57 FEB 2022 | WWW.LAWYER-MONTHLY.COM So much money is wasted by law firms by paying for clicks from people who are located hundreds of miles away. Get local on Social. Does your law firm use social media? Are you going local on it? If not, why not? Most social media channels allow you to tag locations and other local entities and use local hashtags, which will showcase your local credentials. You can also use it to engage with the surrounding community, councils and people and get your virtual face in the local picture. Use local marketing channels. In the race towards digitalisation, many law firms have forgotten the power of traditional local marketing channels and the impact they can have on client retention, loyalty, lead generation and reputation – all of which are vital to running a successful law firm. Use local marketing channels that you might have abandoned when you thought everyone went online. Many of these are often also incredibly cost-effective compared to other marketing campaigns. Some local marketing campaigns could include: • Locally distributed print marketing materials such as flyers. • Billboards in your area. • Sponsoring local events or sports teams. • Print advertising in local magazines and newsletters. All of the above cost a lot less than you might think and will increase your brand awareness for customers who are on your doorstep. Be BraveWith Your Marketing This Year As we mentioned last month, there is a real risk of biting off more than you can chew if you try to do all of the above at once. Starting small and building up is almost always the best option, and the one that is most likely to generate leads in the long run. So long as you put yourself out there and give your platforms the time investment they need, you should soon have a solid launch pad for your legal marketing to grow.