So, you’ve heard the latest buzz around inbound marketing and you’re looking to make the jump, but you’re not sure if the fit is just right. As a law firm, it might prove more difficult to pin down your target audience and connect with prospective clients.
Inbound marketing flips standard marketing strategies on its head by providing genuine connections with long-term, potential customers vis-a-vis traditional one-size-fits-all marketing techniques. If you’re excited about inbound marketing but not sure how to implement it, we’re here to help.
A bit of an overview
Inbound marketing is a tried and true method for speaking to potential clients through marketing efforts that deviate from traditional marketing.
With traditional marketing, generated leads do not always translate into paying clients, and, in some cases, the marketing strategy used does not properly connect with the potential customer.
Failure to connect not only creates a lot of work for your law firm in the long run, but it also turns away potential paying clients from using your legal services. With inbound marketing, your services are translated and presented in a way that connects your firm to leads on a more personalized level.
Switching to inbound marketing might mean that you are relying on social media more than you used to, but, this is a good thing!
According to HubSpot, prospecting is the most difficult part of the sales process for salespeople. So having an online social media presence eliminates much of that prospecting.
Digital marketing from mobile platforms is considered a priority for many of today’s consumers, especially since consumers want to shop while they are on the go. A third of the time, online retail purchases will be made on mobile phones, and how a business looks on a mobile device is important to consumers.
Inbound digital marketing utilizes the connectivity of social media to speak directly to leads who want to use your services. Therefore, everything from your social media to your law firm website focus on how your online presence connects with your leads, builds trust and refines on your brand persona. Before you’re ready to step out into the inbound world, you must make sure you’re comfortable within your own brand.
Give me the low-down
First things first, ensure that your legal marketing strategy prioritizes your brand and company at face value.
When your brand and your marketing strategy are tightly aligned, it is easier to track how effective your marketing strategy is. Identifying where your firm excels amongst your competitors should be a priority in order to set your law firm (and content!) apart from the rest.
With this in mind, your marketing campaigns need to promote your credibility and authority as a law firm that is skilled and client-centered. Credibility comes from client-based reviews, positive client experiences, winning awards from reputable services, and even case studies.
Once you have established your brand identity, messaging, and tone, you can then focus on what showcases your credibility on your landing page. Potential leads and clients want to know that they can trust you to be there when they need and that you’re not out for an easy buck. Once potential clients can clearly see that your law firms’ reputation is strong, then securing these leads comes down to educating the client.
While a landing page may not be the first place clients seek your services but it is a critical step all the same.
A strong landing page is one that provides information upfront, in a clear-cut manner, with easy navigation. Strong landing pages not only boost search engine optimization (SEO), but they also inform potential clients that you empathize with their situation and are prepared to help. Remember, searching for a trustworthy law firm can be tough.
You want to relieve the digital hassle with confident answers, strong data, focused messaging, and visuals that enhance your brand – all on the landing page.
Your marketing campaign is a messaging system for potential leads, so clarifying your area of practice and company-wide Calls to Action give directives that consumers need.
Be mindful that most of these messages will have to be tailored for multiple platforms (e.g., Twitter, Instagram, etc) so the content must be streamlined and easily understandable within the wide range of mediums.
But first… analytics
Okay, so you’ve nailed the messaging, and you’re ready to implement these strategies.
It will be hard to track positive return on investment (ROI) if you don’t already have a baseline. Knowing your fiscal figures, such as average sales cycles, average revenue per customer, and advertising budget are essential in identifying the ROI growth from inbound marketing. Without these numbers, it may be hard to conceptualize where inbound is generating a positive ROI and which areas will need tweaking.
But don’t fret – tracking business growth is hard and you’re not alone. About 63% of companies attempt to generate leads and website traffic, but still struggle to gain positive ROI. And on top of that, 40% of companies struggle to identify if their marketing is actually effective, with a positive ROI.
Regardless, if you’re benchmark company statistics are already prepared, proper analytics is necessary to know where your revenue is coming from.
Make sure to set this up before you roll out your inbound campaign as tracking traffic from inbound will be different compared to traditional analytics. Inbound deviates from pay-per-click, so tracking consumer traffic will not be easy. However, with the right tools, you can identify what messaging your leads prefer, and how to refine your marketing campaigns to meet these preferences.
Socializing your media
Inbound marketing works best to eliminate a lot of excess overhead, such as non-qualified leads, click stats, and ineffective customer services. Thorough knowledge of your customers, inbound will speak directly to potential qualified leads. This means that potential clients are not just clicking around – they know what they want and they’re looking for it on your site.
An inbound marketing campaign does a lot more legal marketing work by fostering relationships with paying clients and therefore decreasing the wasted energy and costs associated with trying to build relationships with leads who were never ready to commit to the sale anyway. A positive ROI comes from shaving away excessive overhead and being able to direct your efforts to more brand-driven customers.
Social media works to your advantage here, since your law firm is able to directly market your firms’ primary website through social media fixtures. These platforms can be used to promote your own web content, such as blogs or case studies, as well as allow potential leads to follow along with your narrative the whole time.
Whether it is through your company persona, buyer journals, positive success stories, or informed company brand content, social media gives potential consumers a chance to see what your law firm is all about. Through this type of marketing campaign, you’re more likely to have a qualified lead land on your main page then some unsure buyer.
Here’s YOUR Call to Action
Seeing your law firm grow not only makes you happy, but it also shows potential and current clients that you are a well-conditioned machine, caring, and constantly working on improving your firm. With more personalized marketing strategies and clear brand pathways, leads will feel more comfortable taking that next step and reaching out for service.
By adapting your brand content to reflect your firm’s persona, potential clients will feel more connected to and compatible with your work. Once your content is speaking to the right audience, then you’ll see the right traffic come through your now wide-open door.
Remember, if you don’t see results right away, it doesn’t mean that your inbound efforts aren’t working. Inbound marketing works slowly. If your content is valuable, authoritative, informative, and entertaining, it will only increase in value over time. Solid content will be more effective (and cost-effective) the longer it lives.
If you’re ready to for a personalized content marketing strategy or are looking for someone to write content that aligns with your in-house strategy, reach out to okwrite to learn more about we can do for you and your law firm!