You might think that marketing has nothing to do with law and is certainly not what you went into the profession to do. However, when you are trying to build up a law firm, marketing is one of the most important things that you should be doing.
By focusing your attention on the specific needs of a potential client at every stage of the process, you will determine how and when to engage, develop and convert your clients to build a law firm with an effective marketing strategy alongside the help of Elite Lawyer Management.
Here, we are going to explore some of the ways that you can attract new clients to your law firm.
Engage them
Clients realize that they need legal advice during the engagement phase. For example, if they are involved in a slip and fall injury, this is when a potential client will be looking to engage with a law firm.
In a digital age, a Google search is often the first port of call when looking for a lawyer. Investing some time on search engine optimization (SEO) will help your website rank higher in search engines and be more visible to a potential client.
Once the potential client has reached your site, this is where you collect information and contact details, and start to build up an understanding of their situation. This may be through a basic contact form or live chat function – either of these can be enough to move them directly to conversion.
Nurture them
In some cases, a client will find out about you and hire you straight away. However, this is not guaranteed. Most clients will go away and do their research before committing to a firm. The nurture phase is one of the most important and where marketing can make a significant difference. Clients are going to pit you against your competition and weigh up who is the best for them. Making sure that you remain at the forefront of their mind is essential if you want to win them over.
Lots of firms collect customer information and then allow leads to go cold. Instead, make sure that you can give them the answers that they need. Your experience will mean that you are likely to have an idea of some of the most commonly asked questions and challenges faced by your clients. Content marketing and automation mean you can give all this information before a client even has to ask. It makes you look like an expert in your field and much more likely to be hired.
Convert them
Once you are in contact with a potential client, you have done most of the hard work. This is the final stage. It might be as soon as the consultation period has finished, or it may be after drafts and contracts are drawn up. Either way, it goes much further than signing them up – it is their whole experience. By making sure you give them as much information as possible, you are allaying any potential frustrations. It is also essential to provide excellent customer service, especially in an industry where referrals and recommendations go a long way.
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