An established lawyer enjoys a broad client base and large income. For years, he’s advertised successfully in the local yellow pages. Yet recently, his list of new clients has been steadily dwindling.
To combat this, he decides to invest in larger, more expensive print ads in local business directories but sees no resulting bump in client referrals. What is this lawyer doing wrong?
Our lawyer is basically behind the digital ball; he’s failed to keep up with a changing world. To put it another way, he’s using traditional forms of marketing that are outdated in today’s market.
He’s not alone, as this strategy is common with many established local businesses. Local business directories, along with other traditional advertising such as billboards and posters – even ads in newspapers or on radio and television – are not as effective as they once were.
Think about it: When was the last time you flipped through a local Yellow Pages or saw an ad on television that inspired you to make a purchase?
Most local American businesses struggle with marketing, an essential component of business success. Even if you’re the best in your market, if you don’t know how to get new clients through your doors, you won’t get very far. Marketing is crucial – and today, good marketing is online marketing.
While business directories like the Yellow Pages were once the main advertising tool for local shops, today online search engines have taken their place. Not ten years ago, if you were looking for a lawyer, dentist or plumber, you’d first flip through your local business directory. Today, however, most people use Google or another search engine to find local services.
Right now, there are dozens of locals in your area using the internet to find a service like the one you provide. The question is, will they find you?