Pay Per Click advertising and niche marketing strategies for lawyers
A seasoned employment lawyer told me recently that she was looking for a new channel in terms of marketing for lawyers. This was because Pay Per Click on Google was generating less leads than in past years.
Based in the South of England and targeting private clients who want to sue their boss, this lawyer had used a host of marketing channels and had successfully exploited each one through the decades. From print advertising to radio she had been there, done that and got the T shirt. It was fascinating speaking with her, but what should she do now?
This lawyer told me that her firm had enjoyed a steady flow of leads via PPC until it started to drop off in recent months. She had come to the conclusion that niche marketing for lawyers with this PPC channel was becoming prohibitively expensive as the competition for key words on Google increased.
As a result, she was moving her marketing bucks elsewhere, at least for the time being. If pay per click isn't viable on Google, it may be within your budget on other sites like Facebook and certainly this would fit with the private client demographic. Of course, if you are targeting commercial clients Facebook would very likely be the wrong pond to fish in but others such as Linkedin could be ideal.
So, just because in general terms a channel doesn't work for you shouldn't mean that you write it off entirely. Identifying the target and raising your profile in the places they go to is key to successful niche marketing for lawyers and this may mean that you need to look for a new niche within familiar channels.
Tags: Niche Marketing, Linkedin, Marketing Mix, Pay Per Click
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I recently spoke with Lara King of BBC Radio Humberside on the subject of Employment Law. Click on the Play button, above, to hear the interview.