What Ad Strategy Works Best For Your Practice Area? What’s Going On In Your Potential Client’s Mind?
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What Ad Strategy works to get you clients in your practice area?
This is about getting you ideal clients. And there’s nothing better in business than helping people who are the ideal clients for you.
Knowing their frame of mind will help you create marketing that signs them up.
[Marketing Jargon Alert] – “Strategy” in our case means putting your very best forward (based on real data).
I LOVE REAL NUMBERS
So here’s a failure story where I assumed the frame of mind of clients. But my strategy wasn’t based on data. I don’t want you to make the same mistake.
When working to get car accident cases for one firm in 2018, we setup a “Facebook Message Ad” campaign (where they message you right away).
We got zero responses for $200 because I assumed they were in an urgent frame of mind. Thankfully that’s not a lot of money for a mistake!
What went wrong?
I’d brought in hundreds of clients for my other law firm with a different practice areas using “Facebook Message Ads” so I was confident.
I assumed since TV worked for years to obtain those kinds of cases, (by saying “call now”), potential clients would message us now.
Remember there are other factors that could have helped contribute to my failure. And this is why data and testing is crucial.
But here’s the point:
2 CATEGORIES FOR POTENTIAL CLIENTS
We can put your potential client’s frame of mind into 2 categories.
Urgent Clients. They know they need a lawyer, and it’s urgent.
Need more information Clients. These are just beginning to realize they need your help.
In my mind, car accident clients are in an urgent state of mind. But often (because of big insurance industry campaigns), these folks don’t know they need a lawyer.
So our car accident clients need to be educated.
WHAT STATE OF MIND IS YOUR POTENTIAL CLIENT IN?
What state of mind are your potential clients in? Maybe both “urgent’ and “need more info”.
The objective is to get clients, so we need to create ads that can scoop them up whichever state of mind they’re in. Testing with a small budget helps you to find out!
Need help? Here are some of the things we’ve taught to law firms:
Practice area strategy
Social media advertising
Opinion documentary films
Day in the life video production
Search engine optimization
Website development / Google
Content marketing / script writing
Cloud case management