Are you stopping your marketing too soon?
I’ve been working with a number of firms who are focusing heavily on the initial stage of marketing—getting seen in search, getting clicks on social, essentially getting that initial call made. That’s great and important… but in quite a few cases now, these attorneys were disappointed because the marketing wasn’t resulting in actual paying clients.
In most cases, here’s why this happens: the marketing STOPS after that initial click. And that’s a mistake. In fact, a proper marketing funnel goes ALL THE WAY through the client journey—it just looks a little different at each phase.
Here’s what I mean:
Phase 1: The Initial Contact
– Your ads, social media, and referral network
– All designed to get that first call or click
– Important, but just the beginning
Phase 2: The Pre-Meeting Phase
Once someone books an appointment, your content should shift to:
– Building trust and credibility
– Preparing them for a productive meeting
– Addressing common concerns before they walk in
– Setting expectations for the planning process
Phase 3: The Follow-Up Phase
For prospects who leave without engaging, your content needs to:
– Gently remind them why they reached out
– Share success stories from similar clients
– Address specific hesitations they shared
– Provide clear next steps when they’re ready
Phase 4: The Client Relationship Phase
Even after the planning is done, your marketing shifts to:
– Gathering testimonials
– Nurturing referrals
– Maintaining long-term relationships
– Creating advocates for your firm
Take a quick look at your current marketing. Where are the gaps in your client journey? Which phase could use more attention?
If you’re thinking you need help with any of these phases, please reach out. Happy to brainstorm with you so that we can help you fill in the gaps together!