Image is important to everyone, but it really matters to lawyers – and because of this having the right business card has taken on almost mythic proportions. This is not without good reason. In the fiercely competitive legal world, you only have one chance to make a good first impression. That is where QR codes come in –they allow lawyers and their associates to enhance and differentiate their image in their marketplace through having a unique business card that adds value beyond the traditional limitations of the format.
Enhancing your Image with a QR Code: With the adoption of QR codes in advertising increasing exponentially, using QR codes in your marketing demonstrates that you are keeping up with trends and are a forerunner in adopting new technology. Why is this important? Although law is not traditionally seen as a “tech-savvy” industry, it is an industry where keeping up with legislation changes and nuances is key, so being seen to embrace new technologies can produce a halo effect. Using QR codes puts you in the best light possible – as someone in your profession that is in the forefront on gathering and adopting new information.
The Mobile Marketing Angle: So you have a QR code – now what? Where that first impression can fall flat is when the QR code links to a poor mobile experience. What is mobile exactly? Simply put it is any content formatted to make it easy to engage with that content on a mobile device (i.e. smart phone). Creating well-formatted, easy to use mobile pages with a tool like pbSmart Codes ensures your message is coming through loud and clear. Here are some great examples of good mobile experiences your QR code can link to:
Business Cards: Create a mobile page that gives a potential client a “snap shot” of you – literally! Include a professional headshot, plus a brief biography including your education, specialty and local involvement. Add direct links to an email, website, and phone number to give prospective clients an immediate way to contact you.
TV Spots: Many law firms have created professional spots for television – but air space is expensive. Use QR codes that link to your TV ad so it can be watched right in the palm of the hand of a prospective client. Again, with a mobile page, you can integrate key contact information so interested prospects can connect with you immediately.
Ad Campaigns: Let’s face it, knowing when and where to place advertising is an art – not a science – since the person that reads that ad may not be in the market for a lawyer today – but may need one tomorrow. Whether its advertising on daily deal sites like Groupon, in magazines, or on billboards, hitting a prospective client at the right time is difficult – especially if you’re specialty is litigation, injury or divorce. Use a QR code with a mobile page formatted to give all the key information that a potential client would need in the future. Create an ad that conveys the message “Hopefully you won’t need my services, but in case you do, scan here and know that you have a great lawyer on your side”. A prospective client may not need a lawyer on the day they see your advertisement, but if they have all your contact information in their smart phone, you’ll probably be their first call when they do need one.
Client Instructions: Keeping existing clients informed, say as a court date approaches or schedule conflict, can be challenging, especially if your client doesn’t have easy access to a computer. QR codes can help make your business more efficient, and could even improve your success by driving what you want to communicate to clients through their smart phone. Do you have a dress code that you want clients to adhere to in court? Or maybe a set of instructions for personal injury clients like Pitt’s Law.com does. Creating mobile pages that include text or videos can ensure the message is easy to communicate – anywhere, anytime. Plus, the message can be changed or disabled in real-time (unlike printed materials) and, if you use a mobile marketing solution with tracking, give you insight into whether a client has actually read the information.
Want to learn more about using QR codes. View our pre-recorded webinar “Getting Started with QR code marketing”.