Marketing specialists talk an awful lot about the sales cycle. But what exactly is that? We can say with some certainty that it begins by prospecting for leads. On the customer side, they’re still in the research phase.
But the research phase of the sales cycle can also be broken down into smaller parts, and this rings especially true for law firms.
For instance, if you have just been through a surgery and are experiencing adverse effects, you may naturally wonder whether or not you have a medical malpractice lawsuit. Your SEO firm’s job is to determine likely search keys for such a query.
The customer will click on whichever choice they believe will best answer their question. This can come in the form of a blog post or a page that is dedicated to answering frequently asked questions concerning medical malpractice lawsuits.
In either instance, the visitor is going to be interested in having their question answered as simply and concisely as possible.
How does this trend differ from past trends concerning legal marketing? You are actually targeting potential clients earlier in the sales cycle. Clients who have questions like these aren’t sure whether or not they have a case or whether they should bother with a lawyer at all. By targeting these sorts of questions, law firms are establishing a rapport with someone before they are researching who the best attorney is to take their case.
Informing and Educating
The why is fairly self-explanatory, so let’s muse a bit about the how. Your website, while simultaneously being a beacon for prospective clients, can also be an incredible resource to others that are interested in basic questions concerning your area of practice. It takes time, dedication, and failing those, money to establish this resource, but it’s not, on the other hand, without value.
It allows you to establish yourself as an authority in your field while simultaneously cobbling together resources scattered all across the web under one roof. In addition, it allows you to discuss important aspects of the law, recent changes to the law, and important decisions that have impacted your area of practice.
In other words, it’s a great place for potential clients to go to learn more about how the law relates to your niche.
That’s rather generic, so let’s get specific.
You want to diversify your approach to content. In other words, shorter pieces are great for answering simple questions but there are many out there who are going to want to understand every aspect of their lawsuit.
Not only that, but they will very likely have enough time to do so. Lawsuits take a long time and can span months or even years depending on the kind of lawsuit being filed.
Examples of the sort of content that could be valuable to potential clients are:
- How to guides
- “What to do if” guides
Answering these sorts of questions will establish you as a thought leader in your area of practice.
Using Email Campaigns
Some folks find email campaigns annoying, but those who do are individuals that have no real interest in your practice of law. That’s fine. You aren’t targeting these people. You’re targeting those who do have an interest, especially those who have an interest in their own case.
Newsletters for your firm are one more way that you can reach out to prospective or former clients and gain referrals based on past success.
Not only that, but you can link special content to entering an email address in order to grow your list.
PPC and General Question Keywords
There are a number of firms that aren’t targeting question-related keywords to their PPC campaigns. While PPC doesn’t make sense all the time, it can work in a number of instances. Depending on your area of practice it may be worthwhile to look into this strategy as the bidding on the search keys may not be very high at all.
Another key to dropping the price is restricting the reach of the audience by location. Running PPC ads on general queries may be expensive for e-commerce companies, but your law firm is a local practice. So unless you specialize in multi-state class actions, you can restrict your audience by location and vastly reduce the cost per click.
Social media sites like Facebook and Twitter can be an excellent source of cheap advertising as well.
The idea of targeting general queries is an excellent way for your law firm to generate a rapport with potential clients. Even those who do not end up taking their case to court will have some knowledge now that your firm manages such cases. If they or someone they know needs a lawyer in your practice area, they will know right who to go to.
Content marketing is the best way marketers know of to establish that trust and build a rapport with their community and prospective clients. It’s a long-term approach, but it’s an approach worth investing in.
This is why we advise our clients to target leads before they’ve even decided whether to bring their lawsuit to court. Interesting and engaging content makes a memory.
If you need help increasing your lead flow or would like to talk to Travis about your marketing efforts, fill out the form or schedule a time to chat with Travis directly. To schedule a call with Travis, click here.