Law firms are getting creative with their marketing. Commercials and advertisements, along with billboards lining the interstate, aren’t the only ways lawyers are marketing to potential clients.
Legal marketing requires nurturing and education – in most cases.
And guides are a great way to market for a few reasons:
1. Guides Are Educational and Informative
When you receive a guide, whether in email or in physical mail, it is meant to educate and promote. Guides that are highly targeted to a certain demographic or users that opt to receive the guide will:
- Educate the reader
- Explain what the reader can benefit from in a lawsuit
- Explain how a law firm can help a reader win the case
Educational in nature, the guide may explain the entire process of a mesothelioma case to the reader, help the reader understand what to expect during the case, answer some of the reader’s pain points and then attempt to help the reader through education.
It’s 90% about you; the rest is a simple push to use the lawyer’s service.
2. Guides Help Build Mailing Lists
Guides help build either e-mail or address lists, sometimes both. The guide has to reach the end-reader somehow, and it’s the medium in which the reader is reached that needs to be captured.
You’re making a big mistake if you provide a big “download” button for the guide.
You need to be capturing the user’s information, including:
- Name
- Address (optional)
- Zip code
- City
Why? Lists are highly effective. Some firms do this very well, asking users for all forms of information before providing them with a guide.
When all forms of information are collected, this allows for:
- Highly targeted mailing campaigns
- Highly targeted email campaigns
- Higher conversions
You can nurture a lead, especially if they sign up for a guide, to turn them into a client with much greater success.
It’s shown that 22.49% of legal emails from email marketing lists are opened. A little over 1-in-5 people are reading your mail, which can direct them to your service or educate them further.
3. Social Media Posting and Snippets
The information found in guides can also be posted elsewhere. You might want to keep your most vital information to a download, opt-in format only, but that doesn’t mean that other snippets of information cannot be pulled from the guide.
Valuable statistics can be posted on social media or made into a graphic.
You can form some of the information into questions. For example, you may put a question: how long do patients with mesothelioma live? And in this case, you can refer back to your guide for more information on the topic.
Quotes are also great chunks of information that can be repurposed in an effort to promote the guide.
A lot of time and resources will go into having a guide written, and it’s imperative that you continue to leverage your guide for advertising and promotional purposes.
