Inbound Marketing Agency for Law Firms
Table of Contents
We have outlined how law inbound marketing works. It is now time to show your law firm in detail how LetsMarket.it, as a law inbound marketing agency, how do we implement different inbound techniques, and combine them together, to attract more clients and add value in a non-intrusive, non-disruptive way.
The main purpose after all is to draw the right clients at the right time to your law firm, and convert them into lasting customers.
As a law inbound marketing agency, our main objectives are the following:
LetsMarket.it outlines and develops a comprehensive and detailed law inbound strategy that generates early legal value for site visitors early into the inbound process. As the inbound methodology progresses from a simple, rudimentary legal review into visitors becoming full-time clients, LetsMarket.it guarantees that your counsel and judiciary acumen will be at the forefront of the legal landscape.
Inbound Marketing Strategy
Lawyer Word of Mouth
The days of marketing your law firm in the Yellow Pages, and solely relying on outbound techniques, are long gone. However, one of the best legal marketing techniques remains the age-old word of mouth.
Referrals from colleagues, former and current clients have always been the most reliable source for acquiring new clients. With the digital marketing at the forefront of the advertising landscape, online reviews can play a great role securing new clients organically.
Legal consumers are no different than other types of consumers. They want to purchase services the same way they purchase products. To do so, they thoroughly research their options online before making a purchasing decision. For example, they want to know the attorneys’ background, the firm’s size, the practice(s) they specialize in.
In this initial stage of the inbound methodology, our objective as a law inbound marketing agency is to monitor online review sites, lawyer directories, and online search mentions of your law firm and the lawyers in it. We conduct those searches using terms relating to you, your practice areas so that we get a better insight as to where your potential clients can end up.
Thus, it is extremely important for your law firm to build up a multi-faceted online presence that includes lawyer directory sites where potential clients and colleagues will visit, that will not only boost your law firm’s online profile, but will also positively influence the potential clients and fellow colleagues to give a positive feedback about your firm, thus generating testimonials that will increase your firm’s reach.
Designing Effective Law Firm Website
Whether you are setting up an entirely new practice or a part of a long-established law firm, a website is vital to the success of the inbound methodology.
As a law inbound marketing agency, our initial objective for inbound marketing is to design and develop a fully-responsive, cross-platform website.
A high-quality, fully-functioning website can be your law firm’s most efficient salesperson and will establish your law firm as a thought leader and expert among existing clients and potential ones.
Your site should showcase what your practice is, by clearly stating your specialty and the niche your law firm operates under.
But a well-designed website is not enough to convert visitors into clients. The website must also be incorporated with two key components:
Call-to-action, or CTA, is a sentence embedded in a button that is used to tell the user what action to take, and how to take it. For example, a CTA can read “subscribe to our legal newsletter”, or “sign up for our weekly legal blogs”, the possibilities are abundant.
For CTAs, our goal as a law inbound marketing agency is to implement them in a non-disruptive, non-intrusive way. For example, we place social media CTAs. It is always useful to have potential clients connect with your firm on social media, so we help them to do so. We place these icons and links at the bottom of the content. There are also slide-in CTAs. These types of CTAs slide into the bottom corner of the content once users are done reading. Unlike pop-up buttons, slide-in CTAs are small, non-intrusive mentions of something to download or to subscribe to.
They are specifically designed for the purpose of converting a simple visitor to a lead, and eventually to a paying client. Landing pages mostly come in the shape of a contact form.
To maximize the chances of obtaining conversions, our goal as a law inbound marketing agency is to create landing pages that have catchy headlines. They constitute the first chance to draw the prospect in further and move them toward the conversion process.
For example, aside from contact forms, we implement call-to-action that offers free ebooks, such as “10 Things You Must Ask a Divorce Lawyer Before Hiring Them”, among other subjects, depending on your law firm’s niche expertise.
Creating Buyer Personas
For every product, service, and legal solution, there are different types of ideal clients, that are called buyer personas.
There are several types of potential customers, companies, and/or individuals. Not only they are not looking to resolve the same types of legal issues, but they also do not have the same profile.
This is why, as a law inbound marketing agency, we develop a separate buyer persona for each type of client.
Creating them is critical to the overall inbound strategy, since they enable your firm to discover the potential clients’ pain points, interests, preferred communication platforms.
Each buyer persona consults a specific piece of legal content. Once we identify a clear understanding of the identity of your law firm’s buyer personas, we proceed to generate content that is relevant to the client’s profile.
Discovering Pain Points and Offering Relevant Solutions Through Content Creation
One of the main objectives of law inbound marketing is to create content that is both relevant and valuable to the potential clients.
This strategy can only be initiated once buyer personas are identified, and have been researched in-depth. As a law inbound marketing agency, we study what their legal problems are based on your law firm’s practice, and what are their thought processes to offer them a solution.
For instance, the potential client is a company that is looking into a lawsuit into copyright infringement and breach of trade secrets.
