We’ve just crossed the halfway mark of learning about the 6 ingredients in the P6 lead generation strategy. If you need a refresher, check out the last few blog posts to get back up to speed.
The 4th ingredient of P6 is tied into how your company’s solutions are perceived by the people you are targeting (who have a need for what you are offering).
Let’s use our employment attorney scenario to identify ways we can take advantage of these perceptions and see if we can turn them to our advantage.
There are two major targeted audience segments an employment lawyer can immediately identify at the beginning of an audience segmentation analysis review.
Often employment attorneys will represent one of these two segments of clients and gain a reputation as an Employer side or Employee side firm.This is an important distinction because how clients think of your services is part of their decision making process when they hire you.
And if they think you sit on both sides of the fence, that reputation may not be as compelling to a person who just got fired that wants a lawyer who specializes in suing companies for wrongful termination.
What’s important for lawyers to think about is what could be lurking in clients’ minds during the decision making process of which lawyer to hire. If you do straddle the fence and you want to win more business:
Can we learn anything valuable from knowing that employment lawyers have multiple sets of client types?
If a law firm represents people in the food services industry like waiters and cooks, C-level executives of restaurant chains, then its website should boast about industry expertise and be perceived as a market leader representing the full range of employees.
The more granular you can be in your web copy (through blog postings for example) about your industry experience, the more chances you will have to both drive more leads (from search rankings) and close those leads due to your perceived industry authority. This of course assumes you have a good website too.
This is pretty serious stuff when it comes to marketing and establishing the authority of your “brand identity” online.
If you have messaging on your site that talks about providing legal services to restaurants, food distributors, farms, and other types of companies along the food distribution chain, it gives your firm the air of superiority over other lawyers who might be competing for similar clients but don’t have as much to say to back up their credibility.
With smart web copy, you can expand your perception from servicing just restaurants to the entire food industry. Your content messaging strategy should include videos, client testimonials and digital media.
When we review this 4thPERCEPTION ingredient of the P6 success formula which suggests that your customers must believe that they need or want what you have to offer, we have a lot to talk about.
Let’s use a case study to see if it helps illustrate this ingredient of the P6 campaign.
Jim discovers blog posts from an employment law firm (e.g. www.KentuckyRestaurantLawyers.com) that talks about its history of successes in suing restaurants that wrongfully terminate employees.
A person like Jim – who does not have a personal connection to a lawyer (let alone an employment lawyer) – is likely to take that very encouraging step (but an easy step if the website is designed well) and reach out through the site to ask for more information.
This is not a wildly fantastical scenario.
This is one of the very effective and consistent ways that website marketing or digital branding efforts bring businesses new clients and new customers.
To tie this all together, what you need to do to engage people is use your website content as a vehicle to describe the pain they are going through and how you have addressed that pain for other people in similar circumstances. This accomplishes two things:
At this point you are 2/3 of the way through P6 and here’s what you have accomplished so far with visitors to your website that have stuck around.
Targeting audience segments that have a perception they need whatever it is you are offering to them.
They have landed on your page and figured out you offer services that seemingly provide solutions to pain[s] they are experiencing. This leaves you with two remaining challenges – how do you convince people you are better than other providers; and, how do target people that will pay for your work.
Click here to read about the 5th ingredient of the P6 where you demonstrate why your company should be preferred over another company.
A citation is a listing online that includes your business name, address and phone number – also referred to as an NAP. Your citation listings that appear online need to be accurate – even down to the suite number. A typo on a listing on another website where your phone number or name is incorrect can affect your search rankings and/or even direct traffic to your website.
What is our recommended solution? We will check your NAP details on directories where your citations appear. We will search on Google for the following NAP related items:
Another alternative is to search for citations by looking for citation directories. We review the top directories and niche/local directories to validate your listings. Some of the main directories include Google, Yelp, Yellowpages, CitySearch, Superpages, and DexKnows.
We can also claim listings for your business in case they have not been claimed already. This process will ensure that you are given access to edit and update your listings going forward