Inbound Marketing

While it may sound complicated, inbound marketing is just the process of attracting clients to you, rather than fighting for their attention by reaching out to them directly or through mass media channels. The concept of inbound marketing first emerged with the rise of the internet and has allowed companies to market their services and products to potential consumers all around the world. Inbound marketing is a practice that works for all industries, including law firms.

Understanding Inbound Marketing

Inbound marketing is a type of content marketing. This means it is all about the creation and distribution of high-quality content. The goal of this content is to answer potential client’s questions, establish trust and begin to build a relationship.

When you use an effective approach, your inbound marketing efforts can help turn complete strangers into prospects, the prospects into real leads, and ultimately clients.

The Effectiveness of Inbound Marketing for Law Firms

Law firms provide a service. Client’s hire licensed attorneys to help and guide them through the complicated legal issues that they don’t understand and cannot resolve alone.

The fact is, legal issues are often confusing and daunting for individuals. This is why they begin searching for information online to help them. This creates the ideal opportunity to market to them with a well thought out inbound marketing strategy.

Many marketers believe that inbound marketing is an effective tool for law firms; however, there are still many lawyers who have not adopted this strategy. SEO for Growth understands how to create an effective inbound marketing strategy and ensure it works to help bring clients to you.

There are several parts of any inbound marketing strategy:

Content Production

Create a law firm blog that is attached to your website (for SEO purposes). The blog should include various categories related to your legal services and then begin writing posts that answer some of the most common legal questions. Consistency is key, so you need to publish on a regular basis to achieve the best possible results.

Content Distribution

The next step is content distribution. This is important to ensure that the content you have created gets traffic. The best way to do this is by optimizing for SEO. This includes:

  • Writing at least 500 words
  • Use key phrases and titles that target the type of services you offer
  • Share the content on all social media channels
  • Publish the content on other channels such as LinkedIn, Medium and Avvo
  • Build a following on LinkedIn and Twitter

Converting Traffic Into Leads

The next step is to get web traffic to your site. Once someone lands on your page, you need a way to collect their basic information. This is where a stranger transforms into a prospect. We can add web forms to both sidebars to ensure visitors can insert information on each page. Only ask for the basics – name, phone or email and message.

Once you have collected information, it is up to you to follow up with the lead. Connect with a potential client as quickly as possible to ensure you have the best shot of a conversion.

At SEO for Growth, we can help you create and implement an effective inbound marketing strategy that gets the results you want and need.

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