“[Those] earning more than $150,000 per year were more likely to choose an attorney based on an internet search, than via a friend.”
Gyi Tsakalakis on what local marketing is, why it matters, and how to do it effectively.
The Internet is great for a lot of things, but the vast majority of potential clients still find a lawyer by asking a friend, family member, or colleague for a referral. But according to the same study, “[those] earning more than $150,000 per year were more likely to choose an attorney based on an internet search, than via a friend.” And many of those who don’t are turning to the Internet to confirm the referrals they get.
That’s where local marketing comes in. Local means meeting your clients where they already are, whether that means advertising in a community paper, church bulletin, or writing blog posts that will be interesting to your immediate geographic area. After all, do your clients care more about the latest tax decision or the latest coffee shop to open in the neighborhood?