I don’t really get the sudden influx of attorney advertising on TV and radio anymore. Isn’t all about the web? How can I track besides asking if the TV spot is actually working? Brand awareness is really hard to gauge. Even if you do have brand awareness with the public on your side you can be dam sure that when it comes time to hire an attorney (out of necessity) you are still going to visit their website and see if they suit your needs.
There has always been the ambulance chasers and now there are these workers’ compensation attorneys who feel the need to advertise like there is no tomorrow. All it takes is one firm and the rest follow. There was the back of the bus lawsuit and now the other guy is producing TV commercials that run day and night. Add to that a PPC budget over $20k/month and you basically leave little to no room for the little guy. How does the solo practitioner survive?
Well first off they can hire a really good SEO who is well versed in local SEO because that is the small firms bread and butter. And it will be significantly easier if we are not talking a major metropolitan center but the suburbs where the bug guys are not. That is where to start with these workers’ compensation lawyers who are going up against the large firms in the big city.
Then these small firms and solo practitioners need to go out and shake hands and network like there is no tomorrow like the big guys are spending. You can generate your own brand awareness on your time, on your scale.
more on attorney digital marketing to come…
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