Every business owner is after new leads, and law firms depend on acquiring them as well. While this is one of the most important aspects of your business, it’s also one of the hardest ones to master. Luckily, the analog days are long behind us, paving the way for modern digital marketing and growth hacking strategies. With that in mind, which ones are the absolute best for acquiring new leads in the current day and age?
- Posting valuable content on your blog
It’s pretty much industry-standard for a law firm to have a website. In order to get it shine and bring you the most conversions possible, you need to make it look as professional as it can be. However, if you truly want to dig into the vast pool of potential customers the search engines can send your way, you’re going to have to start working on your website’s SEO.
By targeting the right keywords and writing your content in such a way it’s a pleasant read and either solves people’s problems or teaches them something new, you’re going to start getting more traffic organically. Just make sure the content is researched, well-written, original, and helpful.
It’s great if you can write write a new post every once in a while (it could also be about the trending topics in your industry). That way, you show your readers you’re actively engaging in what’s going on in the professional world around you, thus being able to give them the most up-to-date information there is.
- Providing free reports in exchange for an email
Posting on your blog for the purposes of acquiring new customers is a tried and tested strategy, but did you know you can also use the content you’ve prepared in a different way? By offering a downloadable report (it can also be an infographic or something of similar value), you can motivate someone to enter an email in order to download it.
It’s a win-win scenario: you get another opt-in to your email list, and the person who’s entered their email address receives valuable free info. However, in order to make this work, the downloadable file should truly provide something of value, ideally something they can’t find anywhere else.
Over the course of time, you can monetize the email list you’ve worked so hard to build by trying to sell some of your paid products and services (however, this should be done in moderation, and your primary focus should be providing valuable content and resources to them).
- Leveraging CPC advertising
Cost per click advertising (or CPC for short) is a way to pay for qualified potential customers to visit your website. Currently, the most popular CPC platforms are Facebook and Google Adwords.
The great thing about the CPC model is that you don’t have to wait for traffic to slowly start coming in, so it can get you new leads much faster than what is the norm with SEO. The downside, of course, is that it can drain your financial reserves quite quickly if you don’t know how to optimize your campaigns.
There are several resources you can leverage like https://www.whitehardt.com/mass-torts/ that will tell you more about how to structure and optimize your campaigns, as well as which keywords to target. These should always be custom-tailored to your field of expertise.
- Get some expose by posting on social media
Most of your potential customers have a Facebook account, and if nothing else, it’s one extra channel through which you can reach them. Posting on Facebook is also a great opportunity to show your personal side, so others will be able to see you’re more than just a faceless corporate entity.
If the content you post is something truly incredible, there’s no easier way to get viral traffic than Facebook. By getting tons of likes and shares, this will position it in front of other people’s eyeballs and if they like it as well, expect some more shares and likes (and thus, the snowball effect comes to be).
Speaking of social media, make sure that the content you post on your website includes buttons for easy social media sharing. That way, visitors who enter your website through search engines will be inclined to repost it on their social media profiles.
- Focus your efforts on LinkedIn
LinkedIn is much more than just a platform for job seekers. If you’re representing your business, it’s actually incredibly easy to network with people who could become your clients later on.
The people you’re going to encounter there are all rather much professionally oriented. As such, many of them are in need of legal representation (or at least a solid legal advice), meaning it’s quite likely that they’re actively searching for reliable legal advisors such as yourself. This is a great opportunity to market yourself as someone who knows the ropes and can be trusted.
There are multiple ways to go about lead generation on LinkedIn. For starters, you can directly connect with others and answer their questions, but you can also post informative articles there. This is a great way to increase brand awareness. Participating in LinkedIn group discussions also helps getting you noticed.
Have you written an article that you believe would be of great help to many who frequent the platform, but you’re worried about reposting? There’s no need to be. In fact, many lawyers often write a blog post on their main website, then simply post links to it on all their social media channels simultaneously. Same effort, but more exposure, right?
Finally, if you’re going to be focusing on LinkedIn, make sure that your profile is updated and that it includes all the relevant details about your business and your career. That way, those who are interested in working with you can find everything necessary in a single place.
And there we have it! These lead generation strategies will definitely take some hard work on your part before you’ll be able to start seeing results, but if you’re prepared to invest some time, money, or both, they will definitely going to help you land some new clients. The most important thing to keep in mind is that acquiring new leads is a marathon, not a sprint, so don’t give up. If you keep working on it, they will come.