There are two different types of marketing techniques: push or pull. Push marketing is used to promote a message in front of an audience, regardless of the audience’s active search for that message. Pull marketing is used to find and capture an audience that is already looking for your message.
All legal recruitment firms should be using push marketing strategies to land high-value candidates and clients. Push marketing through digital mediums can yield high ROI, allows you to target specific groups or regions, and can integrate into a more robust marketing strategy. Read on to learn how to you can deploy digital push marketing alongside your current marketing efforts.
Introducing Digital Push Marketing
In the “old days”, push marketing was done via newspaper and magazine ads, or direct mail sales letters. As a legal recruiter, examples of push marketing would be cold-calling lawyer candidates on the phone or handing out brochures about your agency to attendees at a law school job fair.
Although those tactics still work sometimes, today’s Digital Age requires some equally high-tech push marketing strategies to attract high-profile clients and candidates. Examples of digital push marketing techniques include:
- Display advertising
- Prospecting emails
- Online brochures
- Text and logo display advertising
These forms of digital advertising are intended to get your brand in front of potential and new prospects who may have never used your recruitment agency before. This ensures that you are at the front of their mind among other legal recruiter options they may have. Even better, these methods can drive visits to your website. Once there, your site should be easy to navigate while accurately presenting your branding message to visitors- both of which a digital marketing agency can assist you with.
Display advertising consists of visual advertisements. These can be ads on the Google Display Network or other display networks, as well as static banners or interactive flash and video ads. Display ads are used for delivering general brand messages and are the digital equivalent to billboard ads.
Digital display ads, as opposed to billboards, have the added bonus of advanced targeting. Your digital marketing company can place ads in publications that are specific to the attorneys or decision makers that legal recruiters want to build trust with.
With the ability to advertise your legal recruiting brand’s message on content that your prospects and candidates are reading, you can begin building trust and brand recognition. This gives you a competitive edge over other recruiters who only begin this process of trust building when the candidate or employer is looking for recruitment services.
Demographic Targeting Through LinkedIn and Facebook
Demographics are used in marketing, advertising and politics to target a specific segment of the American population. When you’re looking to get a higher return-on-investment for your recruiting budget, a reliable DM agency can help you use demographic targeting to attract and land talented attorney candidates by placing Facebook or LinkedIn ads catered specifically to them.
Some of the demographic factors relevant to legal recruiters that can be targeted on LinkedIn and Facebook include:
- Education level
- Place of residence
A digital marketing company can use those demographic factors to identify the kind of candidates your legal recruitment agency excels at placing, and to push your job listings and your services to those candidates. You can also use those factors to hone in on decision makers that hire legal recruiters for their in-house hiring needs.
In the end, targeting candidates with the specific qualifications that your clients are looking for will position you as a high-value resource in their eyes. And being able to find employers with a potential need for a legal recruiter ensures that you can start a relationship with them by building your brand trust.
Experienced DM agencies take an integrated marketing approach, which refers to a multi-channel, multi-strategy digital advertising strategy that’s designed to engage consumers on multiple online locations. The goal of an effective integrated digital marketing program is to seamlessly and powerfully promote your recruitment firm by:
- Analyzing and addressing the user-friendliness of your website
- Owning Search Engine Results Pages for your key recruitment and brand searches using SEO and SEM
- Having an active LinkedIn presence, and other mediums when relevant (Facebook, Twitter)
- Placing your brand on different sites (legal blogs, Google for Jobs, etc.)
- Local listings management
Integrated digital marketing is not explicitly push marketing, as it also encompasses pull marketing and other strategies. The key importance of integrated marketing when it meets push marketing is that your digital marketing agency can help coordinate your push strategy across several different channels and mediums.
Having a good integrated push marketing strategy is important due to the explosive growth of the online advertising. Every day, your targeted audience is bombarded by ads which means that your legal recruitment firm must push a consistent message to get noticed. And, that’s where an experienced DM agency can make all the difference!
Improve Online Visibility by Joining the Legal Recruiter Directory
Improving the online visibility of your legal recruitment agency is possible by joining the Legal Recruiter Directory. The LRD offers a variety of digital marketing strategies that will increase your local visibility and help you land high-value clients and candidates. Whether your target audience is captive or passive, the goal of the LRD is to help attorney headhunters connect talented lawyer candidates with potential employers so that all parties involved win. Learn more about the Legal Recruiter Directory now.