In today’s digital marketing age, one of the best ways to acquire and communicate with clients is through online digital marketing outlets. More specifically, with email. As an attorney, we can accomplish a lot through the use of email. Building an email list is a critical component for reaching a targeted audience and engaging with them on a long-term basis. Not only can you easily capture their attention through multiple online platforms, but you can also significantly expand your reach as well.
However, before you can participate in a marketing strategy that involves emails, you first must capture and build an email list. This often takes place over time and with strategic and careful thought based on your industry. How do we go about accomplishing this? Attorneys, or their marketing experts, must find a way to get them to share their email address with you. The most popular strategy: sharing something of value with the user that requires the input of their email address and other contact information.
Once you have captured their email address, it’s a lot easier to stay connected with them.
By offering a lead magnet that subscribers find of value, attorneys can provide their target audience with valuable information that can point them in the right direction as it relates to a wide array of legal areas.
This approach opens up the door to a series of opportunities whereby you can now communicate with these potential clients at will. This is because your targeted audience not only sees you as the expert, but they also see your company as a law firm they can trust.
What Is A Lead Magnet
If you are not 100% certain as to what a lead magnet is, you may have seen them in the past without realizing it. It is basically a free offer that prompts members from a targeted audience to opt in to a particular site by way of an offer. It is usually presented in big bold headlines such as:
“Click here to subscribe to our monthly newsletter”
“Download our new how to guide”
“Learn about the six steps to protecting your assets”
A lead magnet is something of value that is offered for free and related to your area of expertise.
Normally, it would have a cost value associated with it if it was available for sale. It is also a way for you to display your expertise while building credibility. Sending valuable, free information via email, is a great way to build and sustain relationships with your target audience.
Lead magnets are part of an overall marketing campaign developed specifically to generate leads. They result in a higher conversion rate than you would have received without one. The more leads you generate, the more potential conversions you will have. Most campaigns are also designed to better engage your customers with your law firm. This further stimulates your conversion rate.
As it relates to generating leads for attorneys, most people are in a dire state. They are in need of legal counseling, guidance and direction, or some other form of expert legal services. Any information provided in this area can be great resource. It can provide your targeted audience assistance with their proposed legal issues. It’s a great way to offer some assistance and or a solution to their legal issues while nurturing the relationship.
Below are five of the most effective lead generation ideas that work well across multiple disciplines.
What Makes a Great Lead Magnet
You may be wondering what type of lead you should consider using to reach out to your targeted audience. Especially since not all lead magnets perform in the same manner. In fact, some of them yield very poor results. This is why it is important to have marketing specialists assist you with your efforts. It also helps you avoid making poor marketing launches.
The most successful lead magnets consists of the following areas:
I. A great offer that your audience considers valuable.
II. A clear message that’s easy to understand almost instantly
III. Well developed content that delivers on its promise without fail
With that being said, the following are the five top lead magnet ideas.
1. Webinars
Webinars are a great way to allow your potential customers to spend some time with you before engaging with you for legal services. Based on your area of specialty, webinars are a great way to hone in on some of the pain points that your target audience may be experiencing.
For example, if your law practice offers estate planning services, you can offer the following:
- A webinar about the advantages and disadvantages of estate planning and show your audience why estate planning is necessary.
- Show them the consequences of what would happen without having an estate plan in place.
This sets the stage for your potential customers to either attempt to perform the service themselves, or request services from a qualified Legal Professional. Since most people would rather not prepare a will themselves, this is where your legal services would come in. You can then offer them an additional slate of the other legal services associated with estate planning.
2. Check Lists
A checklist is a great way to provide potential customers with bite-sized bits of information in a very organized and succinct manner. It’s a quick and easy way to read through a series of activities that need to take place in a certain order. A sample could include how to best prepare to meet with an attorney about estate planning, or how to best protect your assets.
Whatever your area of speciality, you can create a checklist that that can streamline the legal process in a way that makes it easier for your client to prepare to meet with you and complete the steps involved with their legal situation.
3. Templates
Because the internet makes so many forms and templates available online, this will be a great opportunity for you to do the same. This is accomplished by creating a template that your specific target audience will likely use. A template of a contract is a good option. It would make a great, and easy to follow, fill in the blanks form. As an attorney, you can also create templates of types of documents as well.
4. Your Legal How to Guide
One of the advantages of putting together a legal how to guide is that it has your personal and professional experience, along with your knowledge base included in the guide. It’s a great way for individuals to learn more about a specific area that has legal implications.
Because the guide will be written by a qualified attorney, it will carry a lot of weight and build trust and credibility.
5. Industry Reports
Creating industry reports are great for the user to become more knowledgeable about a particular issue or the industry as a whole.
For example, if you are representing clients who’ve suffered a job related illness, they would want to be updated regarding any changes. More specifically, if the victim has suffered an illness due to corporate negligence, an industry report would be of value to this targeted audience.
To conclude, it’s important to develop digital marketing strategies to attract your targeted audience. It’s of equal importance to remain relevant in today’s competitive marketplace. Although the five lead magnet ideas have been proven in the past, these and others can be helpful to implement into their lead generation strategies. Performing the proper research for more lead magnet ideas that directly impact your specific niche will prove to drum up more ongoing leads as you continue to implement and maintain lead generation systems.
Additionally, a lead generation system combined with promotional efforts, a system to offer nurturing content, and a follow up system will also prove to continue to build your customer base for many years to come.
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