To help law firms discover the most effective marketing strategies, we asked marketing professionals and attorneys for their top idea to drive client leads. Below are the top 11 tips for small law firms from promotional videos to content marketing.
Guest Content Marketing
Guest blogging is one marketing strategy to generate leads. Posting content on other sites can earn links that can raise your own sites’ domain authority as well as providing exposure to wider audiences. Appearing on related sites can establish authority and thought leadership. Not to mention, when you provide value by offering useful information on third party sites, the act seems less transactional and is helpful for gaining potential client’s trust.
Michael Alexis, TeamBuilding
Generate Conversion Assets
Driving client leads is essential to the growth of your business. To help drive more qualified leads, businesses can create conversion assets that are targeted to their persona and what they are likely most interested in when they are visiting your website.
For a prospect who may just be browsing your website for some initial information, you can consider a checklist or short guide to give them some additional information in exchange for their contact details.
As these prospects are further in your marketing funnel and want to connect with someone at your firm, you can consider a free 15-minute or 30-minute consultation so the prospect can get a better idea of what it’s like to work with you. These types of conversion assets are proven to drive leads that will grow revenue.
Elyse Flynn Meyer, Prism Global Marketing Solutions
As an attorney, it might be a little bit more of a conflict for you to put your clients’ information and make it public. So you have to be creative. One of the best things that you can do is understand that it’s not always the work that you do that will drive opportunities. It is the value that you can provide that develops potential leads and opportunities and sometimes it’s competing for work that is of value.
For example, if you’re a business law attorney, focus on creating and inviting your potential clients to your podcast to talk about their businesses rather than their legal issues. You can talk more about their business and how you can provide value from coaching them outside of things that are legal and that can lead to potential opportunities for you to land clients and customers. If you are a car accident attorney, focus more on being a pillar in the community and have potential clients engage on a Facebook group.
Gresham Harkless Jr., Blue 16 Media
Get the Branding Strategy to Resonate
To crystallize your product around a very distinctive and compelling brand and go-to market strategy, the first thing to do is getting the branding strategy to resonate. “Your brand is what other people say about you when you’re not in the room.” A Jeff Bezos quote. You want people to think well of you and what you offer or represent. Have a branding program that gets at your “why” — who you are, who your customers are and what is it that they need to hear. When done well, you’ll establish that initial top of the funnel credibility.
Andy Gray, vCandidates.com
Begin a Business Newsletter
Consider your email marketing approach as a content strategy with social lead capture strategies thrown in for good measure. If it works well, you’ll have a strategy for delivering a steady stream of information from your firm or sector to a captive audience. You’re not competing for attention in a flood of social media updates because they get updates directly in their inbox.
Creating compelling reasons for individuals to sign up for newsletters is critical to maximizing newsletter lead creation tactics. Exclusive sales, experiences, and knowledge are all wonderful attractants. However, it’s critical to keep those newsletters coming—the benefits of targeting a captive audience can lead to the acquisition of valuable leads. If you’re not sure where to begin, email marketing solutions like MailChimp and Constant Contact provide tools to help with lead generation.
Oliver Andrews, OA Design Services
Create Relevant Blog Content
One effective marketing strategy to drive potential client leads is by creating blog content that is relevant to your industry or business niche. When you produce blog content that is of high quality and provides value to your target audience, it can help you attract new leads who are interested in what you have to offer. Additionally, be sure to repurpose your blog content by sharing it on social media and re-distributing it in the form of videos or podcasts.
Claire Westbrook, LSAT Prep Hero
Claim Your Business On Google
When you claim your business on Google, it creates a profile that shows up on Maps and in a separate box on the righthand side of the search results page. This allows you to provide full details about your business and the services you offer, as well as making it easier for clients to find and contact you. Because it’s on Google, clients can also review your business, and positive reviews and comments help to build trust and authority in your firm.
Mark Pierce, Cloud Peak Law
Optimize Your Website
Your website is a critical tool for converting leads into customers. It is your means of establishing what your firm does, the value it can bring clients, and what differentiates it from other firms. Ensure that your website is professionally designed and that the content is consistent with your company’s mission and values. This contributes to the development of your brand’s identity among consumers. Further, ensure that it is user-friendly and easy to use on various devices, as most consumers nowadays access websites via multiple devices. Finally, ensure that the content you publish is valuable, relevant, and informative. Center your content on your clients and the challenges they want to be addressed so that you can showcase the advantages of utilizing your firm’s services.
David Bitton, Doorloop
Focus On Social Media Marketing
In this day and age, lead generation is predominantly made possible with effective social media marketing. Partnering up with brand ambassadors or influencers to push for your business and recommend it to their audience base is the fastest way of driving potential client leads to you. This helps boost business awareness and drive up your metrics.
With the help of short and beautiful visuals, each post made by your social media partners will generate you significant amount of traffic that will keep your business relevant and accessible in the everyday life of any potential client. This strategy will ensure your business has a continuous advantage over your competitors, and as long as their post isn’t deleted from their account, it will continue to create traction and drive leads towards your business.
Michael Knight, Incorporation Insight
Build Trust With Handwritten Notes
One great marketing strategy to drive potential client leads is to send handwritten notes. This shows that you took the time to personalize your message and that you’re interested in developing a relationship with them. It also makes you stand out from the competition.
Rick Elmore, Simply Noted
Create Short Form Videos
Make regular, short form videos for TikTok, Instagram Reels, YouTube, Pinterest, and Facebook. Answer questions quickly and helpfully, your following will grow over time and people will reach out to you for your services as they now see you as an expert.
Chris Walker, Legiit Online Marketplace Inc.