Google Report: Lawyer Marketing Firms see the ‘Green’ in Ads
05/06/2011 // West Palm Beach, FL, USA // Rene Perras…… Le Buzz // Rene Perras
(Lawyer Marketing News) — Smartphones like Apple’s iPhone and Google’s Android have become such a huge force in our daily lives that 93 percent of smartphone owners use their phones at home, 39 percent admitted to using their smartphone “while going to the bathroom” and 20 percent even said they would give up cable TV before their smartphone, according to a Google commissioned study.
These consumers are not just using their smartphones to make phone calls or send texts; they are actively searching the Internet, leading to purchases. Nine out of 10 mobile search users have “taken an action as a result of a mobile search, with over half leading to a purchase,” Google reported.
The law firm marketing specialists at CEPAC lawyer marketing realize that mobile ads might be fruitless in certain areas of the legal field, but for practice areas like product liability, consumer protection or even employment law, there is a way lawyers can benefit from mobile ads.
The Google survey noted that mobile searchers are looking for an array of information on topics from restaurants to automotive on their smartphones. But, the number one topic mobile searchers are looking for is news (57 percent).
Here’s a scenario on how law firms can benefit from mobile ads and the news:
Mike is relaxing at home, reading the news via his iPhone, when he sees that Accutane and Zoloft were recalled for health risks. Mike just happened to be prescribed one of these drugs and begins to worry that his health may have been put at risk. While reading the article, a mobile ad for a product liability law firm pops up offering help and more information on recent drug recalls. Intrigued, Mike makes a phone call to the law firm inquiring about the recall and how he may be able to receive compensation, potentially turning a click of a mobile ad into a case for the product liability attorney.
Essentially the same scenario could work for consumer protection lawyers and employment attorneys. Consumers see a news article on their smartphone discussing a subject that may pertain to them, like missing personal data at a national bank or a class action lawsuit filed against someone’s former workplace for unlawful employment practices. Consumers become engaged when the news pertains to them, and when they see a law firm advertising or speaking about the topic, it prompts them to click on the ad, taking the motivated consumer to the lawyer website.
But, these mobile ads will be useless if your law firm website isn’t mobile Web compatible. In today’s society, it is imperative that lawyer websites have mobile Web capability, because not everyone has a home computer, laptop, tablet or iPad to browse the Internet, so for many people their smartphone is the only connection they have to the World Wide Web. If your lawyer website is hard to view, configure or to access information, you will likely lose a potential client to your competitor who has a mobile friendly law firm website.
At CEPAC lawyer marketing, our 25 years of experience has given us an expertise in creating successful lawyer marketing campaigns encompassing traditional advertising avenues like TV and radio, and more cutting edge areas like lawyer Internet marketing, mobile friendly law firm websites, and attorney newsrooms hosted by Vision Smart News technology.
For more information on effective lawyer marketing campaigns using Google, private label attorney newsrooms, development of mobile framework for creating mobile apps or building a mobile friendly lawyer website, contact Rene Perras.
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