Divorce marketing online can often be challenging for family law firms. There are many options online legal lead generation and it can be tough trying to figure out the best digital marketing strategy that will show a great ROI for your law firm. And don’t be fooled, with all the tactics available in the online marketing world, law firm marketing strategy is still the one thing that will help you get great results.
Here are some family law firm digital marketing strategies that produce qualified lead generation on a consistent basis.
Family Law Firm Digital Marketing Strategy #1: Target Your Prospects And Educate Them
Targeting is crucial for any marketing efforts, but especially so for online lead generation for divorce lawyers. When you are successful in your targeting you will see amazing results.
Every family law firm wants to close prospects, that’s how you make money. But you need to understand that the Internet has changed the buying and selling process. It used to be that the seller had all the power because they had all of the information that the buyer needs to make a purchase decision. Now, with the Internet, the buyer doesn’t need you to do that research. So when you try to sell before they’re ready to buy, you lose them.
The good news is that there is a digital marketing strategy that will work for your law firm. You can target and educate your ideal prospects. People who are searching for a law firm are unlikely to have experience with their problem that you can solve for them. So that makes this a perfect opportunity to educate your prospect with content around their problem and the solution.
By creating content that educates your prospect, you will also increase your family law firm’s visibility in Google and other search engines. So this strategy really has multiple benefits.
A great way to get started with this family law firm digital marketing strategy is to think about the questions that you often get asked by prospects or new clients. Likely, you get asked the same questions by most prospects. Make a list of these questions and use them as your basis for blog posts. You can use the question as the title of your blog post and then answer that question in the body of your post. You need to write about 600 words or more if you want a chance for the post to rank in Google. Also, make sure you have some sort of call to action in your post so that you can get that prospect into your lead generation funnel.
It is important that throughout the entire online lead generation process you keep interacting with your prospect with content that matches their specific interests directly. When your messaging matches the needs and solves the problem of your divorce law prospect you will get much better results from your online lead generation efforts. Targeting works.
Family Law Firm Digital Marketing Strategy #2: Nurture Your Prospects Until They’re Ready To Buy
The debut of the iphone 11 years ago changed many things. Most importantly it changed the buying and selling process. Before everyone had the internet in their pocket, sellers held all the power in the buying process because they had all of the information buyers needed to make a purchase decision. Now, that power has shifted since buyers can do all of their research without the seller. So when you try to sell before the buyer is ready to buy, they push back and you lose them. That’s why the buyer’s journey stages are so important to online lead generation, they help you tell when the divorce prospect is ready to buy.
The digital marketing strategy that really works for family law firms is understanding when your prospects are ready to buy. You can do this by utilizing marketing automation and the buyer’s journey to identifying when that prospect is ready to buy and is a fully qualified lead.
Setting up your marketing automation strategy to mirror the buyer’s journey is the best way to have your law firm’s prospects tell you when they are ready to buy. Targeting your divorce law prospect also means delivering content to them that matches with their buyer’s journey stage. The buyer’s journey stages are extremely important these days because when you don’t target them correctly your prospect will back off and you will lose them. The three buyer’s journey stages are awareness, consideration, and decision.
In the awareness stage, you want to have content that helps your prospect and answers their questions. Awareness stage content is generally content that addresses your divorce law prospect’s initial questions. This content is often blog posts or ebooks that educate the prospect about their specific questions about what interests them like answers around divorce and children.
For the consideration stage, you can use testimonials or case studies. Consideration content is for your divorce law prospect when they are comparing vendors. Good consideration stage content for a divorce law practice can be testimonials or a case study because it helps the prospect compare vendors. Remember to keep the content targeted to your prospect’s specific interest.
Decision stage content is the most important content because when your divorce law prospect interacts with the decision stage content, they are telling you that they are ready to buy. Content around price is a great decision stage content since price is the last evaluation that a prospect makes before they move forward. You don’t have to give price quotes, but you can discuss what factors affect the cost of a divorce.
If you need more information about marketing automation, take a look at this post we recently published.
Family Law Firm Digital Marketing Strategy #3: Test, Analyze And Adjust
Law firm digital marketing strategies, like any marketing strategies, are useless without testing, analyzing and adjusting.
Testing your digital marketing efforts is crucial for maximizing your results. For example, if you are running a facebook ads campaign there are multiple factors that you can test. You can test audiences that you are showing the ads to. Maybe your ads resonate more with women than men. You can also test ad images and ad copy. You may think you know which combinations will work best, but testing is the only way to find out for sure.
Analyzing your results regularly is also crucial to success with your law firm digital marketing strategies. Understanding what is working and not working allows you to maximize results so you must analyze all aspects of your law firm digital marketing strategies.
And finally, you must adjust based on the analysis of your results.
Follow these family law marketing strategies for results that will actually get you more business from your law firm’s website.
If you have any questions or need help with your family law firm digital marketing strategies reach out to us at Peak Inbound Marketing.