Today’s article is your go-to, straightforward guide to lead magnets. What are they? How can they help you attract and convert leads & prospective clients for your law firm? All you need to know in one place, plus actionable tips on how to stay on top of the challenges you might face down the road. 

  • What is a lead magnet?

The point of lead magnets is to invite website visitors (or landing page, Social Media) to exchange information. What kind of information would be valuable for any law firm looking to expand its client base? Email addresses, phone numbers, or other personal data that are shareable and could be beneficial to your business. But what can become a lead magnet? Ideally, evergreen pieces of content that you can repurpose, educational assets (such as videos, Ebooks, or guides), and services (could be a free consultation). Nowadays, searchers are hesitant to give their data, and consequently, to get what’s of value for you, you’d need to offer value that they consider significant enough.

  • How do you determine a good lead magnet?
  1. They offer value to the visitor/searcher/user. Simply put, if what you’re offering is is not of a significant enough perceived value, you’re not going to get the returns you’re hoping for.
  2. They’re relevant to your buyer persona. If your target audience is not interested in what you’re offering, they’re simply not going to convert. If, for example, you’re a personal injury firm and you plan on creating a lead magnet, it should be a piece with high relevancy, something like “how to react after an accident.”
  3.  They serve your law firm’s goals and purposes. To set things straight, you always have to deliver. Click baiting is “hated” on today’s internet, and you could see it backfiring. But while you provide value to your prospects, you should also consider your end goals. Create authority and place yourself on top as a thought leader in your field, marketing your lead magnets to only relevant prospects.
  • What can become a great lead magnet?
  1. Webinars: Webinars offer great resources to prospective viewers looking for knowledge and in-depth information about a specific area. At Nanato Media, we’ve leveraged this opportunity and created our series of Webinars, Turbo Express Hispanic Marketing Webinar, offering insights to attorneys looking to capture their Hispanic market.
  2. Ebooks: Ebooks are a powerful way to boost your authority and provide your prospective clients with relevant information. Focusing on a specific topic can be your best chance towards raising interest and capturing leads that can turn to clients. If, for example, you are a bankruptcy attorney, you can create an Ebook concentrating on a specific chapter, explaining the threats and opportunities.
  3. Informational Videos: Videos are powerful tools for law firm marketing (and any business). Creating a video Q&A or an FAQ about subjects around your area of expertise can help you collect leads that could be interested in your services (and potentially look for a solution to their issue).
  4. Case Studies: That’s probably the most sensitive and complicated of all lead magnets for law firms. Creating a case study can be a powerful tool for any business’s marketing strategy, showcasing its success, problem-solving abilities, and interest in its clients. That has to be well-thought, planned and executed for a law firm to include as much information as possible without leaking any unnecessary details about a case.
  5. Free consultations: Oftentimes, law firms from specific practice areas view this as a necessity. We’ve seen numerous Personal Injury and Workers Comp attorneys being very open to a free consultation strategy, but that’s not the case for all lawyers. Our approach would call for a bigger picture-view, not focusing on any initial fees, but on the other hand on forging a long-term relationship, and even if that doesn’t pan out, capturing invaluable data from a prospect that could appreciate your interest and services, and consider you again in the future.

Once your strategy is ready, make sure that you have a retention plan in place. Capturing the leads is the first step, but nurturing them and converting them to an actual case will add undisputed value. Newsletters, drip campaigns, and outreach could be some of your options, but remember that getting the initial information is just the beginning and not the end goal.

Time for our takeaways:

  • Lead magnets are pieces of content that create interest and surpass any hesitation to share personal information.
  • Lead magnets have to be in-depth, relevant, informative, and of great value for your website visitors. That way they’ll be satisfied with what they got in return for their details.
  • Not every lead is equally valuable for your law firm. Structure your content in a way that you target relevant leads and filter out any spam.