This is the article I contributed to the Louisville Bar Association’s May 2015 edition of Bar Briefs. It provides insights into a counter-intuitive approach to law firm marketing, especially for rural areas.
Sometimes, it’s not what you say, but rather how you say it that’s important. If you’re marketing to a rural area, you should take that a step further. Based on your target audience, you may want to consider how that message is delivered, literally.
Many Louisville-area law firms engage in efforts to market to the surrounding counties. Some are cultivating a statewide approach to generating incremental business. There’s enough data to prove that it’s time some of these firms begin taking a counter-intuitive approach to marketing.
If you do any level of Internet marketing (e.g. website, blog, etc.) it’s time to think about how you provide content, especially if your intent is to reach a broader audience. It’s time to reconsider online video. It’s no longer an expensive attribute or upgrade to your website. Based on the statistics, it may be your best medium.