Top Of Funnel Marketing For Attorneys

What are the advantages to attorneys focusing on the top of their funnel instead of the bottom? 

Top Of Funnel Marketing For Attorneys

*Note - this blog post is a close transcript of a webinar that was originally posted to our Facebook group, Empirical360 Law Firm Success, by Elliot Alicea who is the co-founder of Empirical360 and Marketing Bros. You can find the original webinar here.


Today we’re going to discuss a different type of marketing that is not as common, but still fairly important. It’s something called “top of funnel marketing” for attorneys. In this {blog post}, we’re going to explain what a marketing funnel is, what you can use as bait to attract your potential clients, and how to get your message out there.


The word “funnel” is thrown around frequently in marketing, but you may not always know what is meant by that term or why it matters. This is what a funnel looks like:


A funnel has distinct stages. The top of the funnel is the widest part. Here’s where you can get the most people interested in your services, but they are not always going to convert into a client. Then there’s the middle of the funnel, which is the consideration phase, and then there’s the bottom of the funnel, where people will typically start to become clients or at least are closer to becoming clients. Moving people down this funnel is the trick.


Many attorneys focus on leads at the bottom of their funnel. These are people who are searching for your services directly - they are going to Google, or looking for you in directories. These leads are already in-market, which is why they are considered bottom funnel leads.


But the larger audience is, obviously, at the top of the funnel. No, they are not as close to buying in, but they are a cheaper lead because there are a lot more of them. Some attorneys may want to consider focusing on the top of their funnel because of those two advantages - size and cost. The only challenge is that you just have to work to get them down the funnel.


So let’s look at the top of your funnel. In order to get people to the top of the funnel stage, you need some sort of bait. Why do you need bait? It’s because the traffic temperatures of the people in different stages are different. The people in the bottom of your funnel - these are very hot leads, as close to referrals as you are going to get. They’re ready to close, they’re already in-market, and you are simply meeting their demand. The colder leads - the ones at the top of your funnel - need something enticing to get them into your funnel and get them to trust you. That’s why we call it bait. If you think of it like fishing, you need something that is really tempting to get them on the line.


What does bait look like for attorneys? Free resources pertinent to your services. Many attorneys offer an e-book, or a downloadable guide, or a quiz, and it’ll be free. The reason for this is because you need to attract someone who is interested in this type of download. If they’re downloading it, they want to learn more about that subject. For example, if you offer an e-book about divorce, and someone downloads it, it means that they are almost certainly either contemplating divorce or going through divorce, and potentially that they are in need of an attorney. That is someone who is in-market for your services! But they are still in the research phase. They may not yet be sure that they want to hire an attorney. You are capturing them at the very top of the funnel, which is great because there are a whole lot more people at this stage of the funnel than there are at the bottom. You have the ability to present yourself as an expert by putting out a guide like this, and you get their lead information. You’re going to give this e-book or guide away in return for their information (name, phone number, email). Then you can put them through an email series, a texting series, etc. Sidenote: if you’re not sure what systems to use for that, we just did a webinar last week with LawHustle, it’s a CRM that will facilitate this process automatically.


How do you get that bait message out there? You can’t only offer this on your website, because you can’t even expect people to come to your website if you’re not sending traffic to it. The two most common platforms for top of funnel marketing are YouTube and Facebook. This is where people are hanging out. They’re not necessarily in-market for anything at the time, but if you put interesting enough content/bait out there, you can get the attention of the right people. If they’re listening to music or watching videos on YouTube, you can put an ad in front of them. Same with Facebook - people who see your bait may take it, and may become leads.


I’m going to tell you how you would go about doing this on Facebook. You have the ability to target different people on Facebook - you can target locations, different age ranges, different genders, etc. For example, if you’re a domestic violence divorce attorney who only works with women, you can just target women in a certain county who are within a certain age range. You’re more than welcome to just target everybody if you want to do that.


But the detailed targeting is where you want to pay attention. This is where you can see and use all of Facebook’s data about its users. So, you can search specifically for people who are interested in divorce, for example, and target them. (*Note: When Elliot performed this search in real time on the live webinar, the results showed that 42 million people within the United States were interested in divorce). If you narrow detailed targeting down by age and gender and location, there will be less people in your audience, but this just goes to show you how much volume there is out there when you’re dealing with top of funnel. Interests include divorce court, divorce settlement...you can target people who are divorced, are happily divorced, etc. Facebook has all of this data on all of these people. You put out your guide, or your e-book, on Facebook, say “Free Download”; when they go to download the e-book or whatever it is, you collect their lead information, and you can then email them the free resource (so they have to give you a real email address in order to get what you are giving away). Now you have someone at the top of your marketing funnel.  


Now, what I suggest you do from here is learn about CRMs and follow up, but you can put them through a very simple email series. Try and be helpful in this process, because again, they’re at the top of the funnel and your goal in this stage is to build value and show that you’re the expert. They begin to trust you, and when that time comes they’re actually ready to pull the trigger, they know that “Okay, this lawyer has been helping me for all this time for no reason, I trust them, I’ve read their stuff, they seem like an expert, I am ready to move forward with them”.


That’s how top of funnel marketing works. Again, it’s a little more effort than the bottom of funnel stuff, but as a result, the leads are cheaper, and you have a much wider audience so it’s easier to scale.


Have questions about top of funnel marketing or other questions about how to grow your law firm? Don’t hesitate to reach out to me at elliot@empirical360.com!






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