The Pros and Cons of OOH Billboard Advertising for Law Firms

Recent changes in technology have dramatically increased advertising options for law firms. A well-coordinated digital marketing strategy provides several advantages, including the ability to connect with people in your area who are already seeking your services.

In today’s world, law firms that fail to adopt a digital marketing strategy are missing out on a vital source of new leads. But traditional marketing channels, like print, flyers, direct mail, and billboards still have their place. Depending on your goals, you may wish to use billboards as part of an integrated marketing strategy, especially if you are in a large market and you’re practicing in a competitive field, such as personal injury law.

It’s important to remember that billboards have some serious drawbacks–they’re costly, poorly targeted, and only allow you to convey a small amount of information. You’ll definitely want to consult with your digital marketing agency before investing in a billboard campaign.

The Benefits of Billboards

A billboard is an outdoor advertising structure that supports a large sign. They can be found in high-traffic areas such as urban environments and along major roads and highways. Businesses that own billboards charge a monthly fee to post your advertisement. Historically, it has required a work crew to change billboard ads, but today, we are seeing more and more LED displayable billboards.

Billboards, bus shelter posters, checkout advertising, and other public displays are referred to as out-of-home (OOH) advertising. One benefit of OOH advertising is that it reaches people who are not online.

When used correctly, an effective billboard campaign can be a powerful brand enhancer that allows you to stand out in a crowded field. This could give you a leg up with potential clients who suddenly discover that they need a lawyer.

The Downside of Billboard Marketing

Despite their ability to attract attention from a large number of potential clients, there are factors that you’ll want to consider before committing a sizable portion of your marketing budget to billboard advertising. Some people consider billboards to be distasteful, so you may wish to think about whether this type of advertising is in alignment with the public image that your law firm wants to project.

Additional downsides to billboard advertising include:

• Billboard campaigns are costly.
• You will probably be required to sign a lengthy contract.
• You can’t change the message on a traditional billboard once it’s been posted.
• The same group of people will see your ad day after day.
• It doesn’t target people who are looking for your services.
• You can only display a brief message.
• Billboards may be vandalized and defaced with graffiti.
• Unlike a website, there is no additional content for viewers to consume.

The Benefits of a Digital Marketing Campaign

It would be unwise for any law firm to rely solely on billboards and other types of traditional marketing strategies in the constantly evolving world of 21^st-century advertising. A modern digital marketing campaign provides advantages you won’t find anywhere else. It’s nimble, dynamic, and you get an amazing ROI.

A comprehensive digital marketing strategy that includes a well-designed content marketing campaign will deliver organic traffic to your website from potential clients who are enquiring about your services in Google queries. Additional digital marketing channels include paid PPC advertising, influencer marketing, social media marketing, podcasting, email marketing, and other cutting-edge technologies.

The benefits of digital marketing include:

• Agility
• Precise targeting
• Regular cost updates
• Predictable budgeting
• Measurable results
• High client engagement
• Lead generation
• Unlimited reach

Let’s Grow Your Business Together

Is your law firm getting enough leads? If not, we have all sorts of solutions at SLS Consulting, Inc. Our websites have a conversion rate of five to seven percent. That’s much higher than the industry average of only two to three percent.

To learn more, call (323) 254-1510 and schedule a FREE consultation today.