Chloe Wingate
In a previous blog, we explored the importance of consistent and planned communication with clients. But how do you build an email list of clients to contact in the first place? That’s where a lead magnet comes in.
What is a lead magnet?
A lead magnet is an asset or resource that might be of interest to a potential client. If you specialise in family law, for example, this could be a guide to the divorce and separation process. This content is usually provided for free in exchange for the user’s contact details. When the prospect downloads the content, they can opt into receiving newsletters from your firm in future. It is important to comply with GDPR rules here by ensuring that the user has freely given their consent for you to contact them. If they do so, you can add their details to your email list, keeping your firm at the front of their mind – and their inbox.
Why use a lead magnet?
As the name suggests, this strategy is designed to draw in new clients. If someone is accessing your content, the likelihood is that they may be interested in working with you. An informative newsletter regularly landing in their email inbox may just be the nudge they need to instruct your business. This is a tried and tested technique, with nearly 50% of marketers stating that they experience higher conversion rates when using a lead magnet. It is also an economical marketing tactic as, once the content has been produced and your website set up accordingly, there are few additional costs involved.
What is your magnet?
You should carefully consider the topic and format of your lead magnet, as you want to ensure it is something that makes you stand out and demonstrates to prospects that you are a reliable and knowledgeable law firm. Think about what might best showcase your organisation. For example:
- You could provide a user-friendly checklist which helps potential clients through a process – for example, what to do to get an elderly parent’s affairs in order.
- If you regularly hold webinars, you could use one which breaks down a complex legal area, thus highlighting the expertise and personability of your partners.
- A guide to a specific practice area could either take the form of an eBook or a video series.
Over time, you should aim to have a lead magnet for each of your practice areas, so that you can segment your client list by their area of interest. Once you have a lead’s permission to contact them, you should ensure that your newsletter content is engaging and – most importantly – relevant, so that they are not tempted to unsubscribe. That’s where TOMD comes in – we have been advising law firms on their marketing strategy for over 20 years.
Speak to us to get 10% off our Legal Client Communication Package, ensuring that you have regular, up-to-date content on hand to engage current and potential clients alike.