Lawyer Marketing Beyond TV: How to Adapt to Changing Media Habits

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By Casey C. Sullivan, Esq. on October 06, 2015 3:57 PM

Lawyer marketing ain't what it once was. You can't get away with just a listing in the Yellow Pages, an ad in the local paper, and word of mouth anymore. High speed Internet, mobile devices, and those dang Millennials have radically changed how people consume information today.

Here's how the media consumption landscape has changed -- and how you can adapt your marketing to it.

Television Is Starting to Disappear

Most Americans get their television through a subscription cable service. That's great news if you're looking to make one of those "so bad they're good" lawyer advertisements. But, if you're aiming for a younger audience, particularly Millennials, you'll have a harder time reaching them through cable TV.

Many young adults don't watch much TV on actual televisions anymore, according to research by Nielsen. Among adults ages 26 to 31, 47 percent watch TV on a computer, tablet or smartphone. Almost 60 percent of Millennial aged 14 to 25 watch television on their computers and other devices. That means if you want to reach those audiences, consider moving your marketing to more modern platforms.

Of course, you don't have to court the Millennial client, but they do make up 25 percent of the American population. Many Millennials are now reaching home-buying, child-rearing ages, with the attendant legal needs that those responsibilities bring, making them an ever growing part of the market for legal services.

Mobile Devices Are Taking Over

Your marketing materials need to be mobile-friendly, from your blogs, to your websites, to your targeted Internet advertising. Already, a quarter of all global Internet traffic is done through mobile devices. The majority of Google searches are from mobile sources now and mobile traffic is expected to grow drastically in the future, as smartphones, tablets and wireless Internet become more common.

If you're not already mobile-friendly, it's time to talk to your IT and marketing teams.

Radio Reigns Supreme

Wait, radio? Yep, despite the rise of online video, social networking, and Internet news, most Americans tune into AM and FM radio than any other media type. More than 90 percent of Americans tune in to radio on at least a weekly basis, surpassing TV and Internet use in every demographic. Thankfully, radio is a relatively cheap and targetable marketing platform, so get working on that jingle.

Need help with your marketing plan? The experts at FindLaw's Lawyer Marketing are here to help you out, whether you're thinking of advertising on the forefront of the Internet or morning radio.

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