Lead generation for lawyers is one of the most important things you can spend time on. There’s no one-size-fits-all approach. Instead, savvy marketers will create a strategy based on proven channels and an effective combination of tactics. Here are some ideas around important lead generation channels for law firms and lawyers. This breakdown will focus on social media, PPC, blogging, and email.
Social media is an essential part of lead generation for lawyers. Depending on how you utilize social media, the costs can be very low compared to traditional media. Unlike the straightforward social media marketing that consumer industries can do, it’s a little more complicated for legal marketers. The main areas to focus on for lead generation are LinkedIn Ads and Facebook Ads.
Pay-per-click methods work across a variety of paid platforms. The most popular are Google Adwords and Display Network. However, there are several other options including B2B directories or comparison sites, trade media display ads, social media advertising, and affiliate marketing.
When it comes to PPC channels, the general consensus is that for Adwords the conversion rate is 2.70%, and Display conversion is averaged at 0.89%. These results will vary based on your particular sector, so it’s important to know your own industry benchmarks. Additionally, it’s important to remember that PPC complements your organic efforts – it shouldn’t replace them. Many high-value keywords display only PPC ads above the fold. That’s why it’s essential to focus on both effective PPC and thoughtful organic efforts.
A well-rounded PPC strategy will include more than just Adwords. For example, in highly competitive spaces, it will be difficult to consistently bid high enough to beat all your competitors. In those instances, it’s helpful to have another lead source, such as law firm review directories. In particular, look for:
Blogging is the foundation of content marketing and is crucial for attracting and sustaining online engagement. There are several benefits of blogging, including driving traffic to your website, converting more traffic to leads, and creating client loyalty. Furthermore, content marketing has been shown to generate 3X the leads of traditional marketing methods. Which blog types are the most impactful? We suggest focusing on these blog types in order to generate leads:
Email is as relevant today as it ever was. It’s not as exciting as some other channels, but email can be the bridge between marketing automation and CRM. Having people opt-in is the beginning of a lead nurturing process that can secure clients. Furthermore, developments in AI, automated lead scoring, and predictive analytics make it easier to personalize emails and integrate communications into other channels.
The factors to pay attention to in order to make the most of email as a strategy are:
No matter which digital channel you’re using, there are some techniques that can help you to be effective. Use this checklist as you try new lead generation tactics.
Though the world of digital marketing is broad and ever-changing, lead generation for lawyers will always be an important area of focus. Try these tactics across the different channels to make sure your bases are covered and consult the list of best practices before executing on campaigns.
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