An Introduction to Digital Advertising – Series 1/3

Many law firms want to know how to leverage digital advertising to maximize their marketing efforts. There’s a LOT you can learn about advertising on digital platforms, so we’ve written a series of articles on this very topic to share with you! Here’s the first installment of our three-part series on digital advertising…

Digital Display

Have you ever noticed eye-catching banner ads while browsing your favorite websites? That’s digital display advertising in action! These ads use compelling visuals and strategic placements to boost brand awareness, retarget potential clients, and drive engagement.

With broad reach and precise targeting, display ads ensure your brand stays top of mind—wherever your audience goes online.

Display advertising is a cost-effective, scalable, and visually engaging way to increase brand awareness, drive conversions, and re-engage potential customers. Digital display advertising is a way to promote a firm’s services online using images, text, video, and audio. It’s usually placed on third-party websites. 

Types of digital display ads:

• Banner ads: The most common type of display ad

How digital display advertising works

• Advertisers can use display ads to promote their brand and services
• Ads can include a call to action that links to a landing page 
• Display ads can be interactive, allowing users to engage with their service 

Where digital display ads appear 

• Display ads can appear on websites, videos, and apps
• Keyword Display – Keyword targeting: Ads are served to users viewing content online that contains relevant keywords in a custom list.

Benefits

• Display advertising offers flexibility, broad reach, targeting precision, and the potential for high engagement, making it an essential tool for many digital marketing strategies.
• Can be used for retargeting users who were served streaming ads- helping brands stay top-of-mind with potential clients and drive them to the website. 
• Consistent exposure across websites, news platforms, and apps helps build trust with potential clients.
• Keeps your law firm top-of-mind when someone needs legal services.
• Lower cost-per-impression (CPM) compared to TV, radio, and print ads.

Can be adjusted to any budget, making it a great option for both small and large law firms.

How to Leverage Existing and New Relationships to Grow Your Business

In the legal industry, reputation and relationships are everything. One of the most effective ways for law firms to expand their client base and strengthen their credibility is by building and participating in a referral network. This strategic approach not only enhances business growth but also fosters trust within the legal community and beyond.

Why a Referral Network is Essential

1. Steady Stream of Clients – A well-established referral network ensures a consistent flow of potential clients, reducing the reliance on traditional marketing efforts.
2. Enhanced Credibility – When other professionals recommend your firm, it adds an extra layer of trust and validation to your legal expertise.
3. Stronger Professional Relationships – Partnering with other attorneys, firms, and professionals creates mutually beneficial relationships that support long-term success.
4. Better Client Service – Not every firm can handle every case. A referral network allows you to connect clients with the right legal professionals, ensuring they receive the best representation possible.
5. Increased Revenue Opportunities – Many law firms have referral fee arrangements, which can provide additional income while strengthening professional collaborations.

How to Build a Strong Referral Network

• Cultivate Relationships with Other Attorneys – Connect with lawyers who specialize in different practice areas to create a well-rounded network.
• Join Legal and Business Associations – Being part of bar associations, business groups, and networking events can help expand your professional circle.
• Provide Value and Trust – Referred clients reflect on the credibility of the referring firm, so delivering excellent service ensures ongoing referrals.
• Utilize Digital Platforms – Stay connected through LinkedIn, legal directories, and professional forums to foster and maintain referral relationships.

A referral network is a powerful tool for law firms looking to grow their practice, enhance their reputation, and provide exceptional service to clients. By investing in strategic partnerships and maintaining strong professional relationships, law firms can position themselves for long-term success in a competitive industry.

How You Can Build Stronger Client Connections

In the legal industry, facts and expertise are essential—but they’re not enough to make a lasting impact. Potential clients don’t just choose a law firm based on credentials; they choose based on how a firm makes them feel. Emotional engagement plays a crucial role in client trust, retention, and referrals. By understanding and applying key emotional engagement principles, law firms can differentiate themselves and create deeper, more meaningful connections with their clients.

Here’s how law firms can enhance emotional engagement through strategic branding and client experience:

1. Streamline the Experience
From the first consultation to case resolution, every interaction should be smooth, intuitive, and client-focused. Clients often come to law firms in moments of stress and uncertainty—removing friction from the process can ease their concerns. Clear communication, easy-to-access information, and a structured onboarding process help establish confidence and trust. A well-organized experience reassures clients they are in capable hands.

2. Create Defining Moments
People remember experiences not just by their outcomes, but by standout moments that shape their emotions. Creating positive, memorable interactions—such as a reassuring follow-up call, a thoughtful check-in, or a personalized welcome package—can make all the difference. Law firms that deliberately build defining moments into their client journey will leave lasting impressions that foster loyalty and referrals.

