Unlike traditional forms of marketing where a marketer reaches out to consumers to get them interested in a product, using inbound marketing techniques you make potential clients come to you.
By listening to their problems and needs and offering concrete solutions, you are building meaningful relationships with your prospects and customers. The philosophy behind inbound marketing is to help your client succeed, which consequently brings success to you.
In the age of digitalization, the key to good marketing is to find out where your prospects are. The most important thing is to define your target group and create useful content for it.
Benefits of Using Inbound Marketing Techniques for Your Legal Business
In inbound marketing, your website and profiles on social media networks are the only tools you need. It focuses on creating content that will attract people to your company and make them want to come for more.
Therefore, the main benefits of inbound marketing for your business are:
- Inbound marketing is non-invasive. It seeks to deserve rather than to buy customers’ attention.
- There’s two-way communication with prospects, which leaves a positive impression on them and gains their trust.
- Providing lots of interesting information and solutions makes inbound marketing educational and valuable. Yet, it doesn’t burden the consumers.
- The results of using inbound marketing techniques are measurable. They can be tested and optimized for your target audience, while still being easy on your budget.
- With inbound marketing, you continuously update your content and website, which constantly draws in more qualified leads.
The Inbound Marketing Methodology
There are three ways to apply the inbound marketing methodology: attract, engage, and delight.
By creating valuable content, you attract the right kind of people to your website. The goal is to have real traffic that brings results. The content is personalized and targeted to answer the needs and questions of your prospects, making them want to share it with others.
The ultimate goal is to gain customers who then become promoters of your product. You need to analyze the pain points and goals your prospects have and offer them doable solutions, so they are more likely to buy from you. Specific marketing actions and tools help to convert visitors into leads and lead into buyers.
This refers to providing fast and quality customer support, to empower your leads and help them come to the final stage of their buyer’s journey. However, just because someone has already bought from you, doesn’t mean you should forget about them. Inbound marketing provides outstanding content that will keep your existing consumers happy. After all, customer acquisition is more expensive than retention.
Inbound Marketing Strategies That Will Grow Your Legal Business
Building a Website & Landing Pages
As mentioned before, digitalization brought changes in business management. Without the Internet presence, any business would hardly survive in today’s world. For every company, a website is the center of its online presence.
Your website is there to help you establish credibility as a legal office. The efforts you put in building up your website help you stay competitive in the market. Since everybody is on the Internet all the time, people often search for services online rather than going from one legal office to another.
On your website, people can find information related to your field of work, your address, and your contact. Through reviews and testimonials by your previous clients, they can gain an insight into your expertise, experience, and quality of service.
To go further, you can create a customized experience for each of your website visitors. Rather than giving a single, generic experience, website personalization allows businesses to provide visitors with a unique experience tailored to their requirements and needs.
A landing page is a campaign-specific web page. Its purpose is to increase the conversion rate and lower the costs of acquiring leads or sales. They are designed with a single goal – to call visitors to take an action (CTA). Once your visitors fill out the form on the landing page, they become your leads.
Content Creation for Legal Services
Your legal business is your brand. Content marketing is there to raise brand awareness and build community. Blogging is the core of any law inbound marketing strategy.
Content is a cost-effective tool that organically draws prospects towards your law firm. Every time you publish a blog on your website, you are creating content that people can look up and share with others on their social networks.
Since the main goal is to drive lead generation, the content aims to engage, educate, offer a solution, and add value. Publishing content regularly, along with active communication, initiates interest in your prospects, builds trust, and, finally, leads to profit.
To be relevant, your blog posts must address people’s interests, pain points, and legal questions. They must showcase your expertise and make people feel like they are in good hands. Also, crediting content creators will give a more professional look to your law firm, as it will strengthen the human side of the whole marketing process.
SEO Strategy for Law Firms
Content creation on its own wouldn’t do much without search engine optimization (SEO). Your content must be tailored for both real people and search engines. The goal of lancing SEO is to get on the first page of Google, Bing, Yahoo, or any other SE you’re using.
In order for your law firm to be found easily, you have to incorporate the right keywords into your content. Keywords are words and phrases that people type on search engines when looking for a legal service. Developing a list of all types of keywords is a good start.
Another part of SEO strategy is link building. It refers to building quality links on sites that are relevant to your field of activity. Link building is important because it involves a proactive approach, which search engines deem credible.
Build a new page for each topic. To enhance the user experience, each web page must include content relevant for your potential customers, along with images and links to other pages on your website.
Social Media for Lawyers & Attorneys
In terms of implementing a comprehensive inbound marketing strategy, optimized content creation is not enough. To get real results, you should distribute that content across various platforms – social media networks.
Create an account on each of the platforms your target audience uses the most and start producing content there. Share your blogs, create interesting and valuable content, ask relevant questions to start discussions, and be open to the questions your followers might have.
You can use static visuals, carousels, animations, and video content to tackle various issues that might bother them, establish two-way communication, and build trust. Webinars, law e-books, live chats, podcasts, and having relevant and reputable guest speakers discuss specific legal topics, are among the popular types of content.
Running social media pages allows you to advertise your content to reach different goals: raise awareness, increase traffic, generate leads, increase sales and profit. Various tools provide you with daily or weekly reports, by which analysis you can improve your strategy on time.
Email Marketing for Legal Businesses
To create a strong human connection, an inbound marketing strategy for your legal business should focus on converting visitors into qualified leads. Qualified leads are people who show interest in your company, products, and services, and are willing to get in touch. They are likely to become clients.
For your law firm, it would be essential to obtain the contact information of those prospects and create a database. You can do it by placing call-to-action buttons (CTA) throughout the content, creating a lead magnet, or adding a contact form to your website.
When it comes to marketing, email is a medium that shouldn’t be neglected. Divide your subscribers into different categories based on their buying journey, and create personalized messages. Develop different messages for your prospects, leads, regular clients, etc.
Some benefits of email marketing include simplicity, high return on investment (ROI), the high response rate to campaigns, the possibility to directly address the consumers, the ability to analyze consumer behavior and test the performance of different methods and campaigns.
Inbound marketing is successful because you directly address people who are giving you permission to tell your story in an educational, holistic, and measurable way. Structuring an inbound marketing strategy for legal business requires providing value regularly, and not just routine counsel. It takes time, but it’s worth the investment.
Nina Petrov is a content marketing specialist, passionate about graphic design, content marketing, and the new generation of green and social businesses. She starts the day scrolling her digest on new digital trends while sipping a cup of coffee with milk and sugar. Her white little bunny tends to reply to your emails when she is on vacation.