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As of March 2024 we have renamed Apexchat to Blazeo. We are excited to share the next part of our journey with our customers and partners.
The name ApexChat implies that we are primarily a chat company, which is no longer true. Now we have many offerings, such as call center services, AI, Appointment setting, SMS Enablement, Market Automation, and Sales acceleration (Q2 2024), that go beyond chat. The new name will not only allow us to convey the breadth of our offering but will also better convey our company’s mission and values.
Blazeo, which is derived from the word Blaze, evokes a sense of passion, speed, and energy. A “Blaze” is captivating, illuminates, and represents explosive growth. Blazeo encapsulates our mission to ignite such growth for our customers and partners by delivering innovation with passion, speed, and energy.
(Guest post from SMB Team)
If there’s one thing law school doesn’t teach you, it’s lead generation for lawyers. You may have the legal expertise, but marketing is a whole other animal.
Law firm lead generation can require a ton of time. (Time you don’t have as you run the other important tasks at your law firm.)
But, that steady flow of new clients is critical to the growth of your firm. If that stops, well, so do the phone calls, the cases, and your revenue.
Let’s put those anxieties aside and dive into 3 law firm lead generation strategies that give you the advantage over your competition (because they probably aren’t trying them.)
The best part: once you get these started…the referrals start rolling in on their own.
If you can apply these 3 marketing tactics and master them, you’ll see a boost in your firm’s leads and sign more high-quality cases.
First…
This tactical lead generation for lawyers comes from an attorney named Dan Newland. Dan is a personal injury lawyer who needed to grow his firm fast in a market where Morgan and Morgan
started.
As Dan says, he started with only himself, a secretary, and a goldfish. Now he has 18,000 cases, in large part because of Seminar Marketing.
Seminar Marketing is simple: provide free advice to solve problems for those who can give you referrals.
The first thing Dan asked was, who are my ideal clients? The answer: wrongful death cases.
Who’s the most likely to give him those referrals linked to wrongful death cases? A business that always ends up working with them–funeral directors.
He would have a steady flow of new leads if he could get constant referrals from funeral directors.
To get funeral directors to refer him, he didn’t just ask. After all, who cares? Why would they trust him to send their own clients and risk their reputations? Dan had a workaround.
He put on seminars to help funeral directors solve common problems. His main approach was teaching them how to get paid with insurance proceeds.
Now, funeral directors had help with one of their problems, and it didn’t cost money to teach them this information. Plus, he could form a relationship built on trust that got him referrals.
This works because of a key marketing hack…
Reciprocity is a psychological trigger that’s inside all of us. If we get something, we feel obligated to give something back.
And when you actually help people with the free thing you’re giving away, even better. Prove
that you help people by…helping people.
For Dan, those funeral directors had zero issues giving him referrals because they knew that the families they were helping would be in helpful hands.
So…to get started with your own webinar marketing strategy, ask yourself the most important question first:
“Who is my ideal client?”
Then, who does my ideal client need? Can I work with that person to give me referrals? Solve a problem for them and offer free seminars like Dan’s funeral director trainings.
All that’s left to do is form that relationship and offer up your card. If anyone they work with needs your services, you’ll be top of mind.
And there’s no ad spend on Facebook or Google with seminar marketing which makes it perfect for scaling your law firm’s growth.
Next…
This strategy involves thinking about the other problems your clients have around the core problem they’re coming to you about.
Let’s use Family Law as an example. A couple is going through a divorce, so they need your services.
There are a ton of other problems that happen when they sign with you and will continue after your part is done.
If someone is going through a divorce, they may be dealing with their own mental health. They might be angry, heartbroken, or unable to even interact with their spouse.
Or they may have kids. Those children are going through something traumatic, and both parents may be worried about them. They need something to solve that growing problem too.
That’s when it's time to think beyond just what services you provide. Think about what other businesses could help with these problems.