3. Understand Service Psychology
Great law firms don’t just practice law; they practice empathy. Understanding the emotional state of clients—whether they are anxious, frustrated, or hopeful—allows firms to respond appropriately. Training staff in active listening, maintaining open communication, and demonstrating genuine care can help build strong emotional connections. A client who feels heard and understood is more likely to trust their legal team and feel confident in their representation.

4. Engage the Senses
Engaging clients on a sensory level can create an immediate sense of comfort and trust. The design of the office, the tone of a firm’s website, and even the way attorneys communicate all contribute to the overall experience. Warm lighting, a welcoming reception area, easy-to-read documents, and a well-designed website with clear, reassuring messaging all work together to enhance emotional engagement. Even something as simple as the tone of voice used in emails and phone calls can shape a client’s perception.

5. Focus on the Details
The little things matter. Thoughtful touches, such as personalized communication, sending updates before clients have to ask, or making legal documents easier to understand, show that a firm values its clients’ time and peace of mind. Small gestures—like remembering a client’s birthday, following up after a case is closed, or providing a clear roadmap of the legal process—can turn a routine experience into a meaningful relationship. For law firms, emotional engagement isn’t just a marketing strategy—it’s a client experience philosophy that fosters trust, loyalty, and long-term success. By streamlining the experience, creating defining moments, understanding service psychology, engaging the senses, and focusing on the details, firms can build strong emotional connections that set them apart from the competition. In an industry where trust is everything, emotional engagement can be the key to lasting client relationships and a standout reputation.

Satisfied vs. Engaged Clients: A Key to Helping You Stand Out from Your Competition

In today’s competitive market, businesses strive to keep their customers happy, but there’s a significant difference between having satisfied customers and having engaged customers. While both are important, engagement is what truly sets a law firm apart from the competition and fosters long-term success.

Satisfied: The Baseline

A satisfied client is someone who had their expectations met. They received decent customer service and left without complaints. However, satisfaction alone doesn’t guarantee repeat business or referrals. A satisfied client may:

• Appreciate their experience but not feel a strong connection to your brand
• Be just as likely to try a competitor’s product next time
• Leave without engaging further (no referrals, reviews, or loyalty)

Engaged: The Game-Changer

An engaged client is emotionally connected to your brand. They aren’t just happy with their results—they are invested in your company’s success and want to be a part of it. Engaged customers:

• Actively interact with your brand (social media, events, promotions)
• Are loyal and less likely to switch to competitors
• Refer friends and family, becoming brand advocates
• Provide valuable feedback and help shape your business

How Engagement Sets You Apart from the Competition

Many businesses focus on customer satisfaction, but the real differentiator is engagement. Why? Because engaged customers drive growth, create organic marketing opportunities, and build a strong community around your brand.

How to Move from Satisfaction to Engagement:

• Personalize Experiences – Connect with the person, not just the case.
• Referral Programs – Offer something special to clients who refer your firm to their friends and family
• Consistent Communication – Keep former clients in the loop about your firm. If they are engaged, that also means that they are invested in your growth. Celebrate with them!
• Encourage Feedback & Interaction – Your clients may be able to help you fine-tune the customer experience within your firm. Listen to their ideas!
• Go Beyond the Transaction – Invest in your clients like they are invested in you.

Your advertising and marketing efforts should absolutely focus on building your brand through storytelling and sharing your firm’s core values. That initial connection with potential clients is critical. But if you want to grow your brand, expand your practice and stand out from the competition, keep your clients engaged and on your team.

How to Make Your Brand THE Brand in Your Market

In the competitive legal industry, many law firms face the challenge of standing out against larger, well-established firms. But with a clear focus on brand identity and strategic efforts, your firm can carve out its unique space in the market.

Here’s how to improve brand awareness and ensure your law firm resonates with potential clients:

Define Your Brand Identity:

• Your brand is more than a logo or tagline; it’s the essence of what your firm stands for.
• Clarify your mission and values: What drives your practice? What sets you apart?
• Identify your target audience: Understand who your ideal clients are and what they need from a legal partner.
• Develop a consistent voice and style: From website content to client communications, ensure your messaging reflects your firm’s personality—whether that’s professional and polished, approachable and empathetic, or assertive and bold.
• Make sure your staff is clear on what your firm’s brand is, and how you want it represented.

Increase Brand Awareness:

• Spread the word!
• Be intentional in the creative you use and how you develop your media strategy.
• Leverage social media: Share client success stories, legal tips, and community involvement on platforms like LinkedIn, Facebook, and Instagram.
• Invest in local advertising: Use targeted digital ads, local radio and television to reach and build relationships with potential clients in your area.
• Optimize your online presence: Ensure your website is user-friendly, mobile-optimized, and filled with valuable content that answers potential clients’ questions.
• Create high-quality content: Blogs, videos, and webinars that address common legal concerns can establish your firm as a trusted authority.

