In the crowded and cut-throat space of law firm marketing, branded search is an important indicator of your firm’s reputational health. When potential clients search for your firm by name—like “August Smith & Associates,” for example—rather than generic terms like “personal injury lawyer,” that kind of search shows that your brand has a strong foundation in the public eye. It’s a strong signal of brand recognition and trust, often stemming from prior awareness, whether through advertising, word-of-mouth recommendations, or a strong online presence.
While most firms focus heavily on digital strategies, the role of offline marketing is often overlooked. These offline or “traditional” marketing efforts include TV commercials, community involvement, and charitable giving. Focusing on this kind of marketing not only builds local awareness, but also bolsters your digital marketing by driving potential clients to search for your firm online. So while it may seem counterintuitive, if you’re only investing in online tactics, you might be missing out on a significant opportunity to strengthen your firm’s digital presence.
Ready to dive deeper? Let’s explore how specific offline strategies, like TV advertising and community engagement, can bring your law firm’s brand to new heights.
The Power of Offline Marketing for Online Success
TV commercials have long been a staple of traditional marketing. You’re not just buying airtime—you’re building brand recognition that drives potential clients to search for your firm by name. For example, during the Thanksgiving Giveaway campaigns we ran for law firms, a TV ad led to a big spike in branded search traffic.
This uptick wasn’t just a fluke—it was a direct result of increased awareness generated by the commercials. As viewers saw the ads repeatedly, they became more likely to search for the firm by name online.
Beyond traditional and TV advertising, community events offer another powerful offline tool for enhancing your law firm’s online presence. For instance, our client Tyler Mann Injury Law’s Back-to-School Shoe Drive not only provided much-needed footwear to local children but also generated significant earned media coverage. Local news outlets picked up the story and social media buzz followed, leading to an increase in deliberate search traffic.
For example, WHNT’s News 19 in Huntsville, Tyler Mann’s market, published a write-up about the firm’s campaign. Augusta’s WJBF, along with a few other outlets, published a press release distributed by Tyler Mann Injury Law.
Earned media like news articles and mentions on social media work wonders for brand awareness. When your firm is highlighted in a positive light by reputable sources, it boosts your credibility and encourages more people to search for your firm online. Additionally, these mentions often come with valuable backlinks from reputable websites, which can improve your site’s SEO.
Community Engagement: A Win-Win for SEO and Branding
From an SEO perspective, charitable initiatives and contests can lead to high-quality backlinks from reputable sources (news organizations, nonprofit newsletters, etc.), which are critical for improving your website’s search engine rankings. These events also generate increased web traffic, as people inevitably search for more information about the initiative and your firm. Additionally, the fresh, relevant content you create around these events—blog posts, press releases, or social media posts—helps keep your website active.
Plus, positive brand associations are cultivated when your firm is seen giving back to the community, making it more likely that potential clients will trust and choose your services. These initiatives can help foster deeper engagement with the community, creating a loyal client base that values your commitment to making a difference.
Tyler Mann Injury Law successfully employed a three-pronged approach to maximize the impact of its community engagement efforts:
- Partnering With Local Charities: By collaborating with well-respected local organizations, the firm aligns itself with causes that resonate with the community.
- Distributing Press Releases: After each event, Tyler Mann Injury Law distributes press releases to local media, ensuring the firm’s charitable activities receive the attention they deserve.
- Posting on Social Media: The firm actively shares updates about its charitable initiatives on social media platforms.
By using these three strategies, Tyler Mann Injury Law boosts both its SEO and brand, creating a win-win situation that benefits both the firm and the community it serves.
Let cj Guide Your Marketing Efforts—Both Online and Off
A well-rounded marketing strategy combines the best of two worlds—leveraging the reach and impact of offline efforts, while amplifying those gains through targeted online strategies.
Learn more about how your firm can get maximum exposure, build lasting connections with the community, and convert more potential clients. Contact us today.
We can make plans for your TV, digital, and local marketing efforts, putting your brand at the top of your market.
