Lawyers trying to attract new clients, get 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 to the most important audiences without using traditional sales strategies.
Inbound marketing strategies ensure that your audience find you when researching specific information, laying the foundation 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 attorneys is visible where it matters.
Outbound Marketing vs Inbound Marketing
While TV, print and radio ads, newspaper inserts, flyers, and cold calls 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. Running an ad to potential customers and customers uninvited – 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 commercials are not very convincing, especially when trying to recruit clients.
In contrast, inbound strategies are an essential component of successful content marketing for lawyers. Why? Getting searched gives more weight as the audience was directed to a website, blog, or social media page based on their own actions, interests, and decisions. There is more confidence that a lawyer is reputable and credible when found organically. Inbound marketing strategies can help businesses build brand awareness and build authority, paving the way for influence from 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 attorneys and law firms advertise their services through traditional paid channels and marketing media, these outbound marketing strategies won’t get you far. Organic traffic offers much greater opportunity – when the potential customer takes the reins – and when targeted search engine and social media ads are leveraged.
Inbound marketing focuses on building and maintaining your online presence. As always, the content you deliver should not only answer questions, but also 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. While this tactic isn’t free, it still relies on your audience taking the lead; when looking for specific legal information or a lawyer with your expertise, you can supplement SEO efforts with Google ads. The same goes for social networks. Advertisements and boosted posts are effective marketing tactics because they are also based on an audience’s demographics, interests, and needs. These types of targeted and 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 generating traffic are all part of effective inbound marketing strategies for lawyers and fit into your content marketing plan. Inbound marketing is an ongoing process. Building awareness and making room for your law firm in a competitive online landscape takes time, but it’s worth it.