Generating leads for your divorce law practice can be challenging. Especially in a world where your prospects search online first. The good news is that there is one tactic that you can use in online lead generation for your divorce law practice to get much better results.
This key tactic is targeting your divorce lawyer online lead generation efforts. Just like in the offline world, online lead generation efforts need to be precisely targeted for maximum return on investment.
To get started with your targeting for your online lead generation efforts, think about the subject areas that most of your divorce law clients ask about. You likely get questions from most clients that fall into a handful of categories. Most divorce law practices will find that they can generate substantial leads by focusing on three areas of prospect interest: divorce and children, divorce and finances and the process of divorce.
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.
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 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.
Targeting your divorce law prospect in each stage of the buyer’s journey will help you easily identify when they are a fully qualified lead who is ready for a sales discussion.
The three stages of the buyer’s journey are awareness, consideration and decision. For a divorce law practice, you can target each stage with different types of content.
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.
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. 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.
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.