Legal Marketing
How we Generate Calls Using Pay Per Call(Legal)
How Pay Per Call works
When it comes to topics such as law, consumers want to feel a connection with whomever they are dealing with. A quality that is tough to create with direct mailers, print ads, or billboards. People want a human connection when speaking about personal matters, with someone can be so valuable.
Take this as an example: a consumer is searching online for more information regarding what steps to take during a divorce – including finding a lawyer, tracking assets, etc. They come across an advertisement urging them to call a phone number if they wish to speak to a lawyer. They click on the ad, call the number, and are connected to a lawyer in their area who can help them.
Easy, isn't it? For the consumer, yes. In the background, there are many factors that help match a consumer with their attorney, and that is exactly where Pay Per Call is most effective.
Pay Per Call gives businesses the opportunity to reach live consumers who are looking for their services. Calls are qualified according to requirements set by the receiving company, ensuring that only high-quality calls and leads are forwarded. Meanwhile, the consumer receives a seamless call experience.
How Calls are Generated
Publishers, or affiliates, generate calls for lawyers through a variety of sources. Some of the most popular include search, such as Google or Bing ads, and SEO-based website promotions. These types of ads find users right when they are actively searching for information. From here, the consumers can call directly by clicking on the ad (if on mobile) or by dialing the number.
On the back end, an algorithm works to match the consumer to a lawyer based on their location, category of law, time of call, and a multitude of other factors. These factors are determined by the law firm, based on the criteria they choose to qualify a lead. The algorithm then works to match up these factors and directs the call to the winning business. This process happens in a fraction of a second, so the consumer on the line experiences no break in the call.
It's wonderful to be able to reach consumers when they are ready to take action, but in reality, you need to meet them halfway. The number of locations and the time you can receive calls play huge roles in the ability to grow and scale your business with inbound leads.?
Drive traffic to your landing pages with social media marketing
Through social media, you can market your services while building stronger relationships with your audience and engaging in direct communication with them. It is possible to purchase paid advertisements that appear in people's feeds, or you can use organic advertisements you post on your own page.
Engaging and interesting content should be shared on social media, and visual appeal should be emphasized. According to studies, social media posts with images or videos receive much more engagement than posts with only text. In order to capture more leads, you should include links that lead directly to the landing page built specifically for the campaign you're promoting.
We can conduct social media contests, run polls, hold Q&A sessions, or simply engage in conversation. We strongly recommend using platforms like Facebook, Twitter, Instagram, and LinkedIn.
All content should be professionally created and actually be practical and useful—content for content’s sake wastes your and your audience’s time.
Increase brand awareness with display advertisements
Another great lead generation tool is?pay-per-click advertisements (PPC)?that show up in relevant Google searches and as ad displays on other websites. The idea behind pay-per-click ads is just as it sounds—you pay for each click on an advertisement. For PPC ads to be effective, you need to select the right keywords, organize the keywords into campaigns and ad groups, and have landing pages set up that capture the interest of your leads.
PPC advertising also allows you to engage in?remarketing—a way to keep your firm at the top of your leads’ minds.?There are a lot of reasons why people might not convert the first time they see your ad, but maybe more interested if your ad pops up again.?
We strongly use Google Adwords to help you build a robust PPC advertising campaign that brings in leads.
Capture client leads through reviews and referrals
People are much more likely to work with law firms that have a strong reputation and are well-reviewed by real clients online. Knowing this, it is important for you to leverage the power of online reviews as part of your lead generation processes.
We can provide all profiles on review sites like Yelp, Nextdoor, FindLaw, Google My Business, Justia, Nolo, and Avvo. Monitor these review sites, respond when appropriate, and use real client testimonials as part of your marketing endeavors. And consider options that can help you get more leads directly:?Google My Business?lets new clients book consultations with you directly from your listing
Use pay-per-lead (PPL) services
There are a variety of pay-per-lead services geared specifically toward lawyers that will help you attract more leads, including sites like Lawyers.com, FindLaw, Nolo, and Avvo. This can be a particularly good option for smaller firms or solo practices that have a limited capacity for new clients.
It’s important to note you do not always have control over the quality of your leads, and you can’t necessarily rely on the volume of the leads coming in. You should also make sure your PPL ads align with?industry ethics standards.
This tactic isn’t always feasible for every firm. But if it is indeed possible for your firm to offer free consultations, you may find it beneficial as it can help encourage leads to take action and connect with you.?It’s a great way to get a new client in the door and meet with them one-on-one—in person or virtually—which makes converting the lead into a client a much more manageable task.
You should keep in mind that there will be a time investment as part of this promise. You might find it worthwhile to hire someone to conduct those initial consultations if you do not have the time to take them on yourself.?
If you are interested in offering free initial consultations, we recommend using?Attornify, a great tool designed specifically with law firms in mind.
Why Per Per Call Works for Lawyers
Pay Per Call can help lawyers bring in more leads for their business. Lawyers can choose when and where they want to receive the calls and can set parameters for the calls they receive based on factors such as time and geo-location. The best part? They only pay for the high-quality leads sent to their business.
