Building awareness of your law firm may drive traffic to your website and improve your lead generation efforts. But creating demand for your legal services requires a more targeted approach that can multiply your overall results.
Demand generation should be at the heart of your marketing strategy. Growing the demand for your services is what leads to lasting relationships with current and prospective clients.
It positions you as an industry leader and the obvious choice to solve the legal needs of your target audience.
What Exactly is Demand Generation?
Demand generation consists of the strategies, activities, and tools that increase interest in your legal services. It’s the collaboration of different areas within your marketing team including content marketing, advertising, lead nurturing, and sales.
Demand generation goes beyond interest to create excitement about the services you provide. It compels prospects to take action and move to the next step of your sales process.
It’s the point at which your copywriting, social media, website design, client outreach, and other marketing activities come together. You reach new and larger audiences while increasing engagement with existing clients.
You can increase demand generation through the different points of contacts that clients and prospects have with your law firm and brand. This builds trust, credibility, and brand loyalty.
Creating Your Demand Generation Plan
Among the many goals of demand generation is the ability to create lasting relationships with qualified prospects and current clients.
Being responsive to the needs of your audience and providing channels for them to connect with you are critical to this process.
Law firms must provide ongoing value as an extension of the services that clients purchase. Email marketing campaigns and newsletters are just some of the ways that you can help your audience solve their immediate and future legal needs.
Ebooks and guides that address specific legal concerns increase demand for your services. Blog posts, webinars, videos and other forms of content offer different ways for online users to engage with your law firm and learn about its services.
Unlike traditional marketing approaches, demand generation focuses on the long term. It’s a more strategic approach to building your client base and enhancing your brand’s positioning.
Choosing Your Target Audience for Generating Demand for Your Legal Services
Like any marketing strategy, demand generation must be aimed at the right audience. Overlooking this fact causes you to waste time, money, and other marketing resources.
Creating demand for your services is easier when you address an audience who’s already aware of the need for your services. So it’s important to qualify the leads you generate through your website and other marketing channels.
When prospects don’t realize that they need your services, creating a demand for those services will be much more difficult. Knowledge about your target audience is essential to this process.
The following are the strategies used to identify and begin building relationships with prospects:
- Social media marketing
- Search engine optimization (SEO)
- Paid advertising and pay-per-click (PPC) marketing
- Content marketing
- Email marketing
- Internal lead nurturing and sales systems
These activities combine to grow demand for your services. The awareness they create and your ability to capture and convert the right leads are the cornerstones of the results you achieve with your demand generation plan.
Today’s law firms often struggle to build their client bases in an increasingly competitive marketplace.
Understanding demand generation and the ways to implement it into your marketing strategy gives you a leading edge over your competitors and a new level of industry success.