I’m going to share something critical with you.
Something you’ll hear from few other professional marketers.
It’s one of the reasons that “normal” SEO often doesn’t work for attorneys, and why so many law firms attract little more than endless streams of junk traffic, tire-kickers, and the occasional price-shopper.
What I’m about to share is one of the “secrets of attorney marketing” that law school really should teach, but doesn’t. So lawyers learn the hard way.
Here goes:
Marketers often talk about the “customer journey”.
It describes the series of steps that a person goes through, as they become aware of a need, begin searching for a solution, discover a business, interact with its marketing and sales, becomes a client, and then solves their need.
A lot of marketing buzzwords make my eyes roll.
Just being frank with you.
But the concept of the customer journey is an extremely useful one. And it’s one that we use all the time when helping attorneys plan their content.
There’s something important you need to know, though.
There are actually two different customer journeys when it comes to marketing legal services. These reflect the two main different types of “legal consumer”. Each thinks about their situation very differently.
We’ll explore these two client types in more detail tomorrow.
The reason so many attorneys pour tens of thousands of dollars into their SEO program, and receive little more than excuses from their marketing company? Because their strategy is centered on the wrong client type.
It really is as simple as that.
Over the coming days, we’ll explore these two different client types and customer journeys together. And I’ll show you how to pivot, so that your firm attracts the right kind of client. It’s the one shift that changes everything.
Until tomorrow,