Lead Generation for Law Firms
Getting phone calls by having your law firm’s number on your website is great, but the overwhelming majority of those calls will come from individuals at the very end of their decision-making process and who have an immediate need — one that will require your time, energy, and resources to investigate from the ground up. Furthermore, limiting your lead generation efforts to phone calls means all the contact information you maintain will be derived from those calls and limited solely to your current and former clients.
Rather than simply reacting to potential clients’ calls and limiting your marketing audience, 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 before they even knew it themselves?
This is precisely the point of lead generation, and it lays the foundation for increasing the effectiveness and ROI of many other digital marketing services. While many marketing agencies focus solely on lead generation and leave all the follow-up to their clients, LaFleur Legal Marketing takes a holistic approach by placing equal emphasis on both lead generation and lead nurturing — because lead generation without nurturing results in lost opportunities.
What Is Lead Generation?
Lead generation encompasses any action that encourages your potential clients to volunteer their contact information and identify their needs. We make use of tested, proven, and innovative techniques to drive leads to your law firm, and we use a variety of tools to track the source of those leads. This allows us to provide law firms with a breakdown of costs per lead and cost per acquisition, which allows them to make smart decisions about their marketing spend.
Below are some noteworthy strategies for lead generation 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 and/or memorable phone numbers in order to make it even easier for potential clients to contact you. And just because 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 on. We can set up tools for your staff to capture key contact information and continue marketing to those potential clients in order to keep your law firm in the forefront of their minds in case they become a more qualified lead at a later time.
- 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 direct pay-per-click (PPC) advertising. The ideal way to use this strategy is in concert with a free
offer for something with perceived value to consumers, such as an ebook, printed book or booklet, webinar invite, etc. Using PPC, we drive potential clients to dedicated landing pages on your law firm’s website where they provide their information in exchange for that offering.
- Content Marketing
Google rewards high quality, engaging content with high rankings. 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 opportunities to identify themselves to us; when they do, they are added to our marketing database.
- Utilizing Content Distribution Networks
Rather than just relying on organic search results, we also have relationships with organizations that will publicize our content within prominent news sites like CNN, FOX News, ABC, Slate.com, U.S. News, and many others. Using this strategy, your content can be presented in-line with articles from the news organization itself. 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 content from you. Coupled with paid promotions, your law firm’s social media presence can expand to targeted audiences that align with your ideal client persona.
- Optimizing for Local Search
Claiming and maintaining local directory entries (including those found on Google, Bing, Yelp, and others) drives walk-in, call-in, and website traffic. A well-curated presence in local search helps your firm stand out with positive reviews and greater visibility online.
- 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 communicate the idea 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. Big ticket items like sports tickets or restaurant gift cards can likewise present an opportunity to take on new signups in exchange for a single, larger prize. Partnering your law firm with another local business can also allow you to share costs and/or receive a discount on the giveaway while offering increased visibility for both parties.
- Charitable Partnerships and Donations
Offering donations to local, regional, and national charitable organizations helps your law firm give back to the community in a positive way while also empowering your audience to engage with and even contribute to meritorious fundraising campaigns. Many nonprofits are eager to partner with businesses that are legitimately interested in their mission, and the members of your audience who are most engaged in a campaign like this are often the most vocal and visible advocates for your brand.
- Presentations and Seminars
Like webinars, we can help you book, promote, and prepare for live presentations to a wide variety of audiences: Chamber of Commerce groups, retirement communities, youth groups, 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 deliver optimal results. Attendees can then be then tracked and added to your marketing database for future communications from your law firm.
- Educational Partnerships
Education is often at the center of effective lead generation strategies. Your knowledge and experience hold the most value to potential clients. They want to be well-armed against whatever issue they face, and we want them to be aware of your firm’s knowledge, skills, and experience in that area. Thus, relevant educational partnerships are often effective at list building. Contributing to a partnership could include providing free educational materials, giving live presentations, or a variety of other activities.
- Event Sponsorships
We can help you identify, execute, and maximize the value of event sponsorships that align with the goals and ideals of your practice. We can also help you develop materials and processes to maximize list building and follow-up.
Since nearly anyone could be (or become) a potential client, our goal is to initially spread the net wide for lead generation. We want to capture the contact information of as many users as we can, especially in markets that other firms are ignoring or are unaware of. Through our marketing efforts, potential clients will become educated and grow to see you (or your law firm) as a leader in your field. They will come to trust your law firm when they need your services and feel confident recommending you to their friends and family.
That process starts by using a wide variety of marketing strategies and tools like the ones above. Once a contact becomes a part of your marketing database, we want to nurture that lead through targeted, relevant communications.
If you want to start taking advantage of proven lead generation tactics and systems in order to grow your client base, call (888) 222-1512 today or fill out the convenient online contact form to the right on this page. We look forward to hearing from you!