The specific acquisition channels you use to generate leads is one of the most critical aspects of your legal marketing. Some are simply better than others. And naturally, the effectiveness of specific tactics can change over time.
I recently came across a piece of research entitled the State of D2C Marketing 2019 report from Yotpo in partnership with Magento. One particular area of interest is where they discuss the top acquisition channels among direct-to-consumer D2C brands.
Here are the highlights and commentary on how you can apply their findings to your campaign.
The Top 3 Acquisition Channels
When asked “what are your top 3 acquisition channels?” the responses were:
- 61 percent – Social media
- 51 percent – SEO
- 50 percent – Direct traffic
Here’s what this tells us.
Having an Established Social Presence is a Must
First of all, this demonstrates just how potent social media is for brands that are trying to reach consumers directly.
According to Statista, 79 percent of Americans had at least one social media profile in 2019. That’s up considerably from 66 percent five years ago in 2014. And when you compared it to just 21 percent in 2009, it’s clear just how much of a juggernaut social media has become.
What’s interesting is that many people — especially younger users — are now willing to follow brands on social media. In fact, “Online adults aged 18-34 are most likely follow a brand via social networking (95 percent).”
And if you can provide a great experience on social media, it puts you in a position to not only amaze your current clients, but it can also lead to referral opportunities. Research even found, “71 percent of consumers who have had a good social media service experience with a brand are likely to recommend it to others.”
SEO is More Important Than Ever
Did you know that “93 percent of online experiences begin with a search engine?” It’s true.
It’s the number one way people research brands. And you can bet that the vast majority of legal prospects will turn to search when checking out lawyers in their area.
With SEO being a top acquisition channel for more than half of D2C brands, it’s clear that ranking on the first page for targeted keywords should be a top priority.
Direct Traffic is a Bigger Acquisition Channel Than You May Think
“In Google Analytics, traffic is reported as direct when someone types a website URL into a browser or uses a browser bookmark to visit a website,” explains MonsterInsights. However, it can include any traffic where there’s no way to find where the traffic source came from.
What’s interesting is that direct traffic is one of the top acquisition channels for half of D2C brands in 2019. I personally would have thought it would rank much lower in comparison to other channels like paid ads, SEM, and so on.
But this means that plenty of people are visiting websites by either typing in the website URL directly or have it bookmarked on their browser. This shows that referrals, word-of-mouth and offline promotions — techniques that often lead to direct traffic — can also have a big impact.
Yotpo and Magento’s findings paint a nice picture of which acquisition channels are working best in 2019. And you can take this information to guide your law firm’s efforts to generate more leads.
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