15 Quick Tips on Using Geolocation Targeting for Your Law Firm

June 14th, 2019 by Demi LeBlanc

Once upon a time before GPS and Bluetooth, marketing your firm was an absolute nightmare of unknowns and shots in the dark. There’s a limit to the amount of kitschy commercials you can make, right? The era of big tech is upon us, and if you haven’t tapped into Geofencing marketing, then you’re already behind on the times. The opportunities to target customers in niche areas are boundless and only limited by your own creativity (and some local or state consumer privacy laws).

So What Even Is Geofencing or Geolocation Marketing?

When you Google geofencing the definition that appears is “the use of GPS or RFID technology to create a virtual boundary, enabling software to trigger a response when a mobile device enters or leaves a particular area.” Basically, it’s the ability to target your ads to users who enter a specific “fenced” geographic location to push relevant information when and where they may be looking for it and at any time in between. Not only will this strategy pull in new leads if you understand what you’re doing, but it will also bring in quality leads with intent to convert. Later in this post, I’ll list some key tips to optimizing this type of campaign.

Magnifying glass and set of keys on top of map

What Can Geofencing Do for My Firm?

When you’re setting up your Google and Facebook Display campaigns, you no longer just have to input the city you’re looking to target. The market is already saturated with other law firms, and you’ll be paying top dollar to get your ads to show up, much less be the top result. The first step is to examine your demographics and target audience. Then, find specific neighborhoods or landmarks and really zero in on your exact customer. You know that intersection where there are always a lot of car accidents and the auto repair shop that services those wrecks? That’s an area you should target. Know of any physical therapy clinics or chiropractors? Bingo. If you’re an attorney that specializes in estate planning, look for higher-income areas like fine dining venues or country clubs and golf courses. Go where your customers are.

Why cast a wide net in a large pond when you cast a small one where the fish are biting?

15 Quick Tips to Get You Started

Applying eyeblack prior to getting started

  1. Get to know your audience and demographics. Without this, you’re toast.
  2. Plan and prioritize your KPIs and performance metrics, then build your campaign from there.
  3. Exclude locations where you know your target customer won’t be.
  4. Target specific events within the town or city. Morris Bart does a great job of this by sponsoring Lil’ WeezyAna Fest in New Orleans.
  5. Bigger “fences” don’t always mean better. Keep a 4-5 minute travel radius from your desired location.
  6. Make sure the CTA is location-specific so that your customer understands the relevance of your ad and isn’t utterly annoyed by your brand.
  7. Timing is key. Try to have your ads show at relevant times for your customer, though this is obviously different for everyone.
  8. Use the data you receive from these campaigns to constantly improve them. What’s that quote that mentions insanity and doing the same thing over and over again?
  9. The message in the ad should prompt immediate action and usher the user to take the next step.
  10. Consider population density in the areas you’re targeting.
  11. Targeting your competition is a very good idea 🙂
  12. Use location-specific landing pages. Once again, these ads must be relevant.
  13. Use location-specific keywords, and even use slang!
  14. Set location-based bid adjustments so you don’t break the bank.
  15. Enable extensions in your ads for easy calling and emailing. People love convenience.

The Future Is HereSpinning and pointing

Hyper-targeting potential customers based on niche locations is the next big thing, and utilizing these features in your campaigns is easier than ever. Billboards may still have some value, but it’s more effective to post virtual billboards inside of a customer’s smart-phone or computer at a much lower price than traditional advertising or even PPC campaigns. Geofencing is still relatively new, which means you can stay ahead of the curve.

Which Steps Should You Take Next?

Get the ball rolling! It’s time to optimize your ads to target your key demographic. Need some help? No worries. We have an expert team of online marketers to get your campaigns up and running to gain new clients. Are you unsure of who you should be targeting or do you need to figure out which metrics matter to your business? We’ve got you covered. Request a proposal with Search Influence today.





Spin and point