How to turn clicks into clients – the dos and don'ts of thought leadership campaigns
Positive referrals and relationships will always play an important part in generating new business for law firms, but they will not always deliver a consistent flow of work for future growth. In an increasingly competitive market, many law firms have turned to harnessing and distributing online thought leadership exercises to attract the attention of new clients. Unfortunately a lot of firms are still not familiar enough with the available technologies to track any potential interest successfully. Others are cautious about using data capture techniques to generate new leads, fearing that it will deter readers.
James Vanderzee spoke to a cross-section of nearly 30 law firms about their online ‘thought leadership’ campaigns and found they were missing a trick by not tracking readers to generate hard leads
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