In today's competitive legal market, lawyers and law firms must use a multi-pronged approach to signing new clients. One of these prongs should include a lead magnet, yet only 50% of marketers are actively using them. This is unfortunate for those who aren't, but a bonus for you if you add this into your strategy. It means there is much room for you to make an impact and collect leads that your competitors are failing to capitalize on.

What Is a Lead Magnet?

Also known as a "freebie" or "opt-in," a lead magnet, at its most basic, is something valuable you share with potential clients or your followers in exchange for their email address or other contact information. Examples of lead magnets include:

• Ebooks.
• Whitepapers.
• Templates.
• Mini how-to guides.
• Checklists.
• Access to pre-recorded webinars.
• Access to a video series.

The best lead magnets benefit lawyers and their potential clients alike. There are two primary goals with having a lead magnet in your law firm marketing toolbox:

• Obtain contact information from your potential clients ethically so that you can remarket to them.
• Highlight your knowledge and expertise in your field, resulting in a foundation of trust with those downloading the lead magnet.

What Types of Lawyers or Law Firms Can Benefit From Lead Magnets?

While lead magnets can potentially work for any lawyer or law practice, they typically work better for those areas where the client has some time before they have to hire legal help. For instance, a lead magnet may not work as well with a criminal defense lawyer as it would with a personal injury, traffic ticket defense, divorce, or estate planning lawyer.