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Nurture Marketing for Gaining Legal Clients


Law firms always are looking for new clients.  You never know when people will need legal services.  Therefore you need to keep top of mind by your prospective clients so when they need legal services they will contact your firm.  Your Marketing Team needs to focus on nurturing prospective clients and building a relationship with them over time.

This nurture marketing (also called drip marketing) is the process of continual communication with prospective clients that improves the firm’s chance of converting them to being a client.  This communication is a set of automated emails that are triggered either by action or time intervals.  In this post I will share some thoughts on how law firms can do effective nurture campaigns.

What makes nurture marketing effective is its ability to automate thoughtful, targeted communications based on prospective clients’ own activities and interests. Prospective clients expect law firms to know what they like and what they don’t.  You need to know who your prospective clients are and what they want in a law firm.  You need to know their terminology, what associations they are a member of and where they get information from.  That is why buyer personas are important, especially for nurture campaigns.

The law firm’s lawyers need to assist the firm’s Marketing Team by informing them when the prospective client decides to not go with the firm.  Those contacts are returned to Marketing so that they can be added to future nurture campaign lists.

A common type of a nurture campaign is thought leadership.  Engage prospective clients with content that is relevant to their needs and interests.  Show them that you are knowledgeable about their pain points and understand them.  For example, if you are a real estate attorney, make sure you keep prospective clients informed about new laws that affect real estate owners.  Or if your specialty is employment law write blog posts that involve employment issues.  These posts are your content for your nurture campaigns.  This content will keep your firm top of mind when someone needs legal services.

Here are some suggestions for powerful, effective nurture marketing campaigns:

  1. Have the right lists – You will need to create lists of your prospective clients that are not already in discussions with lawyers in the firm so that you can send them relevant content.  If you can’t do this list creation, fix your data so that you can.  Without a list there is no nurture campaign.  If you have different legal specialties then you should segment your list so you can tailor the nurture campaigns to be the most effective.  If you are an employment-related law firm, then you only need to send your nurture campaign content to those in HR positions or responsible for HR decisions.
  2. Deliver the right content – This is content to get prospective clients interested in taking the buyer’s journey.  I feel that you need around 9 content pieces for an effective nurture campaign.  These can be blog posts, links to videos, case studies and eBooks.  I suggest one touch a month for 9 months for an effective nurture campaign.  The objective of the content is to provide information regarding the prospect’s needs or pain points.  You need to deliver content that is educational and interesting to prospects on a regular basis so that your organization stays top of mind until they are ready for legal services.  Make sure that the content is easily sharable with other decision makers at the prospect’s organization.  Keep the content flowing and make sure that the tone of the content is professional and not gimmicky..
  3. Have a system in place – For successful nurture marketing you need a marketing automation solution (such as HubSpot, Marketo, etc.) that enables the engagement with prospective clients and hopefully guides them to contact your firm to discuss legal services.   A marketing automation solution allows you to create the workflow of when to send out the content and executes the necessary actions to do on prospect engagement (or lack of engagement).  The marketing automation solution will also measure the nurture campaign effectiveness including email opens and conversions to becoming a client.

Remember that not all individual or businesses need your legal service offerings.    But you want to stay in touch with these individuals or businesses so when they have a legal need, whether they are being sued, need a legal transaction handled or are thinking of proceeding with legal action, your law firm is top of mind.

Remember for a successful nurture campaign you need your lists created, the right quality content available and a marketing automation solution in place.  Your goal is to have continual communication with your target audience.

Hope this post helped and let me know your thoughts regarding nurture marketing for law firms.


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