Geotargeting tips are worth their weight in gold. If you’re an attorney in private practice, here’s one thing you must know — law is both a profession and a business. Like every other business, you must employ marketing strategies to increase brand awareness and gain clients. However, law practice is a unique business type that requires well-thought-out marketing strategies. For example, while filler advertising is bad, specific geo-targeting is an effective marketing strategy.
Geofencing and geotargeting are effective location-based marketing strategies that serve distinct purposes. While both terms involve reaching out to clients in specific geographical locations, geotargeting uses a more detailed approach. In addition, Geofencing is often one of the strategies geotargeting employs to achieve your law firm’s marketing goals.
So, one can say that geotargeting and geofencing are two sides of a coin. If you’re curious about geotargeting and how it can help your law firm, this article is for you. You’ll also learn the best geotargeting tips for law firms.
What’s Geotargeting All About?
Statista reports five billion global internet users as of April 2022. This means that the internet is one of the best places to find your potential clients. However, as a law firm, your services will typically cater to clients within the areas you serve. So, channeling your marketing strategy to the whole world would be a waste of time and resources.
Fortunately, that’s the primary issue geotargeting has come to solve. With geotargeting, you can limit your marketing to the locations within your practice sphere. That is, geotargeting allows you to market your services to the right people in the right places, using the right content.
Geotargeting works by determining your target audience’s location with their device’s IP addresses. It may also capture the place of individuals who indicated an interest in the areas you serve for various reasons. When this happens, you can deliver personalized content to your prospects quickly.
You can employ geotargeting for law firms across different social media/internet platforms:
Facebook is one of the best platforms to market your law firm’s services because of its high user base. Besides aiding location-based marketing, this social media channel monitors your campaign’s performance.
You can leverage Instagram to build your law office’s brand image. Fortunately, the platform allows for effective geotargeting by enabling you to add your location to posts. This makes your law firm discoverable for prospects searching for legal services in your area via hashtags.
Twitter is among the most popular social media platforms for people aged 25 to 34. So, if you believe your target audience is concentrated in that age grade, the platform is perfect for geotargeting. In addition, like Facebook, Twitter can provide accurate data on your campaign performance.
Google Ads Geotargeting
Google allows you to target a radius for your content by regions, countries, cities, etc. It can also display your content to target audiences based on their interests. For example, clients living in Houston can receive ads from law firms across Texas if they search “law firms in Texas.” With Google’s location targeting, you can also exclude people in specific locations from receiving your ads.
Geotargeting tips for law firms can work perfectly with LinkedIn. Besides geotargeting, it’s the perfect platform to connect with other professionals in your industry and see what your competition is up to.
Are There Any Benefits to Implementing Geotargeting Tips in Your Law Firm Marketing Mix?
There are numerous benefits to using geotargeting tips for law firms in your marketing strategy. Here’s why:
You Can Hide Your Ads From Other Law Firms
You can use geotargeting to hide your campaigns from competitor law offices by excluding their locations. That way, they wouldn’t be able to spy on your ads or steal your ideas. This can give you an edge over them in your industry.
The basis of any marketing strategy is relevance. If you market your services to people who don’t need them, you’ll never get the desired conversions.
Besides marketing to the prospective clients in your location, geotargeting ensures that you can send them personalized ads. Personalized ads hit the hammer on the head and address the specific problems prospects face in their locations.
Geotargeting Is Cost-Effective
With geotargeting, you wouldn’t waste your marketing budget targeting ads to people who don’t need your services. Geotargeting also gives you high returns on your investment, so it offers excellent value for your money.
It Improves Brand Authority
Geotargeting can help you gain an impeccable reputation as an authority in your field. This means that whenever someone in your neighborhood needs your services, they’ll come to you first. Brand authority is one of the most critical factors for improving business growth.
Geotargeting boosts engagement by targeting audiences in your location that need your services. Since your law office provides value to them, they’ll be happy to interact with you.
These Geotargeting Tips for Law Firms Will Help You Achieve Your Marketing Goals Faster
If you want to get the best out of geotargeting, these best practices can help:
Don’t Include Irrelevant Areas
There’s no use marketing your services to people who can’t benefit from them. It’s a waste of valuable resources. So only send ads to where your target audience is.
Use the Right Language
Language is an essential part of geotargeting. Be sure to send ads in language that your target audience will understand. Also, use location-specific keywords by adding the relevant city or district names.
Define Your Radius Properly
One mistake many law firms make with geotargeting is setting the wrong geographical parameters for their ads. Many times, they’re either too wide or too narrow. Ensure that you employ the correct factors in determining the proper radius for your campaigns. You can hire a digital marketing firm’s services to avoid errors in this area.
Emphasize Your Selling Points
When luring prospects to your brand, it’s always important to put your best foot forward. That’s especially true when developing your geotargeting strategies. For example, does your law firm offer free consultation and contingency fee plans or has numerous awards from highly ranked organizations? Be sure to highlight them in your ads.
Contact EverConvert Now for More Effective Geotargeting Tips for Law Firms
Geotargeting is a great idea if you aim to increase your clientele base in the most affordable and efficient ways. However, you need an experienced digital marketer to manage your geotargeting strategies for the best outcomes. In other words, you need EverConvert to help your law firm enjoy the full benefits of geotargeting.
Our digital marketing services in Greenville are the best you will find anywhere else. So schedule an appointment with us ASAP.