Our planet and the humans who inhabit it are continuously evolving–and the business world is no exception. Recently it seems modern corporate ideas are advancing at a greater pace than ever. Legal marketing tactics that may have succeeded ten years ago, almost certainly don’t work today to bring in new clients. As a leader responsible for legal marketing it is up to you to keep up, adapt, and find tactics to help your business thrive.
Buying Behavior Is Constantly Changing Legal Marketing
1. In 2007 it took an average of 3.68 cold call attempts to reach a prospect. In 2013, that number increased to 8.
This figure is only going to grow and become more painful, so cold calling is no longer the primary lead generation method of choice.
2. Buyers are moving away from industry magazines. Trade publications as an information source is down 17% from 2011 to 2013.
Buyers are looking for electronic materials that contain data, drawings, specifications and other recent materials to help them make considered purchase decisions.
Are you actively blogging and posting on social media? Savvy consumers are visiting online sources like social media and blogs to get their information.
3. 78% of salespeople using social media outsell their peers.
Are you using social media? More specifically, are you active on LinkedIn? You already have a network of a few hundred people who may at some point require your services. This is the social network where you can make them aware that you could someday be of assistance to them.
4. By the year 2020, 85% of the buyer-seller interaction will happen online through social media and video.
What this tells us is that social selling is here to stay, so you should probably brush up on some proven strategies for your own company.
5. 54% of B2B consumers begin their buying process with informal research about business problems. Nearly 80% of the time spent researching is done online.
Do you have content that will rank well in Google searches when potential customers start to informally research their issues?
By adding your practical solutions in the form of pages and blog posts to answer FAQs in your vertical market, you will attract these potential buyers. Once you’ve laid out your ideas, you need a strategy in place to convert readers to leads.
6. 60% of consumers feel more positive about a brand after consuming content from it.
Get your blog content before of the eyes of B2B prospect. Use curated keywords to target specific Google searches.
By creating a blog series based around a specific topic your buyers are Googling, you will be continuously building trust and becoming that credible source in your industry around that frequently asked question.
7. Marketers who have prioritized blogging are 13x more likely to enjoy positive ROI
Are you consistently blogging at least twice a week? A 2013 survey of over 5k marketers found that blogging is the #1 method for increasing traffic, with SEO in second place.
Thanks to the most recent Google Panda updates, blogging is looked more favorably upon–that means companies have to keep pumping out fresh and unique content consistently to rank for Google keyword search terms.
8. 51% of internet surfing occurs on mobile devices.
Does your website look good on mobile devices? Have you checked it across phones, tablets and phablets? Have you tested different OS platforms?
You should assume that more than half of your visitors are visiting your site firstly with their phones. Before you start expecting results from integrating a blogging strategy, you need the rest of your site caught up with the 21st century.
Simple test: pick up your phone (or a smart phone nearby) and see how easy it is to navigate your site. Do you have a clear call to action on your homepage? If your site doesn’t display or play nicely on a mobile device, it’s time to re-assess your design.
- 2013 TeleNet and Ovation Sales Group Study
- TriComB2B and the University of Dayton
- TeleSmart Communications
- B2B Marketing
- iMedia Connection
- Smart Insights