With Pay Per Call, the benefit to both parties is instant contact. Prospective clients call with questions on legal aid or to request an appointment. Lawyers then have an opportunity to answer questions before scheduling an appointment. Generally speaking, callers are advanced in the sales funnel since they are actively searching for the service, and have demonstrated intent by calling in for information.
Pay Per Call vs DIY
While it is tempting to rely upon Google Ads to run your own lead generation campaign, keep in mind there is great value to gain from generating inbound calls with a Publisher. First and foremost, phone calls come with an extremely high conversion rate. Consumers that call in already demonstrate high intent. They picked up the phone after all – and are the warmest lead you can find.
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Secondly, hiring someone to put out ads or doing it yourself doesn’t mean you’ll find qualified leads. There is a lot of trial and error to finding quality leads, something that an experienced publisher has already vetted. Finding high-quality leads is a publisher’s full time job, and they know what’s going to work. You’re going to see results faster than trying to do it on your own. With Pay Per Call, you are only sent qualified traffic based on your own parameters. This means more revenue for your law firm, and time savings across the board.?
Get More Legal Leads with Pay Per Call
For lawyers in particular, generating phone calls is often the end-goal of their overall marketing strategy. So why not focus on the last step and let the experts take care of the rest? Individuals that pick up the phone to call your law firm are, in many cases, advanced in the sales cycle. They know what legal aid they require and have likely researched your firm before calling. Pay Per Call targets these callers right when they are ready to take action.?
If you’re looking to receive more inbound calls in the law sector, reach out to us! We are already running a variety of fields of law and can help you make the most of your lead generation strategies.
What is a lead?
The term “lead” refers to a potential client or prospect.?How specific you get with defining a lead depends on your firm—it could be a prospective client, or it could simply be someone who might find information on your website useful. In any case, it should at least be someone who is interested in paying for your legal knowledge or services, and a person who has shown this interest by willingly sharing their contact information.
The term “lead generation” refers to the process of finding new potential leads. This involves bringing in new leads through sales funnels.
A “sales funnel” is a multi-step process that guides your leads closer to becoming actual legal clients. The main stages of a sales funnel are as follows:
The lead generation process
The lawyer lead generation space is highly competitive, so it is crucial for you to implement?inbound?digital marketing strategies that will help you?cut through the noise.?
Your goal should be to develop a process in which your audience:
How to Generate Leads for Your Law Firm
Now that you understand what lawyer lead generation is, here are a few strategies you must implement to generate more leads for your firm and maximize your lead generation success.
?Have a strong law firm website
Your website is your most important tool for getting leads to convert into clients. Your website?establishes your firm’s brand?and tells potential clients who you are, what you do, and why they should pay for your services instead of one of your competitors. These are some key ways to ensure you have a polished, effective law firm website:
High-quality content:?You should only use high-quality, high-resolution photos on your website. Any written content you have on your website should be?client-centered, allowing you to showcase the benefits of using your firm’s services. Remember to include your law firm’s?unique selling proposition.
Personal:?You should have content for the bio of every lawyer in your firm to help leads become more familiar with the actual people they will be working with. Lawyer bios and images also help increase potential clients’ trust in your firm and its lawyers.
Calls-to-action:?Include?CTA buttons?on each page of your website
Use landing pages to capture client leads
Landing pages?are an important digital marketing tool to use alongside your other digital advertising, social media marketing, and email marketing efforts.
They are distinct from regular pages on your website.?Landing pages are designed specifically for advertising campaigns, and to get people to take a particular action.?They must have a strong, convincing copy and compelling visuals. You may need to make tweaks to landing pages throughout your campaign to optimize them for maximum conversion opportunities.?
Transform cold leads into warm leads with email marketing
Email marketing?is another powerful lead generation tool that can provide you with high-quality leads.?
The first step to any successful?email marketing campaign?is building an email list.?To do this, you can offer a free newsletter that people can sign up to using their email addresses.?You can also build a lead magnet, which is a type of asset (an ebook, guide, or webinar) that leads can download from?your website—by submitting their email address to access files. If you use lead magnets, be sure to promote these assets via your marketing channels.
With an email list, you can target specific segments of your audience to create more personalized messaging and make sure you send the right message to the right people—at the right time.?All messaging should focus on the benefits (not the features) of your services and the problems you can solve for potential clients.
There are a variety of tools available that can help you get the most out of your email marketing campaigns, including, Campaign Monitor, and Marketo.?
Conclusion
To find lasting success in a crowded legal market, attorneys need to stay on top of their lead generation processes, constantly tweaking and updating them to get the best results possible.?
Your lead generation and marketing efforts should have a consistent, integrated message.?No matter how your leads find you, the personality of your brand and the main messages they receive should feel consistent and true to your firm.?
For many attorneys, the prospect of taking on lead generation can be overwhelming. But with the right tools, strategies, and even some?expert assistance, you can use lead generation to set your firm up for a healthy and successful future.
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