What exactly is Inbound Marketing? You have probably heard the phrase. If you are a Lawyer, you may be wondering can Inbound work for me? I hope to help answer that question now
Inbound Marketing in its simplest explanation is: The easiest way to connect your potential clients with with your practice.
Inbound Marketing is customer centric. Meaning, the content created for clients is distributed when they are ready to listen. Outbound Marketing is the traditional style of marketing and is focused around interruptive ads, and is distributed to people when companies are ready for their voice to be heard. Most times, this approach does not work as well as it did say 10 years ago. Customers do not want to be sold to, and want to come to a company at their own convenience when they are ready.
Inbound Marketing uses many different forms of material that is distributed to clients, such as videos, blogs, eBooks, e-newsletters, white papers, case studies, testimonials, email, SEO and social media. One of the most important forms being blogs.
This information we create and distribute is working for your company 24 hours a day / 365 days a year. We are easily found online by customers and through our interesting and reliable content, we build trust with those potential customers.
Inbound Marketing is always centered around building trust with a potential customer. We want to make sure they are receiving the information they need in a timely manner. We want to be answering their greatest concerns and offering them remarkable content that captures them, turning them from potential customers to loyal followers.
With Inbound Marketing, we must not abuse the power we have to distribute information. We want to make sure we are sending out our content at the right times when the potential customer needs it most. Because of this, we must make sure we know what stage of the buyer's journey our customer is in.
Starting with the awareness stage, potential customers need as much information as they can get. They need informative and educational content. As a marketer, it is essential that you create content that answers what your product, service or company does and how you can help the potential customer. The potential customer has expressed symptoms of a problem or opportunity. Material distributed to these potential customers should be analyst reports, research reports, eGuides and eBooks and whitepapers.
Moving to the consideration stage, potential customers have given a name to their problem or opportunity. Here they will want comparison white papers, expert guides and live interactions.
Lastly, we come to the decision stage. Here, potential customers have defined their solution strategy method or approach. They will need vendor and product comparisons, case studies, product literature and trial downloads.
Make sure you are sending your potential customers the right content! You don't want to bombard them with content they are not ready for.
By nurturing your potential customers and creating remarkable content for every step of their journey, you are sure to foster happy and satisfied customers and create promoters of your service, product or company.
Inbound Marketing for Lawyers
You may be wondering how this applies to lawyers and law firms. Inbound Marketing is a great tool for this branch of work for many reasons.
First off, lawyers have to answer many questions daily for their clients. What better way to get that information out to existing customers then with social media and blogs?
Blogs serve the purpose of answering the top questions that potential customers may have about a product, service or company. If you write a weekly blog on a hot topic in your industry and then answer how you as a firm can help the potential customer with that problem, you are going to be looked at as an expert in your industry and will start gaining more clients because you are the firm that is being found online for potential customers to read about, and you are the firm that is answering their questions, not your competitor.
Make sure your blogs are centered around what the potential customer wants to know, aren't filled with jargon they can't understand and are consistent, meaning you are publishing at least once a week. This will make the potential customer see how dedicated you are to helping them and will build trust between you and your potential customers.
Also, social media is a great tool to use. Social Media can be used as a constant communication with existing customers and potential ones. When you post relevant content, users have the chance to comment their opinions and questions and you as a firm or lawyer are able to respond with answers. This build trust, the core of Inbound Marketing.
Lets look at some key statistics of two of the largest social media platforms:
- There are now over 1.15 billion Facebook users
- One million web pages are accessed using the “Login with Facebook” feature
- 23 percent of Facebook users login at least 5 times per day
- 47% of Americans say Facebook is their #1 influencer of purchases
- 70% of marketers used Facebook to gain new customers
- There are now over 550 million registered users
- 34% of marketers use Twitter to successfully generate leads
- Twitter was the fastest growing network with a 44% growth from 2012-2013
- 215 million monthly active users
So what's this mean? It means that your firm should be on social media! Both of these mediums have the potential to draw many potential customers because of the power of sharing content. Imagine how many people can see a blog you post to your facebook or twitter page because of someone sharing it to someone else, or re-tweeting it for all their followers to see.
Inbound is the Way to Go
Inbound Marketing has the potential to deliver great results to any law firm or lawyer. If you want to generate more clients, Inbound Marketing is the way to go. We can only talk to so many people so many hours a day. But, because the content we create has the ability to be read any time and any place online, it is working for us 24 hours a day and 365 days a year.
When setting goals and objectives, you have to be realistic in your expectations of marketing tactics and efforts. It is important to remember that Inbound and Content Marketing are just the same as any other type of marketing.
Any marketing effort is not a sprint - It’s a marathon. Being impatient won’t get you anywhere but tired and burned out. However, the strategic, thoughtful, constant, passionate and relentless focus on the creation and distribution of good content will serve you much more effectively.
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Thanks for reading,