Demand generation is often a complex puzzle for legal firms and legal tech companies.
They undergo the painful and arduous decision-making cycles, coupled with strict compliance requirements, and the crucial element of understanding the buyer journey.
This means that traditional B2B tactics may or may not work.
So how exactly can they improve their demand generation strategy?
Presence.
The entire value of initiating demand generation strategies is to make yourself known for clients who are actively seeking legal expertise.
However, this process might be easier said than done, especially if you have to punch your way through the hustle and bustle landscape, the ability to attract is becoming more complex and converting leads will take a whole lot of effort.
In contrast to B2C marketing — where conversion occurs almost instantly and impulsively — B2B marketing in legal services will require more nurturing on a longer sales funnel, which warrants the use of tools such as AnyBiz to handle this more effectively.
For this article, we will unmask the true goal of what it means to generate demands for your clients, and understand some of the best strategies that you can implement to attract potential customers and acquire high-quality leads.
Why Demand Generation Matters in Legal Services
Marketing and sales is all about understanding the unique need and expectation of your buyer. A study from Salesforce indicates that 73% of customers expect that companies have this deep insight in their needs and expectations.
This means that your demand generation campaign is rooted in the understanding of your customer needs. A strategy “generating demand for your product.”
Demand generation is a marketing strategy that has a goal of making your entire product known, marketers will employ strategies to present your product/service as the solution to their unique challenges.
And this strategy is ideal for law firms that are starting out, or has a competitive practice that makes it difficult for them to attract attention.
Another quandary for law firms and legal companies, is their sales process. Their sales process is often longer compared to other B2B industries. Clients will not immediately subscribe to your counsel — not unless it is pro bono. They need to have a high level of confidence in your service, reputation, and expertise.
To “create demand” for your services, you need to establish trust no matter the level of the buyer in your sales pipeline, which makes traditional outreach methods outdated and ineffective.
You need to align your marketing analytics of your client’s actual problems and develop the right B2B demand generation process.
Incorporating demand generation tactics is a good way to help your clients understand the value of your services and present it as the ultimate solution for their needs.
Strategies Best Suited for Law Firms
Content Marketing: Building Authority
Lead generation through content marketing is one of the most powerful tools in the legal sector, and is also an effective demand generation tool.
Legal decisions heavily rely on research, valuable contents are necessary to help position your firm as an authoritative and trusted source.
So how do you establish this trust?
Creating a content heavily rooted on trusted information, insightful narrative, and engaging content are some of the elements you need to incorporate to allow potential clients understand the complex legal concepts and demonstrate your expertise.
Effective content marketing strategies for law firms include:
Blogging
Regular publication of high-quality blogs on topics that are relevant to your target audience are just one of the ways to effectively generate demand from your ideal clients. It is also an effective strategy to improve your site’s SEO, build credibility, foster engagement and develop your organic traffic.
Whitepapers & Case Studies
Your clients require detailed insights before they make any decision and subscribe to your counsel. Creating demand for your product or service requires actual trusted sources and providing in-depth case studies or whitepapers can achieve that. It attracts more serious leads who need detailed insights of what your legal service can do, and if they have a high chance of winning the case.
Guest Posts & Thought Leadership
Writing guest posts on authoritative legal platforms helps boost your demand generation efforts by boosting your firm’s visibility and enhances credibility. You can take advantage of the renowned firm’s authoritativeness and increase your website’s traffic.
Video Content
Engaging, educational video content can help break down complex legal topics, making them more accessible to your audience.
Demand generation requires adept demonstration of authority in a field that is highly competitive. For law firms, content marketing helps your target audience build interest in your offerings, achieve B2B growth, drive organic traffic and improve SEO.
Lead Nurture Optimization: Targeting the Right Audience
Creating and nurturing interest is the bread and butter of demand generation. Once you’ve created the interest and generated leads, the next step is to nurture them and push them from engagement to actual conversion.
For legal firms, you need to ensure that you have immaculate lead quality to drive better results and this can be achieved by segmenting the right audience and ensuring that you reach the correct clients who need your service.
You can opt for a traditional process, which can be detrimental to your speed, or you can acquire demand generation tools such as AnyBiz.
AnyBiz simulates the responsibilities of a demand generation agency that specializes in outreach and lead nurturing process.
Here are some of the things that it can do:
Segmentation
Depending on how the AI agent classified your potential prospect on its engagement level using intent signals (interested, expressed buying intent, or already requesting for a price). It can generate hyper-personalized outbound messages that will surely capture the attention of your prospect, and prioritize the leads that are most likely to buy.
Personalization and Follow-Up
The contents of the follow up email may vary depending on how the AI agent classified your potential prospect on its engagement level. You can also have this adjusted for a more personalized approach.
The AI agent will include a link of a customized landing page that will strongly present your business to your prospect. You don’t need to worry about any design implementations or improvements; it is processed automatically and immediately, giving you a more exciting and professional way of presenting your company name and showcase your product to express your unique selling proposition.
Automated Workflows
You can use automation as part of your B2B demand generation solutions to track and nurture leads through an email follow-up sequence or lead nurturing sequence, ensuring they are consistently provided with valuable content.
Using AI tools such as AnyBiz — and its lead nurturing capabilities— can help you increase your lead volume and eventually convert them into paying clients.
Social Media Strategies
Social media marketing is not just a platform for engagement, it is one of the most effective tool for B2B demand generation campaigns.
Social media platforms such as LinkedIn, X (formerly known as Twitter), and Facebook provides distinct opportunities for law firms and gives them the ability to engage with potential clients and share industry insights with fellow law firms.
Demand generation services often resort to traditional social media outreach methods to build brand awareness, however, with the emergence of tools such as AnyBiz it helps power demand gen strategies on a whole new level.
