We live in a digital world. As traditional lead generation, the new model is still based on demonstrating expertise and building trusting relationships, but these goals are now achieved online. There’s no shortage of digital strategies that can help generate opportunities for your business, but the most effective ones tend to fall under these umbrellas. Here’s how to create a winning attorney lead generation strategy.
Why is it important to generate leads online?
In the past, attorneys have been able to generate large numbers of leads through traditional tactics such as word of mouth. However, today, consumers go online before any other source when considering hiring someone for a service.
In fact…
Content marketing boost 54% more tracks than traditional methods.
60% of B2B marketers think social media is the second most effective lead generation tactic
Important Online Lead Generation Tactics for Law Firms
Search Engine Optimization (SEO)
more than 80% of people searching for a product or service online. When people have any kind of legal problem, whether or not they’ve decided they need a lawyer, they often turn to the Internet for answers. The Internet is especially important for people with legal problems because it is anonymous.
Your best bet is to make sure your law firm website is visible to as many people as possible. Search engine optimization is a science of its own (which is why we have an entire webinar presentation dedicated to it: SEO basics in one hour), but in order to rank on page 1 of Google, it is imperative to understand the following main components:
Researching and implementing relevant keywords into your content– Includes a high volume keywords specific to your business in things like your title, meta description, URL, headings, and image alt text to help you rank.
Make your website mobile friendly (and responsive if possible)– improve website speed by reducing large images, eliminating pop-ups on small screens, decluttering your web design and always testing on mobile devices.
Improve your site speed and improve navigation– optimize images, use a content delivery network and use the browser’s HTTP cache.
Decrease the bounce rate– pay attention to page load times, make your site easy to navigate, have a well placed search bar and write in shorter paragraphs.
Related: An SEO Checklist for Law Firms
Educational marketing
You’ll also hear this form of marketing as a content marketing. No matter what you call it, it’s about educating and informing people through the content you create and share. Content marketing is really the backbone of a lawyer lead generation strategy.
As we mentioned above, when people have legal questions they are looking for answers. If you can provide these answers and solutions, you’re not only positioning yourself as a trusted resource, you’re driving new traffic to your website or blog. Finally, visitors can contact you with more questions or to get more clarity on something they read. That way, you’ll be on top when they need legal representation.
Keep in mind that what people are actually searching for and reading are blog articles or content, not necessarily web pages. Elements that researchers will find valuable are how-to guides, question-and-answer sessions, checklists, etc. While it’s important to have a fully developed website with practice area descriptions, don’t neglect a “resources” section where you provide many. of useful and non-commercial information.
Creating a blog it’s also a critical part of a smart content strategy. Alongside your blog, you can also offer educational content in the form of white papers, ebooks and more. Always use a call-to-action at the end of each of these pieces of content so that leads move more easily into the sales funnel.
Better yet, when you’ve developed worthwhile content like an eBook, you can also limit it by asking users to provide their email addresses in exchange for viewing the content. This means you can add users to your database and move them through the buyer’s funnel via email as well.
Start by creating one ideal customer profile, and find out what your target audience’s problems are. Then deliver content that creates solutions to those problems. And don’t forget to promote your content via social media, email and more.
Marketing in social networks
No marketing strategy is complete without Social media. Social networks are undoubtedly the most important platform for sharing information (next to the Internet). Social media is essential today and helps lawyers and law firms build brand awareness, stay ahead of the curve, build relationships with their audiences and more.
Most social media platforms offer free and paid ways to promote your business. Paid social media advertising allows for very specific targeting and precise control of your budget. Even if you don’t want to start with paid campaigns, you should be present and active on social networks: today it’s word of mouth!
It’s also great to be constantly active because you never know – something you’ve posted might reach someone on social media at the right time.
Start by creating accounts on all the major platforms and focus most of your attention there LinkedIn. Make sure each account has a profile photo, header (if applicable), and bio that adheres to your brand guidelines. Next, plan what content you want to post. Remember: Content should be primarily educational. Try sharing links to your blog or content, responding to industry news, highlighting your company culture, etc.
Make sure each post is fully optimized with an image/video and hashtags and you’ll be on your way to generating leads.
Online advertising
As we mentioned earlier, you can create paid ads for social media or you can invest in pay-per-click ads through search engines like Google.
Regardless, these types of ads are much more profitable than traditional ads because you only pay for those who convert.
PPC Ads are a great way to stay competitive because they ensure your content is in front of people, whereas with organic SEO and social media, there’s always a chance you won’t rank or show up in the algorithms.
Start by researching relevant keywords/what audience you’d like to target and go from there. Make sure your campaigns are fully optimized with an informative landing page that includes a lead generation form, images/videos (if it’s a social media ad) and compelling copy.
Multimedia options
Consumers now want to learn and absorb information in a variety of ways. Things like videos, podcasts, and webinars are great ways to educate your audience and position yourself as a thought leader in your industry.
By creating unwritten content, you’re extending your company’s brand to a wider range of users and brand new audiences by leveraging things like podcast publishing platforms, YouTube, Zoom events, and more.
Better yet, these options also help humanize companies/lawyers. People tend to want to work with those they see as genuine, and hearing the voice and maybe even seeing the face of an attorney you’re considering working with can do wonders.
You can learn about media options for lead generation with these free resources:
Take away:
Although they are all separate strategies, the truth is that they all focus on one goal: to gain more visibility. Using these tactics will help ensure you are prepared with a successful attorney lead generation strategy.
This post has been edited and republished since August 4, 2021.
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