The company may be researching and seeking answers to queries such as: “How to initiate a lawsuit centering copyright infringement, a breach of confidentiality agreement, or the misappropriation of a trade secret by theft or bribery etc”.
In light of this information, our goal as a law inbound marketing agency is to create valuable content around these topics and publish them on your law firm’s website.
We focus the content creation process on the implementation of keywords. Keywords are the ideas, topics and words that define what the content is about. They are the words and sentences that internet users enter into search engines.
This is why as a law inbound marketing agency, we want to implement keywords on your law firm’s website in a way that is relevant to what people are searching for, so they have a better chance of finding your content among the top search results. Keywords are the vehicle between what clients are searching for and the content your law firm is providing to address their pain points.
Simply relying on publishing content on your law firm’s website will render the whole inbound marketing process moot.
As a law inbound marketing agency, our goal is to distribute content across the digital landscape to increase your law firm’s reach to potential clients.
For instance, we share relevant content on your social networking platforms. During the initial buyer persona research, we would have analyzed on which social media networks your ideal clients mostly use, and thus we reach out to them there, and influence them in the process.
Timing is also an important factor for content spreading. Valuable information cannot be randomly shared at any time we see fit. This is why, as a law inbound marketing agency, we leverage A/B tests to gain insights into the best time to publish an article on platforms, so that it can produce more engagement and more interactions on behalf of potential clients.
A/B testing is a process of showing two variants of the same web page to different segments of website visitors at the same time, and comparing which variant drives more conversions.
To give a more concrete example, a Chief Operating Officer (COO) of a company would most probably be more active on a professional platform such as LinkedIn than other social media networks. Thus, your law firm has a better chance to influence this type of buyer persona by sharing an article related to regulatory compliance laws, and redirect him back to your law firm’s page for additional content.
The more engagement and shares an article or a blog receives, the higher rank it would reach on search engine result pages (SERP).
Our Top Inbound Marketing KPIs
We do not draw conclusions on our performance and effectiveness as an inbound marketing agency on mere hunches. We adopt a scientific approach that is based on actual numerical data throughout the inbound process.
This data is commonly referred to as Key Performance Indicators, or KPIs. They are measurable, or quantifiable values that demonstrate how effectively we are achieving key business objectives for your law firm.
Simply put, KPIs can be considered as a scorecard that will provide the best estimate of success for your firm’s inbound marketing campaign.
Here are the top inbound marketing KPIs that we keep track of:
At its core, inbound marketing is web-based marketing. All inbound marketing channels should point back to it. All new leads, and eventually paying clients, regardless of the manner in which they were converted, are channeled both directly and indirectly through your law firm’s website.
Assessing where site traffic is coming from can effectively give us a clear insight into the effectiveness of our inbound marketing campaign.
As a law inbound marketing agency, we ask ourselves the question: What channels or sources are contributing most to the success of the inbound process? If most of your law firm’s leads are coming from direct traffic such as search engine queries that include your brand name, direct referrals from other sites, or lawyer word of mouth, it means that your law firm’s presence is strong, and people recognize your brand.
Social Media Traffic, Reach, and Engagement Rates
As an inbound marketing agency, we track the value of our social media outreach efforts, and show your law firm the growth in reach and engagements (the number of people reached, post engagements in the form of likes and shares, retweets…) for all channels, on a monthly basis.
This is where we get to the bottom of the affair:
To adequately track those metrics we use several analytics tools at our disposal, such as Google Analytics.
Return on Investment (ROI)
Ultimately, this is the bottom line: Both as a law firm and for us as a law inbound marketing agency. Month-over-month, year-over-year, how much revenue is the inbound marketing campaign bringing in clients?
Return on investment is the KPI that both parties want to know. It will tell us as a law inbound marketing agency how much your investment in us has paid off.
Customer/Clients Acquisition Costs (CAC)
The customer acquisition cost KPI is a measurement of how much it actually costs your law firm to acquire a new client. For most law firms, and all companies operating in various industries, it is more expensive to pick up a new client than it is to retain an old one.
Customer acquisition costs can also be used to help calculate the overall ROI of the inbound marketing campaign.
Customer Lifetime Value (LVT)
The customer lifetime value (LTV) measures the amount of gross profit that is generated from a client over the entire time they employ your law firm’s services. Understanding the total value of an added client is crucial data for us as a law inbound marketing agency.
Through LTV, we are able to monitor just how much revenue every new customer will bring into the company throughout their lifetime. This KPI also underlines the importance of nurturing leads on a constant basis, even after they become clients.
As a law inbound marketing agency, we wholeheartedly believe that the key to success in the inbound methodology is a scientific approach. You can only spend so many hours a day talking to potential and current clients and referral sources to market yourself as an attorney and/or as a law firm.
With inbound marketing, the content that is created and the way leads are nurtured can work on a 24/7 basis, since the vast majority of the inbound methodology is conducted online.
LetsMarket.it is a law inbound marketing agency that brings to your law firm and your practice in general, the competitive advantage to set yourself apart from the competition, and gain clients organically in an ethical and responsible manner.