Represent Your Brand:

• Your firm’s brand extends beyond marketing; it’s reflected in how you operate and engage with the community.
• Ensure every team member embodies the firm’s values.
• Offer excellent client service and personalized attention.
• Collect and share client testimonials that highlight your unique strengths.
• Sponsor local events or charities to build goodwill and visibility.
• Host free legal clinics or workshops to demonstrate expertise and commitment to the community.
• Network with other local businesses and professionals to build strong referral relationships.

Track and Adjust:

• Branding is an ongoing process. Working with a strong advertising and marketing partner will give you access to data, trends and advancements in the industry that can help you stand out and make your investment pay-off.
• Pay attention to feedback from clients and the community to ensure your brand remains relevant and resonant.

Standing out against larger firms doesn’t require a massive budget; it requires a clear sense of identity, strategic outreach, and a commitment to excellence. By focusing on your unique strengths and building authentic connections with your audience, your law firm can establish a powerful and lasting presence in the legal marketplace.

Why Law Firms Need Both Data and Creative Strategy to Drive Growth

In today’s competitive legal landscape, the debate between driving business through data-driven tactics or building a lasting brand through creativity isn’t an “either-or” scenario. For law firms to thrive, the marketing strategy must include both. Data-driven decisions and compelling creative work are two sides of the same coin, each vital to short-term success and long-term growth.

Marketers have access to an endless stream of data, insights, and analytics, leading to a natural focus on driving conversions and immediate results. While these short-term tactics may increase leads quickly, they often overlook the long-term benefit of building a relationship with clients, which is critical to sustaining a firm’s success.

Here’s why both elements are essential for your firm:

The Importance of Data-Driven Strategy

• Precise Targeting: Data helps identify and target the right clients, focusing on those most likely to convert.
• Measuring Success: It allows for clear tracking of campaign performance, providing a better understanding of what works and what doesn’t.
• Quick Wins: Short-term lead conversions are valuable for immediate growth and meeting business goals.

The Power of Brand Building

• Building Trust: Brand-building helps establish loyalty and trust, making clients more likely to turn to your firm or recommend it to others.
• Long-Term Resilience: A strong brand is more resilient to competing law firms  and market shifts, providing a competitive edge.
• Emotional Connection: Clients are more likely put their future in your hands  when they feel a strong emotional connection to your brand.

Balancing Data and Creativity

While data is necessary for driving immediate business, creativity is what humanizes your law firm. It’s not enough to push your brand—you need to pull clients in by keeping your message real, authentic, and culturally relevant. Here’s why creative storytelling matters just as much as data:

• Creating Buzz: Compelling campaigns make your brand stand out, even in a crowded market.
• Cultural Relevance: Creativity allows you to stay agile and adapt your message to resonate with evolving consumer demands.
• Deepening Loyalty: People who care about your brand stay loyal, and in legal services, loyalty and referrals are priceless.
• Firm Longevity: Rely on data to optimize and track your marketing investment but integrate that data with your creative efforts to deepen client relationships and build a lasting brand. Remember, sometimes the only way to measure that brand success is if the doors are still open in 20 years.
• Use “Pull” Marketing: Don’t just focus on pushing your brand to clients. Create campaigns that pull them in through relatable, real, and engaging content.

At the end of the day, a law firm that combines data with creativity isn’t just driving business—it’s creating a brand that clients trust and return to. Success in the modern legal landscape requires doing both, turning your marketing from a cost center into a smart investment. Strategically blending data with creativity can help you build a resilient, culturally relevant law practice that will out-last and out-perform anyone else in the market.

Say yes to strategy, collaboration and firm longevity! Give Network Affiliates a call at 800-525-3332 and ask for Tammy Kehe!

Network Affiliates…Strategy. Creativity. Results.

How To Attract and Engage a New Generation of Clients

As you plan the future of your law practice, it’s crucial to recognize the growing importance of younger generations as potential clients. Law firms need to focus on future-proofing their brand and legacy by connecting with this demographic in meaningful ways.

Here’s how you can build a practice that resonates with younger audiences:

1. Embrace a Digital Media and Marketing Strategy

• Be present where they are. Younger audiences are highly active on social platforms and consume tons of content through Streaming television and audio.  They watch and listen to what they want when they want. 
• Utilize sequential retargeting, a digital marketing tactic using online ads to target users who have already interacted with your firm on a digital platform but didn’t follow through in that initial interaction.  Again, be present where they are.

