?The Next Level of Lawyer Marketing
Just because Inbound Marketing isn?t taught in law school doesn?t mean that it isn?t as important as Contract Law or Torts.
In fact,?Inbound Marketing is vital in helping you get more cases and retain clients.
Traditional media, like Yellow Pages, involves a one-way communication with your potential clients. You place an advertisement in the telephone book, radio or television to seek clients. You:
- Make your pitch
- Wait for someone to see the advertisement
- Wonder if the advertisement is helping your practice
However, lawyer marketing should be a two-way street where you are constantly engaging potential Clients and making sure your practice stands out from the competition.
This type of marketing is so beneficial to your practice because it makes it easy for people to find you. After all, when people decide they need a lawyer, where?s the first place they go??It?s not the telephone book, but the search engines.
In addition to looking for an attorney, people are also seeking facts about their legal troubles. How much will it cost to hire an attorney? What are my chances of winning? How long will it take?
These are all questions people search for on sites like Google and Bing. If you are providing the answers, why wouldn’t they come to you as a potential client?
This is the beauty of Inbound Marketing.
Lawyer Marketing Elements
To breakdown how the process works, it is important to know the three elements of Inbound Marketing:
- Attracting?prospects to your website
- Converting those Visitors into leads
- Closing?(converting those Visitors into Clients)
Attracting Strangers to Your Website
Attracting prospects to your website requires content. Content is more than just an “About Us” page or pretty graphics on a screen. Content is your ?magnet.? It involves providing informative articles or blogs about a particular subject. For instance, if you practice personal injury law, you may write about:
- Types of personal injury lawsuits
- How to know if a person has a claim
- How clients can help lawyers win a personal injury case
Converting Those Visitors into Leads
Writing this content builds trust between prospects visiting your website and your practice. For instance, after they read the content, they may click on other content or other information on your website. This is their attempt to get to know more about you and your opportunity to convert them into potential clients.
Typically, within each article or blog you will have calls-to-action. For instance, ?If you are facing this type of legal situation, “call us at (phone number)” or “We will help you? is another call-to-action. Also, you can embed links to landing pages, forms or contact pages to lead them through your website.
Closing the deal refers to capturing their contact information and getting in touch with them. This is the part you already know about.
The important thing to remember is that putting an advertisement in a telephone book won?t give you any information about your Prospects (unless they call you). With Inbound Marketing you have a way to capture Visitors’ information.
Benefits of Lawyer Marketing
Traditional marketing techniques alone aren’t capable of generating the same results they achieved ten years ago, five years ago, or even last year. If you?re currently using only traditional marketing methods, your practice may be suffering from:
- Low quality cases
- Bad cases
- Low case volume
- Sporadic leads
An Inbound Strategy works with any practice, big or small. The Strategy requires:
1. Using high quality Content
2. Offering calls-to-action that match your Visitor?s needs
3. Ability to close your leads by turning Visitors into Clients
Another benefit of lawyer marketing is that it encourages your new and existing clients to bring in future clients. This happens through word-of-mouth or through references.
For instance, a client may suggest your practice or to take a look at your website because you offer valuable legal information. If existing clients have any other legal disputes, they have built a relationship with you that started with the first article they read. Thus, they are likely to use your services again.
The best thing about lawyer marketing today is that you don?t have to go out and search for clients. Lawyer marketing via Inbound Marketing helps clients come to you.
For a free consultation on how to transform your marketing, request a complimentary one-on-one:
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.