Ben: What is a marketing funnel? April 26, 2010
I got several emails after Saturday’s post asking, “what is a marketing funnel?”
For most lawyers there is no “marketing funnel.” They run an ad, they hope they get calls and they either schedule the prospective client for a “free initial consultation” or they don’t.
I’d call that a one step marketing funnel.
Really smart marketers know that the decision to hire an attorney can be a long process. Our own data shows that in serious accident cases, that decision can be as long as 4-12 months after they first contact a lawyer. (Not, after the accident–but after they first contact a lawyer.
Lawyers who are really good at marketing know that having a complex, multi-step, multi-media response to an inquiry from a prospective client can be vital. Lawyers who have been to one of our conferences know that in the first year following an initial inquiry from a prospect, that prospect may get as many at 20 “touches” from us. Many come into our offices carrying everything we’ve sent them.
Posted Under: Lawyer Marketing Tips Tags: marketing funnel
