Events–in or out of your control–are a part of life.
In today’s tech-first world, the first thing a consumer will do when seeking help or legal advice will be to dig out their phone and type in “Lawyers near me” into their search bar. Then, out of pure convenience, they’ll likely choose the first number to pop up in their search.
The numbers don’t lie; according to a study completed by MDG Advertising, 70 percent of consumers prefer to learn about products and services through content as opposed to traditional advertising methods. With this number in mind, it’s essential for law firms to take advantage, adopt a digital marketing strategy as an effective way to reach larger audiences, and engage directly with clients and prospects, all while creating brand awareness.
We chatted with Senior Account Manager, Ryan Calzavara, to discuss best practices for advertising as a law firm, where the industry is headed, and what opportunities are available.
Tell us about your position at AdCellerant–how many years have you worked in Account Management, specifically in the law industry?
I started at AdCellerant in 2019 as an Account Coordinator. From there, I became a Junior Account Manager, promoted to Account Manager shortly after, and today I am a Senior Account Manager.
What is your experience working within the legal industry?
My background in legal is 100 percent digital. I provide an understanding of a suitable product suite to get our clients excited about making a purchase and then continuing to keep them long-term. We work with dozens of law firms across the country that have used our services for years.
I love working within the legal industry because law firms and lawyers have marketing dollars to spend. Unfortunately, many businesses AdCellerant works with are mom-and-pop shops that don’t always have the marketing money to spend because it’s either coming out of their pocket or a profit they’ve earned. Law firms can have budgets ranging between $2,500 to $150,000 per month, depending on the complexity of the campaign and the competition.
When it comes to law firms, it’s not about convincing them where they should spend their marketing budget; it’s about convincing them who to choose for their digital partner.
What are some of the digital trends you’ve seen in the legal space?
First, law firms get right that they know digital is essential and need to leverage different solutions such as pay-per-click (PPC) or Search Engine Optimization (SEO).
Currently, most law firms are using Search Engine Marketing (SEM), SEO, and Streaming TV. Trends can be region specific, so some lawyers and law firms will increase their spending during hurricane season in places like Florida or Louisiana. Unfortunately, bad weather is good for lawyers.
What is your approach when working with clients?
I try to be flexible and make accommodations to fit the needs of what the lawyer or firm wants. From my experience working in this space, lawyers are very confident in their craft and respect when they are satisfied with what they are telling them to do. They typically are willing to accept guidance if you can prove that you have been successful in the past with similar clientele. They always respect a firm plan with the quick and dirty details because they are pinched for time; we always need to be on our A-game. Lastly, SEO audits are the best attention grabber to get a law firm to sit down with you for an introductory meeting.
What does success look like within this industry?
We use a tool called Auction Insight Report from paid search, the number one product in the legal field. It shows how much our campaigns spend on Paid Search efforts compared to the competition. This way, law firms know they are not overpaying or underpaying for significant keywords.
Who wouldn’t want to know who is paying more (or less) for the same results?
How do you think AdCellerant sets itself apart from the competition?
For our partners, we go the extra mile. We’ll do the sales and reporting calls for you – even with your most demanding clients. With my partners, in particular, I’ll be the one who runs the meeting and takes the brunt of any less than desirable feedback from a client, if ever applicable in a situation.
On the same point, I am going to be the one that goes over the reporting and keeps it positive to ensure the client continues. Here at AdCellerant, we try to be the quarterback as much as possible.
For the client, it’s easy. We have Geo-Fencing, Streaming TV, SEO, and SEM technology. So you get to deal with one expert in the field who looks at your campaigns from a holistic perspective.
Let’s work together
If you have questions or want to learn how our products can support your law firm, contact your Account Manager. If you are not an AdCellerant partner, book a demo with us today.