Promoting lead generation for lawyers and converting them into loyal customers is essential for growth in the legal market. Implementing effective digital marketing campaigns can be a great ally for law firms and lawyers looking to increase their visibility and attract qualified potential clients.
However, lead generation for lawyers can be a challenging task. After all, legal marketing requires special care to ensure that approaches comply with the regulations regarding the use of social media and technology tools to promote legal services.
Therefore, implementing marketing campaigns in the legal sector that are informative, convey trust, and professionalism, but are also ethical, is crucial. So, how can lawyers and law firms generate leads and ensure tangible results?
In this article, you’ll discover which legal digital marketing strategies to use to generate qualified leads as a lawyer and convert them into new clients. Keep reading to learn how to apply the best digital marketing approaches to your business.
What are leads?
Basically, the term lead is used to represent any person or company that is interested in a product or service. In the legal context, leads are those people who demonstrate interest in the services that a lawyer or law firm offers.
Although they may not yet be actual customers, leads represent a great opportunity for relationship building, as they are people who have already shown some kind of intention to contact you.
Therefore, if the goal is to develop an effective strategy for generating leads and converting them into potential customers, understanding this concept is the first step.
Types of legal leads
In digital marketing, depending on the stage of the sales funnel a lead is in, they may have different profiles. In other words, you might encounter people who are close to closing a contract with your law firm, or those who still need more information about your services.
Therefore, understanding the types of leads is also another important point when looking for approaches to convert leads into loyal customers. In general, the main types of leads that exist in digital marketing are the following:
Marketing Qualified Lead
MQLs are leads that are mid-way through the sales funnel. Essentially, these leads know they have a problem and already have some connection to the service they want to hire.
Therefore, the approach of a legal marketing campaign aimed at this lead should be convincing. In other words, the goal of your campaigns should be to highlight your brand, demonstrating to this potential client the advantages of your service and why it’s better than the competition.
Sales Qualified Lead
This type of lead is already at a more advanced stage of the sales funnel. SQLs already understand all the differentiators and advantages of the service they want to hire and are very close to closing the deal.
Therefore, the purchase decision for this type of lead can occur at any time, although it is not yet 100% guaranteed. Therefore, the company must adopt marketing initiatives to encourage purchase closures, whether by offering a promotion, special service from the sales team, or any other special condition.
Lead Generation for Lawyers Strategies
Law firms and lawyers looking to expand their clientele and increase sales need to invest in generating qualified leads. However, in the legal sector, this must be done ethically. Below, virtual assistant for attorneys lists best practices that can help you generate more leads and convert them into loyal customers, increasing your sales and results.
Understand who your lead is
Knowing your lead well, their preferences and needs, is an essential type of strategic knowledge that will make all the difference in directing your marketing approaches in Law .
Therefore, conduct market research and define your persona—the individual who can be considered a potential customer for your business. To do this, consider characteristics such as gender, marital status, age, education, socioeconomic status, and other factors.
This characterization of the ideal customer will be useful for you and your team to adopt a more assertive and personalized approach to your leads.
Use inbound marketing to your advantage
Inbound marketing is a content marketing strategy widely used in conversion processes. It focuses on the different stages of the customer journey, aiming primarily to attract and improve engagement with potential customers, but in a non-intrusive manner.
To achieve this, developing actions that meet your lead’s needs at each stage of their journey is essential. In other words, you should invest in creating informative materials that can offer something of value to your leads, or even impact their purchasing decision.
This could range from creating articles with tips for websites and blogs on topics that interest your leads, to creating ebooks and other information-rich materials to deepen the relationship with your brand and facilitate contract closings.
The more you nurture your leads with engaging content, the greater your chances of convincing them to hire your services.
Bet on the power of videos
Videos are excellent content for lead generation because they generate a lot of engagement and allow your information to reach a wide audience.
By publishing videos, you also give your audience a more realistic impression of you, as they can see your image and hear your voice. Consequently, these factors build trust and authority, bringing you closer to your leads and increasing the chances of new contracts.
Therefore, whenever possible, create and publish videos on topics relevant to your leads. You can share them on your social media profile or on digital platforms like YouTube, TikTok, or any other platform where your audience interacts most.
Legal SEO for Organic Traffic
One way lawyers can promote their services by focusing on lead generation is through organic traffic. To ensure good results with this approach, you need to ensure your website or blog ranks high on Google.
To achieve this, an important tip is to optimize your content by investing in legal SEO. Research and use keywords related to your field of expertise in your content.
When well-structured, legal SEO practices help boost content in search engines, attracting more people interested in your services and increasing your chances of conversion.
Lead generation for lawyers is a practice that can deliver significant results for your business. Therefore, adopt the strategies above and convert your leads into loyal customers more easily.