We’re all familiar with the Fairy Tale; Hansel and Gretel. During the story Hansel breaks up a piece of bread and leaves breadcrumbs along the trail so that they’d be able to find their way home.
The idea of leaving a trail for people to follow is a popular theme in Marketing these days. We don’t call it breadcrumbs though, we call it a marketing funnel.
I talked to a prospective client today who hopes to market to a particular niche within his Law Practice. The catch in the conversation was down to timing. In Employment law if a client has just been let go under bad circumstances (and if they feel hard done by) they may start the hunt for an attorney. However, more often the issue is ongoing during their employment (i.e. sexual harassment or gender discrimination) they may be scared to come forward in fear of losing their job.
In this case it’s almost impossible market to these individuals. Lack of knowledge (in terms of the law) is a major issue in bringing these cases to trial. The potential client may not even know they have a case, let alone know how to deal with the situation.
This is where some targeted communication can be very powerful. The first breadcrumb may be a boosted Facebook post talking about the different types of employment cases. This may pique someone’s interest, especially if they’re having a hard time at work. The post may point to a podcast where the attorney, in small bite-size pieces, talks about certain case studies.
The podcast will obviously point the prospective client to the website where he or she will find carefully-crafted blog posts that go into more detail. At some point, an offer should have been made to sign up for a daily (yes, I said daily) email which further talks about the ins and outs of filing a case.
Peppered throughout should be the offer to schedule a complimentary initial consultation. This trail of breadcrumbs (Initiated by a simple Facebook post) can gently lead the client down a path of education and awareness to a place where they understand enough and feel comfortable enough to meet with you…
For this and more in-depth strategies please visit our website and book a free 30 minute strategy session…
https://obviousadvertising.com/obviousadvertising/business-owners-guide-video/
See what I did there…you didn’t even know you were on the trail did you…?
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