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3 Reasons Spanish Ads Yield Higher ROI and Farther Reach for Law Firms

Businesses, including law firms all over the nation, are increasing in marketing sophistication. More players, higher fees to play. 

This means much higher ad costs for the same or even worse results.

Just look at these statistics according to Forbes*:

  • Facebook ad costs have increased 89% 
  • TikTok’s ad costs have soared a whopping 92%
  • Though smaller, Snapchat ads can still reach a respectable 557 million people globally, and their ad costs have gone up 64%


However, these statistics are largely only relevant to English ads. Strictly speaking, desirable English ads and English-speaking demographics are primarily affected by this rise in marketing activity. 

By comparison, Spanish marketing via ad channels has notably managed to stay more stable and accessible.

This divergence offers a unique opportunity — especially for law firms — to connect authentically with a community that makes up 20% of the U.S. population. Let’s explore the 3 reasons why ads delivered in Spanish are the most cost-effective, effective option. 

1. Less Competition, Lower Ad Costs

One of the immediate benefits of Spanish ads is the reduced competition in bidding for keywords.

Terms such as “Abogados de inmigraciĂłn cerca de mĂ­” (lawyers near me) are not only more affordable, but also face significantly less competition than their English counterparts. This cost-efficiency isn’t just about saving money. It’s about smarter spending. 

By targeting these Spanish keywords, law firms can efficiently allocate their marketing budgets, ensuring higher visibility at a lower cost.

The low costs also allow law firms to conduct awareness campaigns alongside targeted conversion campaigns. Study up on your local Hispanic community to better understand their most pressing legal needs and cultural nuances.

Lawyers can use this information to display ads targeting those legal concerns (in Spanish of course) to draw in leads. Simultaneously, they can run Spanish ads targeting the cultural nuances of their local Hispanic community to spread awareness.

This way, you get the folks who are searching for your specific law services and the offline word of mouth recommendations you’d get from spreading general awareness.

2. Law Firms Can Speak Their Language, Win Their Hearts

Hispanic consumers in the U.S. often show a deep connection to their cultural roots.

A Nielsen report indicated that 60% of English-speaking Hispanics feel more connected to businesses that utilize Spanish in their communications. For law firms, this isn’t just about language accessibility, but about showcasing cultural competence and empathy.

English marketing for lawyers often focuses on highlighting successful cases and professional pedigree. However, Spanish marketing should pivot towards demonstrating cultural understanding and bilingual capabilities.

Lawyers who want to effectively appeal to the Hispanic market need not just prove their legal prowess, but also show that you are a neighbor ingrained in and sympathetic to the Hispanic community’s unique challenges and experiences.

Spanish ads make it very clear that you are one of the few firms — and possibly the only local firm — offering Spanish-ready services. The result? Gaining a huge share of the market for your local Hispanic community. 

3. The Spanish Audience Is Waiting for a Firm Like Yours

The U.S. Hispanic population is massive, sitting at nearly 20% of the total population, with 66.5 million Hispanics in the U.S.

Despite this rapidly-growing population, Hispanics tend to be heavily underrepresented by legal services. Only 5.8% of all attorneys are Hispanic, creating an environment where demand for legal services is high, but supply is low.

Chances are that your local Hispanic population is not only significantly large, but also actively seeking legal representation. With the Hispanic demographic’s purchasing power expected to exceed $2.5 trillion in the next two years, law firms should strike now to break into this market. 

To effectively tap this market, lawyers ought to delve into the specific cultural nuances of their local Hispanic community. Law firms should craft messages that resonate deeply, establishing a connection that transcends mere legal counsel and ventures into lasting community rapport.

This market is so underserved that if you prepare them a seat at your table, the clients will be sure to come.

 

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3 Reasons Spanish Ads Yield Higher ROI and Farther Reach for Law Firms