Direct mail marketing is a marketing technique that entails sending postcards, letters and other printed materials to people in your target market. Although online advertising is effective, direct mail has several advantages for law firms. Whether you are a defense attorney or a lawyer who handles divorce and custody cases, direct mail should be part of your overall marketing strategy. Here are three reasons to start using direct mail to market your legal services.
1. Direct mail has a better chance of reaching people in your target market. Many people are now using ad-blocking software to prevent their web browsers from displaying advertisements, which could reduce the number of people who see your online ads and interact with them in some way. In fact, in a survey conducted by Marketing Land, approximately 40% of respondents stated that they had used an ad blocker within the previous month. Direct mail, on the other hand, lands right in your prospective client's mailbox. The prospect has to retrieve the mailing and carry it inside, increasing the chances that they will at least glance at the content. With the right content and graphics, you have a great opportunity to educate people on your services and convince them to call you to schedule an appointment.
2. Direct mail marketing allows for precise targeting. One of the major drawbacks of online marketing is that it is difficult to target your advertisements effectively. When your online advertisement pops up in a browser or appears in the sidebar of a social media website, there's no guarantee that the person using the computer will be interested in your services. With direct mail, you can market directly to people who have a need for the services you provide.
For example, a bankruptcy attorney can use foreclosure filings and other public records to create a list of local residents who may be considering bankruptcy. The attorney would then send out a direct-mail piece highlighting the benefits of meeting with an attorney to determine if bankruptcy is the best option. Defense attorneys can also use public records to compile a list of prospective clients who have been charged with a crime.
3. Direct mail is an excellent complement to your online marketing efforts. The good news is that you do not have to choose one marketing technique and ignore all the others. You can use direct mail as a complement to your existing online marketing campaign. Direct mail retargeting is especially helpful if you are worried that your online ads are not getting through to your prospective clients. With retargeting, you use online cookies to track the activity of people who have visited your law firm's website. If those people do not request a consultation or ask your firm to provide more information, you can use the data you gathered to send each person a direct-mail piece. Response rates for direct mail are much higher than response rates for online advertising, which gives you a better chance of convincing prospective clients to take some sort of desired action.
Success as an independent attorney depends on your ability to market your services effectively. Even if you are already using online advertising to reach people in your target audience, it is possible to get great results by sending personalized direct-mail pieces to people who are likely to need the services you offer.