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Lawyer Marketing Publications

Whether you’ve been branding your legal services for years or are just learning how to get started, every lawyer needs to understand the importance of ad placement. As critical as the ad itself, where you choose to display your ad can either make or break the results you hope to achieve.

While there is no clear-cut answer on which publications are the best suited for your ad, there is something you can do. By testing your ad placement results, you can start to see a pattern and determine the publications that proved more successful. To make this process easier, consider including a discount offer in your ad that says something to the effect of, “mention this ad to receive a free consultation.” This way, you can easily track the impact of your ad when a prospective client calls and mentions it.

With the advent of Internet marketing, placing your ads in publications such as newspapers or magazines is now called offline marketing. Before you choose which publications to run ads in, you need to know that there are two different types of publications.

The first are newspapers and magazines that target the greater population. In these types of publications, remember that the publishers are trying to cover the interests, wants and needs of the general audience. The other types of publications are known as trade magazines. Unlike those that target the general audience, trade publications are focused on a specific group of people, also known as a niche market. These types of mail order publications may be business to business or business to consumer, but they are all designed to cover a very specific interest or need.

Once you have chosen an ad you’d like to use, try placing one in a trade publication and the other in a general interest magazine or newspaper. You may find that one flourishes while the other flops. While readers of trade publications still read general interest magazines and newspapers, many general interest fans have no interest in trade publications.

By testing and tracking the results of your ad, you’ll have a better understanding of why your ad is or is not working. Contact our online marketing specialists today to talk about your company's needs.