Here is how AI tools such as AnyBiz transform demand and lead generation campaigns through social media.
LinkedIn For Professional Outreach
Anybiz can be integrated seamlessly into your LinkedIn account, which is a perfect platform to establish your outreach strategy. The AI can use this to connect with like-minded professionals, that can be potential prospects and establish brand awareness. It can do the following:
- Send a connection request
- Send follow-up messages
- Check profile views and messages
Facebook, Instagram, and X (formerly Twitter)
You can let AI participate in engaging with legal discussions and answer questions. You can use these platforms for content distribution and social proof that showcase client testimonials and other successful case studies.
Social media is a great way to stay top-of-mind for potential clients, engage with them directly, and improve your firm’s and showcase the range of services or expertise your firm specializes in.
SEO Strategies
Search Engine Optimization (SEO) is a key component of B2B demand generation and this includes demand generation activities in the legal sector.
It is a B2B marketing strategy and lead gen activity that focuses on building a corporation’s organic traffic and implements strategies that allows you to rank higher on Search Engine Results Pages (SERPs), thus increasing your online visibility.
Here are some of its processes.
Keyword Research
Conducting keyword research on Top of the Funnel (ToFu), Middle of the Funnel (MoFu), and Bottom of the Funnel (BoFu) terms and identify the terms your prospects are searching for (e.g., “best personal injury lawyer” or “corporate legal services”).
On-Page Optimization
Optimizing website structure from blog titles, meta descriptions, headers and images and rank keywords that are considered as high-value.
Local SEO
For law firms serving specific geographic areas, local SEO is essential. Ensure that your firm appears in Google My Business and other local directories.
Content Strategy
Regularly update your website with fresh, high-quality content that addresses the legal challenges faced by your target audience.
By implementing these SEO strategies, your law firm can rank higher on Google, which drives more organic traffic to your site and ultimately generates more qualified leads.
Marketing Automation
The use of marketing automation gives law firms the ability to automate some of the tasks that are tedious and repetitive. Employing tools such as AnyBiz to generate follow-up emails, distribute contents and nurture leads are just some of its primary functions.
Some of the best demand generation process employ this strategies as it allows your sales and marketing team to free up their valuable time and focus more on closing deals and generating leads.
Lead Scoring
Automatically assign scores to leads based on their behavior, such as downloading a whitepaper or engaging with your emails.
Email Campaigns
Set up automated email sequences that educate, nurture, and convert leads over time.
CRM Integration
Tools such as AnyBiz are capable of integrating its systems with popular CRM tools such as Hubspot to help the AI sales agent gain access to updated information and close more deals.
Automation of routing tasks can be of significant help for legal firms and its demand creation strategy. It lifts the heavy burden of spending more time on tasks that may not be of higher value compared to strategizing brand new campaigns or improving your company’s product or services.
Marketing automation has an immense contribution for legal firm’s ability to nurture leads at scale and ensure that personalization and timely communication are not neglected.
Email Marketing Strategies
Most successful demand generation strategies are developed through email marketing. Email marketing has one of the best ROIs at a whopping $36 for every $1 spent.
And legal firms can take advantage of these strategy and gain the ability to send targeted messages that can nurture leads, build meaningful business relationships, and close more deals.
Here are some of its advantages:
Personalized Outreach
The use of AI powered email tools, such as AnyBiz, can help you craft personalized email sequences that would cater to demands of your ideal prospect, which increases the chances of you improving your demand generation metrics and engagement.
Lead Segmentation
AnyBiz has a segmentation capability to determine the engagement level of your prospect, the AI sales agent will take care of this and push your prospect in moving up the sales funnel.
Automated Drip Campaigns
Set up automated drip campaigns that educate leads over time, providing valuable information and building trust.
Follow-Ups
Following up doesn’t translate to being desperate, in fact, follow-ups are essential to guarantee that you stay on your lead’s radar. Remember that demand generation marketing is a strategy that requires brand awareness and knowledge, hence following up means that you remain in your prospect’s options.
Learn how to write best cold email follow up: How To Write Best Cold Email Follow-up Template
Effective email marketing helps law firms engage leads consistently and nurture them through the sales funnel.
Account-Based Marketing
Account-Based Marketing (ABM) is a strategy that is gaining significant traction in the legal services industry. Unlike traditional marketing that casts a wide net, ABM focuses on targeting specific high-value accounts that align with your firm’s services. This strategy is especially effective in B2B sectors like legal services, where you want to target decision-makers in specific companies or industries.
Identify Ideal Clients
Use data-driven insights to identify the companies or organizations that are most likely to need your services.
Tailored Campaigns
Develop highly personalized marketing campaigns that speak directly to the needs of each identified account.
Sales and Marketing Alignment
ABM requires close collaboration between your marketing and sales teams to ensure that both are working toward the same goals and targeting the same accounts.
Multi-Touch Engagement
Use a combination of emails, phone calls, social media, and personalized content to engage target accounts and build relationships.
ABM is particularly powerful for legal firms with a limited number of high-value clients and can help increase conversions by delivering targeted, personalized outreach.
Incorporating AnyBiz in Your Demand Generation Strategies
The legal industry is often slow to adopt new technology, but as demand generation techniques evolve, early adopters are seeing the benefits of AI tools that automate processes, enrich leads, and optimize engagement.
AnyBiz is an AI tool that simulates what human sales agents can achieve and can be instrumental in your B2B demand generation tactics.
If you’re a law firm looking to scale client acquisition and optimize your marketing efforts, incorporating the right demand generation strategies will ensure you stay ahead of the curve.
Try AnyBiz for 7-days starting at 0.99 USD or book a demo meeting and see how AnyBiz can improve your demand generation strategies.
