Legal prospects come from different backgrounds, have different needs and different expectations. So it’s important that lawyers don’t treat each one the same.
Salesforce reports, “By 2020, 51 percent of consumers expect that companies will anticipate their needs and make relevant suggestions before they make contact.”
But what specific types of personalized experiences are being offered? Let’s find out.
1) Email Campaigns
According to a 2017 study by Evergage, 65 percent of companies are personalizing their email efforts, making it the most common. The main reason why is because email tends to be one of the easiest things to personalize.
It’s mainly a matter of segmenting your list based on specific prospects’ needs and interests. A simple example would be sending one email that targets people toward the top of the sales funnel. They’re likely just learning about your legal services and need some nurturing.
And you send another email that targets people toward the bottom of your sales funnel who have already learned the basics of your services and engaged with your content. They’re more likely to convert, so you would want to be a bit more aggressive with your approach.
58 percent of marketers personalize their website homepage. For example, they might create different homepage variations that are tailored for various demographics. Someone who has already visited a site before would get one homepage version, while a first-time visitor would get another.
In turn, each person would have a customized experience and see unique content that encourages further site exploration. And this is a win-win because visitors get highly relevant content, and a law firm should experience an increase in the average time spent on site, as well as potentially higher conversions.
58 percent of marketers also offer personalized recommendations. This is a practice that was initially done by Amazon to point visitors to other relevant products they would likely be interested in based on previous behavior and purchases. But it’s now something that’s becoming widespread because of its effectiveness.
Here’s an example of how a law firm might use this technique.
Say that someone previously visited a general practice attorney’s website and spent a considerable amount of time looking at their auto accidents page. When they returned again for the second time, they might be shown content that focuses on auto accidents and how to get started.
While not 100 percent accurate, this definitely increases the likelihood that repeat visitors are exposed to the content they’re most interested in.
Capitalizing on Personalization
Although personalization is still fairly new and has a long way to go, it’s a strategy that looks very promising and can have a big impact. In fact, “79 percent of consumers say they are only likely to engage with an offer if it has been personalized to reflect previous interactions the consumer has had with the brand.”
The data mentioned here provides insight into what specific types of personalized experiences are most commonly used by marketers at the moment and are techniques that your law firm may want to consider implementing as well.
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