When it comes to generating leads for your law firm, there are a lot of different strategies that you can use. And while some firms may be successful with just one or two lead generation strategies, the truth is that the more strategies you use, the better your results will be.
There are several different online marketing channels available, from social media to video marketing, but the three lead generation strategies that every firm should be using are content marketing, pay-per-click (PPC) advertising, and email marketing.
Content Marketing
Content marketing is a lead generation strategy that involves creating and distributing valuable, relevant, and targeted content to attract and capture the attention of your ideal clients. By creating content that addresses the legal questions, concerns, and interests of their target audience, law firms can establish themselves as thought leaders in their industry and build trust with potential clients.
Once you have their attention, you can then direct them to your website or a landing page where you can capture their contact information and start building a relationship with them. It’s important to include calls-to-action in your content, such as inviting readers to schedule a consultation or download a legal guide. Doing so will encourage visitors to take action and move closer to becoming clients.
Some types of content that you can create include blog posts, ebooks, worksheets, infographics, webinars, and more. The sky is really the limit here. But no matter what type of content you create, make sure that it’s high quality and provides value to your target audience.
Content marketing can help law firms increase their visibility and reach a wider audience. By creating content that is shareable and optimized for search engines, law firms can attract new visitors to their website and increase their brand awareness.
Pay-Per-Click (PPC) Advertising
PPC is a type of online advertising where firms can display ads on search engines like Google and Bing or on social media platforms like Facebook and Instagram. When someone clicks on one of these ads—which are also known as “paid search” or “sponsored listings”—the firm pays a small fee to the search engine.
PPC advertising allows law firms to place targeted ads on search engine results pages (SERPs) and other websites, and only pay when a user clicks on their ad. This means that law firms can reach potential clients who are actively searching for legal services and are more likely to convert into leads.
There are numerous benefits to using PPC advertising for lead generation:
- Targeted reach: PPC advertising allows law firms to target specific keywords, demographics, and locations to reach potential clients who are most likely to be interested in their services. This can help increase the chances of generating high-quality leads.
- Cost-effective: With PPC advertising, law firms only pay when a user clicks on their ad, making it a cost-effective lead generation strategy. They can also set a daily budget to control their ad spend and ensure they are getting a good return on investment (ROI).
- Immediate results: PPC advertising can generate immediate results, unlike other marketing strategies that may take time to see a return. Law firms can start generating leads as soon as their ads go live, making it an effective way to quickly boost their client base.
- Measurable: PPC advertising is highly measurable, allowing law firms to track their ad performance and make data-driven decisions to optimize their campaigns. This can help them refine their targeting, messaging, and ad placement to generate more leads and increase their ROI.
Email Marketing
Email marketing is another great lead generation strategy. It’s an important tool for law firms because it allows you to communicate with your clients and potential clients in a more personal and targeted way than other marketing channels. By sending regular emails to your subscribers, you can keep them informed about your services, build relationships, and stay top-of-mind when legal needs arise.
Including calls-to-action in your emails, such as inviting subscribers to schedule a consultation or attend a webinar, will encourage subscribers to take action and move closer to becoming clients.
Just like with content marketing, the key here is to provide value—don’t just try to sell them something all the time. If done correctly, email marketing can be an extremely effective way to generate leads for your firm as well as improve retention and increase and revenue. But if done incorrectly, it can quickly become annoying and ineffective. So make sure that you’re taking the time to do it right!
All firms need leads in order to succeed. And while there are many different lead generation strategies out there, not all of them are created equal. These three specific strategies—content marketing, pay-per-click advertising, and email marketing—that we highly recommend trying, if your firm is not already doing so!
Rita Chaires
Director, Web and Online Marketing Services
American Academy of Estate Planning Attorneys, Inc.
9444 Balboa Avenue, Suite 300
San Diego, California 92123
Phone: (858) 453-2128
www.aaepa.com
