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It happens at the start of every year: After the ball drops, local businesses are eager to activate their marketing plans; but, after a busy holiday season, even the most experienced marketers can be overwhelmed.

Some questions we've been hearing a lot from local businesses:

  • Where do we begin our 2019 marketing?
  • Should we continue paying for PPC, even as prices creep up and more platforms are added?
  • Has digital media eroded the benefits of traditional outlets, such as billboards?

Yes, you can cut through the clutter and boost your brand

Over the past 40 years, my law firm grew from modest beginnings to a recognized law practice with local offices in two states. Even though as attorneys we are bound by more restrictive advertising and marketing standards than most local businesses, and even though we're in a highly competitive industry—with some of the highest pay-per-click (PPC) rates—nearly every year, we have been able to connect with more clients.

Here's how we are able to do it. And you can, too.

PPC is the new 'cost of doing business'

Prior to my law career, I worked in advertising as a brand strategist, helping national advertisers determine what messages, media, and creative would push a consumer's "buy" button. Much of that knowledge and experience applies to marketing small and medium-sized businesses (SMBs).

Early on, I encouraged clients to use the marketing advantages of PPC campaigns. Today, PPC and search engine optimization (SEO) are among our firm's most effective marketing investments. They're mission-critical: If you're not on the first page of Google, Bing, or Facebook, you're all but invisible to potential clients.

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image of Ted Sink

Ted Sink is an attorney and a group planning director at creative ad agency mcgarrybown.

LinkedIn: Ted Sink

Twitter: @tedsink