I remember when I was growing up, potato chips in Pennsylvania were a religious experience. Utz was a regional brand of potato chips that bore no resemblance to the national brands of chips such as Lay’s. They came in foil bags that kept them crispy and fresh, and I don’t know what they did them to make them so amazing, they just were.
And they were very simple, there were plain and they were barbecue. And that was it. Because of their salty, crispy deliciousness, no one ever questioned or suggested they should be any other flavor. If you wanted more variety, you bought some equally delicious local onion dip and went to town.
Sadly, Utz potato chips aren’t available in Arizona (at least I haven’t found them yet). But, Lay’s potato chips are and the potato chip aisle has grown to rival the cereal aisle with the many flavors you can buy today: salt and vinegar, Old Bay Seasoning, cheesy chips, there are even annual releases such as wasabi chips, chicken and waffles chips (yes, seriously) and even cappuccino chips (WHAT?!).
My point is that Americans have become a culture of many choices, in nearly every industry. How we receive our information is no different. If your firm is still relying solely on yellow page ads, the occasional newspaper display ad or an ad on the placemat of the local diner, you are not reaching nearly enough of your market.
Here’s something else. I am sure nearly every practice has some version of a website these days. A website is essential for prospects to learn more about you, but they are about as static as a brochure sitting in the lobby of your building. Once someone knows of you, a website is a great resource, but it is not a means of finding leads, by any stretch of the imagination.
It can be overwhelming attempting to hit all of the various mediums of attracting leads to your firm, and it isn’t necessary for you to invest in being found in all of them immediately. However, it is critical that you to present your firm on the stages carrying the most impact (bang for your buck?).
Where do leads come from:
- Referrals – from former clients and community partners.
- Internet – landing pages, social media, pay per click and blogs
- Radio – ads or pay to pay segments
- Television – commercials or paid segments
- Your published book – a lead magnet meant to sell you specifically
- Direct mail – Valuepak coupons, postcards, inserts
- Yellow pages – some areas of the country and demographics still rely on these to find services
A careful review of your target market and your geography is necessary to determine where to begin first. The important thing is that you begin with something more than one specific source to keep your sales funnel flowing freely with leads.
To understand your practice better, ask for my law firm analysis. It’s free, and it will give you a better picture of your firm and how it’s performing.