Elevating thought leadership is one of the many benefits of content marketing, but perhaps the most valuable for your law firm is lead generation. New clients are essential for the growth of any firm and you have all the tools to get them. Conducting client research with brand personas and keyword research provides the audience, while publishing the right content turns audience members into potential customers. As the old adage goes, content is king.
What is a Lead?
The definition may vary depending on the organization, but in its simplest form, a lead is someone who has expressed interest in your firm or services. For many people, hiring an attorney involves some research and depending on where they are in the process, they could be an information qualified lead, marketing qualified lead or sales qualified lead.
- Information qualified lead – This is a person who has expressed initial interest. They could have answered a questionnaire, signed up for your newsletter or even followed one of your social media accounts.
- Marketing qualified lead – An information qualified lead who continues to express interest in your firm becomes a marketing qualified lead. Whether they reached out with an inquiry or contacted an attorney directly, this person is seeking more information as they consider a business partnership.
- Sales qualified lead – By this point, your lead is ready to discuss pricing and hire your firm. Mission accomplished.
What is Lead Generation?
As any legal marketer knows, not every lead will eventually become a client. It’s a numbers game and the goal is to attract as many people from your target audience as possible. More interested people will become more leads, which will generate more new clients for your firm.
Think of it like a raffle with the grand prize being a new client. Of course, it’s technically possible that one ticket, or lead in this case, will be enough to win the prize. However, the odds of winning become increasingly higher with the addition of each ticket. Speaking engagements and advertisements are beneficial, but consistent and relevant content is the most effective and cost-efficient way for your firm to generate leads.
Developing key pieces of content such as a webinar, ebook or case study that will elevate your thought leadership is the goal of our SAME 4-step strategic process.Learn more
Content to Put Behind Landing Pages
Every law firm needs a good website. It’s your first introduction to your target audience and making a good impression is vital to building and maintaining those relationships. Including all background information about your attorneys and practice areas as well as content such as a blog or podcast, this homepage is the centralized hub for your firm, but for the purpose of lead generation, landing pages are equally important.
While your website likely includes multiple tabs and sections with a library of information, a landing page is a standalone web page with a single call to action. There’s no need for additional clicks on a landing page as the primary goal is to turn visitors into leads. Just as blog posts and social media messages can drive traffic to your website, content is the key to generating leads through a landing page and there are a number of types for your firm to consider.
- Webinars – A virtual presentation gives your firm an opportunity to establish credibility and trust with an interested and engaged audience.
- eBooks – You know the questions your prospective clients are asking. Answering them in the form of an eBook gives your firm authority and status as a leader in your industry.
- Host events – Even with the convenience of technology, face-to-face interaction still has a prominent place in business. A live event is your firm’s ticket to forming a deep connection with your audience, and can also be done virtually while the need for social distancing practices remains.
- Case studies – This is where your expertise can really shine. With detailed explanations of past successes, your firm can provide evidence of its potential to prospective clients.
- White papers and guides – With content that is informative rather than sales-focused, your firm can position itself as a valuable resource, strengthening the relationship with members of your audience.
Storing and distributing this content on a landing page is a win-win for your firm and the leads you generate. They receive valuable information for their decision-making process, while you get a chance to connect with someone who has expressed interest in hiring your firm and showcase what you have to offer. Be sure to gather contact information on your landing page so your firm can reach out to visitors individually for any follow-up discussions to continue the conversion from lead to a new client.