Every successful marketing strategy begins with capturing leads. Turning leads into clients is the ultimate goal. So how do you capture leads?
Social media posts are not enough to catch the attention of today’s fast-scrolling readers. Lead magnets offer law firms a strategy for capturing the contact information of those interested in learning more about their services.
Lead magnets are also referred to as “opt-in” or “freebie” marketing strategies.
Think of a lead magnet as something valuable, like an ebook, that your firm can offer in exchange for a qualified lead, an email address, or other useful information.
When creating and implementing a lead magnet, there are two goals to keep in mind. The first goal is to obtain contact information from your potential clients ethically. The second is to position your firm as an expert in your field by highlighting your knowledge.
Popular lead magnet strategies include:
- eBooks – content that address FAQ’s, How To’s, etc.
- Recorded Webinars – pertinent information on a specific topic
- Checklists – the steps in a process, reminders, etc.
eBooks offer a unique marketing strategy because they don’t seem like marketing tools. In fact, ebooks are a great way to help your audience find you instead of the other way around. Readers who want to access the information your firm is providing will download your ebooks.
Things to include in an ebook:
- relevant and helpful information about a specific topic or area of law
- testimonials from satisfied clients
- case studies
- explanation of the various stages of the legal services your firm provides
Hosting a webinar is a great way to engage with potential leads. Having a recorded webinar is a marketing tool you can use repeatedly. Webinars can be short, covering only one aspect of your legal practice or expansive, providing a complete overview of a particular topic as well as what to expect from start to finish when working with your firm.
Checklists make great lead magnet tools. From covering frequently asked questions to providing a list of steps to follow if someone is involved in an auto accident, interested in estate planning, or preparing for divorce, checklists are straightforward and affordable to create.
Anatomy of a Successful Lead Magnet
All lead magnets should be made up of the following key elements:
- Address a specific pain point that worries or keeps prospective clients up at night.
- Focus on helping clients over trying to sell your services. Consider the three to five commonly asked questions you receive to help you get started.
- Compelling headlines and strong calls to action. The title should grab people’s attention, draw them in, and invite them to learn more.
When creating an effective lead magnet strategy, it’s essential to choose a suitable method (ebook, webinar, etc.) and ensure your tactic aligns with your overall marketing strategy. Keep in mind that good lead magnets can be used on multiple platforms to gather potential client information.
Creating lead magnets is a top-of-the-funnel marketing tool, and you will need to follow up with a remarketing strategy to turn these leads into clients. Be sure to have a strategic method for gathering and storing lead information such as names, email addresses, and contact information. Establish a process for managing and tracking your leads and stick to it. The data you collect over time will help enhance your marketing, identify what marketing tactics work well, and will certainly grow your law practice year over year.