Connecting the Dots: The Correlation Between Print and Online Marketing
Case Study: Standing out in the Crowd
For some lawyers, the industry is more exciting and dynamic than ever, with technology bringing about rapid change and new opportunities in the practice of law. Whether its billing software like Time59, or research tools like Fastcase, there are plenty of handy technologies right at your fingertips. In addition to technology, law firms are embracing social media like never before. In fact, 41% of firms now have social media sites with another one-third of small firms researching legal products and solutions on social media before purchasing.*
But when it comes to building a sense of trust with clients, magazine advertising still has its place in the digital world. Did you know magazines rank #1 out of 16 mediums for consumers having a positive and credible impression of advertising? In addition, 53% of magazine readers took action or had a more favorable opinion about an advertiser because of magazine advertising.**
The best way to market your law firm is to utilize as many channels as possible to reach every corner of your target demographic by combining print and online advertising. Nowhere does this ring true more in the legal landscape that with us at Super Lawyers. Did you know across all 2015 Super Lawyers and Rising Stars selectees, a magazine advertiser averaged 2.5x more page views to their Super Lawyers online profile after their magazine released compared to those without magazine advertisements?***
We recently highlighted this connection by conducting a case study on Kirk Stange from Stange Law Firm, PC. Kirk's deliberate, multi-faceted marketing approach has led to greater brand awareness for the firm and an increase in high-quality leads. In addition, he has seen traffic levels to his Premium Online Attorney Profile increase in the months following the release of Missouri and Kansas Super Lawyers Magazine.
In fact, traffic to Kirk's Premium Online Attorney Profile increased twenty five times more than that of non-print purchasers across all online profile types in Missouri and Kansas since October 2015. Click here to learn more and view our full case study about Kirk.
* ABA Technology Survey
** The Magazine Factbook
*** Data gathered from a 2015 profile analysis of print vs. non-print advertisers
How do you Celebrate Your Super Lawyers Selection?
Leveraging past success for future growth Debra Schoenberg, founder of Schoenberg Family Law Group, P.C., located in San Francisco, California was in search of unique ways to attract an affluent client base. As a six-time Super Lawyers selectee, Debra has valued leveraging the Super Lawyers distinction that only five percent of attorneys in Northern California receive, using it as a catalyst for the firm's development.
This recent case study from Super Lawyers highlights how Debra was able to strengthen the firm's footprint in Northern California with a mix of Super Lawyers print and online solutions. Combining print advertising in both Northern California Super Lawyers Magazine and San Francisco magazine with an aggressive online presence in the SuperLawyers.com directory has led to high-quality leads.
In fact, traffic to Debra's Premium Online Attorney Profile increased twenty five times more than that of non-print purchasers across all online profile types in Northern California.
Click here to learn more and view our full case study about Debra.
For quite some time we've been intrigued to learn the ways our Super Lawyers and Rising Stars selectees promote and celebrate their accomplishments. Last month, we asked our Facebook community to let us know how they go about sharing the good news (and offered 4 Super Lawyers Pub Glasses as giveaway prize). Lawyers from all over the country sent various answers, each sharing their experiences (some more light-hearted than others). Let's look at what some of the Super Lawyers Facebook community members had to say.
In previous years we have met together after work to toast our good fortune with beers in our Super Lawyers Pub glasses followed by a trip to the children's ward of the local hospital to hand out presents.
We post notifications on Facebook and add the badge to our website. We also issue a press release.
The local business association presented me with a Superman shirt and Clark Kent glasses.
I'm celebrating--by working harder than ever before!
I put the notification sticker on the office door, the logo on my website and I smile the entire year.
I have the plaques hanging on my wall and we post the badge on our email signature lines and on the website.
- Sal Raie
We use our superpowers to fight the good fight every day!
- Jacqueline Harounian
We were truly thrilled with the outpouring of engagement we received from our Facebook community on this topic. With that being said, we will continue to do giveaways throughout the year and we encourage you to participate and let us know what's on your mind. Don't forget to grow your legal network and connect with us today! Like us on Facebook, Twitter, and LinkedIn to stay up-to-date on Super Lawyers lists, new product offerings, legal marketing trends, and legal news.