If your law firm isn’t getting enough leads, here are some thoughts on how you can use content marketing and other tools to get prospects to pick up the phone.
Learning from Television
Ok, so this is where I admit that maybe, just maybe, in certain, limited respects, I’m a little bit behind the times. Specifically, I just finished watching the first season of Better Call Saul.
Yes, Season 2 starts next week, and no, I don’t have cable. So, yes, I waited months and months and months to watch a short, and frankly a little bit slow, season of television that most of the world watched a long, long time ago.
I bring this up because the first handful of episodes featured variations on a recurring scene in which Jimmy McGill (spoiler alert: Jimmy McGill becomes Saul Goodman) sits at his desk, wiggles his fingers at his phone to work some magic, and then dials his voicemail. Spoiler alert: No one ever calls.
So, if you feel like Jimmy McGill but aren’t quite ready to Photoshop your hair, buy a billboard, and pay an associate to fake a near-death experience (spoiler alert if you haven’t watched Episode 4), what can you do to get people pick up the phone?
Four Marketing Tips to Get Prospects to Pick Up the Phone
1. Content Marketing
Here at Scrivener, we believe in the power of content marketing. It takes effort and patience, but it can pay off if your target market consists of people who look for lawyers online. This day in age, this covers just about everyone—injury victims, criminal defendants, entrepreneurs, business owners, and divorcing spouses included. According to one recent study, 39 percent of lawyers have retained clients as a result contacts that originated through their blogs.
According to that same study, 85 percent of law firms now have a website, and 26 percent have a blog—both of which represent increases from the past few years. This suggests that more and more law firms are embracing content marketing as a core strategy for building their books of business. However, the fact that only roughly one in four law firms maintains a blog also means that there is still plenty of space to get in front of prospects with quality, timely online content.
2. Mobile Optimization
Studies have also shown that more and more people are using their phones and tablets (instead of their laptops) to surf the web. If your prospects use social media, search, and read on their mobile devices, then you need your website to be mobile-friendly. A site that loads slowly, has tiny text and is hard to navigate is going to send your potential clients in search of a faster and easier solution.
3. Social Media
Speaking of social media, if your prospects are on it, you should be on it, too. You don’t have to be on it constantly, and you don’t need to be everywhere all of the time, but you should have a sufficient presence to start to build a reputation as an authority. Posting links to your blog articles and providing substantive commentary on third-party publications will let potential clients and referral sources know that you are actively engaged and attuned to the latest developments.
Do you pay more attention to some people’s social media posts than others? Think about why, and then develop a basic social media strategy that builds an online profile that you would be interested in following.
4. Paid Advertising
Finally, how did Jimmy McGill get people to start calling? Paid advertising! While a highway billboard may or may not be the best option, there certainly are other options available. From pay-per-click search and social media marketing to targeted advertisements in specific print and online publications, paying for quality placements can provide an immediate boost to your law firm’s visibility.
As with content marketing and organic search engine optimization (SEO), there are both artistic and scientific elements to paid advertising. To make sure you are not wasting your marketing budget, consider working with a professional who has specific experience working within the legal profession.