2. Mobile-Friendly Communication

• Ensure you website is your top performing employee!  Make sure it’s mobile-friendly and easy to navigate and quick to load.
• Offer online consultations via Zoom or other platforms and offer online booking for appointments.
• Utilize text & email communication for appointment reminders, updates, and quick questions.

3. Education is Key

• Create engaging content by including video content (such as FAQs or testimonials), infographics, and blogs to explain legal issues in simple, relatable language. Use a conversational tone that is clear and concise.
• Consider adding a “Did You Know” element to your advertising strategy and online activities. Many potential clients, have no idea what their rights are after an accident. By educating your audience on some basics of what to do (or NOT do) after an accident, you remove a great deal of their fear of the unknown and they’re more likely to trust you.

4.  Reviews and Testimonials

• Leverage online reviews.
• Showcase testimonials featuring younger clients.

5. Showcase your values

• Highlight your social responsibility by sharing your firm’s commitment to diversity, community involvement, and/or causes.

6. Be Responsive & Accessible

• Ensure your firm responds promptly to inquiries through chatbots, email, or social media messaging.
• Consider offering extended hours for consultations or weekend availability.

7. Address Their Fears Directly

• Speak to their common fears, like the cost of legal services, long processes, or lack of legal knowledge.
• Younger clients are often overwhelmed by the idea of legal battles. Provide a sense of peace of mind by demonstrating how your firm is there to guide them every step of the way.

8. Focus on User Experience

• Streamline client intake by making it easy for potential clients to get started with online intake forms, quick consultations, and simple onboarding processes.  Make it easy for them to HIRE you.

9. Explain how the Law Firm gets Paid

• Sounds obvious right?  It’s not.  Understand that a large percentage of your potential client base have probably never been in an accident, so they don’t know how the process works. Research shows that a significant number of accident victims who need a lawyer don’t call one because they “can’t afford” one. It is imperative that you are transparent in every aspect of your marketing and other communications regarding how your fee structure works, especially if you work on a contingency basis.

Attracting a new generation of clients requires innovation, empathy, and a forward-thinking approach. By focusing on authenticity, transparency, accessibility, and personalization, your law practice can resonate with a demographic that increasingly values client relationships and aligned values.

Network Affiliates…Strategy. Creativity. Results.

What is a KPI?

Key Performance Indicators (KPIs) are quantifiable measures used to evaluate the success of an organization, employee, or process in meeting objectives for performance. Essentially, KPIs act as a compass to help businesses understand whether they’re taking the right path towards their strategic goals.

Importance of KPIs in a Law Firm

In the context of a law firm, KPIs are crucial for several reasons:

• Performance Measurement: They provide a clear picture of how well the firm is performing in various critical areas.
• Decision-Making: KPIs offer data-driven insights that can guide decision-making and strategic planning.
• Client Satisfaction: They can help ensure that the firm is meeting client expectations and delivering value.
• Resource Allocation: KPIs assist in identifying areas that require more investment or improvement.
• Competitive Edge:  law firms can gain an advantage in a competitive market by ensuring their resources are being used most efficiently and that their brand promise is being met.

How to Effectively Use KPI Information in a Law Firm

• Identify Relevant KPIs: Common KPIs for law firms include cost per lead, cost per case, conversion of leads to cases, case duration and average case fee by case type.
• Set Clear Targets: For each KPI, set a clear and achievable target.
• Regular Monitoring: KPIs should be monitored regularly to track progress and identify any deviations from expected performance levels.
• Data Analysis: Gain insights into your progress by looking for trends, patterns, and anomalies that can inform future actions.
• Actionable Insights: Use the insights gained from KPI analysis to make informed decisions.
• Review and Adjust: KPIs should not be set in stone. As the firm grows and the market changes, it may be necessary to review and adjust KPIs to stay aligned with current objectives.

Why KPIs are Vital for a Law Firm’s Success

Strategic Alignment: KPIs help ensure that every aspect of the firm’s operations is aligned with its strategic goals.

• Performance Improvement: They enable law firms to identify areas of strength and weakness, fostering continuous improvement.
• Financial Health: Financial KPIs specifically can help firms manage their finances more effectively, leading to better profitability and sustainability.
• Client Retention: By monitoring client related KPIs, firms can improve their client relationships and retention rates.

KPIs serve as a foundational element in the management and optimization of your law firm’s operations. As a client of Network Affiliates, we can help you effectively utilize these indicators, and navigate your firm’s path towards success with greater precision and understanding of your business dynamics. To learn more about how Network Affiliates can help, give us a call at 800-525-3332 and ask for Tammy Kehe!

Network Affiliates. Strategy. Creativity. Results.