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Four Tips for Blending Your Offline Legal Marketing with Your Digital Marketing Plan

June, 29 2023
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Jo Stephens
legal marketing

In today’s digital world, it’s easy to overlook the value of traditional offline marketing strategies for law firms. However, combining offline marketing with your digital legal marketing plan can significantly enhance your overall marketing efforts. By leveraging both online and offline channels, you can reach a wider audience and drive more qualified leads to your law firm.

Here are four tips for blending your offline legal marketing with your digital marketing plan:

Billboards That Drive Trackable Leads

Billboards have long been a popular advertising medium for law firms, providing wide exposure and brand recognition. But how can you ensure that your billboard campaigns generate trackable leads? By integrating a digital element, such as a unique landing page or a dedicated phone number, you can accurately measure the effectiveness of your billboards.

Create a compelling call-to-action on your billboard that encourages potential clients to visit a specific landing page or call a dedicated number to learn more or request a consultation. By tracking the traffic or calls generated from these digital elements, you can measure the success of your billboard campaign and identify the sources of your leads.

Print Ads with a Digital Twist

Print advertisements, such as those in local newspapers or industry magazines, continue to be a valuable marketing tool for law firms. To make the most of your print ads, add a digital twist that connects them to your online presence.

Include your law firm’s website URL prominently in your print ads, encouraging readers to visit your website for more information. Consider using unique landing pages or specific URLs that are only featured in your print ads. This way, you can track the traffic and conversions generated specifically from your print ad campaigns. Additionally, leverage QR codes that readers can scan with their smartphones to be directed to a specific web page or contact form, making it easier for them to take action.

Link Event Contacts to Your Digital Marketing Plan

Hosting or participating in events is an effective way to network and connect with potential clients in person. However, it’s important to integrate these offline events into your digital marketing plan to maximize their impact.

Create a dedicated landing page or microsite for each event you host or attend. Promote these pages through your offline event materials, such as brochures or business cards, and encourage attendees to visit them for additional resources, exclusive content, or to sign up for your newsletter. By capturing contact information through the event landing pages, you can expand your email list and continue nurturing relationships with potential clients through email marketing campaigns.

Harness the Power of Direct Mail with Online Follow-Up

Direct mail can be a highly targeted and personalized marketing strategy for law firms. When sending out direct mail pieces, leverage the power of online follow-up to maximize your results.

Include a unique URL or a QR code in your direct mail materials that leads recipients to a dedicated landing page. This landing page can offer exclusive content, such as a whitepaper or a free consultation, incentivizing recipients to provide their contact information. Once you’ve captured their details, integrate them into your email marketing campaigns and nurture these leads further through personalized email communication.

By blending your offline legal marketing with your digital marketing plan can significantly enhance your overall marketing efforts. By implementing the tips mentioned above, you can drive trackable leads from billboards, add a digital twist to your print ads, link event contacts to your digital marketing plan, and harness the power of direct mail with online follow-up. Remember, a comprehensive marketing strategy that integrates both online and offline channels will help you reach a wider audience, generate qualified leads, and ultimately grow your law firm.

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