The Internet brought many changes to various aspects of human relationships. In addition, new technologies and the World Wide Web change the way law firms attract, relate to, and acquire new clients, opening the way to digital marketing.
However, how different is it from traditional marketing? Is it better? Is it not? Is it simply different?
Traditional advertising originated right alongside the invention of the printing press which gave people the means of producing a channel of mass information. This type of marketing mainly seeks to increase sales based on mass communication strategies.
Of course, traditional marketing looks a little different than it did in the 17th century and you’ll see proof of that in your daily life. Law firms are able to reach a mass audience through billboards, press, television, and radio. The most important word you have to take into account with traditional is ‘mass.’ It’s about getting your message out to the largest number of people that you can afford to because the more eyes on your content, the more prospective clients.
Digital advertising, on the other hand, is more focused, with a strategy of creating a sense of greater relationship with prospective clients. It is based on the Internet as a communication channel and allows people to reach the firm through search engines like Google and social media platforms like Instagram, Tik Tok, and Facebook, in addition to creating constant interaction with users and their experiences.
The most notable form of digital marketing we have today are the ads we see on networks such as YouTube, Google search, Instagram, or Facebook.
The possibilities of digital marketing are growing more and more, thanks to people’s access to the internet and digital platforms. In addition, it is always changing and working to improve the user experience.
Digital advertising focuses on the user of the product or service, knowing the customer, their interests and needs, using keyword search and segmentation. In addition, the results of digital marketing strategies are easy to measure and access to the information collected is unlimited. This is a fundamental aspect of its success.
A law firm has to wait weeks, months, even years to know the ROI of its campaign on television, radio, or in the press, in order to determine what real impact it has had on sales and what corrections should be made to the campaign. Digital marketing offers the possibility of monitoring the results of their investment in real-time.
Imagine knowing hour after hour how your advertising in places like Facebook or YouTube impacts in the audience you are pursuing. Digital advertising allows you to make corrections to your marketing campaign. Therefore, you can avoid the waste of capital that comes from waiting several weeks before you can make changes or modifications, if at all.
Would you like to check how prospective clients will react to a new slogan? You can invest in a two-day promotional ad on Instagram to receive feedback.
Meanwhile, traditional advertising requires a much larger investment of both time and money. This type of advertising, due to the size of the audience it can be shown to, has a higher cost.
It’s not simple to measure the impact of traditional marketing. Once the investment has been made, there is no easy way to evaluate the impact that the advertising campaign had on the law firm, since it is not possible to automatically access the data that makes this type of study possible.
It’s not surprising, then, that digital advertising has become the main way of communication for small businesses, entrepreneurs, and new commercial initiatives, thanks to its low cost, adaptability, and capacity for constant modification.
It’s no secret to anyone that the Internet has transformed the way of consuming information, which is why digital marketing has gained strength and presence in our daily lives.
Netflix and YouTube have replaced television, and the radio has given way to Spotify and Soundcloud. The press has moved to digital versions or each brand has created its own newsletter.
Traditional advertising is still important for those who have consumption habits that don’t have a close relation with online media.
Digital marketing evolves as long as digital platforms exist. There is no way to know how far, but it is certain that it will continue to transform and improve user knowledge and experience.
It’s a miracle of the modern world to be able to monitor the results of an investment in advertising and make modifications day by day, if necessary. Investing in advertising should mean a process of constant growth for law firms. Therefore, the results of their investment should be available whenever they require it, 24 hours a day, 7 days a week.
Marketing strategies can be carried out through offline or online channels. The important thing is to recognize how you can deliver the message that you consider will be the most valuable for those who will know your law firm and use your services.
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