Any marketing expert worth their salt will commend you on setting your sights on acquiring and maintaining leads. This is done through two main approaches: spreading awareness and generating interest. If the two are done right, then someone unaware of your existence can become a quality lead, potentially seconds away from becoming a client. This is why we’re going to give you insight into how you can produce quality leads for your law firm.
Blog Articles
Providing useful content on your website is a simple, indirect way to generate leads and drive them to the point of conversion. After what she believes was a wrongful termination, Lucy looks to the internet for help. Among the top results, she sees an article on your website explaining what wrongful termination is, and she clicks on the link. All you have to do is provide her with useful information and, in the process, use your brand voice to establish your expertise. After having already established a relationship with your firm, Lucy will be more than ready to convert if a ‘free consultation’ button pops up at the right time.
Email Marketing
Some view it as an outdated mode of marketing, but regardless of what they think, it is still considered one of the most effective. It’s direct, engaging, and comes with a viewership guarantee. In order for you to produce quality leads, you need to focus on honing your content before anyone subscribes to your emails. After piquing a lead’s intrigue through a web article, get them to sign up for a mailing list. That’s when you can target them with specific, personalized, and interesting content to keep them interested. One thing you’ve got to keep in mind, your emails have to be mobile-friendly. Most of us use phones a lot more than laptops and PCs. If you want your emails to be viewed instantly, you’ve got to make them easily accessible.
Digital Ads
What’s a simpler, more straight to the point marketing method than digital ads? When a search engine user enters a search query, the artificially intelligent search engine stores the entry and then uses it to target the user with a set of advertisements based on their interests. Needless to say, a well-designed ad campaign requires time and effort. If you have neither, it’s better to hire a law firm marketing agency than to create a sub-par campaign that ends up driving leads away. As a business, you must be looking for something that can generate for you a large number of leads with a high potential of conversion, and with the highest ROI. In case you haven’t tried advertising yourself on the internet, this should be your next step.
SEO
Search engine optimization is all about improving websites for the sake of having them rank higher on search engine result pages (SERPs). An internet user is more likely to change their search query than to scroll to the bottom of the page or go to the next results page. Plus, the top results are always surrounded by some aura of supremacy which makes them more likable and credible. In order to reap those benefits, you need to optimize your website by cutting out all the unnecessary, repetitive content. You also have to make your website faster by compressing media folders or using hyperlinks instead of on-site videos. Overall, the more user-friendly your website is, the higher you’ll rank.
Social Media Marketing
Because the times are changing’, you must find a way to keep up. Not all social media platforms will achieve the same results for you, be sure to take that into consideration. Before you publish content on your accounts, make sure you do a little market research to find out two things. One, where does your target demographic spend its time online? And two, when is your target audience most active online? If they spend 80% of their time on Facebook, why would you bother with a YouTube channel? Are you going after a younger demographic through more attractive video content? Each medium comes with its demographic and style of content. What’s uniform all across the board is that regular posting and prompt replies to comments and direct messages are the way to getting the most leads.
Before you go on and start making changes to your marketing plan, take a beat to think about what you truly need. Some things, like optimizing web design and improving advertisement quality can’t wait. Meanwhile, other things, like tending to your social media can afford to come second. The point behind prioritizing is making sure you don’t overstretch your efforts and risk ending up with a comprehensive, yet mediocre campaign.
