Nowadays we tend to see an increasingly number of cases when digital marketing is replacing traditional methods of promoting a business such as the above-the-line methods like TV, radio, newspaper or outdoor advertising. All marketing departments set aside a budget especially for Internet marketing activities such as SEO, SEM and SMM or e-mail campaigns, knowing that more and more of their audience can be reached online. Also, because they see these channels are actually paying off and worth investing in. Would you like to increase your return-of-investment, starting right now? Then keep reading!
After over 10 years of marketing different law firms from 60 countries I can say that the Internet is rapidly becoming the most important way to market legal services for both bigger and smaller practices, but for different reasons: a) bigger law firms use the web to promote a certain company image and to retain existing clients (keep them from migrating to the competition and b) smaller practices use the net to recruit new clients (a much more “spectacular” purpose since it can very quickly be quantified).