Marketers for law firms are normally used to manage a variety of tasks and proposals, such as a focus on raising awareness of a firm’s brand and highlighting the firm’s lawyers’ go-to expert position. Other duties include focusing on the support of business development and lead generations to bring in new clients. Generating leads and creating awareness of their brand are both significant goals that can be accomplished with a well-rounded digital marketing plan that combines a strong internet presence, social media and content marketing, and online advertising.
However, most firms question which one is more important, lead generation or brand awareness? Or should there be an equal balance of both? For the most part, the answer to this is finding balance, but it’s important to understand what each one requires and how they work with your digital marketing strategy.
What is The Difference?
A brand awareness campaign will familiarize your brand and services to the public. Essentially, the objective of brand awareness is to make prospective clients think of your firm when they are in need of a lawyer or if someone they know asks for a recommendation.
Alternatively, a campaign for lead generation helps the growth of your firm by finding and obtaining website visitors who are interested in the services you offer. For the most part, lead-generating campaigns incorporate a call to action; this could mean a potential client registering for your mailing list or keeping your firm’s information on hand just in case.
Pros and Cons of Brand Awareness & Lead Generation
Each campaign has its own set of objectives, so this means a different set of pros and cons for each one.
Brand Awareness Pros
- Enhances your law firm’s visibility
- Increases the demand for your firm’s services
- Generates traffic to your site
Brand Awareness Cons
- Will not generate leads directly
- It can be hard to decide whether it’s actually worth the effort
Lead Generation Pros
- Provides measurable results
- Quick prospect identification
Lead Generation Cons
- Might not be as successful without sufficient brand awareness
- Risk of demand for online content rather than actual services
Brand Awareness and Lead Generation Are Better Together
In all reality, the best law firm marketing strategy is a healthy mix of both brand awareness and lead generation. Each one works hand-in-hand by leading to action and bringing in new clients. As stated in the pros and cons of each one, they rely on one another to achieve their ultimate objectives and work effectively. Greater brand awareness will more than likely bring potential clients into your lead generation campaign because they will already know about your firm.
Striking the Right Balance for Your Law Firm
Realistically, all law firms should try to use both brand awareness and lead generation campaigns, but your perfect balance is dependent on the specialized goals and needs of your firm.
If you already have great traffic flow on your website and are able to reach out to prospective clients online, perhaps you should focus on brand awareness to keep your firm at the top of your target’s lists so that they have you in mind and know how to get a hold of you and what services you offer just in case.
However, if you’re looking to gain more clients for your firm and want to instantly improve the bottom line, your best bet is to focus more on lead generation with a supplement of brand awareness.
A firm that’s introducing a new area of practice or moving to a new geographical market will want to shift their focus to brand awareness all the while keeping aside a good amount of lead generation resources. Firms that are already established and have their own thought leadership position don’t have to worry as much about brand awareness because your firm is already well-known.
Both brand awareness and lead generation are important digital marketing strategies for law firms, so it’s important to strike the balance that is right for your law firm. Using analytic tools and current data will assist you with gaining an insight on the market and allow you to create a plan that best matches the objectives of your business.
Find Qualified Leads with Broughton Partners
If your law firm is looking for retained plaintiffs that are already signed and ready to be work then Broughton Partners can help. We provide quality lead generation for law firms that are a step above what is normally offered by companies because the leads we deliver to you have already been examined for your specific lawsuit criteria. You can save more time to focus on your brand awareness and leave the task of finding clients to us.
Call Broughton Partners today at (855) 463-1735, or fill out an online form for your free consultation. Together we can ensure there is No Claimant without a Claim.