TV and Your Website: Blending the Old and the New
Online marketing is an undeniably effective way to connect with new clients. A well-designed website, along with social media presences and regular blog posts, can help your firm get found. That’s particularly true in a time when more and more people are using the Internet to find and research potential attorneys.
But there’s an old medium that can make your online marketing even stronger. This medium can drive quick results, reach a substantial audience and make direct connections with people looking for legal help.
That medium is television.
Surprised? You might have heard that TV is on the wane in the digital age. Don’t believe it. The average American still watches more than 34 hours of TV every week, according to a 2012 survey by ratings agency Nielsen. While it’s true that time spent on the Internet and tablets and mobile devices has gone up, in the last 20 years television usage has also risen. Hot TV programs, both network, and cable, still generate tremendous buzz.
Still, why do both online and broadcast marketing? Because there’s evidence that small law firms that integrate TV and online marketing receive more than 87% additional contacts from potential clients compared to firms that don’t. And according to a 2012 Internet Advertising Bureau report, combining TV advertising with online efforts increases the chances of landing a client by more than 50 percent.
Needless to say, a successful blend of old and new media needs a well-crafted strategy. So here are four ways to make your TV/online marketing program work:
Have a call to action. Whether online or on TV, you need a compelling message to get people’s attention. That means connecting with them emotionally. What problems might a potential client be having? How can you help? The goal, of course, is to get the person to call your firm.
Be consistent. The average American consumes almost 73 hours of media per week. It’s likely your marketing message is being seen and heard across many media. So give all of your messages a consistent look and feel. Doing so will leave a more lasting impression.
Be able to handle the calls. Running a TV ad can open the floodgates of calls. You must be able to accommodate the increase in contacts or risk pushing away valuable clients. That primarily means having an appropriately staffed phone line. You can also use services to cover peak times and nights and weekends.
Track the calls. How do you measure the success of your campaigns? The best way is with unique phone numbers that allow you to track calls so you know how people heard about you. A heavy increase in quality calls can tell you if a TV campaign is working.
TV and online can be a potent mix, but you must use them correctly. To receive the full benefit of both mediums, they must work in tandem.