Capture The Right Leads With Creative Email Marketing
A common struggle that we hear from lawyers is that they want to grow their firms using digital marketing, but worry about attracting the wrong leads. They don’t want to spend their valuable time talking with leads that ultimately aren’t the best match for their firm and their services.
However, with some creative planning, there are ways to provide value to these types of leads while focusing on better client opportunities. Through well-designed website content and email automations, you can make a good first impression on all your leads, all while saving you time.
For example, let’s say that your primary legal service is business litigation, but people often reach out to you for help setting up their LLC.
Instead of turning them away entirely, you could set up an email automation to send them helpful guidance and resources, all without having to get on the phone or set up a meeting.
With Marketing 360®, you can customize your website’s lead forms to immediately send leads through email marketing journeys based on the type of service they’re interested in.
In this example, a lead interested in setting up an LLC could automatically receive emails on subjects, like what they need to file for an LLC, how much it costs to start a business and what type of business entity they should choose. Your final email in that journey could say, “If you still need help, set up a meeting today.”
This type of smart marketing automation saves you time, and improves your lead nurturing capabilities. As a bonus, if a lead ends up needing help with litigation in the future, they will remember you as the firm that helped them get started in the first place!
Your website design also plays an important role when it comes to managing and attracting the right leads. When designing your website, you’ll want to focus on your main legal services, and clearly communicate the value your firm provides to your clients.
However, having a FAQ page where you can answer frequently asked questions, or pages about your lesser-known legal services, can help your organic rankings while giving your website visitors important information.
In our example, you could create a page for people starting a business that has content about filing for an LLC. On this page, you could include a contact form visitors can fill out to receive step by step instructions on how to complete this process, which will trigger your email automation.
It’s a win-win. You have more time to focus on leads who need your services now, all while nurturing website visitors who may become great leads further down the road.
If you have been thinking about investing into the growth of your firm through digital marketing and want help driving the right kind of leads, reach out to us at Marketing 360® today for a free consultation.
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