Many lawyers depend on local clients for a large portion of their business. Consequently, law firms often use local-centric marketing efforts to expand their client base. According to the National Law Review, of those individuals looking for a lawyer, 71% consider it important to find a lawyer locally.
Massachusetts law firm marketing is similar to most law firm marketing, except that every effort is designed to target a geographic area. Taking out ads in Massachusetts-based publications and media broadcasts is one way reach local audiences. Not every law firm has the marketing budget to afford such advertisements, however.