Traditional advertising remains a proven method for increasing a personal injury law firm’s brand awareness, driving leads, and building the practice. Traditional advertising takes many forms: TV (broadcast, cable, streaming), radio (terrestrial and streaming), outdoor or out of home (billboards, transit, etc.), and print. As a PI attorney, you can use any or all of these channels to reach prospective clients, develop your practice’s brand, and differentiate yourself from your competitors.
Benefits of traditional advertising
- It is a highly cost-effective way to reach large audiences
- TV, radio, outdoor and print reach very diverse audiences
- Ability to hyper-localize your messaging
- Offers a broad range of channels
- The creative has a longer shelf life than digital advertising
Traditional advertising tactics for personal injury attorneys
Traditional advertising for personal injury attorneys—like all marketing campaigns—takes prospects from awareness to engagement to conversion. Different tactics are required along the way to convert prospects into law firm clients throughout this customer journey. However, traditional advertising channels generally take the prospect from awareness to acquisition (conversion—generating leads and gaining new clients).
That’s why, given the explosive growth and adoption of digital marketing channels—by law firms and clients—traditional advertising tactics must be supported by digital marketing for maximum effectiveness.
Awareness –TV commercials, radio spots, and print ads, in the right places at the right times, build awareness of the firm among its target audience.
Consideration – the prospect wants to learn more about how the PI law firm can solve their problem. They may go to the website in the print ad or look for the firm on social media. This is where digital advertising also comes into play—white papers, landing pages, explainer videos, social media posts, and more.
Conversion –prospects are making inquiries about how a firm can help with their personal injury case. TV ads and outdoor boards that provide a phone number and a call to action will help.
Advertising agency for PI attorneys
Of course, like any form of marketing there is a right way and a wrong way to plan and buy traditional advertising. It is important to know how any advertising channel or marketing platform works. Equally important is working with an advertising agency that understands the market and advertising for PI attorneys to make smart decisions around ad campaign creation and media planning and buying.
If you are not satisfied with the results of your current traditional advertising campaign, or want to learn how adding digital marketing can super-charge your PI law firm’s growth, contact Metro Valley Advertising for a full media assessment.
John Sadowski is an advertising industry veteran, having come of age on the corporate side of advertising. He spent his first decade selling print, cable, radio, and outdoor media before moving to the agency side for companies like CBS, Time Warner, and Clear Channel. This experience gave him a thorough knowledge of how media companies price and position their services that he now uses to our clients’ advantage. His client-centric vision led him to form Metro Valley Advertising in 2011.
John has an in-depth understanding of the digital world and how algorithms work. He has been managing Google Ad campaigns since 2004 and behavioral display campaigns since 2007. He has since been focused on digital and online advertising, mastering search engine marketing, social media marketing and programmatic advertising among other platforms.