Like it or not, marketing is an essential part of any legal practice. Believe it or not, law firms may spend up to 18% of gross revenue on marketing.
However, there are plenty of ways to save on marketing expenses, especially if you use the right marketing mix. Let’s talk about PPC vs. content marketing and see which is right for your law practice!
What Is PPC Marketing?
Pay-per-click (PPC) advertising is a popular form of marketing where you pay a designated amount for every “click” you receive from users. Unfortunately, this does not guarantee conversions or anything else, only the amount of users who click on your ads.
They can also be on any platform. Search ads on Google, video ads, display ads, and more can all follow the PPC structure. In most cases, you will have to bid on certain keywords with competitors per click. Prices will vary widely based on search terms.
What Is Content Marketing?
Content marketing can take many forms, including video content, podcasts, interactive content, and, most commonly, a blog.
A blog is the most common choice for obvious reasons; any literate person with industry knowledge can write one. The trick is to write great content that is better than your competitors’ to help you rank ahead of them on search engines like Google.
This way, when people search for information like “DWI attorney near me” or “how to find a divorce lawyer”, they’ll be brought to your blog, where you can hopefully convert them into clients. Once you have the content, it doesn’t go away, and you can continue to earn from it for years.
PPC vs. Content Marketing: What Are the Differences?
PPC marketing is a great way to generate short-term revenue or build a brand new client base. However, it can be very expensive, especially in a competitive legal field, since there’s no guarantee of conversions. If you spend $5 per click and only 1 out of 100 people sign up for your services, you’ll need that one person to spend $500 for you to break even.
Content marketing is completely different. It’s designed for long-term, sustainable marketing with little to no ongoing costs. Once you have a strong foundation and you follow it up with quality content, results can last for years without any need for additional expenses.
For attorneys in today’s world, you have to use the right mix of SEO and PPC for the best results, especially for a new firm. This will help you generate short-term growth with a light at the end of the tunnel in the form of reduced marketing expenses. Read more now for more information.
Build Your Strategy
Now that you know the differences between PPC vs. content marketing, you can use this information to your advantage and build your marketing strategy from the ground up. Using PPC campaigns, you can generate short-term income while building a killer content marketing strategy that pays off in the long run.
Remember, the legal niche is competitive, so use a healthy marketing mix and stay up to date with our latest digital marketing news!