Attorney Marketing: Are You Effectively Capturing Leads?
When the average person is seeking an attorney, they have an urgent matter at hand. Nearly all contact with an attorney is considered a time sensitive matter to the client. From a car accident, newly received divorce paperwork, or pending legal trouble when a client contacts a law office, they are actively seeking your services – and quickly. No doubt many of your leads come via word of mouth and referrals. However, you could be sleeping on a golden opportunity to capitalize on warm leads. When a potential client reaches out to your firm, whether it be through an online interaction or a phone call, your staff needs to be ready.
While communicating online has become a cornerstone in marketing in recent years, having a solid lead conversion strategy in place when warm leads call is vital. Consider yourself on the other end of the scenario presented at the beginning of this blog. Would you leave a voicemail? Or would you continue to call competitors until you spoke with someone about your concerns?
Consider offering training to your reception staff about how to appropriately handle a warm lead and maximize the chances of retaining the client. Even when you are not available to speak on the phone immediately, having your office staff obtain the client’s contact information versus sending them to voicemail can make a tremendous difference. By assuring the client that your office understands the urgency of their concerns, they will feel heard and in good hands. Establish a time-frame for a return call regarding all new clients, and if you do happen to be too busy to respond as timely as you’d like, it’s better to ask forgiveness than to miss an opportunity to have a personal conversation.
Authority Branding and Attorney Marketing Online
Next, let’s consider online marketing for attorneys and break down a quick strategy to establish authority in your area of expertise. An effective and simple way to join in on the digital media marketing trend is to create a long-form video. Record a video of yourself appealing to the general needs of your clients and mention favorable alternatives to common scenarios. For example, a criminal attorney could speak about DUIs, avoiding jail time, and the opportunity to reduce penalties or fines. Once you have the video in final form with simple edits, you are ready to upload!
Share the video from your business YouTube account to your social media and website. From different defenses available to case success stories, create a video highlighting your knowledge and opening a dialogue with potential clients. Be sure to share high-value information to your followers and demonstrate your authority in the industry. From there, consider using the video to promote your services through Facebook using advertisements! Sharing this kind of content versus standard pitches allows your industry authority to speak for itself and promoting videos with immediate value to clients increases the chances of them listening and remembering your business.
This strategy for online attorney marketing is particularly effective as you are repurposing the video for multiple platforms, supplying digital video content to be viewed at any time, and keeping your business in front of potential customers.
Attorney Marketing and Lead Retention Made Simple
Needless to say, placing your focus in the right area when marketing your law firm can be difficult. Hopefully, we have established a solid starting point, as well as a few things to consider when interacting with warm leads and appealing to new ones online.
At Dynamic Marketing Consultants, we have experts happy to assist you with everything from video editing to updating your branding. As always, we welcome questions and are excited to help establish or expand your law firm’s marketing strategy!