Hi STM Readers,
I am beginning my native journey by trying legal services lead gen. My plan was to use native to describe the benefits of their legal services and then direct them to contact the law firm for an immediate consultation.
My question is this: Should I link the native ad to a landing page, link directly to website, or embed a contact form at the bottom of the creative?
Landing pages usually increase the performance of any campaigns, but legal services are more regulated vertical so you can't really go wild on the LP with exaggerated claims and what not.
But still, the ADs you will be using will definitely use some angle, or at least target specific problems that people might need legal help with, so you should create problem-specific versions of the website and link corresponding ads to these. So in the end, we could call these niche-specific landing pages of the main website. In case you're about to work with several law firms, you will need to do some kind of pre-filtering too, so you send the prospects to the right company, so again, I would do this via problem-specific landers. You could take it one step further... design problem-specific landers, collect contact info on those and forward the contact info to the right law firm, or even several ones.
I have been doing leadgen for a while now , The most important things is to maintain the quality and the best way to do that is to use advertorials that will ensure your leads are of highest quality and produce leads which know what they are signing upto... DL is not a good idea .. You could use tons of filters in forms but again that still brings bad quality leads ... Good idea to maybe keep your call centres busy at a time but still without an advertorial its really hard to get qualified leads ...
Just my 2 cents