Lawyers trying to attract new clients, gain referrals from former clients or other firms, and build brand awareness and credibility face a competitive situation. But with inbound marketing, you can get quality content and targeted messages in front of the most important audiences without using traditional sales strategies.
Inbound marketing strategies ensure that your audience find you when researching specific information, laying the groundwork for brand trust, influence, and opportunity. The good news? If your content marketing plan is created and executed correctly, it will naturally incorporate inbound marketing strategies.
Inbound marketing generates awareness of your services and develops relationships with the audience(s) that can eventually grow your law firm. It builds trust through valuable and relevant content that is delivered through the appropriate channels and, more importantly, is customer oriented. Instead of a sales pitch to attract new clients, inbound marketing ensures that the expertise of your law firm and attorney is visible where it counts.
Outbound Marketing vs Inbound Marketing
Although television, print and radio advertisements, newspaper inserts, flyers and cold calling are well-known sales strategies, they are far from the most effective way for lawyers to market their services. These outbound marketing strategies are expensive but have a low return on investment. Pushing an ad on potential customers and customers unprompted – when they’re not looking for it – is far less effective than the trust that can be built when they find your brand on their own. This is why television and radio advertisements are not very persuasive, especially when it comes to recruiting customers.
On the other hand, inbound strategies are an essential element of success content marketing for lawyers. Why? Being searched gives more weight because the audience was directed to a website, blog, or social media page based on their own actions, interests, and decisions. There is more trust that a lawyer is trustworthy and credible when found organically. Inbound marketing strategies can help businesses build brand awareness and build authority, paving the way for influence with your target audience.
How can lawyers use inbound marketing?
Businesses that engage in inbound marketing strategies will see measurable results if done correctly. While many lawyers and law firms advertise their services through traditional paid channels and marketing materials, these outbound marketing strategies will only get you so far. There are many more opportunities through organic traffic – when the potential customer takes the reins – and when targeted ads from search engines and social media are exploited.
Inbound marketing focuses on building and maintaining your online presence. As always, the content you put out should not only answer questions, but anticipate the needs of your audience. This will position your business to encourage your audience to take action, from sharing content and referrals to generating leads..
Google ads are another form of inbound marketing. Although this tactic is not free, it still relies on your audience taking the lead; when they are looking for specific legal information or a lawyer with your expertise, you can complete SEO efforts with Google Ads. The same goes for social networks. Ads and boosted posts are effective marketing tactics because they are also based on an audience’s demographics, interests, and needs. These types of targeted, paid campaigns ensure that lawyers are visible when opportunities arise.
Knowing your strengths, expertise, messages and value will shape your inbound marketing strategy. Ranking for the right keywords, delivering engaging social media content, and driving traffic are all part of effective inbound marketing strategies for lawyers and part of your content marketing plan. Inbound marketing is an ongoing process. Getting known and making room for your law firm in a competitive online landscape takes time, but it’s worth it.