Internet Marketing for Lawyers

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Lawyers face the same challenges as any business does. In order to get new business must market their services, ie advertising. And lawyers deal with the same marketing and advertising challenge every business does - how to beat the competition. Plus lawyers have to assume that any Internet or non-Internet marketing or advertising they do may well produce little or no results for the amount of time and money they spend - regardless of what an outside marketing or advertising advisor may say otherwise.

Before the Internet the first choice no Internet marketing option or advertising for any lawyer was to advertise in the yellow pages. Today the printed yellow pages contain plenty of colorful, one page display ads that feature lawyers offering their services, and lawyers pay a lot for these ads. How effective these ads are is anyone's guess - it's hard to color a page of ads highlighting when you have 20 other lawyers who do exactly the same! The yellow pages companies, however, continue to promote marketing and advertising philosophy that "bigger is always better" and "everything we sell is an opportunity", which often present a lawyer with no internet marketing solution advertising that costs plenty but often produces little.

This line of thinking, along with the use of print yellow pages in general, has gone the way of the dinosaurs at a very rapid pace. The yellow pages in print form had their heyday for many decades, but the population now goes to the Internet for the information they seek, so most print directories are collecting dust. A lawyer who advertises in the Yellow Pages print and can get calls, but most likely be from vendors using the yellow pages as a cheap source of leads.

The major paid search providers (pay per click search engines) tend to offer lawyers Internet marketing and advertising solutions similar to the way the yellow pages do with their print directories way. "Bigger is always better," so instead of arguing realistically a lawyer a pay per sale Click Internet and advertising campaign that makes financial sense and produces a return of decent investment, pay per click providers will tell the lawyer to go to offer both higher (more expensive) keywords as your budget allows and bid as high as possible. The lawyer may go broke in the process, but at least you will get exposure! Many lawyers get into pay per click as a quick way to get leads but quickly exit a month later after spending a lot of money for Internet marketing and advertising results that produce nothing but expenses.

1 comment:

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