According to Martindale-Avvo, which connects attorneys to potential clients, nearly half of consumers (47%) currently have a legal matter they’re dealing with, yet 61% have not received any recommendation for an attorney. Enter radio, which according to Scarborough reaches 86% of adults who have used any legal service in the past year.
“Legal services firms need to use a medium that, not only drives awareness, but increases web visits,” RAB Senior VP/Insights Annette Malave says in its “Radio Matters” blog. “Not only is radio a high-reach medium, but it also drives awareness — exactly what legal services organizations need.”
An AnalyticOwl analysis over a 19-month period, during which more than 150 legal services advertisers ran nearly 700,000 radio commercials, shows a 20% increase in website traffic while the radio campaigns were on air. These advertisers saw 419,000 new visitors and 3.4 million new users from their radio ads. The strongest period for new visitors took place Tuesdays through Thursdays, with middays (10am-3pm) driving the greatest number of new users to their websites.
When advertising on radio, RAB recommends including a legal firm’s reputation, consumer reviews and fast response rates. “Consumers have many options when selecting an attorney for their legal matters, and while reputation matters, the amount of time it takes for those offices to respond/return calls to consumers will factor in the consumer’s decision,” Malave says. “These insights are important for legal services to include in their messaging.”
Overall, Malave adds, “Being top of mind will be important, so using a medium like broadcast radio to maintain a share of voice in what has become a crowded space is crucial.”
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