You’ve seen popular brands dominating the ads on TV, radio, newspaper, social media, and even you favorite websites. Obviously, this is because they want to extend their reach to as many consumers as possible, and eventually drive them to become loyal customers.
For law firms and businesses in the legal industry, is it practical to tap all these channels in promoting their service? Would engaging in multi-channel marketing also drive clients in need of legal advice, filing assistance, pleading, and legal defense services to your firm?
What is Multi-Channel Marketing?
Multi-channel marketing is a marketing strategy that aims to engage customers across different channels or platforms, including TV, radio, online, social media, and email among others. It involves implementing a single strategy but utilizing a mix of media in promoting and selling a brand, product, or service, thereby maximizing the opportunities to connect with potential customers.
According to Marketing Week, it takes at least 6 touches for an average consumer to decide to make a purchase or avail of a specific service. The goal of multi-channel marketing, therefore, is to give consumers time and choice to allow them to purchase whenever and wherever they prefer. Because a single marketing channel may come and go, showcasing your law firm and legal services in multiple platforms will not only help you make a name for your firm, it can also help establish brand recall, reach more of your target audience, and encourage clients’ intent on taking action.
Advantages of Multi-Channel Marketing for Law Firms
While many lawyers still lack online presence, some are only using one channel to promote their legal services, such as a website or a Facebook page. Whether you are just starting up or are already running an established law firm, consider multi-channel marketing. Here are some reasons why a multi-channel approach also work for law firms just like with companies and businesses in other industries.
1. It increases awareness.
The multi-channel approach is an effective way of reaching a wider set of audience and maximizing customer engagement. For example, if you settle on newspaper ads alone, how would potential clients who spend most of their time on social media to learn about your firm or your legal services? By targeting different channels, you are engaging clients of different location, demographics, and interests.
2. It establishes consistent messaging.
Marketing is all about communicating. Through multi-channel marketing, you have different opportunities to send your message across in an accurate, consistent manner. This way, wherever your clients are, they can hear your message over and over again, which also significantly helps in brand awareness and recall.
3. It boosts sales.
In a study made by the Advertising Research Foundation, brands are able to increase their ROI by 35% using a 5-channel campaign instead of just one. This is because potential clients have different opportunities to gain cases— whether it’s through a physical office, online, telephone, or email. If you are trying to increase your client base — it wouldn’t hurt promoting your firm and your services in different marketing channels.
4. It provides competitive advantage.
According to Gartner Research, campaigns using more than 4 digital channels outperform competitors that are only using single or dual channel campaigns by 300%. This means, if you want to outdo your competitors and capture a bigger market share in the legal industry or even in your area of legal expertise, make sure to tap different channels when launching marketing campaigns.
5. It provides more data and better insights.
More channels means more data. And for law firms who want to get ahead of the competition, data is gold. It can provide excellent insights about what your potential clients are looking for, what legal services do they need, how much they are willing to spend, what influences them to hire a lawyer, or what causes them to choose your competitors over you?
While multi-channel marketing may seem to be an excellent approach in promoting your law firm and legal services, you also have to understand that it comes with a few challenges. These include identifying the right marketing mix, adjusting your message to the type of channel and audience you are targeting, as well as spending more marketing budget and time in executing your campaigns.
Of course, all these challenges will be worth it when you start getting increased inquiries from clients and seeing your law firm grow by implementing the right multi-channel marketing plan.
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