Lawyer Marketing: It’s a New World
It?s a new world. The rise of the Internet has changed the way people relate, read, interact, shop and play. It has changed the way businesses and firms grow. That applies to law firms, too.
Lawyer marketing has to evolve to keep up with the digital age. The dollars you put into Yellow Page ads aren?t going to yield the same return on investment as in days past. Who reads Yellow Pages any more? Many people don?t even have land line phones in their home anymore, right?
Lawyer Marketing: Go from Yellow Pages to Blogs
If you really want to boost your marketing plan then you should consider eliminating or greatly reducing the money you put into Yellow Page and newspaper advertising. In today?s marketing world, online Content is king?that means building content on your website that both attracts and converts clients. It?s called Inbound Marketing.
Inbound Marketing? It is the future of lawyer marketing
If you are responsible for the marketing in your law firm, then you should learn all you can about inbound marketing. Inbound is the opposite of outbound marketing (sending out postcards or letters, etc.) It?s a way to attract clients to you and help keep them coming back to you through online content.
- It starts by creating the quality??Content. Information about law that your future clients will want to read.?For example, if your firm handles Personal Injury cases, then make your website full of information about Personal Injury laws and case outcomes so that someone who might be a victim will be drawn to you.
- Over time, your Content will establish you as a legal thought leader. By including exact key words in your online content, you can ensure that your site will be top of search when potential clients are searching for you. This is called Search Engine Optimization (SEO) and there are plenty of resources to help you learn the best strategies.
- Blogging on your site is another way to keep SEO strong. By blogging or putting fresh and helpful Content on your site (with the right keywords) potential clients will start coming to you for answers to their questions. Why? Because your law firm’s Content will be easily found and you’ll provide Content that “speaks” to prospective clients’ immediate needs. This creates conversations, which can draw in other potential clients and cases, and so on and so on.
By re-investing in quality Content, you can build your client base without ever investing another dollar in Yellow Pages or other outdated marketing vehicles.
Is it expensive? You can?t afford not to
Inbound Marketing doesn’t have to be expensive or hard to implement. As far as Lawyer Marketing costs go, it will deliver much higher ROI (profit) than traditional advertising. It might involve you investing in a consultant or hiring inbound marketing professionals to get you started with the right inbound strategy, but it is worth the investment.
Many professionals will combine TV advertising with Internet (using TV to drive clients to your website, where they will become engaged). This combination yields the highest results, so some TV investment might be involved.
The future of Lawyer Marketing
In the end, you can?t afford not to re-invest your Yellow Page marketing dollars in to an Inbound Marketing plan. Perhaps call on an online marketing firm or SEO professional to help guide you in implementing the right strategy.
Marketing Matters Inbound?is an inbound marketing firm specializing in online conversions, content?strategy, call-to-action mapping and traditional media placement. Our experience in?B2B digital?marketing?and?traditional media?allows us to deliver results through a strategic media mix. We believe in?aligning and merging marketing and sales/operations for optimal return on your marketing investment.