We recently published our State of Digital Marketing In Professional Services Industry Report, which shows exactly how professional service sectors, like the legal industry, approach lead generation. Since its launch, we took a deeper look at some law-specific results, to see what still needs to be done to generate more business enquiries and how firms can see an increase in the number of enquiries they receive as a result of using varied ‘marketing tactics’.
What we know so far is that 96% of senior professionals in legal firms feel the professional services industry as a whole needs to embrace proactive digital marketing strategies in order to get ahead in 2017 and beyond. This proves that most people in the legal sector understand the significance of digital marketing, and the impact it can and will have on their firm.
When it comes to receiving new business enquiries, professional services firms acquiring the most per month (20+) leverage an average of 4.25 different digital marketing techniques. This includes methods such as blogging, social media advertising, content and email marketing, to name just a few. In contrast, firms that receive the fewest new business enquiries per month (0-5) use an average of only 1.9 different tactics.
This data suggests that in order to proactively attract more clients, professional services firms needs to expand their digital marketing approach by casting a wider, more varied, net over their ideal target audience. Instead of simply focusing on one or two tactics to draw in new business – or rather, no tactics at all – firms need to leverage a range of methods to grow their market share.
Similarly, firms that convert 45% or more of their new business enquiries into paying clients, use 16% more marketing methods than those that convert only 5% of their enquiries. This is likely due to the fact that professional services firms using more methods do a better job of ‘warming up’ to potential clients simply because the sheer visibility of their brand portrays authority in the market.
This visibility appeals to modern day ‘buyers’ who are thoroughly researching service options and seeking recognised industry leaders in their field, before physically interacting with a representative of the firm to make a final buying decision.
To generate more enquiries and convert more clients, the bottom line is this: firms that are investing in a variety of marketing methods are seeing a significantly greater return than those that are not.
If you want to generate more enquiries, but are uncertain where to start or how to create an efficient marketing strategy that actually works, get in touch. A member of our senior team will be happy to talk you through what will work for your firm.
To download the full UK Industry Report 2017: The State Of Digital Marketing In Professional Services, click here.