The push and pull strategies are common concepts in marketing. Inbound marketing is basically a pull strategy where you attract the customers towards your product or service. Inbound marketing is directly connected to the popularity of the internet. Companies have been using the online platforms for marketing their products and services to customers around the world. Inbound marketing can be incorporated by both large and small businesses. In this article, we will explain the concept of inbound marketing; how it can be useful for law firms and how can law firms embed this strategy into their action plans.
Explaining Inbound Marketing
Inbound marketing is a type of content marketing. Organizations attract customers by providing valuable and quality content about their products and services. The aim of this content is to provide information and target it toward the potential customers. The company answers frequently asked questions, builds trust and lays the foundation of a relationship with the customer through the content.
Inbound marketing is a quick way to create new customers. People with no prior information will read the content; the right information will turn them into potential clients and ultimately bring them into the category of regular client. Moreover, inbound marketing helps existing clients to become the advocates of your brand.
The Importance of Inbound Marketing for Law Firms
A law firm is based on selling the service. People use this service to resolve complicated legal issues for which they need relevant knowledge and skills. The law isn’t something a common man can understand easily, so the service of law firms is a crucial need. The service sold by a law firm is based on the experiences, knowledge and skills of a lawyer.
Clients need lawyers to solve legal issues that are confusing to them so they need the expertise of a lawyer. This need is the basis of the fact that inbound marketing is effective for law firms. People in need desperately search for information so if you have the right information available online about your services, then you can definitely increase the number of your clients.
In earlier times, law firms used to be hesitant about sharing their knowledge and were happier to share it if the client paid them on an hourly basis. However, with the advent of the internet, it has become easier for clients to access legal knowledge before they can hire an actual lawyer. There is a great deal of information resources available over the internet where clients can easily access legal knowledge for free. Law firms need to take advantage of the inbound marketing tool so that they can provide legal information directly to their clients.
Inbound marketing is a great tool but not many law firms are using it to its full capacity. Law firms are missing out on a great opportunity to create more clients.
Creating an Inbound Marketing Platform for a Law Firm
The first step is to create a legal blog where you will be able to post relevant information. WordPress is a recommended platform to host a blog. Secondly, you must link this blog to your official website. It is important to divide your blog into different categories so that your content is more organized. WordPress is easy to use blogging platform where you can enjoy various other features in addition to categories feature. You must remember that content should be posted consistently to create a smooth flow of organic traffic towards your blog. It is recommended to update your blog at least once per week to get the desired results of inbound marketing.
Distribution of Content
Your content should be SEO optimized. Each post should have about 500 words and relevant keywords. Keywords are created through what a client is likely to search. Relevant keywords will rank your blog higher in the search engine results. For example, if a client types “what to do if you get a DUI?” into the Google search engine, then your blog will only appear in the results if your blog content answers that query. You must also share your content on multiple social media channels and then link them back to your blog or website. You can also share content on websites like Twitter and LinkedIn. You should put in efforts to increase your followers on these websites to create traffic out of them.
Converting Traffic into Potential Customers
The next step is to create clients out of these visitors. You can use your blog to collect information about the visitors. To accomplish this, add forms in the sidebar of your blog. Keep the submission entries limited and few so that site visitors are willing to provide information. You can ask for basic information like name, email and message. You can also add a call to action button in your blog posts. For example, Contact Us for more information or to schedule an appointment.
Optimization of Client Intake
The final step of inbound marketing is to get potential clients to actually hire you. This is where you can use the client intake or legal sales process. Use a CRM system or software to track client intake that is being produced by your blog. Contact your potential clients as soon as an inquiry is made. You can set up automated email responses to quicken the process. You can also make use of online tools for making the whole process smooth.
Inbound Marketing and Return on Investment
It is common for law firms to hire marketing agencies for managing pay per click marketing campaigns. Law firms are paying a significant amount to these agencies per month. It does bring customers right at the door step of the law firm but the return on investment is very low as compared to one produced by inbound marketing.
Law firms are basically selling their knowledge and expertise. Therefore, inbound marketing is quite effective to provide this knowledge to your clients through relevant content. Inbound marketing is also quite useful for building trust between the client and the attorney.
Only a few law firms are directly using inbound marketing. Most of the traffic is being catered by websites like Avvo and Nolo which in turn sell it to law firms. It is right that inbound marketing is a lengthy process. It takes a time to build content and consistent traffic towards your blog. However, it is a strategy that will be useful and profitable even in the long run. However, no efforts will go to waste and eventually you will be receiving steady traffic for free towards your blog.
Inbound marketing is a highly effective tool for law firms. Consistent efforts to improve inbound marketing will lead to long term and solid relationships with clients. A significant amount of satisfied long term clients eventually makes your legal practice a highly recommended one and successful.
Edward Kundahl, Ph.D., M.B.A.
Ed can be reached at (or visit his websites)