If you are running a law firm, barristers’ chambers or other legal business such as mediation, creating lead magnets can be a powerful marketing tool, bringing traffic to your website and helping you to build an email list of individuals who have opted to receive your newsletter and who are interested in your services.
Once a lead magnet has been created, it can continue to benefit your business indefinitely, provided its content is relevant and useful to potential clients.
What is a lead magnet?
A lead magnet is something that will be attractive to your ideal client, such as a guide to a subject they have questions about. You can use social media or your website to steer them to the sign-up page where they can request the lead magnet.
You can include an extra optional box asking them whether they would like to sign up to your newsletter. To be GDPR-compliant, their consent to you emailing them must be freely given, specific, informed and unambiguous. You cannot make them sign up for your newsletter as a condition of receiving your lead magnet, which should be freely given. This means that you must have a separate box for them to tick to sign up for your newsletter and it cannot be pre-ticked – they need to press the button to tick the box themselves.
This means you can build an email list of interested parties that you can send your newsletter to, reminding them of your services and showing them how you can help them.
You can promote your lead magnet via social media or PPC advertising or by using search engine optimisation (SEO).
You can also send a series of emails over a number of weeks around the subject area they are interested in. Once they have downloaded your lead magnet, it will remain in their inbox so that they can return to it and reread it at any point.
Email automation platforms such as Mailchimp can be helpful in setting up marketing systems.
Why offer a lead magnet?
The lead magnet itself may prompt potential clients to contact you. For example, if you have provided a conveyancing checklist and the reader needs a conveyancer, their next step could be to instruct you to act for them.
More importantly, it is also a way of capturing the email addresses of potential clients who may need your services in the future. If you have offered a conveyancing lead magnet and they have opted to receive your newsletter, you can send the newsletter to them on a regular basis mentioning other services they may need, such as family law, Wills and probate or employment law, provided they have given you their separate consent to contact them in this way.
The content of your lead magnet is a chance to demonstrate your expertise, build trust and establish your credibility.
What to use as a lead magnet for your law firm or other legal business
Your lead magnet needs to be carefully thought out and of good quality. It is vital to showcase yourself in the best possible light at this stage by providing something useful and interesting to the reader so that they will be inclined to take the next step to becoming a client.
Potential lead magnets include:
- A guide to a subject they need to know more about. For example, a guide to how finances are dealt with on divorce or what should be included in a settlement agreement
- A report, such as your insights into the implications of a change in the law
- A checklist, for example, for the conveyancing process and moving house
- A webinar providing an in-depth look at a subject of interest
- An ebook, for example, setting out the basics of probate and gently steering the reader to engage your services
- An infographic providing a look at something that the potential client will find interesting, such as data from a study that has been carried out
- Case studies, showing how your clients have had difficult problems satisfactorily resolved by you
You should mention that your download is not a substitute for legal advice.
Help with lead magnets
It is crucial that your lead magnet is interesting and helpful to potential clients. It is your chance to show yourself in a good light and really connect with them. You need to take the time to think about what they would appreciate and make sure that the product you produce is of the best possible quality. You can produce a lead magnet for each service that you offer.
If they consent to join your email list, you need to ensure that your newsletters are interesting, relevant and useful as well, to keep them engaged with you and your firm. Putting your name in front of them on a regular basis, attached to good quality content, will build your reputation with them, ensuring that when they need legal help yours is the firm they think of first.
At Orion Legal Marketing, we produce lead magnets and newsletters for law firms and other legal businesses that successfully convert readers into longstanding clients.
We understand what clients are looking for in a lawyer and if you ask us to draft your lead magnets and newsletters, we will make sure that we emphasise the areas that you wish to build on and that the reader understands that you have the expertise and level of service that they need.
For more information about our services, see Marketing Collateral.
Contact us
At Orion Legal Marketing we can help with all aspects of marketing your law firm, to include content creation, social media and website design. If you would like to create successful lead magnets for your business and you have any questions, ring us on 0118 380 5980, email us at enquiries@orionlegalmarketing.co.uk or fill in our CONTACT FORM. We’ll be happy to offer you an initial free consultation to discuss your needs.
