Inbound Marketing for Law Firms
Table of Contents
Welcome to the complete guide to Inbound Marketing for Law Firms.
Law has always been an integral part society, serving as a norm of conduct for citizens and providing them proper guidelines as to what is legal and what is not.
Online engagement for legal entities has its own rules and guidelines, which is why law firms in general have been reluctant to utilize marketing strategies to promote themselves. While traditional marketing practices are more popular among law firms and attorneys, their online presence remains sparse and can be improved.
The laws, no pun intended, have changed since the emergence of the Internet and search engines. To beat the competition in this day and age, a top priority is for your law firm’s website to appear on the first page of Google search results. After all, nobody clicks on the second page.
Considering that 60% of clients nowadays seek out attorneys and law firms online, adopting a comprehensive Inbound Marketing for Law Firms strategy is key, and more firms are embracing it alongside consumers.
As part of its portfolio, LetsMarket.it is an Inbound Marketing consulting agency that provides marketing services for lawyers and law firms alike, with an emphasis on employing Inbound Marketing solutions in order to achieve real digital marketing results.
At LetsMarket.it, we are eager to help you implement this Inbound Marketing strategy, but first, let us guide you through what Inbound Marketing is, and how it benefits the legal industry.
At its core, Inbound Marketing focuses on providing clients with needed solutions in order to grow a business. It focuses on a process called the Buyer’s Journey (or a Client’s Journey) that converts a prospect into a paying customer through 4 distinct stages: Attract, Engage, Close, and Delight.
An Inbound Marketing strategy allows a customer to seek out your business rather than you seeking out the customer, a feature that can be especially helpful in the legal industry.
You could think of Inbound Marketing for Law Firms as a magnet instead of a hammer. Your marketing strategy will not aim to overwhelm your audience with content and demands, but instead to help them connect with your law firm by organically addressing their legal pain points.
Due to the nature of the service in demand, prospective clients are looking for a firm they can trust, and an Inbound Marketing strategy can achieve that. Inbound is all about bolstering credibility, and can do so flawlessly for law firms and attorneys.
Below are a few measures that your law firm can take in order to stand out from the competition, under the umbrella of Inbound Marketing for Law.
Inbound Marketing for Law Firms: Create Content
The core of any Inbound Marketing strategy is to produce and distribute carefully-curated content that provides prospective clients with useful and meaningful information. It's about using content to pull people towards your business rather than pushing out with sales-directed messages. Blog posts are a form of content that showcase expertise in relevant and helpful topics that address your audience's interests, needs, and legal pain points. Your law firm is after all your brand, and the more customized high-quality content it produces and posts, the more brand awareness and authority it will gain. Quality is key in Inbound Marketing, especially for Law Firms, as it positions you as a reliable expert and thought leader in the legal industry. Engaging with your prospects, educating them, and offering them an added value helps you generate leads. In Inbound Marketing, a lead is refers to a prospect at the beginning of the consumer interest process. Blogging is a cost-effective measure that organically draws prospects towards your law firm. Every time a blog is written and published, you are creating content that people can search for, save, and share with their networks on social platforms. Not only will these blogs address clients' pain points, but they will also expose your brand to a whole new audience.
Inbound Marketing for Law Firms: SEO
As far as Inbound Marketing goes, Search-Engine Optimization, or SEO, is intrinsically linked to content creation. Every time your law firm publishes a blog post for example, it becomes an indexed page on your website. A new page improves your chances of appearing in search engine results and increasing traffic to your website. A new post also acts as a cue for search engines like Google, Bing, and Yahoo that your law firm's website is active and they should check in frequently for new content. Keep in mind, however, that optimization cannot be achieved overnight. As far as Inbound Marketing is concerned, SEO is a long-term strategy that needs to be updated consistently. That being said, if your firm is producing content without including targeted keywords, then it might as well not produce any. Those keywords should revolve around words and phrases prospects type on search engines to find content like yours, for example: law, lawyer, lawsuits, plaintiff, bailiff, and more. Developing a list of keywords is one of the most important steps in any Inbound Marketing SEO strategy. It enables your law firm to appear higher on Search Engine’s Results Page (SERPs), which automatically drives more traffic to your website. Simply put, SEO without keywords is an exercise in futility. Another good Inbound Marketing SEO strategy for law firms is including links in your web pages. Including links is important for the same reason that a student cites their sources in a bibliography when they are writing a university paper. Through linking, your content is deemed credible, since it is built on thorough research. Your credibility is often proven through external linking, when your website links to another domain name with accurate information. Internal linking, on the other hand, is adding a hyperlink to a page under the same domain. This is valuable for the user experience since it efficiently leads them through your website. All in all, since Inbound Marketing for Law Firms focuses mainly on digital solutions, organic search results cover more digital real estate. They appear more credible to prospects, and receive more clocks than paid advertisements. If properly curated, SEO is a marketing channel that is set up to pay dividends over a long period of time.
Inbound Marketing for Law Firms: Distribute Content
Optimized content creation is bound to generate traffic over a period of time and will position your law firm’s website among the top SERPs. However, those steps are not enough in terms of implementing a comprehensive Inbound Marketing strategy for law firms. In order to get real digital marketing results, your law firm’s content should be distributed across various platforms and social networks. Conduct a market research and identify which social media platforms your target audience uses and responds to the most, then create an account or page for your firm there and start posting. This will automatically increase your brand awareness and boost traffic to your website if you play your cards right. It also helps establish a strong and dependable brand image that forges meaningful relationships with social media followers. When it comes to an Inbound Marketing strategy, especially for law firms and attorneys, building relationships requires face-to-face human communication. This is why webinars or events concerning legal topics of interest are essential to strengthen those relationships and maintain the humane aspect of the marketing process that Inbound prides itself on. Your content can also be distributed and re-published on other websites like law schools', helping you expand your audience and your network.
Inbound Marketing for Law Firms: Generate Qualified Leads
Inbound Marketing for Law Firms dictates that a strong human connection must be established between you and your prospective clients. At this point of the Inbound Marketing strategy, your law firm is producing valuable content distributed across several mediums, and is organically gaining traction. That connection, however, is not the end of the line. In order to grow and eventually have paying customers, you need to convert your visitors into qualified leads - an individual who has shown an interest in your company and your services. As far as Inbound Marketing for Law Firms is concerned, these individuals are most likely to become clients. In order to do so, your law firm needs a comprehensive contact database to save those prospects' contact information. There are several methods to obtain your visitors' contact information:
Inbound Marketing for Law Firms: Video Marketing
One of the most effective ways to implement a broad and effective Inbound Marketing campaign for Law Firms is to supplement high-quality content with a video marketing campaign. Video marketing campaigns solidify your law firm’s brand DNA and help showcase your attorneys’ legal expertise. There are several benefits to video marketing campaigns in Inbound Marketing:
Videos are a cornerstone of your Inbound Marketing for Law Firms efforts. The best practices for video marketing are aligned with the main concepts of Inbound Marketing: videos aim to engage with a specific target audience, they tell your law firm’s story, and draw prospects towards you.
Structuring such a strategy is a daunting and lengthy process, but one with far more pros than cons when it comes to acquiring leads and generating new cases
Your prospective customers must be provided with something of value, not just routine legal counsel. Inbound Marketing for Law Firms helps you do just that because with a targeted vision and some effort, you can take your firm to a whole new level.