Successful law firms see the value of digital marketing in growing their businesses. But some firms decide to forego traditional print advertising in order to invest only in digital campaigns.
This can be a mistake. Although print marketing may appear to be outdated to some, others understand the value that print marketing still offers.
Knowing how to incorporate your printed marketing materials into your website lets you leverage both mediums and maximize your marketing returns.
Driving Traffic
The goal of any marketing campaign is to direct your audience to your legal services. Print advertisements may compel readers to visit your website or call your office to schedule a consultation.
Printed marketing materials must include your website domain and social media profile information. These help readers move from the offline arena and into your online sales process.
Printed advertisements should have clearly defined calls to action that drive traffic to your website. Driving traffic from print to digital allows prospects to gain more information about your firm and the legal services it provides.
Tracking Print Marketing
Print marketing materials are valuable tools for tracking the response rates of recipients. Quick Response (QR) codes are used by many businesses as a way to incorporate print marketing into their websites.
QR codes are scanned by smartphone users, who are then taken to your online marketing. This increased engagement lets you drive the right users to a particular website page or a special offer.
Using QR codes and personalized URLs on printed materials allows you to track user data and ensure that your print advertising is working.
More importantly, it lets you create a consistent brand experience, which supports your brand’s visibility and credibility.
Direct Mail Marketing
Print materials delivered through the mail are especially useful for law firms that target local clients within a specific zip or area code, and your printed materials can be kept handy by recipients over time.
Business cards, brochures, and free guides can be incorporated into your law firm’s website. They make a more powerful first impression (when done right) than online advertisements, email marketing, and other digital strategies.
Print marketing creates a consistent brand experience and drives recipients to your website for more information. Incentives and offers are effective when using direct mail marketing strategies.
Best Practices for Incorporating Print and Digital Marketing
Your marketing team must understand the objectives and key performance indicators that underlie your marketing campaigns.
The Information related to both your print and digital marketing must be provided to team members in order to ensure that you get the best results from both strategies.
Coordinating these activities makes it easy for you to determine what works and what doesn’t work. This lets you optimize your strategies more efficiently and eliminate wasteful spending.
The feedback you receive from your print and digital marketing campaigns must inform all of the decisions you make. Having a system to track analytics and provide reports to your marketing team is essential to this process.
If you’re looking to begin incorporating your printed marketing materials into your website, let us know your questions in the comments below.
Understanding how to incorporate them into your law firm’s marketing campaigns provides you with the many benefits that both strategies have to offer.
