Introduction
Linear TV remains a powerful marketing channel for SSDI firms and advocates targeting older demographics. Its familiarity and trustworthiness make it a valuable tool for reaching this audience. Marketers at firms and advocates should therefore consider the power of integrating their traditional TV advertising with digital marketing strategies like demand and lead generation. Combining these approaches into one comprehensive master plan enhances the client journey, experience, and boosts conversions. In this article, we’ll explore how your SSD law firm can integrate your linear/traditional TV ads with digital marketing to create a holistic marketing campaign.
The Numbers Don’t Lie: The Enduring Power of TV Ads for Law Firms
Television advertising remains a powerful tool for law firms, even in the age of digital media. Its ability to reach a massive audience simultaneously is unmatched. By creating memorable commercials, law firms can establish brand recognition, build trust, and attract potential clients.
This effectiveness is reflected in the substantial investment in TV advertising by the legal industry. According to the Travelers Institute, an estimated $1.2 billion was spent on lawyer-related TV ads in the United States alone last year. This equates to roughly 45,000 ads airing daily, or one every two seconds.
TV Attribution: Measuring the Impact of TV Ads
One of the most significant benefits of TV advertising is its ability to create a “halo effect,” where the brand recognition and awareness generated by the TV campaign can positively influence other marketing channels. In fact, according to an Accenture study, TV lifts Digital ROI by 22%. By strategically incorporating online search behaviors into your TV ad planning, you can take advantage of this halo effect and drive traffic toward your digital channels.
“Accurately measuring TV attribution often requires the assistance of data providers and a TV ad buying platform capable of aggregating and analyzing data to establish cause-and-effect relationships.”
However, it’s important to note that a direct and precise correlation between TV Ad viewership and user actions may not always exist. There’s that “blind spot” or “zero moment of truth”, due to the fact that 88% of consumers research before they buy, consulting an average of 10.4 sources. This precise moment is highly personal and cannot always be detected by any metric.
Accurately measuring TV attribution often requires the assistance of data providers and a TV ad buying platform capable of aggregating and analyzing data to establish cause-and-effect relationships. One effective method involves collecting audience data, targeting specific demographics, and tracking their behavior across various platforms.
This approach utilizes unique tracking URLs, dedicated phone numbers, or special promo codes in TV ads. These methods can help bridge the gap between TV and digital, making it easier to attribute web traffic, form submissions, or calls to specific TV commercials. Attribution, though imperfect, measures the impact of TV ads to their viewers such as, for example, whether it drove them to visit their website or made a call, etc. By measuring the direct impact of TV ads on these behaviors, you can assess the effectiveness of your cross-channel efforts.
Furthermore, integrating a system like Google’s TV Attribution with media mix modeling (MMM) or multi-touch attribution allows you to understand how TV ads influence digital conversions and other channels like paid search or social media.
Analyzing cross-channel metrics using tools like Google Analytics, social media insights, and CRM platforms to track the performance of your integrated campaigns. Metrics like traffic spikes during ad airings, conversion rates, and lead quality can provide valuable insights into the effectiveness of your TV and digital efforts.
The Power of Synergy: Integrating TV Ads into a Unified Marketing Strategy
Effective marketing requires a multi-faceted approach. Simply put, a TV ad can no longer stand alone. It has to run in sync with your digital marketing to attract leads and drive conversions.
Still, before you go about aligning your marketing efforts, it helps that your SSD law firm is consistent in your brand messaging. Consistency is key to a unified SSD campaign. Align your TV ads with your digital assets—social media ads, landing pages, banners—by maintaining uniform branding, including logos, colors, fonts, and messaging. This creates a recognizable and trustworthy brand presence across all touchpoints.
