Advertising is one of the more controversial business practices that is always around us. It splits the opinions of most, some see it as an evil means of encouraging wasteful spending while, conversely, others seeing it as a strategic art form. Pope John Paul II said that advertising is “threatening the young people with evil techniques that stimulate the natural inclination to avoid hard work by promising the immediate satisfaction of every desire.”
So advertising is polarizing, but is it effective? The answer to that question is yes, for both the business and the consumer. Advertising drives down costs of services because of increases in demand, which allow for that business to continue it’s growth without hemorrhaging the client. So, if advertising is worth it, what mediums should you invest in? Here are the three mediums worth considering in descending order of effectiveness.
Radio is still a very advantageous medium. Although it’s effectiveness seems to be slowly slipping away. The problem with radio is that it is being replaced will all kinds of commercial free alternatives that lower its effectiveness. The price of advertising on this medium drops, but so does it’s reach. Where radio is effective is with local markets, especially radio broadcasts like sports talk shows and news programming. These stations will have a dedicated listening base because their content is not available elsewhere. For advertising your law firm, search out programming on the radio that you believe would have a solid listening base and consider advertising with that station.
Television was funded for the purpose of moving advertising into people’s homes and it was incredibly successful. It rewrote the book on successful marketing strategies. Today, it remains an incredibly effective medium for delivering a business’s message. The best placement for your advertisement is up to you, but consider your demographic. As a law firm, your advertisement will need to be place heavy emphasis on stations that deliver localized content. The evening news, for example, will be much more effective than syndicated content. Spending money for advertising is expensive, so make sure your investment is worth it!
The new frontier for advertisers everywhere, online media is the most inexpensive technology to reach a wide array of consumers. With different ways to reach potential clients, your business can invest in web based marketing. A web marketing firm can build your website’s search engine optimization through link building, blogging, keyword research, and link baiting. These techniques will spread your material throughout the web and build credibility for your site. You will become more authoritative in the eyes of a search engine and before you know it your business will be the first result for local law firm searches. The internet also allows you to spread material through social media. Social media, including Twitter, Facebook, and Google Plus, allow you to interact with your current clientele and make room for new consumers.
All of these mediums are advantageous for business growth in your law firm. Lawyers have a tendency to settle for referral based business, but no longer does that have to be the case. With advancing technologies, you can maintain a dignified reputation while still investing in new business.
WT Johnson is a personal injury attorney at The Law Offices of WT Johnson in Dallas, Texas.