The Attorney’s Guide to Identifying Potential Clients for 2015


Written by:

Jane Oxley


December 30, 2014


In small law firms, like all businesses, not every person you meet turns into a client right away. These prospects, or potential clients need to be nurtured over time. However, finding the right balance of time and effort to continue the conversation with potential clients who aren’t quite ready to retain your services yet, can be a challenge. Especially when running a small law firm.

In 2015, there are many online marketing tools that your small law firm can use to identify and engage with your potential clients or contacts. If you don’t use them already, it’s time for your firm to explore these options:

HubSpot: Monitor and Maximize Website Traffic

Use analytics tools, such as those offered by HubSpot, to understand what pages on your site are drawing views and interaction from your audience, and how these viewers find your site. Use these insights to create the content that most interests your audience and can capture their information. The benefit of HubSpot is that these tools are integrated with options to boost your site’s performance in search engines and send marketing emails to your contact list.

Search performance is critical to your firm’s lead generation, because search engines deliver potential clients to your site when they are actively looking for the services you offer. Maintaining active communications with your contacts is also important in order to remind potential clients of what you offer and keep your firm’s name top-of-mind.

Social Media: Engage and Inform Your Audience

Social media channels including LinkedIn, Facebook and Twitter can be platforms great platforms for promoting your services and thought leadership. They are also venues for engagement with potential clients, as well as others in your field. By maintaining robust social media profiles, your firm can display your expertise and make connections with potential clients before they even develop a need for your services.

Social listening is another key element of social media for your firm. Devote some time each week to catching up with the news in the field your firm serves, and the social conversations about it. Tailor your social posts to fit these themes, and take part in these online discussions. Potential clients will see that you are knowledgeable about the hot topics in the field.

Content Marketing: Keep the Conversation Going

This is not so much a tool as a trend, but one that is becoming increasingly important to firms looking to grow their business. Content marketing encompasses social media and email marketing, but it also includes blogging and writing for other outlets. Essentially, it is the creation of valuable content, such as an educational column, video, infographic or podcast that is of use to your potential clients or others in your field. In 2015, look into outlets that serve the people you’d like to work with, and see if any of them would like a column written by one of your attorneys. Consider how and where else you can reach people in your target market.

Once you have all these tools working for you, keep track of the people who engage with your online content. Seek out potential clients in your field and casually interact with them online to build relationships. Identifying potential clients may not be what you trained for in law school, but it is a crucial part of maintaining a healthy, growing firm. Taking advantage of these online tools will help.


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