How To Attract Clients Without Hard Selling

Effective Practice Growth Strategies For Intellectual Property Lawyers, By Eria Odhuba

Social Media For Law Firms: Why Lawyers Need Effective Lead Capture Systems

What proportion of your time is spent trying to generate leads which you then fail to convert because you have a haphazard approach to dealing with anyone interested in you? A healthy pipeline of interested prospects is vital to the growth of your law firm, yet the methods used by many lawyers to capture (and nurture) leads does not help them win the type of business they crave.

The reason why many lawyers fail to get the leads they want is because they don’t offer anything that gets the prospect thinking “you are what I have been looking for all this time, and I am willing to pay you, despite all the options available to me, to solve my problems.”

The fundamental step prior to any effective lead capture system has to be the creation of content that educates prospects on ways to solve the problems they have and the results they get if they take the actions you recommended. This content could be information updated on a blog as part of a social media marketing strategy, or a report, webinar, eBook or seminar.

Prospects have to feel you have something important enough for them to give you their personal contact details. Now, there is a lot of content being produced by professional services organisations and one should not simply write a report without finding out whether it focuses on questions that prospects are asking themselves. This is where prospect/client feedback and an analysis of search terms used by prospects becomes crucial for successful lead capture.

Lawyers should then take advantage of the trust they build with prospects to ask for permission to contact the latter. If you don’t ask, you will not receive.

However. there are two crucial points about lead capture systems you should then be aware of:

  1. You should not simply talk about your firm and expertise, or list the services you provide;
  2. You should think about the experience your leads have every time you connect with them as part of your social media strategy. This is something many lawyers fail to consider, yet it is crucial if you want to maintain interest and stop prospects looking elsewhere for information.

Your lead capture system should be the start of a well-thought out nurturing program. You should also make sure you have a clear distinction between lead capture and lead conversion. Many lawyers try to combine the two which tends to be a step too far for most prospects. Keep them seperate, so that prospects feel happy that all they are doing is registering their interest for more useful information. You just need a seperate system to convert them – and that is where the lead nurturing /conversion comes in.

It would be tragic to try and run social media marketing campaigns without thinking about how you capture leads. Done properly, you will differentiate yourself from many other lawyers because of the trust you develop with prospects and the permission they give you to contact them with more information, offers or invitations.

I will be running a FREE social media webinar highlighting the 3 key steps lawyers need to take in order to attract more clients and grow their practices, which includes guidance on how to develop lead capture systems that work!!

In the meantime, if you want to know how to put a new online business model in place to prepare your law firm for more effective social media, online and offline web marketing strategies that help you attract an endless stream of clients or prospects, please sign up for the FREE 7 day video series.

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