Inbound marketing is a highly effective way to reach out to new clients and build trust and recognition. This type of marketing is a way to promote your law firm without "selling." It is less intrusive than traditional outbound marketing and it focuses on building awareness. An inbound marketing strategy for law offices focuses more on creating and distributing educational content. It can include blog posts, videos, whitepapers, articles and much more. Inbound marketing draws clients in rather than seeking them out with advertisements, calls, and so on.
Now that we know what inbound marketing is, how can it help your law firm and what is the best way to take advantage of it?
Why an Inbound Marketing Strategy for Law Offices Works
Inbound marketing gets the word out about your law firm. It helps potential clients find you on their own. Positive exposure is great for any business. If you put out quality content you will gain more exposure. Having lots of good content helps your SEO, making your website more visible when people search for law firms or lawyers.
Inbound marketing also builds trust in your clients and potential clients. When they are looking for legal advice and information and your content keeps coming up, people will view you as an authority in the legal industry. They will view your law firm staff as knowledgeable and helpful, helping to create a strong connection between you and your clients.
Inbound marketing spreads your brand and makes you memorable. Clients can download and share your content, increasing your reach. Each piece of content can be branded with your law firm's image.
How to Effectively Create Content
Since an inbound marketing strategy for law offices is all about content, it is important to create quality content. Focus on creating content that people want. Research law firm marketing trends, and pick up on local legal issues and big news stories that have to do with law. It's also important to see what other law firms are talking about.
Create content that addresses current legal questions and challenges. But also, create general content that will appeal to a wider audience. For example, content such as "5 Things Every Business Needs to Know about Canada's Anti-Spam Legislation."
How to Effectively Distribute Content
This is where marketing automation can help. Once you decide where you want to put your content, automate the distribution process. This way, people will receive your content but you don't have to spend a lot of time pushing it around. You can automatically send personally targeted content to clients and potential clients through email, social media, text messaging, online surveys, and more.
Have a strategy. Don't just throw content everywhere without having a way to track it or organize it. Start by putting content on your law firm's website for people to read and download. Organize it so that it is easy to find. Have links to content on the front page of your website, and promote your blog, e-books, or whatever it may be.
Once you have content on your website, social media is a great way to increase the amount of people (and potential clients) who will see it. Facebook, Twitter, and LinkedIn are some of the most popular sites for businesses. Social media also makes your law firm seem more accessible. It reduces the barriers between your law firm and your clients and allows potential clients to ask questions and post comments.
Schedule automated social media posts so your automated legal marketing solution updates your pages regularly. This allows you to keep your pages active and engaging without having to manually post all the time. You do, however, have to ensure that you're following up with leads who comment and download your content. Monitor social media to find hot topics and issues and use hashtags to join the conversation. Social media is not just about pushing out material. It's also about connecting with other people in your industry and getting involved.
Email is an effective way to spread content to clients and contacts. Send targeted content to nurture leads and reconnect with clients.
Inbound marketing needs to be a big part of your overall marketing strategy. Make it suit your own needs and the needs of your clients. Law firm marketing is about building trust and creating connections. An inbound marketing strategy for law offices will help you do this. A marketing automation solution enables you to connect with thousands of clients while saving you time and money.
Want to see the difference automation can make for your law firm marketing and advertising? Check out the SimplyCast 360 platform and sign up for an interactive demo to see what it can do.