The dynamic nature of Internet legal marketing means that is simple and cost-effective to do seasonal marketing that targets specific legal needs and issues related to the holiday season. Traditional static marketing in the yellow pages means law firms are stuck with the same marketing message for an entire year while radio and television allows the message to be modified on a seasonal basis but is very expensive. Because of these limitations of traditional web based lawyer marketing forums, many law firms never developed a strategy for marketing their law firm during the Winter holidays. However, business is typically slow for most law firms this time of year, which makes targeted marketing an effective way to stimulate new business. Some common examples of targeted legal marketing options for the holiday season are provided below:
Add “Holiday” Legal Issues to Online Directory Profiles: Most law firms have a firm profile associated with their legal directory listings, legal matching services, and other online legal marketing programs. It is a good idea to add content that deals with specific issues that are common during this time of year. Some examples might include:
• Family Law: Enforcement of Christmas custody and visitation orders
• Personal Injury: Auto accident victims hit by a driver who is drunk or distracted by holiday issues
• Criminal Defense: People arrested for DUI after leaving holiday parties
Holiday Blog Content or Articles: A law firm can publish articles on its law firm blog, law firm website or other legal marketing websites including legal directories that deal with legal issues that arise during the holidays. These articles can provide a more in-depth analysis of legal issues that typically surround the holidays. For example, a family law attorney might publish an article on the law firm website or their other online law marketing websites concerning what to do when one’s former spouse refuses to release a child on a custody visit.
Focus on Immediate Issues: Law firm marketing content should focus on publishing content that is time sensitive. Some issues can be deferred and usually are until after the holiday season while others must be dealt with now. A potential client may wait until after the holidays to file for divorce but enforcing a Christmas custody order or defending a DUI cannot be put off. Effective holiday law firm marketing should focus on publishing content on such issues to the law firm’s legal directory profile page, law firm website or law firm blog that have urgency and tend to spike during the holidays.
A fair number of law firms completely close for weeks during the last part of December and the beginning of January because there is simply not enough activity to keep the law firm open. Other firms simply accept that this will be a slow time of year. The assumption that there is little new business this time of year is not completely accurate. A law firm that uses targeted content based legal marketing can capitalize on the types of legal business that are more prevalent during the holidays. Another benefit to this marketing strategy is that the conversion rate tends to be higher because clients seeking legal assistance for these types of time sensitive issues need legal remedies now.
You must log in to post a comment.