In this case, a therapist could help them work through the emotional part of going through a divorce. Some even specialize in divorce or working with children.
Time to work on a symbiotic deal with a therapist in your market. Maybe they are willing to have a first free session or something similar, and you could offer that as a part of your contract with a client.
Not only are you able to provide more value and sign more cases because you’re offering something your competition isn’t…you’ll also form a relationship with that therapist. You’re giving them referrals.
If someone is going through marriage issues that comes to that therapist, they can give you referrals in return.
Reciprocity at work again!
The best part is, this doesn’t cost you money either. All you need to do is work out a deal with the business partner that makes sense for your practice area.
This idea is critical for law firm lead generation: your potential clients aren’t just leads–they are human beings with very human problems.
Think about what other vendors and companies your ideal client would work with and develop a strategic relationship with them.
Find a handful of companies that will work with you, and suddenly leads will start coming through your door without you even doing anything.
Plus, potential clients are coming from a source they already trust, so you have an advantage in building trust with them quickly.
And finally…
Most law firm lead generation marketing tactics force you to get as niche as possible. Finally, this one breaks the mold a bit.
Sure, it still has to connect to your practice area, but you’re hoping to reach a wide audience with this one.
What’s a PSA? A Public Service Announcement is something you see on mass media where the general public needs to know something important.
Think about your practice area. What does the general public need to know?
Let’s use personal injury as an example.
Not many are looking up “why you need a personal injury lawyer” or even “3 things to look for when hiring a car accident attorney” because that’s so niche that you’re only dealing with an audience already in need of your services.
Plus, it’s not the most attention-grabbing.
But if you did something like “If your car insurance doesn’t cover this, you may lose tens of thousands of dollars!”
Well, now we’re all paying attention.
If you want to reach that wide audience, creating a video is the way to go. I know, it can seem cringy and weird if you aren’t used to it. But there’s a reason some videos come off so cringy.
The creators make it all about themselves. You don’t want to do that.
Keep this in mind when you do any marketing, but especially PSA Marketing.
No one cares about you… they only care about what you solve.
If you start with a hook that clearly solves a problem for your audience…it won’t be cringy.
Here’s a PSA Lead Generation for Lawyers Template:
1. Start with a hook (the problem.)
“If you’re in a car accident with an uninsured driver…you may be responsible for covering all the damage out of pocket.”
2. Agitate that problem. Meaning: if your audience doesn’t find a solution, here’s exactly how it's going to get worse.
“Not only will you have potential injuries, you may also be on the hook for 10s of thousands of dollars if you don’t have this specific thing in your insurance coverage.”
3. Briefly tell why you’re the authority here. Now, introduce yourself. Very briefly.
“I’m Ron McLawyer, personal injury attorney.”
That’s all you need.
4. Then solve their problem.
“Check for Uninsured Motorist Coverage with your auto insurance provider and make sure you get it added ASAP if you don’t have it. It only costs $10-$20 bucks to add it, and it's absolutely worth it.”
See, if you focus on the problem… it's not about you, it's about the client.
Now, you’re forming trust with potential clients before they even need their problems solved.
Who will they remember when they get into an accident? Answer: The person with those super helpful videos.
Implementing these three strategies–Seminar Marketing, Strategic Offers, and PSA
Marketing–is a cost-effective way to do something very different than your competition.
Plus, they are incredible tools to build trust with your potential clients before you even start working with them.
You’ll have so many clients coming through your door, you’ll be able to take on the high-quality clients that are best suited to grow your firm.
Law firm lead generation is just a tiny aspect of running the business side of your firm. If you want to get a free custom analysis of every aspect of your law firm, our partner SMB Team is here for you.
You’ll get a full breakdown of your next steps to grow your firm. Our formula has helped HUNDREDS of law firm owners double, triple, or more, their revenue and take-home profits.
Book a free 360 Law Firm Growth Analysis today and get the exact plan to transform your firm.
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