Branding your law firm is important if you want to stand out from the rest of the competition. But it isn’t your end game –
Law firms can and should craft and promote their Brand.
But, many law firms waste their marketing dollars by creating and pushing out content and campaigns that focus on branding without including a Direct Call to Action.
Don’t make this mistake.
The big Mistake: Using a BRANDING APPROACH instead of A DIRECT RESPONSE APPROACH
Believe it or not, even though we all like to think of ourselves as independent thinkers, most of us prefer to have a clear road map- we want to know what to do next. It’s just human nature.
So when you are marketing your law firm, even with branding efforts, whenever possible, you should give a clear, visible, and straightforward Call to Action.
Now don’t get me wrong here – I’m NOT knocking Branding. As I’ve said- it’s important. However, you don’t have to choose – Branding vs. Direct Response. You can and should do BOTH.
You may need to touch a potential client 5 times, 10 times, or even 20 times before they take the next step- But when they are ready to do so, you need to be in a position to capitalize on that opportunity. If your marketing efforts don’t have clear call to actions then you completely miss the opportunity you’ve worked so hard to develop.
And in today’s instant gratification society, when a prospect is ready to take action, if you aren’t right there, your competitor will be.
Include a Call to action in every marketing push and post that you can. Ask the prospect to call or text you for a free consultation; Offer a free downloadable report or eBook. Your goal should be to capture their email or phone number so you can continue to nurture them in follow-up email or text drip campaigns.
Branding without a Call to Action wastes your marketing opportunity. People like knowing what to do next, so give them that option with a clear Call to Action.
Answer their internal question, “What do I do next?” with a clear Call to ACTION, such as: Click here, or Call me, or Text me, or Fill out this short form, or Request your FREE copy of the book here, etc.
The bottom line is this: Combine your Brand Marketing with Direct Response Marketing whenever possible. You will get more engagement and the ability to build the relationships that turn prospects into clients much faster.
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