Mobile strategy no longer encompasses just a mobile-optimized website. Consumers in all industries, including legal, are using their devices more often and in different ways than before. In fact, we check our phones 150 times per day with each session lasting a little over one minute, according to Flurry Analytics as well as Kleiner Perkins Caufield & Byers. This type of behavior shows that people want quick and digestible content that they can consume on the go, anytime and anywhere, from short how-to blog posts to detailed user reviews about your law firm.
Google calls these real-time mobile interactions “micro-moments.” For your law firm, micro-moments present a fantastic opportunity to constantly engage with your audience. The path to attorney marketing success involves anticipating their needs correctly and having the information, content, and copy they are looking for, before they need it.
The following strategies can help you switch the focus of your attorney marketing to creating micro-moment touchpoints that can build a loyal client following.
The Four Types of Micro-Moments
According to Google, mobile users utilize their devices for four types of needs along the client journey:
- I-want-to-know moments: for instance, gathering information about law firms and their services or reading blog articles
- I-want-to-go moments: finding a law firm in the local area right now
- I-want-to-do moments: learning how to do something, such as declaring bankruptcy to resolve debt
- I-want-to-buy moments: deciding whether to partner with your law firm or a competitor, and determining how to go about doing that
Fulfilling mobile users’ needs in these moments is the key to converting them into paying clients. For example, posting useful blog articles on your legal blog for those I-want-to-know moments or how-to videos for those I-want-to-do moments. Overall, you must anticipate what users will be looking for during these micro-moments and create the right kind of legal marketing material to meet their needs.
This could be the difference between a prospective client choosing your law firm over a competitor; more than 50% of American smartphone users ended up buying from a different brand than intended because they found their chosen brand’s information valuable, says a report by Google, TNS, and Ogilvy.
These types of attorney marketing opportunities are all about researching options. At this stage, your potential clients aren’t ready to pull the trigger; they are just looking for information about your firm, feeling out your brand, and maybe searching through the content and layout of your website to decide whether you can provide the information they are looking for.
Perhaps they heard about your law firm from a friend and want to see what all the fuss is about, or maybe they saw a Facebook advertisement posted by your practice and simply want to learn more about your services. No matter the path they took to land on your website, social media pages, or online reviews, their purpose remains the same: to explore their options.
Take advantage of their curiosity by providing useful information that addresses their real questions. Someone considering bankruptcy for instance, is probably asking…
- Is bankruptcy right for me?
- Can it help to resolve my debt?
- What are the pros and cons?
- What does the process entail?
With those questions in mind, create helpful resources for your legal website. A short two- to three-minute video outlining the average process and timeline for filing bankruptcy can resonate with potential clients and give them the information they are looking for while also showcasing your firm’s expertise.
Not everything happens online; sometimes potential clients want to physically come into your law firm to get a feel for your practice or meet face-to-face with their attorney. I-want-to-go moments are all about providing information so potential clients can connect with you in the real world.
This is where location-based advertisements can be so powerful, as well as simple things to feature on your mobile site like customized driving directions.
Google and Ipsos found that more than 50% of smartphone users feel favorable toward organizations whose apps or mobile sites include informational video content, and that 48% of users are more likely to purchase from businesses that provide instructional video content. The conclusion is obvious: step-by-step instructions, particularly in video format, attract potential clients when they are looking for instant help with a problem.
Of course, you may not be able to create a video titled “How to Resolve Your Debt in 30 Minutes”—that kind of resolution timeline is impossible in the legal industry—but you can still take advantage of I-want-to-do moments by producing simpler how-to videos like “What You Need to Know About Chapter 11 Bankruptcy in 3 Minutes.”
I Want-To-Buy Moments
These moments are at the end of the sales funnel—prospective clients are ready to buy! Your job is to remove any obstacles in their way and provide several quick paths toward signing with your law firm so they can choose the avenue that suits their needs and preferences.
If you realize that your prospective clients typically want to talk to a real person, consider launching a campaign of click-to-call advertisements to enable them to easily call your firm. Similarly, if your attorney marketing data suggests that your potential clients typically like to do things online, be sure to route them to your online consultation form. Then, follow up quickly on all inquiries for a greater conversion rate and higher attorney marketing ROI.