When I published a blog about people’s anxiety about marketing, I related it to the abundance of choice. There are too many different types of marketing, and not all of them work well together. Ten years ago, creating quality content wouldn’t have paired well with keyword and search-term-laden blogs trying too hard for Google’s limited attention. I say “ten years ago” because Google now favors quality, educational content over shortsighted gimmicks like keywords and backlinking.
People don’t want to be on the first page of Google anyway; they want leads. To elaborate further, they want quality leads. (An estate planning attorney who meets with a client seeking family law services is a net loss for everyone involved.) We’ve boiled legal marketing down to two essential strategies. We offer both because they work in tandem with one another. In short, it’s the most complete, all-encompassing legal marketing solution we can offer. When paired together correctly, lead nurturing and lead generation work so well that you’ll never care where you land on Google’s rankings.
Here’s Why You Won’t Care
To understand how and why they work, I will give you a six-step blueprint for effective legal marketing. You do not need to hire a marketing agency if you can do these things independently. Feel free to take this advice and run away with it. Here they are:
- Build a network. This will consist of past clients and people you meet throughout your career.
- Stay in touch with your network by consistently sending them educational e-newsletters, blogs, video FAQs, and social media posts.
- Generate referrals from your network. You will get more referrals because your network will remember you from the content you create.
- Generate qualified leads. Call the ones who need your services now, and add the rest to your network.
- Stay in touch with them with educational content once they are in your network.
- Repeat for the life of your firm.
In this way, you are hunting and farming. You’re nurturing the leads (farming) you have while also hunting/growing your audience.
Here Are the Results You Can Expect
Marketing is a results-oriented business. Measure your content’s effectiveness by how many referrals you are getting. Conversely, lead generation is easily quantifiable. How many quality leads am I receiving each month? How much am I spending per lead?
We create the educational content mentioned previously to keep you in contact with your existing network. These are your best salespeople, but you must stay in contact with them. The more informative your content is, the more willingly they will engage with it. We’ll obtain your leads in the following way:
- Facebook Ads
- Instagram Ads
- LinkedIn Ads
- Lead Magnets
- Landing Pages
- Drip Campaigns
You and your team will meet once a month to discuss the number and type of leads you receive.
An Elegant Legal Marketing Solution
I used to say that a marketing agency couldn’t be an all-encompassing, one-stop-shop solution any more than an attorney could effectively practice every type of law. However, some firms house attorneys who focus on different areas, as our marketing agency does now. The magic lies in how much a complete lead generation and lead nurturing package is. Set up a call with us, and let’s discuss how we support your firm’s sustained growth.
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