In a digital era, making the most of online resources and digital platforms has never been more important. Generating legal leads via a lead generation agency is the most effective way in which law firms can expand their clientele base and provide a truly bespoke and tailored service. There is no doubt that the Internet is the most powerful asset that a business can have at their disposal when it comes to marketing and advertising, and law firms are no exception.
In the following article, we’ll be going through all the reasons why you should start considering legal lead generation for your law firm.
Enhancing Your Law Firm’s Visibility
Ultimately, the purpose of any marketing and advertising campaign is to increase your brand’s visibility. By ensuring that your promotional materials are not only easy to find but noticeable and memorable as well, you will be able to reach out to and engage with as broad and as diverse an audience as possible. Even when you create a website or a social media platform, however, it doesn’t guarantee that you will automatically generate high levels of interest.
This is why working with a professional lead generation agency is so important, because they will not only ensure that you are publishing quality content, but that it is also being seen by as many people as possible. Search Engine Optimisation is absolutely integral to making sure that your promotional materials remain at the forefront of your customer’s online searches and feeds.
SEO is a dynamic and complex process, and you will have to continuously review your practice and your methods so that your online content continues to be optimised and send traffic and leads your way.
Leading Your Customers Through The Sales Funnel
Lead generation is essentially the process of identifying, interacting with and then interesting potential customers. In order to convert these potential customers into actual clients, you will have to bring these leads through the entire length of the sales funnel. The sales funnel is an intriguing and incredibly effective marketing concept, and it is used to illustrate the various stages potential customers have to be guided through in order to become actual clients.
When you enlist in the services of a lead generation agency, its team of professionals will have the expertise and experience required to lead as many prospects through this pipeline as possible. Following is a brief description of the main stages of the sales funnel:
- Awareness – this is when prospects will first learn about your law firm and the services it provides. This is arguably one of the most difficult stages of the funnel, because you have to ensure that prospects actually find your business whether it is organically or via targeted advertising.
- Interest – once prospects have learned about the legal services your firm provides, you have to persuade them to proceed with an enquiry or a purchase.
- Evaluation – this is when prospects will compare your business to those of your competitors, and it is important that you make sure you stand out here via your online content.
- Decision – at this point prospects will have decided that they want to purchase your services, and negotiations will begin where you have to demonstrate the benefits of working with you.
- Action – this is where the final purchase is made, which for a law firm may be a prospect submitting their contact information, making a phone call or visit, scheduling a consultation or asking for further information.
Creating a Powerful Website
Compared to other businesses, having a well-designed and high-impact website is especially important for law firms. This is because the services which are provided by law firms are of a particularly sombre and involved nature, and clients therefore expect a high degree of professionalism and expertise. It is essential that this is reflected in the presentation, format and design of your website.
There is no doubt that your website is one of the most important promotional tools that your lead generation initiatives will rely on. It will almost always be the first point of contact between prospective clients and your law firm, which is why your website needs to convey your brand, mission, story and ethos. It is on this platform where you will convince your customers why they should go with your services as compared to any competitors. By working with a lead generation agency, you can create a polished and sophisticated website which emphasises your integrity, dependability and trustworthiness.
Implementing a Content Marketing Strategy
Content marketing is a diverse and multi-faceted area of marketing, and it refers to the creation and sharing of various online materials on a range of online platforms. Considering the level of depth and complexity that is required, it is always recommended to work with a lead generation agency so that you can expertly navigate the online realm.
A content marketing strategy will include such things as email newsletters, blog posts, infographics, webinars and seminars, e-books, videos, pictorials and guides. It’s important that the content which is published is genuinely useful or interesting to your potential customers, rather than being content for the sake of content. The content should be professionally created, but instead of explicitly promoting your law firm it is stimulating interest and assurance in the services it provides.
The digitalisation of our society and our economy has occurred relatively recently, which is why many businesses have struggled to change their processes and strategies accordingly. The truth is, however, that if you’re not making the most of the tools and resources offered by the Internet then you’re missing out on an incredible opportunity when it comes to generating leads online.
Lead generation is a dynamic and multi-dimensional process, and one which you will have to continually adjust and update if you are to guide as many customers all the way through the sales funnel as possible. Most importantly, however, any content you publish should convey the core values, principles and story of your brand, with a consistent and integrated message. With the right tools, strategies and some expert assistance, you will be cementing the ongoing success and growth of your law firm.