The Shifting Consumer Landscape
Things used to be a lot simpler.
PRINT MEDIA used to be all you needed to reach potential customers.
But the landscape has changed
With websites, email, social networking and paid search, there are more options to spend your marketing money than ever before. More choices means complicated decisions.
How do you strike the right balance between new and traditional advertising?
It’s an increasingly
with no sign of slowing.
In 2010, the average number of Internet-connected devices per person exceeded one for the first time in history.
More devices means more online searches for legal services.
Internet-connected devices in 2020
Over 50% of Americans ages 18-29 have a smartphone
While watching TV, consumers are also...
Sending Text Messages
Browsing the Web
With digital capabilities,
Consumers now expect to have access to information anytime and anywhere, but they are choosing to delay conversations with potential suppliers until their online and mobile research is near-complete. This is especially true in the legal industry where consumers are often hesitant to engage with a legal professional due to price or privacy concerns.
And gone are the days of single device marketing. Companies are now challenged to develop integrated marketing campaigns with multiple touch points to maximize addressable impressions.
This puts enormous pressure on law firms to deliver an optimal online and mobile experience and to have a focus on prospect conversion.
Consumers are taking control.
With the proliferation of social channels, the supplier-consumer relationship has flipped. Traditional push marketing is being replaced by pull marketing where consumers establish the rules for when and how a brand interacts with them.
Social Media has become more than just another media channel. Search engines have begun to incorporate consumer social activity into algorithms as a gauge of online relevance.
Consumers have shifted where they get supplier information, based in part on the growth of social networks.
% of consumers who trust brand
recommendations from friends
Online search is evolving,
making it harder for
a firm to be found.
Once a consumer decides they need legal representation, the search begins for an attorney. But search engines are regularly changing their algorithms to produce higher quality search results. While beneficial to consumers, this can have a noticeable, negative effect on many web properties until they align with new search criteria.
It’s nearly impossible for you to keep up with the ever-changing search engines.
Small firms need to connect continuously with their consumers.
How do you create awareness for your firm before a consumer even encounters a legal problem? How do you increase engagement with prospects? And how do you convert these prospects to a qualified and engaged client? Understanding and responding to this “consumer life cycle” is key to any strong marketing plan.
You need a proper plan that can create awareness, increase engagement and convert prospects.
Creating awareness starts before the consumer even encounters a legal problem.
Creating general awareness of your firm is important, but without connecting with the rest of the cycle, opportunities will be lost. Potential clients may be aware of you but will choose another firm when the time comes to make a decision. FindLaw helps you increase the general awareness of your firm so when a consumer realizes they may have a problem, they'll turn to you.
How FindLaw helps you create awareness:
Raising the level of awareness is the first step in participating in the full ecology of consumers who have legal needs.
Increase engagement with the consumer when they are looking for a solution.
Once a consumer recognizes they have a problem, they begin looking for sources of information and advice. FindLaw’s online services create a path of engagement leading directly to you. Keeping them engaged as they research their problems can have a profound effect on the amount of passive contacts turning into active business prospects.
How FindLaw helps you increase engagement:
Start a relationship with prospective clients to get a greater return on investments made during the engagement phase of the cycle.
Convert prospects at crucial moments in the consumer lifecycle.
When the consumer decides they need legal help, they might not have a lot of time to decide who to hire. Converting them to clients often has more to do with how actively your firm has built a relationship and gained their trust within a limited window of opportunity. But you also need tools and practices in place to actively convert them.
How FindLaw helps you convert prospects:
Putting a system into place to help convert prospects becomes paramount to a thriving practice.
You need to concentrate
on what you know best
Market research among solo and small law firms highlights the time challenges associated with managing the business of the firm while practicing law. Attorneys comment that their education didn’t equip them for their business management and client development commitments, yet these are needed in order for the firm to grow.
The “business of law” can
overtake the “practice of law”.
FindLaw is your perfect partner in a shifting consumer landscape.
You need a marketing partner that understands the shifting consumer landscape. FindLaw connects consumers and firms from all over the legal spectrum, enabling small firms to leverage big resources in smart ways. Connecting people looking for legal representation at the right time, the right way.
We offer a full range of marketing services and a robust and experienced team that delivers real results.Connect with FindLaw’s Team of Experts
Or call us today at 1-888-685-3205