Online lead generation for divorce lawyers can be tricky. There are so many platforms, your website, email, social media and even instant messaging that it can often be a daunting task. Plus how do you target your online lead generation efforts and how do you track and evaluate the results of your family law marketing efforts?
Here are 3 online lead generation techniques for divorce lawyers that get results.
Target Your Marketing Content To Your Prospect
As a divorce lawyer starting an online lead generation campaign, you will find that the majority of your prospects fall into three categories of interest that you can target. They are divorce and children, divorce and finances, the process of divorce. Don’t try to cover everyone with the same content. Family law prospects with different concerns need different answers and different help.
By creating content that targets these interest areas, both on your website and in marketing automation emails, you can always deliver information to your prospect about the things that matter most to them.
Identify When Your Prospects Are Ready To Buy
The number one thing that the internet has changed is how people buy. Now because buyers can do all of their pre purchase research online, they push back when you try to sell before they are ready to buy. Today, knowing when your prospects are ready to buy is crucial to online lead generation for divorce lawyers.
Your content should always be helpful and educational. Don’t make the mistake of turning your content into a sales pitch. You can identify when your divorce prospect is ready to buy by using helpful and educational content that mirrors their buyer’s journey. When your prospect interacts with buyer’s journey content, they are telling you which buyer’s journey stage they are at.
The three stages of the buyer’s journey are awareness, consideration, and decision. Every time a person goes to make a purchase they go through each of these stages. Understanding when your family law prospect is in the decision stage is crucial to closing prospects that you get from online lead generation.
In the awareness stage, your divorce prospect has a problem. They may or may not know what the solution is but they are definitely looking for helpful and educational information about their problem. So your awareness stage content should be helpful and educational to your prospects and it should be focused on keywords that are about your prospects’ questions or the problems they have. The awareness stage content is what attracts prospects to your website during your online lead generation campaign for your family law practice.
In the consideration stage, your divorce prospect has fully identified their problem and is starting the process of comparing vendors. Consideration stage content can be case studies or testimonials for your family law practice. We know that when your divorce prospect interacts with this type of content they are in the consideration stage of the buyer’s journey.
In the decision stage, your divorce prospect has made the decision to move forward with a divorce and is evaluating the cost. Now they are ready to buy and are a qualified family law prospect. When your divorce prospect interacts with decision stage content that’s the time to have the sales discussion.
Track, Evaluate and Adjust
When you start an online lead generation campaign for your divorce law practice you may not have these three key steps in mind, but they are crucial to your online lead generation success.
Even targeted online lead generation campaigns require testing, evaluation of the results and adjustment in strategy. So what metrics should you be tracking for your divorce law online lead generation campaign?
You should track website traffic from organic search. You can use blog posts for your awareness content. That content will get indexed and ranked in Google over time. You can very simply track traffic each month to your site that comes from organic search. Organic search is when someone sees your content in the non-paid section of the search results and then clicks on that search result to come to your website and read your content. Ideally, you should see that organic search traffic increase over time.
You should also track how many people are interacting with you various stages of content in your divorce lawyer online lead generation campaigns. We like to do this by creating email marketing automations that offer the various stages of content. By linking to the stages content you can track when someone interacts with it and understand which buyer’s journey stage they are at. This will tell you when your divorce law prospect is a qualified lead and ready to buy.
There are, of course, many other techniques that can be used in family law practice online lead generation campaigns, but these three are a great place to start.
If you’d like to discuss this divorce lawyer online lead generation strategy or see how one of our clients gets a 10X return on digital marketing spend every month please reach out to us or give us a call at (973) 770-4668.