LegalTechNY Discussion: Using Social Media to Drive Prospects through the Sales Funnel [video]
During our LegalTech New York 2013 panel "Taming the Wild West of Social Media: The Secrets of Social Media Success in the Legal Profession," moderator Steve Mann, chief marketing officer of the Research & Litigation Solutions business at LexisNexis, asked our expert panelists whether they see social media playing an increased role in moving prospective clients through the "sales funnel" until they become paying clients.
"Too many law firms view client development as a 'one step' process: the client calls me, they hire me," according to Stephen Fairley, chief executive officer of The Rainmaker Institute. "What many attorneys don't recognize is that the person who placed that call may have taken a dozen steps and spent days, weeks or even months checking out several attorneys on a short list before they took the step of making that phone call," explained Fairley. Social media is a powerful way to influence prospective clients early on in this discovery process.
Larry Bodine, Esq., editor in chief of Lawyers.comSM and martindale.com®, agreed with Fairley's observation and also pointed to a major change in the way prospective clients look for attorneys. "Seventy-six percent of people who looked for a lawyer last year went online to find information” according to recent research, said Bodine. “That's a sea change in our profession."
You can view a three-minute video segment of this insightful piece of the panel discussion. Stay tuned next week for more details from the session.
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