Once you have a solid brand message in place, integrate your TV and digital campaigns using these strategies:
Synchronized Campaigns: Based on the 2MV study, “TV-Search synchronization: the advertising ping-pong begins,” TV advertising can drive an average increase of 60% in search engine queries. This data alone is reason enough to synchronize your TV ads with digital marketing. When a TV ad airs, law firms should ramp up PPC bids or deploy retargeting or display ads on social platforms like Facebook or Google Display, as platforms like Realytics and Ad Sync suggest. This ensures that viewers who were exposed to your TV ad see your brand online, creating multiple touchpoints
Integration with SEO: To complement your TV ad campaign, focus your SEO strategy on branded terms that viewers are likely to search after watching the commercial. This approach is supported by SEO research indicating that 82% of people are influenced to make a purchase after watching a video, highlighting the power of video content in capturing attention and driving conversions. This includes having well-optimized landing pages that mirror the TV ad messaging.
Cross-promote on social media: A significant 74% of viewers actively use social media while watching TV, underscoring the importance of integrating TV channel feeds with social media platforms. This integration can foster deeper engagement and drive audience growth. Based on this study, you should be leveraging your TV ads to direct viewers to your social media profiles, encouraging them to follow and engage your page.
Moreover, you can extend your TV campaign by running complementary social media ads that mirror the ad’s message or theme. Incorporate hashtags and interactive features to inspire user-generated content, amplifying your brand’s reach.
Optimize for mobile: Many viewers use a second screen, typically a mobile device, while watching TV. With 88% of U.S. adults multitasking this way, and over 70% looking up content related to what they’re watching, it’s crucial that your digital marketing—especially content linked to TV ads—is mobile-friendly. Ensure your website, landing pages, and forms are optimized for mobile to capture this audience.
Practical Ways to Use TV Ads to Generate Digital Traffic
Establishing trust is paramount for SSD law firms. Television, with its stringent regulations ensuring content accuracy and reliability, can be a powerful tool to project this trust. This credibility extends to television advertising, making it an asset for generating digital traffic and leads.
To maximize the impact of TV ads, incorporate compelling call-to-actions (CTAs). Encourage viewers to visit your website, follow your social media channels, or engage with specific campaign hashtags. Offer free consultations or downloadable content to incentivize further action.
Consider using QR codes in your TV ads for a seamless transition to digital content. According to Adweek magazine, TV commercials featuring QR codes saw a 25% increase in online traffic compared to those without, highlighting their effectiveness in driving digital engagement.
Viewers can simply scan the QR code with their mobile device to access your website or other information. Ensure the QR code is clear, easy to scan, and accompanied by a strong call to action.
To further extend your reach and improve SEO, repurpose your TV ads into shorter video clips and upload them to platforms like YouTube. Optimize these videos with SEO-friendly titles, descriptions, and tags to attract organic search traffic and increase brand visibility.
Conclusion
By integrating your marketing efforts, you can significantly expand your reach and create a more impactful customer experience. While some customers may only encounter your digital ads or television commercials, others will be exposed to both. Through integrated efforts, you can create diverse content and guide consumers seamlessly from one platform to another. A customer who sees a TV ad, for example, might be prompted to visit your social media page, which can then lead them to your website. This integrated approach fosters a sense of continuity and helps maintain customer interest throughout the interaction.
TV ads and digital marketing complement each other effectively. Digital marketing provides additional touchpoints, which are crucial as customers often need multiple interactions before making a purchase. Conversely, TV ads can enhance the credibility of your digital marketing efforts. Consumers who have seen your TV commercials are more likely to trust your brand and engage with your online presence.
Seamless Integration and Seamless Partnership with DL Marketing
Partnering with a reputable SSD marketing agency like Disability Law Marketing can provide invaluable assistance in navigating this complex landscape. With our deep expertise and proven success in SSD marketing, we’ll tailor your TV ad strategy, integrate it seamlessly with your digital channels, and drive more leads to your firm. Whether you’re a small practice or a large legal team, our professionals are ready to craft campaigns that deliver real results. Contact us today to boost your SSD law firm’s visibility and success.
