As with all other businesses in this day and age, law firms face serious competition from peer firms. Gone are the days when people met with an immediate need for legal services would all rush and compete for the time of a few qualified attorneys or law firms. It is now the attorneys and law firms that have to go the extra mile to market their services to potential clients. Even before they are faced with lawsuits or require legal assistance. Law firms have to approach potential clients and show them why they need their services. You might have noticed an increased online presence by law firms. This is the way to go. A law firm without an online presence limits its potential client reach.
So as to stand out and stay ahead, here are 9 lead generation ideas for your law firm;
#1. Identify your target audience
This might seem obvious but it is the one thing that is often overlooked. You have to study your present clients’ demographics to inform you of marketing strategies that will result in lead generation. Most times, your clientele will comprise people of a similar demographic. For example, if you specialize in divorce cases, you will have to market your services to platforms that are frequented by the age range with the highest divorce rate.
#2. Use social media
Simply put, any business that is not on social media has chosen to punch below its weight. Social media is a powerful tool for lead generation. Use LinkedIn, Facebook, Twitter and Instagram and to advertise your law firm. The good thing about advertising on social media is that you can target your potential leads accurately by factors like age, interests and behavior. This can help you get in front of the right leads and build more awareness of your brand. Posting relevant and helpful content, like Twitter threads on copyright laws for instance, can help you build an engaging audience that could translate to potential leads.
#3. Offer free resources
For a law firm, pro bono work helps to build the firm’s brand. For a law firm on social media platforms, offering free resources such as e-books, webinars, or tutorials in exchange for contact information is also key. The information provided helps build your email list and establish your credibility as an authority in the legal field. With an email list created, you can periodically market your firm by sending newsletters. It is from this email list that you stand a chance of increased lead generation.
#4. Invest in SEO and content marketing
Investing in SEO can help you boost your website’s ranking when people search for legal services on search engines. Ensure your website is user-friendly, visually appealing and easy to navigate. You only have one chance to make a first impression! Make sure to optimize your website for search engines using relevant keywords and meta descriptions. To maximize your SEO efforts, start by doing keyword research to identify the keywords your target audience is using to search for legal services. Once this is done, optimize your website for these keywords and create content around them that will earn you lead generation. Your law firm could also have someone youthful that can create informative and interesting content like social media posts or videos to attract and engage potential customers. And in case there is no one youthful, who said the not-so-young can’t get creative? Challenge yourself and have fun doing it.
#5. Attend events
Even in the age of digital marketing, physical presence can still get you ahead. It should be used alongside online efforts as an effective marketing tool. Make time to attend events focused on legal matters, trade shows, and conferences to network with potential customers and build relationships. Present the best version of yourself every time. Be smartly-dressed and carry along well-designed business cards. Also, be sure not to overindulge on the drink lest you ruin a good event by being remembered for anything else but a good ambassador for your law firm. Lead generation can only happen from positively memorable interactions.
#6. Use paid advertising
You can take advantage of things like Google LSA (Local Services Ads) to get ahead of your competition. Google LSA is a pay-per-lead advertising model that lets you appear at the top of local search results. When someone searches for legal services, they will see your law firm’s ad at the top of the page. One interesting thing to note is that Google LSA only requires you to pay for leads that have been verified as real and relevant. This means that you won’t have to worry about wasting money on bad leads.
#7. Be a reliable brand
You can try and utilize all kinds of marketing strategies but one thing that will earn you lead generation that will actually stay is through reliability. You have to build a strong reputation for your law firm. Most potential leads will look for reviews and testimonials before making a decision. Positive reviews from past clients can be a powerful way to capture the attention of potential leads and convince them you are a reliable brand they can trust. Try to collect as many reviews as you can from clients that you have served satisfactorily. Feature these honest testimonials on the newsletters that you share to your email list. The reviews can also be featured on your website and occasionally on your social media posts.
#8. Utilize referral programs
Encourage your past and existing customers to refer their friends and family to your business in exchange for incentives like discounts and rewards for referrals that convert into paying clients. Referrals from your past clients and current customers can be an excellent source of legal services leads. You can as well create a referral program for your affiliates and peer firms. The peer firms could be having more clients than they can handle at a particular moment.
#9. Monitor and rate your leads
Make sure that you’re targeting the right leads and getting the most out of your marketing efforts by rating and monitoring your leads. By doing this, you can identify which channels and campaigns are generating the best leads for your business. This will help you know where to prioritize the allocation of your marketing budget.
For more business strategies, contact Venture and Grow.
