Ever feel like you’re wasting money on your yellow page ads or direct mail?
Well, the truth is, you probably are.
If the only way you are trying to bring clients in is through direct mail and advertising you are making a mistake. Direct mail and yellow page ads can be ineffective, and costly. There’s a better way to reach your ideal client - Inbound Marketing.
According to Search Engine Journal, inbound leads cost 60% less than outbound leads. Not only that, but 3 out of 4 marketers across the globe prioritize an inbound approach to marketing. Inbound Marketing is cheap, effective, and widely recognized as the future of marketing in general. And as a Legal Professional, now is the perfect time for you to start gaining clients through this approach.
What is Inbound Marketing?If you don’t know what Inbound Marketing is, it’s simple. Instead of paying to push yourself in front of clients with advertising, you bring the clients to you by providing them with useful information. Not only is this cheaper than advertising, it develops trust with potential clients. By providing free content that’s relevant to what your potential clients care about, you’re portraying yourself as an expert in the field. An expert, which ideally, the reader will want to hire.Inbound Marketing follows four steps:
Let’s walk through these steps in the context of a divorce lawyer trying to use Inbound Marketing.
First, the lawyer needs to attract the potential client by writing a blog post that would relate to what the client is searching for. For instance, he may write a post on “how to prepare for divorce” or “what to do if your significant other wants a divorce”.
Next, the lawyer needs to convert the potential client by offering him or her a piece of premium content in exchange for their email or phone number. So, for this example, he may offer a white paper titled “10 Essential Steps to a Successful Divorce” in exchange for the reader’s name and email.
Once the lawyer has the potential clients information he needs to close the sale. Since the client already trusts the lawyer, this should be easier than a cold sell. In fact, 61% of consumers say they feel better about a company that delivers custom content and are also more likely to buy from that company.
Lastly, you need to delight your clients after the sale. Because Inbound Marketing is great, but you should never forget about word-of-mouth. A happy client generates more clients.
What about Social Media?
You may be thinking, “Why do I need a blog? I have a great Facebook page.”. The answer to that is simple. A few years ago you may have been saying “Why do I need a blog? I have a great MySpace profile.”.
Social Networks are fickle. Yes, they are certainly a great addition to an Inbound Marketing approach. However, they should never be used in place of Inbound Marketing.
By developing an email list, you’re developing an audience which you can sell to on your own platform. You’re not on rented space.
Also, not only are social networks fickle in popularity - they also can change the rules whenever they want. Facebook in particular has been making it harder and harder for businesses to get their content to fans without paying for ads.
With Inbound Marketing you’re playing by your own rules, not theirs.
Why Does Inbound Marketing work for Legal Professionals?
Did you know nearly 40% of small law firms don’t have websites, and only 53% of law firms websites have organized site content?
The reason Inbound Marketing works so well for Legal Professionals is because the Legal Industry is so far behind everyone else!
The fact is, Inbound Marketing has been proven over and over to be effective and now is the perfect time to act on it. By starting now, you can be a leader in the legal Inbound field. You can grab all the clients your competition is leaving behind.
Do clients want to find a legal professional online?
I hope by now you understand the importance of Inbound Marketing. But, if you don’t, it’s probably because you don’t believe clients look online for legal services. So while Inbound is a great way to reach clients online, reaching clients online isn’t your top priority.
Let me leave you with a few stats to change your mind:
- 96% of people seeking legal advice use a search engine.
- 74% of consumers visit a law firm’s website to take action.
- 74% of prospects begin a search online and end up contacting the office via phone.
Are you convinced now? The internet is of utmost importance to gaining legal clients, and Inbound Marketing is the best way to beat your competition.
So, stop wasting money on your Yellow Page ads, and start increasing your volume of clients and marketing ROI with Inbound Marketing.