How To Promote a Bail Bonds Company in 2021

If you’re wondering how to promote a bail bonds company in 2021, you’re not alone. With the shifting climate and legislation surrounding the bail industry, many companies wonder which advertising mediums are still worth their investment. Some even feel shaken by the loss of Google Ads and Facebook Advertising, which heavily stunted online ad channels for thousands of bail bonds companies.

Thankfully, there are several prime channels (physical and digital) that offer impressive lead-generating potential. We’ve identified a handful of these to investigate for your bail bonds team. Keep in mind; availability will vary according to your city and business environment. But you can generally find opportunities in these throughout the US.

Promote a Bail Bonds Company

Physical Asset Promotion

While we’re all about the digital marketing life here at Bail Webmasters, it’s clear that traditional mediums still have some value left to share. Few advertising mediums permanently disappear. Instead, they experience lulls and resurgences in popularity. Any channel with a positive ROI is worth investigating. As long as your company message gets in front of receptive people (for the right price), go for it.

Just make sure that to do your research on ROI and exposure; don’t let the advertising company do it for you. Independent analysis protects you from over-enthusiastic, sometimes shady marketing companies that promise great results but don’t always deliver. Be sure to examine post-client reviews from local businesses, especially if you don’t have former firm experience.

Sponsorships

Team, organization, and event sponsorships still provide great exposure. Finding the right opportunities means identifying organizations that naturally fit with your target market. Choosing a broader audience means more people get exposed to your brand. However, it also ensures a costlier sponsorship.

On the other hand, smaller organizations and events can connect you with smaller but highly qualified audiences. You save money, and it’s easier to develop long-term relationships with your sponsored group. While it may require additional effort to research the perfect opportunities for your business, companies like ZipSprout make it easier.

Sponsorship Pricing Chart

Image From ZipSprout

Billboard Exposure

While small-time sponsorships act like a sharpened scalpel in advertising, billboards are more of a blunt instrument. They work incredibly well for broad-level exposure, especially in premium highway settings. Despite its reach, there’s a minimal way to control who sees your ad.

They can be very expensive too, with high-end placements running in the high thousands. Again, we’re all for advertising channels that continually provide a high ROI. Consider this powerful medium for your company and talk with a local vendor about pricing. You may find a great deal and great exposure.

Billboard Pricing

Image / Stats from Times OOH Media

Digital Marketing Promotion

More than many industries, bail companies depend on a steady stream of leads pouring in from digital channels. Digital marketing provides infinite opportunities to share your brand (and services) with the community. It’s not for the faint of heart, however, because digital standards continually evolve. If you want to thrive in the online marketplace, you’ll need to keep up to date on search engine optimization and advertising channels.

Here are some fantastic ways to generate leads for your business for those researching how to promote a bail bonds company online.

Local News (Link and Quote)

One of the most important aspects of growing your digital brand is establishing your company as an industry authority. Backlinks, links on other sites directing people to your website, go a long way to do just that. Links from reputable sources, such as news providers, offer your brand the most outstanding value because Google sees them as authoritative entities. Getting quoted and linked to by an online news brand provides digital brand value.

Try finding some local news providers and asking them for opportunities to provide quotes and get linked. You might talk about the bail industry reform or the justice system. Even mentions provide some value towards your ongoing website performance, so it’s worth the effort.

Retargeting Ads

While advertising giants like Google Ads and Facebook worked hard to push bail companies out of digital marketing, there are still plenty of options left on the table. Bail companies can easily track and advertise to their target segments with the use of ad retargeting. This process uses digital cookies to identify website visitors and create banner ads for them on other websites. 

Retargeting provides a high conversion rate because it specifically addresses people who have already visited your website or a competitor’s.

While more costly (in the long-term) than SEO for bail, retargeting offers plenty of opportunities to increase your brand exposure. The familiarity it creates with potential clients could be a deciding factor in who they call first during a bail emergency.

reTargeter graphic

Image From ReTargeter

Local SEO for Bail

Even before Google Ads ditched the bail industry, most consumers only relied on organic search results. Research from 2018 showed that up to 80% of search engine users skipped straight to organic results anyway. We’ve certainly grown accustomed to bypassing ads for convenience. While the search giant may not have a vested interest in advertising for the industry, it still has plenty of reasons to support search consumers with quality SEO for bail companies.

Your company also has thousands of reasons to pursue a strong performance in local search. With so many leads circulating across the front page of search results, it’s more important than ever before to optimize your website and get ranked. If you’re wondering how to promote a bail bonds company in local search, there are a few key elements to focus on:

  • Your website (obviously)
  • Your Google My Business account
  • Your local listings (BBB, Yelp, etc.)
  • Review collection

Web Optimization

Website SEO for Bail

We could spend hours talking about hundreds of itty-bitty optimization details that elevate a bail bonds company above the rest, and we already have. For now, let’s cover the basics again.

A lead-generating website focuses on streamlined navigation, diversified keyword usage, and conversational writing style. Start with a handful of top-level, general category pages. Then create keyword-rich pages for each specific service, and arrange them under the appropriate categories. This strategy allows your bail bonds business to generate more listings in local search, and it creates a healthy boost to your overall Google marketing strategy.

If you’ve been wondering how to promote a bail bonds company on a tighter budget, a quality website the easiest way to generate cheaper (but still high-quality) leads.

GMB

Setting Up Your GMB Account

Ironically, one of your most important digital assets should be free. Google My Business provides free listings for local companies, making it significantly easier to show up in local maps searches. While these listings are free, they do require a small amount of effort to claim and verify. If you haven’t already, sign up for your GMB account and get it verified ASAP.

Optimizing your account is crucial, both for generating leads and increasing conversions. Make sure you continue to fill out and update your listing information as much as possible. Be sure to sign up for customer direct messaging too. DMs make it more convenient for frantic family members and friends of would-be clients to contact your business. Finish off your GMB optimization by uploading pictures of your staff.

Listings & Reviews

Citation Listings & Client Reviews

The most qualified people to promote your bail business are happy clients. That’s why reviews are so essential for growing your online brand. If you’re wondering how to promote a bail bonds company through voices, you can’t control, that’s easy. Provide outstanding service and provide multiple platforms for your fans to publish testimonials. Google encourages businesses to draw in feedback from numerous review sources.

For one, this creates multiple links back to your business. Backlinking is a metric used to establish a website’s brand authority and trustworthiness. If you have dozens of reviews pouring in from multiple sites (BBB, Yelp, Facebook, Google Reviews, etc.), that’s visible proof of your company’s ongoing activity. The more proof, the more incentive Google has to rank your company over other firms in local search. 

Bringing it All Together

Don’t think of these promotional venues as separate tools. In reality, they all work together to drive potential bail leads to your company. Billboards drive calls to your office, but they also encourage people to Google your business. Sponsorships create new opportunities to help the community, but they also improve people’s perceptions of your brand (online and offline).

No matter what channels you ultimately decide to promote through, make sure your company is ready to receive online leads with a fully optimized website. At Bail Webmasters, we support industry professionals from around the nation. Our custom designed and coded sites produce more substantial rankings in local search and higher-quality leads for businesses just like yours.

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