Marketing for Law Firms … It's a Long Game
The best lawyers are not always the best marketers. Still, you need
to attract new clients just like any other business. To be successful in
marketing as a law firm, you have to play the long game. You have to build
connections. And to do this, it helps to understand the different stages in the
marketing funnel, not to mention what works best at each stage
The 3 Steps of the Marketing Funnel
Step 1: Lead generation – How do you attract clients? You may get leads through referrals and/or your online or offline marketing efforts. The important part here is to generate as many great-quality leads as possible. It’s also important to keep track of which leads came from which efforts – so you’ll know later on what worked and what didn’t.
Step 2: Lead nurturing and qualification – This step starts when you and a lead enter into contact with each other. Be easy to reach, and through multiple channels. Quickly determine a lead’s legal needs and if you can help him or her. At this stage, honesty from both you and the potential client is critical. Build a connection with the clients you can best help so you can move on to the next step.
Step 3: Client intake and retention –When clients decide that you are their lawyer, make it easy for them to do business with you. Consider such conveniences as online forms, legal document generators, e-signature functionality, and online payments. Walk clients through your paperwork. Be as transparent and easy to reach as possible.
Viewing your client acquisition process as a set of standardized
steps helps you improve quality and consistency, and brings professionalism to
your firm. Even in this digital age, successful marketing still comes down to
great customer service that makes connections. Connecting with leads becomes
much easier when you make your client intake process easier for them. Find what
works for your firm and build a quantifiable process that delivers results you
can track. While your main business will always be law, it’s important to
develop skills as a marketer to grow your business, and to ensure that you will
be there to provide law for years to come. Like building your business,
marketing it is also a long game.