One set of tactics isn’t going to get your law firm the attention it needs. Successful practices need a mixture of lead generation and demand generation in 2023.
When was the last time you took a hard look at your tactics and admitted what’s not working? The sunk cost fallacy is a serious roadblock we want to help you avoid.
When you create a blend of lead and demand generation, you have a higher chance of reaching ideal clients. While you can use one or the other, lead and demand generation work better together to grow your law firm.
We’re going to cover lead vs. demand generation, strategic pitfalls, and new tactics you should try in 2023.
Lead Generation Vs. Demand Generation
It’s essential to know the difference between generating leads and generating demand. Lead generation involves capturing demand that already exists. Demand generation is about getting people to know what you do before they have a problem.
Both are necessary for a successful business. Demand generation helps by getting your name out there with potential clients. Lead generation channels convert them when they need your help.
A few examples of lead generation for lawyers include:
- Creating blog posts to rank on Google (search engine optimization)
- Social media marketing
- Digital advertising
A few ideas for demand generation efforts could be:
- Hosting live events
- Creating an educational video series
You can mix and match these ideas to reach people in different stages of the marketing funnel.
For example, lawyers could use TikTok to generate demand. This helps prospective clients remember you when they have a problem. When they turn to organic search, you could use your blog or landing pages on your website to capture leads from the demand you generated.
What You Should Leave Behind Going into 2023
With the new year comes fresh insight and new strategies. Here are a few marketing tactics you should leave behind going forward.
Using Channels That Aren’t Bringing in Leads
Which channels aren’t bringing in many leads? Spending time investing in a marketing channel makes it hard to call it quits. But, if things aren’t working, you could make better use of your time trying something new.
Below are a few negative metrics that will tell you your channel isn’t bringing in results:
- Low engagement numbers
- Little to no traffic going to your site or landing page
- Few qualified leads
If that sounds familiar, it may be time to start using a new channel and focus on mastering it.
Don’t stretch yourself too thin. Mastering a channel gives you a strong foundation to approach the next channel with. You can transfer the knowledge you gain from mastering a channel to each new channel you add.
For example, marketing channels use different data analytics tools. When you become comfortable reading and using these tools, you’ll get more value out of the next channel.
Blogging to rank on Google is a reliable method of gaining organic traffic. You can start working on this channel by developing an SEO strategy. You’ll be able to create blog posts from that strategy which educate potential clients on how you can help them.
Over time, you’ll build a reliable method of bringing in leads. It’s estimated that SEO marketing brings 53% of web traffic compared to paid search’s 15%.
Social media is another channel you can dive into. The average person has at least seven social media accounts. Chances are your ideal client uses at least one of them. Start by figuring out which channels your ideal clients use. Then you can make content catered to that platform.
You don’t just have to use social media. YouTube is one of the most competitive video marketing channels for lawyers today. Other online marketing channels you can try include email marketing and paid advertising.
Confusing an SEO Content Calendar With an SEO Strategy
A content calendar gives you a detailed schedule for posting and repurposing content. An SEO strategy is the compass that guides your law firm’s journey. Confusing the two will make it difficult for you to reap the benefits.
Having a content calendar alone doesn’t provide strategic direction for your business. It’s not enough to post an article on a timely basis. And picking keywords at random could hurt more than help.
A competitive SEO strategy takes your business values and goals into account. Topics only go onto your content calendar if they work with these goals.
SEO is fantastic for long-term lead generation because it isn’t pushy. It nurtures leads by educating, entertaining, and waiting until they’re ready for your legal services.
If you haven’t invested much time in this area, next year is a great place to start. Since lead generation takes time, you want to start as soon as possible.
Start making your long-term SEO strategy by looking at the bigger picture. Where do you want to see your firm in the next year? Whose problems are you trying to solve and why? It takes time to see results from SEO for lawyers, but when you do, it delivers well after your investment.
Focusing Solely on B2C Marketing
While consumer marketing (or B2C) is important, you also need to focus on businesses. Investing in referral partners is a long game that pays off.
For example, a customer that seeks you out for help likely won’t be back anytime soon. To compare, a referral partner will gradually steer qualified leads in your direction.
Dedicating a part of your strategy to B2B connections and referrals is a great way to generate new leads. Building long-term connections with businesses increase your chances of connecting with ideal clients.
Instead of random people finding your ads, referrals are more likely to have a need for your service. Referral partnerships are also reliable because they are four times more likely to send legal clients your way.
For example, you could try reaching out to local chiropractors in your area. Since some of their clients come to them with personal injury claims, they’ll be happy to provide value and send people your way. Those referrals will also have a more immediate need for your law firm’s expertise.
You can also use online referral platforms such as Thumbtack to generate word of mouth.
Before setting up referrals, you may want to look into your bar association’s ethics rules. Some things that are normal for most businesses may not be acceptable for lawyers.
What You Should Focus on Going into 2023
We know how easy it is to get choice fatigue with marketing strategy. We have a few ideas you can add to your marketing campaign in 2023.
Boosting Brand Awareness and Recall
If someone can’t remember your brand, how can they support it? Boosting brand awareness makes it easy to identify and support your business.
For starters, video marketing is a great way for a competitive law firm to build a brand. At least 54% of customers want to see more video content from their favorite brands. With the right message, your law practice can tap into this desire.
Video boosts brand awareness by capturing the short attention span of viewers. 41% of marketers stated short form marketing videos see a watch percentage of 60% to 80%.
Consider building your brand with a podcast (a rarer sight in the legal industry that will make you stand out). Other methods include eye-catching infographics on social media or informative YouTube shorts.
Using Live Events to Add Value and Stay Top of Mind
Live events are a wonderful way to give people value through interaction. These resources also stay top of mind for prospective clients who aren’t sure if they want to commit yet.
While blogging is a viable tactic, live events let people ask questions or voice concerns. You also don’t need a large budget or elaborate set to do a live event. A simple livestream from your office or a well-lit public space works well.
An example of this is Lawyer You Know, a criminal law firm that uses YouTube livestreams. These Q&A sessions give viewers the opportunity to get quick, reliable answers. They also help potential clients become comfortable speaking to legal professionals.
Working With a Specialist Marketing Firm
Generalist marketing firms are fine for digital ads or a starter strategy. When you’re ready to increase your qualified leads and get competitive, it’s time to reach out to a specialist. A specialist firm focused on the legal field can give you insights other companies can’t.
Specialists will understand the challenges faced by your firm on a deeper level. You’ll save time catching marketers up to speed on terminology or educating them on your hurdles.
At Rankings.io, we help personal injury law firms get more leads by providing more than technical expertise. We offer customized solutions tailored to the challenges of your law firm. We can help you develop the right demand and lead generation strategy to help your legal practice grow.
Contact us today to set up a call and find out how we can help you plan for 2023.