Law Firm Media Mentions
Getting your law firm mentioned in the media – either online or in more traditional forms of media – can be extremely valuable for your law firm marketing plan. But how important are law firm media mentions? Can they get your firm attention and bring clients to your door?
A media mention builds credibility, provides free advertising, and allows you to make connections in the industry.
So does this mean you should be working for media mentions? Are they worth chasing or should you allow them to happen organically as your firm achieves other objectives?
Here’s what you should know about media mentions and how they can help your law firm.
All Media Mentions Aren’t Created Equally
In order for a media mention to give you your biggest bang for your buck, so to speak, it needs to be suited to your audience. Mentions from outlets that don’t target your ideal clients aren’t doing you much good and won’t necessarily improve your law firm marketing plan.
Media mentions not targeting your ideal audience aren’t a bad thing. However, if you’re investing time and effort into mentions, you’ll want the best ones possible. You should target those that are read, watched, or listened to by your ideal audience. This will help assist you with your overall marketing plan.
Keep Track of What Works
There are two data points you’ll want to track when it comes to media mentions. First, know where you’re getting mentioned. A quick and simple way to do this is to set up Google Alerts for your firm’s name and the names of the lawyers linked to your firm if you haven’t already.
Next, you’ll want to keep track of which of these mentions lead to conversions. Now is the time to ask where prospective clients learned about your firm. As you get inquiries from those who heard about your firm through media mentions you’ll want to make note of it. Over time you’ll really get to understand which mentions are the most relevant and which ones you don’t need to actively pursue.
Monitor the Quality of the Mention
In addition to keeping track of which mentions lead to contact from prospects, you’ll also want to analyze the quality of the content of the source. To move forward with your law firm marketing plan, consider the following:
- Reputation of the source
- Platform (television, blog, attorney podcast, etc.)
- Depth of mention
The depth of mention takes into account how much information was provided to the audience about your firm.
- Was your name or your firm’s name and your city the only thing mentioned?
- Did the mention go deeper and include contact information or a backlink to your site?
- Were you contacted for a quote?
In most cases, the more focus there is on your firm the better. However, over time if you’re tracking this information you’ll see what works best for you.
Where to Begin with Your Law Firm Marketing Plan
If you want to take advantage of the opportunity media mentions offer law firms, you need to organize a strategy. It can be as simple as finding one or two media outlets you believe might suit your firm and researching the opportunities available. For instance, if you know a podcast targets your ideal client, reach out to the host and ask to be interviewed.
This strategy can be effective, but it can get overwhelming if you’re hoping to get numerous media mentions. If you want to put together a campaign there are a number of other steps you’ll want to add.