10 Ways Legal Service Providers Can Revive Disengaged Leads

Losing leads is a very real – and very frustrating – part of business. Even if you have done everything correctly and have executed a well-planned strategy to engage leads, some will eventually go cold. Whether they went with another firm, have new budget limitations, or even changed jobs – you might never know why a lead stopped engaging with your brand. Whatever the reason, it’s unfortunate when leads go dark – but that doesn’t have to be the end of your relationship. Here are 10 ways legal service providers can revive disengaged leads they haven’t heard from in a while. 

10 Ways Legal Service Providers Can Revive Disengaged Leads

1. Just Check-In

Spend some time investigating what your leads are up to. What updates have they posted on social media lately? Have you seen any press releases or news about their law firm? Try reaching out to make a more personal connection, and be sure to mention any milestones you’ve noticed. You can also reach out on other channels besides the phone or email — such as LinkedIn — but make sure you’re genuinely interested. Nobody wants to do business with a spammer.

2. Send Leads Content That Helps With Their Pain Points

Educate more and interrogate less! Think about what is troubling your audience and then send them content related to those topics. Content that’s helpful, such as checklists, white papers, or blog posts should resonate with leads and remind them of your expertise. Ensure you’re sending content that’s relevant to their unique situation and that applies to the challenges you know they’re facing. Prove why your product or service is the best solution for their problems, and law firms will be more likely to listen. This is not a one-size-fits-all approach: you need to personalize according to the specific pain points of the individual and their firm. 

3. Bring New Features to Their Attention

Launching a new product or announcing enhancements to an existing one is the perfect opportunity to contact old leads and inform them of your organization’s latest exciting news.

Sift through your book of business and see who might find the new feature particularly useful, and let them know about it. To make it easier for yourself in the future, tag leads in your CRM that request a particular feature. Later, this allows you to pull their information quicker when you’re finally able to fulfill their needs.

4. Organize Virtual Educational and Networking Events

Events are a great way to engage with leads, whether they are new or stale. Host events based on topics that your audience will find helpful. Right now webinars are the most natural option, but sometime in the future, you could try in-person events like happy hours. Organize a seminar or panel discussion with partners where prospects will learn some new strategies for their firm. 

Related: How to Create a Successful Virtual Event

5. Send Relevant Case Studies

The “show, don’t tell” principle applies here. Hopefully, you’ve already sent content that explains all the ways you’re great at what you do – why not show your leads some proof? Look back on some of the great results you’ve had with clients. If any standout, reach out to that client and ask them to collaborate with you on a case study. From there, develop a case study with engaging copy that highlights real results and the ways that your company helped their firm meet its goals. Once it’s published, send it to any cold leads who might be facing similar challenges or looking for similar outcomes. 

6. Reach Out to a Different Decision-Maker at the Firm

If it’s been a while and you haven’t heard from your primary contact at a firm, it could be appropriate to try a different person. You can mention that you previously communicated with another individual but haven’t heard from them lately, and you want to ensure everything is okay. It’s important to be authentic in this communication, and you should avoid the tactic if it appears that you went behind your first contact’s back. 

7. Offer Incentives or Discounts

Once you have your leads’ attention, you don’t want to lose them again. Keep them engaged and interested by giving them incentives, like free add-ons or discounted packages, when they sign on with your company within a certain period of time. 

8. Ask for Feedback

Feedback is necessary for the growth of your company. An effective and non-invasive way to get feedback is through surveys. It is also an effective way of re-engaging lost or dead leads and learning about any problems they encountered when engaging with your company for the first time. You may gain valuable insight into your sales approach that can help you adapt to better serve law firms and close more deals.

9. Keep a Quarterly Cadence and Employ the Power of Automation

Juggling between nurturing new leads and engaging old ones is time-consuming. It’s easy to let cold leads fall off your radar completely, but you’d be surprised how much business can come from regularly following up with past leads. We recommend keeping a regular follow-up schedule that includes reaching out to previous prospects. It could be monthly, quarterly, or even yearly. Things change within organizations all the time. Sometimes, a change in decision-maker, budget, or corporate structure can put your solution back on the map. However, a lead may not immediately think about your services when these changes occur, so they must stay at the top of your mind. You can use features in your marketing automation platform to keep these lists, set automated reminders for future dates, and even automate the outreach (though we recommend personalizing any communications you send).

10. Re-Engaging Leads with Personalized Video Messaging

One of the most effective ways to stand out and grab the attention of disengaged leads is through personalized video messaging. Video creates a more human connection and allows you to deliver your message in a compelling and engaging format. Here’s how it can work:

• Create Personalized Videos: Address your leads by name, refer to their law firm’s specific challenges, and explain how your services can help. Tailor your message to their pain points and offer relevant solutions.
• Use Video for Product Demos or Updates: If you’re launching a new feature or service, use video to showcase its benefits and demonstrate how it solves your leads’ specific needs.
• Follow-Up with a Video: After sending content or making an outreach attempt, use a follow-up video to re-engage and add a personal touch, reminding the lead of your offering without sounding repetitive.

Key Takeaway:

Leads may disengage for various reasons—timing, budget shifts, or even internal changes—but that doesn’t mean the opportunity is lost. By strategically re-engaging leads through personalized outreach, targeted content, events, and even creative tools like video messaging, legal service providers can revive relationships and turn cold leads into valuable clients.

Don’t let potential clients slip away. Start reviving your disengaged leads today with these proven strategies, and see how your efforts can lead to renewed interest and long-term partnerships. Need help crafting the perfect re-engagement campaign? Contact us now to learn how we can support your lead nurturing efforts and drive conversions.