Guest Post: Turning Prospects Into Law Firms Clients Through Mobile – Part 3 (Consideration, Conversion & Advocacy)

In my second post on law firms using mobile apps for business development, I looked at the interest stage of the buying cycle. After moving prospects from the awareness stage and into the interest stage, there are three steps in the buying cycle left: consideration, conversion and advocacy. In this post, I will touch on all three remaining stages.

Consideration: Thought Leadership

Prospects need to see that your firm is knowledgeable, trustworthy, and a firm they can turn to for advice and general direction. Within an app, publicly available blog feeds and news items will keep prospects informed and engaged, but also these resource play an important role in getting prospects interested in other content that your firm could offer within the app. Reports, guides, eBooks and whitepapers, among others, are all applicable here. But unlike the blog updates in the app, firms should strongly consider requiring a user provide identification to access higher value thought leadership content.

Conversion: Identify & Analyze

By locking areas of the app, prospects would be asked to identify themselves to fully access the valued thought-leadership content. This identification could include their name, company name, and email address. With such contact information, take full advantage of mobile analytics and track how they are using the app. Those who pass the app usage benchmarks, as defined by each individual law firm, can move onto the next steps – this may include a personalized email, a phone call, or an in-person meeting. App metrics also become important because it helps identify the strengths and gaps in your firms mobile app. Areas of improvement can be identified to make the app as effective as possible to align with each firm’s goals, such as generating new leads for business development.

Advocacy: The App as a Valued Resource

One possible benefit of providing quality content in an app is that users can turn into an advocates of the app. An advocate will share the app contents on their social networks, recommend the app to co-workers and business partners, and use your app as a valued resource hub. Your firm will benefit from the exposure and promotion being generated from advocacy users, and hopefully as a result, business development opportunities will arise for firm growth.

The mobile journey beginning from awareness, and moving along to interest, consideration, conversion and advocacy takes time, but will become a valued business development tool for law firms when used properly. With a mobile application, leads can be properly nurtured within the app, intel can be gathered on which leads are sharing content, and users can be contacted directly by the firm to arrange for in-person meetings and phone calls.

- Neil Wadhwa is the Marketing Manager at Panvista, a company which builds mobile apps for B2B organizations including law firms.