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How Lawyers Use Digital Marketing to Generate Qualified Leads


As a lawyer, your livelihood depends on having a steady stream of new clients.

Even if you’re a lawyer lucky enough to have retention clients, you still have to work hard to find those clients.

And if you don’t actively generate leads, your law firm will dry up.

The key to growing your law firm and career is having solid lead generation strategy consistently brings you qualified leads looking for the help you can provide.

In this article, I want to show you some of the top lead generation strategies I’ve seen currently working for attorneys. But before we get into the actual details, I need to make sure we have a solid basic understanding of how basic sales funnels work in today’s digital landscape.

Create your sales funnel

Skipping the funnel and just going straight to prospecting will give you average (best) results. If you’re serious about lead generation, start with creating a sales funnel.

Sometimes, people just want basic information or answers to specific questions they have. Other times, they are actually looking for a lawyer. Funnels help you filter leads based on their stage of interest so you can meet them and eventually turn them into customers.

You can think of the channel about Channel Head (TOFU), Mid Channel (MOFU), and Bottom of Funnel (BOFU). As potential customers slide down this funnel, your approach changes.

A TOFU team leader needs training and involvement. (There’s very little sales going on here. You just want to position yourself as a trusted source of information.) A MOFU team leader is actively evaluating options, so you can position multiple slightly. You’re not selling hard, but you’re letting them know that you’re a good choice. A BOFU team leader is ready for action. This is where you use a direct call to action to ask them to schedule a free initial consultation (or whatever approach you use).

7 lead generation strategies

Once you have an idea of ​​the basic sales funnel, it’s time to start thinking about lead generation strategies. Here are some digital marketing tactics that are working right now:

Define a niche

If you’re targeting everyone with your law firm marketing strategy, you’re essentially targeting nobody. The first step is to identify a niche.

The more specific you are to your niche, better. Here is an example of how you would segment your niche:

Professionals > Stock Specialists > Warehouse Managers > Warehouse Managers in South Carolina

While niche reduction can be intimidating and potentially ostracize other potential customers, you must understand the power of niche. When you target a specific niche, it allows you to be more specific with your message. You no longer have to guess or make generalizations about your content. You can go deep and talk specifically to potential customers.

At the end of the day, it’s better to be a big fish in a small pond than a small fish in a big blue ocean.

Niching creates a much smaller pond where you are more likely to stand out.

Map out your ideal prospect

After identifying your niche, take a moment to outline your ideal prospect. Create a protagonist document in which you answer questions like:

  • Where does my ideal customer live?
  • What does my ideal customer do for a living?
  • How much money does my ideal customer make?
  • What kind of house does my ideal customer live in?
  • What would my ideal client’s family look like?
  • What does my ideal customer do on the weekend?
  • What is my ideal client’s biggest pain point?
  • What is the greatest wish of my ideal customer?

You want to really drill down and get into the specifics. You will use these insights to enhance your marketing strategy, content creation, etc.

USP . Development

Any good marketing strategy should be built on a Unique Selling Proposition (USP). This is a simple statement describing what sets you apart as an attorney. You can use the following fill-in-the-blank template to create your own:

“I help [niche] Complete [desire] do not have [pain]. ”

This might look like: “I help stressed dads get custody of their kids so they never have to miss another ball game or dance performance. “

Notice how a USP like this is so much more powerful than just saying: “I will help you fight for custody. ” When you have a USP that highlights your marketing efforts, it changes everything.

Build a website

Armed with a niche, ideal lead character, and USP, you’re ready to build a website (or redesign the one you already have). All these building blocks will help you create a more targeted website.

Don’t overcomplicate your website. Simply the goal. Eliminate distractions and focus on having a fast website that speaks directly to your target audience. The goal is to turn website visitors into leads by asking them to take a specific action.

In 2022, many attorneys use a simple lead magnet opt-in strategy that looks like this:

  • Attract visitors to your website.
  • Give them a free lead magnet. (This is usually a PDF, checklist, tutorial, e-book, or video series.)
  • In exchange for a lead magnet, potential customers must submit their name and email address.
  • Send an automated follow-up sequence with a series of emails or phone calls designed to turn leads into customers.

This is a very simple approach, but it works. The idea is that you lead with value, instead of asking for something right away. Whether it’s a simple checklist or a comprehensive ebook, potential customers will learn something and start to trust you.

Invest in SEO

While there are many ways to drive paid traffic to your website (one of which I’ll discuss in a moment), you also want organic traffic. This is ultimately what will sustain your lead generation efforts for years to come. And to do this, you need to invest in search engine optimization (SEO).

SEO for law firms not as hard as some make it to be. While you can certainly try to do it yourself, you’re better off hiring a service. They will conduct a marketing review of the law firm, develop a custom strategy, execute it, and then provide regular reports to ensure you are on track.

Launch PPC . Campaign

While you are slowly building your organic traffic through SEO, you will also want to launch some pay-per-click (PPC) advertising campaigns to drive that traffic. target your website.

The best PPC strategies involve the basic lead magnet opt-in approach mentioned above. You can target Facebook users based on demographics and other data, while Google users can be targeted based on search intent.

You can then use remarketing efforts to track people across the web after they click on one of your ads. This keeps you in the loop and increases your chances of converting leads into customers.

Payment for lead generation services

It can be difficult to build your entire lead generation funnel with paying leads (like many law firms try to do), but it can be an effective addition when you have the right tools. other organic methods. There are a bunch of reputable people out there, including:

  • Avvo
  • Nolo
  • FindLaw
  • Lawyers do not belong to the group
  • Lawyers.com
  • Thumbtack
  • Lawyer.com
  • LegalMatch
  • LegalZoom

While each of these services essentially sell the same thing, you’ll get some different features, pricing, and perks based on the service you choose.

Ready, Set Up, Grow

You can’t take the shotgun approach to lead generation. It simply doesn’t work in today’s market. There is too much saturation in this industry. If you don’t have a disciplined and strategic approach to lead generation, you will always miss out on new customers to your competitors.

While no two lead generation strategies are exactly the same, you can use some of the different tips outlined above to create a targeted approach that works for your law firm and market. your niche. It’s not always easy, but hard work building a sales funnel pays off in the long run.

Nate Nead

Nate Nead

Nate Nead is the CEO & Managing Member of Nead, LLC, a consulting firm providing strategic consulting services across a wide range of areas including finance, marketing, and software development. For over a decade, Nate has provided strategic guidance on M&A, capital acquisition, technology solutions and marketing for some of the most popular online brands. He and his team advise Fortune 500 and SMB clients alike. The team is based in Seattle, Washington; El Paso, Texas and West Palm Beach, Florida.



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