Legal Services: A Key Industry for Hispanic Advertising

Recent marketing trends show that businesses offering legal services are investing in marketing strategies to target the Hispanic population, the fastest growing consumer segment in the country.  By effectively targeting this community, law firms and private attorneys alike can both expand their client base and increase their profits. As a result, the legal service industry in particular has displayed an incremental growth in investment towards Hispanic outreach efforts.

Hispanic law firm marketing is quickly becoming an important and specialized field. In fact, numerous companies have emerged to serve as links between the Hispanic community and legal service providers. One example is Walker Advertising, a California-based advertising agency specializing in the creation of marketing campaigns for the legal profession. In conjunction with a network of over 90 independent attorneys, this agency has helped Hispanic individuals gain access to legal advice, especially those with limited English proficiency. These attorneys primarily deal with cases related to workers’ compensation, personal injury, and bankruptcy.

As a whole, the legal services industry invested a massive $70.6 million in Spanish-language media in 2009. With a U.S. Hispanic online population of over 20 million, many firms have turned to the Internet to advertise their legal services. Statistics show that the majority of Hispanics prefers surfing the Internet in Spanish. As a result, many law firms are translating their content and launching Spanish versions of their websites. Purchasing advertisements in websites with content specifically tailored to Hispanics has also proven a successful strategy. With the growing need for legal services within the Hispanic community, legal service providers are expected to increase their investment in marketing efforts specifically tailored to this influential ethnic group.

By Karina Lairet