The stages of a digital marketing funnel can vary from one law firm to the next but there are 4 main areas to focus on. These stages all need to be taken into consideration to enable your business to achieve an effective digital marketing funnel.
Funnel Stages
- Exposure
- Consideration
- Conversion
- Customer Relationship
Digital sales funnels are important when it comes to keeping your new business pipeline full and converting your website and social traffic into clients.
Exposure
The first stage of the digital marketing funnel is to gain exposure for your brand and provide engaging content that stands out above the rest. There are lots of different ways to gain exposure for your brand including social media, newspapers, content marketing, Search Engine Optimisation (SEO) work or Pay Per Click. Below we have outlined a few areas that have achieved success this year.
Media rich content
Publishing media rich content like videos, webinars and podcasts is a great way to gain a different type of exposure for your brand. These content types have been used more frequently across the legal service sector in the past few years and have proven to give companies a broader exposure to their brands by attracting traffic from media platforms (i.e. YouTube or iTunes) and also by appealing to audiences who are more willing to engage with these types of content.
Publishing cases
Publishing cases that you are able to share will interest your current clients but also perspective clients who will view case based content when reviewing lawyers to instruct. Lots of cases shared on the BBC and other media platforms which achieve a lot of exposure so if you are able to write about it, you will give your website an extra opportunity to capture some of the traffic searching for the content.
Search Engine Optimisation (SEO)
SEO is always going to be a successful way to gain more brand exposure. Tela recommends keeping on top of your current services pages and making sure they are up to date. Don’t forget, your content isn’t all that matters when it comes to SEO. Make sure the technology and user experience are mastered as well and you should have great rankings!
Consideration
The second stage of the funnel is consideration, this is the stage where a prospective client has filled out the contact form on your website or contacted you via phone or email. Once someone fills out the form on your website, they are then called a lead.
A good way to keep this client interested would be to focus on retargeting ads or you could send them some useful resources / new blog posts. Once they have filled out the form or made contact and have become a lead, we move onto the conversion stage of the funnel.
Conversion
Once a prospect has entered into the conversion stage it is your opportunity to eliminate any concerns and finalise the new case. They may have some questions regarding pricing, services you offer or questions about your experience. It is important that you explain why you are the best fit for the job and alleviate their concerns.
Customer Relationship
For a traditional marketing funnel the conversion is the end point, however for legal services we go to the stage of the funnel called customer relationship. Once your new client has converted it is important to keep a good customer relationship by reassuring and helping them throughout the process.
The aim of the custom relationship stage is to do a great job and gain enough trust that your client will write you 5 star reviews and recommend you to others. You could start a referral programme using email marketing or social media to help engage with clients in this stage of the funnel so if they need your services again they know you are there!
To Summarise
Digital marketing funnels are a great tool to follow to enable your business to have a great flow of new business. The stages may vary slightly depending on the kind of clients your law firm attracts but having a good online presence and taking a structured approach to your digital marketing is key!
