with the audience.<\/span>\u00a0<\/span><\/p>\n

Expertise, Trust, & The Halo Effect<\/span><\/b>\u00a0<\/span><\/h3>\n

When potential clients repeatedly encounter your firm’s messaging across various channels, it instills a sense of reliability, professionalism, trust, and credibility. When done right, crafting targeted and informative content can position your firm as a go-to resource for individuals seeking legal guidance.<\/span>\u00a0<\/span><\/p>\n

Depending on where your advertising is placed, law firms can also experience a<\/span> halo effect<\/span><\/a>, which refers to a consumer\u2019s positive sentiment toward certain brands, products, and services based on a consumer\u2019s experience with the brand, an experience from another consumer with the brand (reviews, testimonials, word-of-mouth recommendations, social media presence), or an experience with the brand\u2019s partners (a company it collaborated with, the channel in which it advertises).<\/span>\u00a0<\/span><\/p>\n

Attracting New Clients & Driving Business Growth<\/span><\/b>\u00a0<\/span><\/h3>\n

Effective advertising is a proven method for attracting new clients and translates into increased visibility, client trust, and business growth. By attracting a steady stream of clients through advertising, your law firm can expand its reach and connect with individuals seeking legal assistance.<\/span>\u00a0<\/span><\/p>\n

Lawyer Advertising Rules To Remember<\/span><\/b>\u00a0<\/span><\/h2>\n

All industries have marketing and advertising rules to follow, and the legal industry is no different. The American Bar Association lays out<\/span> Rule 7.2: Communications Concerning a Lawyer’s Services: Specific Rules<\/span><\/a> on its website and outlines specific rules that must be adhered to in advertising campaigns to maintain integrity and professionalism. These rules aim to maintain transparency, prevent misleading claims, and ensure responsible communication in legal advertising.<\/span>\u00a0<\/span><\/p>\n

Lawyers can use any media for such communication as part of the guidelines. However, they are prohibited from compensating individuals for recommending their services, except for reasonable advertisement costs. Lawyers cannot falsely claim specialization unless certified by an approved organization, with clear identification of the certifying body in the communication. Any communication under this rule must include the name and contact information of at least one lawyer or law firm responsible for its content.<\/span>\u00a0<\/span><\/p>\n

Advertising Channels for Law Firms<\/span><\/b>\u00a0<\/span><\/h2>\n

As one of the country\u2019s largest media companies, we\u2019ve found that the most effective way to advertise a law firm is through the power of video. Video can introduce, educate, and emotionally connect an audience to your firm and be integrated into multiple channels – broadcast, streaming, and digital platforms – for maximum visibility and broad exposure.<\/span>\u00a0<\/span><\/p>\n

Linear and Broadcast TV<\/span><\/b>\u00a0<\/span><\/h3>\n

Television continues to be a powerful medium for reaching a broad audience, employing captivating visuals and compelling storytelling in advertisements to make a lasting impact and boost brand awareness. The growing viewership of live events on broadcast channels, such as major sports events and award shows like the Super Bowl and Emmys offers significant opportunities for brand exposure. Consider these avenues when creating your<\/span> media plan<\/span><\/a> and choosing a media partner.<\/span>\u00a0<\/span>\u00a0<\/span><\/p>\n

Additionally, video ads broadcast on linear channels are not limited to the conventional 15 or 30-second formats. For example, showcasing your brand on a Lifestyle show like TEGNA’s Good Morning Texas allows you to collaborate with local news teams, enabling more in-depth discussions to educate and raise awareness about your company’s specialties.<\/span>\u00a0<\/span><\/p>\n