Technology makes it easy to automate many of the marketing tasks that help law firms grow their practices and reach a larger audience.
But automation can come at the expense of real and authentic engagement with prospective clients. Building relationships is critical to succeeding in today’s marketplace.
Finding new clients is the first step. Connecting and engaging with that audience is a long-term goal that needs to be part of your marketing strategy.
Defining Audience Engagement
Audience engagement can occur through a variety of channels. Any interaction you have with an existing or prospective client makes up your audience engagement.
Law firms and other businesses have multiple contact points that create opportunities for engagement.
Website visits, inquiries about your services, consultations, social media activity and other interactions lay the foundation for lasting and profitable relationships.
Law firms are learning how to improve their audience engagement in order to improve their conversion rates and reduce the costs associated with acquiring new clients.
The Bottom-Line Benefits of Audience Engagement
Audience engagement must continue beyond the initial conversation. Today’s law firms must be responsive to ongoing feedback and questions from their audiences.
Audience engagement builds trust and enhances your credibility. But this can only result from a series of communications that occur over time.
Your audience will feel that their needs are being heard and that you’re more likely to meet those needs through your legal services.
Connecting with your audience breaks through the endless marketing messages they face on a daily basis. It distinguishes your practice from competitors and other businesses fighting for their attention.
How to Engage Your Audience With Purpose
It’s easy to talk about the importance of audience engagement. But actually creating connections that compel your target market to take action is another story.
Today’s law firms have a wide range of strategies they can use to better connect with their prospective clients.
The easiest way to create more engagement is to simply ask for it. More importantly, let your audience know what kind of feedback you’re looking for.
Surveys are an example of directly asking an audience for their insights into the services and products that businesses provide.
Law firms can encourage their audience members to engage with each other. This is especially effective on social media where users can provide feedback and reply to the comments of others.
Audience engagement is most beneficial when you use the insights you gain and translate them into your marketing messages. Use the language that your audience uses.
Identify the ways that they describe their pain points and the solutions they need. Note how other solutions have failed them in the past and try to fill in the gaps of your competitors.
Although you may need to respond to negative feedback, keep your communication positive and always seek to correct any mistakes you might make.
Your audience knows that you’re not perfect. Be willing to admit a mistake and taking the steps to make it up to your audience goes a long way in building trust and goodwill.
Understanding how audience engagement can grow your law firm helps you take the steps needed to create lasting relationships with your target market.
Let us know what engagement challenges you’re facing in the comments below. Having the right strategy for your law firm is the key to achieving lasting success in your industry.