Passive lead generation strategies result in missed opportunities
Having potential clients call your office after visiting your website is great, but it only happens after a person has already decided they need your help. What if you could actively put your law firm in front of potential clients before they need you? What if potential clients could, through their behavior, indicate to you that they needed your help — perhaps even before they knew it themselves?
This is precisely the idea behind lead generation, and it lays the foundation for increasing the effectiveness and ROI of many other digital marketing services. LaFleur takes a holistic approach to legal marketing by placing equal emphasis on both lead generation and lead nurturing — because lead generation without nurturing results in squandered opportunities.
What is lead generation?
Lead generation is any action that encourages your potential clients to volunteer their contact information and identify their needs. We make use of both time-tested and innovative techniques to drive quality leads to your law firm, and we use a variety of tools to track the sources of those leads. This allows us to provide you with a real-time breakdown of cost per lead and cost per acquisition, which allows you to make smart decisions about your marketing spend.
Your law firm’s primary practice areas will determine how we approach the lead generation process. For example, if your law practice is primarily focused on personal injury cases, then nearly anyone could be (or become) a potential client. In that case, our initial goal is to cast a wide net for lead generation purposes. We want to capture the contact information of as many users as we can — especially in markets that other firms are ignoring or don’t know about. Through our marketing efforts, potential clients will learn about your practice and grow to see you (or your law firm) as a leader in your field, which in turn engenders trust and encourages recommendations.
Below are some noteworthy strategies to generate legal leads that have yielded positive results for our clients. They broadly fall under two main categories: digital marketing and public and media relations.
- Making the most of inbound phone calls
We can help your firm find and acquire simple, memorable phone numbers to make it even easier for potential clients to contact you. And even if a potential client doesn’t have a case worth pursuing when they call, that doesn’t mean they won’t have a valuable case later. We can set up tools for your staff to capture key contact information, which will allow you to continue marketing to those potential clients and keep your law firm at the forefront of their minds in case they become a more qualified lead later.
- Pay-per-click advertising
Once your message and audience are well-defined, we can use tools like Google Adwords, Bing Ads, and other forms of pay-per-click (PPC) advertising. The ideal way to use this strategy is in concert with a free offer for an ebook, printed book or booklet, webinar invite, etc. Using the power of PPC ads, we drive potential clients to dedicated landing pages on your law firm’s website where they provide their information and receive the asset you’re offering.
- Content marketing
High-quality, engaging content gets rewarded with high rankings from Google, which makes content creation the most important aspect of search engine optimization (SEO). In addition, social media users who identify with an article, video, or infographic are inclined to share it with others. By creating and promoting outstanding content, we present our users with abundant opportunities to identify themselves; when they do, we add them to our marketing database.
- Utilizing content distribution networks
Rather than just relying on organic search results, we also maintain relationships with organizations that will publicize our content on prominent news sites like CNN, FOX News, ABC, Slate.com, U.S. News, and many others. Using this strategy, we can present your content in-line with articles from the news organizations themselves. This builds credibility by associating your brand with sources your law firm and your potential clients trust.
- Social sharing and advertising
Sharing content via social media outlets (like LinkedIn, Facebook, Twitter, Instagram, Pinterest, and others) creates opportunities for your followers to encounter, engage with, and share your content. Coupled with paid promotions, your law firm’s social media presence can expand and target audiences that align with your ideal client persona.
- Optimizing for socal search (Local SEO)
Claiming and maintaining local directory entries (including those found on Google, Bing, Yelp, and others) drives walk-in, call-in, and website traffic, all of which are valuable potential sources for attorney leads. A curated presence in local search helps your firm stand out with positive reviews and greater visibility.
- Hosting webinars
Offering free webinars to potential clients and/or your peers creates an opportunity to share your experience and knowledge with the people who need it the most. At the same time, you help your audience understand the depth and breadth of your practice and demonstrate that your law firm would do an outstanding job representing them.
Public and media relations
- Contests and giveaways
Creating contests and promotions using low-price, high-value giveaways (like branded flashlights, reference cards or booklets, coffee mugs, car phone chargers, etc.) in exchange for contact information can help grow your marketing list (if they’re permitted under your state’s rules of professional responsibility). High-value items like sports tickets or restaurant gift cards can likewise present an opportunity to garner new signups in exchange for a single, larger prize.
- Charitable partnerships and donations
Offering donations to local, regional, and national charities helps your law firm give back to the community while also empowering your audience to engage with and even contribute to worthy fundraising campaigns. Many nonprofits are eager to partner with businesses that are legitimately interested in their mission, and the members of your audience who engage with a campaign like this will often be the most vocal and visible advocates for your brand.
- Presentations and seminars
As with webinars, we can help you prepare, organize, and promote live presentations to a wide variety of audiences: chamber of commerce groups, retirement communities, youth organizations, the general public, and more. Promoting events through your website and social media in addition to more traditional means like flyer distribution and local newspaper advertising will help you reach the widest audience possible. We can then track attendees and add them to your marketing database so they can receive future communications from your law firm.
- Educational partnerships
Education is often at the center of effective lead generation strategies. Your clients want to be well-informed about whatever issue they face, and we want them to know about your firm’s knowledge, skills, and experience in that area. Thus, relevant educational partnerships are often effective at list building. These partnerships could involve providing free educational materials, giving live presentations, or a variety of other activities.
- Event sponsorships
We can help you identify and capitalize on event sponsorship opportunities that align with the goals and ideals of your practice. We can also help you develop materials and processes to facilitate list building and follow-up related to these events.
Start getting more — and better —leads with LaFleur
We would love to discuss what strategies you’re currently using to bring in new leads and then provide insights as to how you can start getting more — and more valuable — potential clients reaching out to your firm.
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