How Your Firm Can Use Inbound Marketing to Get More Clients

The legal industry is one of the most competitive, and virtually every law firm operating in the United States experiences constant competition from dozens if not hundreds of other firms serving their local markets. Attracting a consistent stream of new clients is essential no matter what type of law your firm practices, but what marketing strategies can a law firm employ to ensure they attract the leads they need?

Inbound marketing is one of the best and most cost-effective marketing strategies available for law firms. While many law firms spend quite a bit of money on paid media and outbound advertising, attracting traffic to a firm’s website organically tends to yield better, more consistent results. Inbound marketing is far more effective than running paid ads, but it is essential to crafting a viable and cohesive inbound marketing strategy if you want to see positive results.

RizeUp Media can help you take full advantage of the many different inbound marketing options available. Consider the following options and think about what type of inbound marketing strategy would work best for your firm.

Social Media Marketing

Social media continues to offer some of the best digital marketing channels for law firms. Most people have at least one social media profile and check their news feeds on their platforms of choice daily. From a marketing perspective, the appeal of social media is that it inherently cultivates organic connections between a brand and its target market.

Many brands make the mistake of treating social media marketing like just another paid media option. While it’s true that platforms like Facebook offer paid media options for advertisers, the actual value of social media marketing is connecting with your target audience and providing them with memorable and valuable interactions. This is the crux of social media marketing; your firm will only see a positive return on investment if you invest time and effort into interacting with your followers directly.

Law firms can take advantage of social media marketing by engaging with their followers directly. It’s essential to do this cautiously as attorneys must be straightforward when they are answering general legal questions as opposed to providing actual legal advice. Still, simple disclaimers go a long way toward clarifying these interactions. With careful planning and consistent effort, social media marketing can potentially establish your law firm as a leading choice in your target market. It will also be easier to connect with potential clients in your local service areas using social media instead of paid ads that tend to cast too wide a net over an imprecisely targeted audience.

Content Marketing

Perhaps the most effective form of inbound marketing for law firms is content marketing. While paid ads can essentially bombard disinterested readers with ads they don’t want to see; inbound marketing attracts leads by providing them with valuable experiences. Content marketing is incredibly effective when you invest properly in content development. To start this process, it’s vital to adopt the perspective of a potential client and think about the information they would want from your firm.

Most people in need of legal representation feel pressured and perhaps even a bit desperate. Approaching any legal situation can be incredibly daunting. The content you develop should provide people with the baseline information they need to make an informed decision about their legal options. Consider a few examples of content you could produce to show potential clients that your firm is their best option for legal counsel:

• Your website’s blog is one of the most critical components of a content marketing strategy. No matter what type of law your firm practices, there is a plethora of potential material you can provide to leads to help them learn more about your services and what they can expect from working with your team. Think of the most common questions you receive from new and prospective clients and try to develop blog content that answers these questions.
• Video content. Video content marketing is incredibly effective and more accessible than many brands may realize. Simple guides to different legal concepts, introductions to your firm and your team, and examples of different types of cases your firm represents are just a few types of videos your firm could easily produce.
• Case studies. While you will need to redact any personal information and some specific details of past cases, publishing summaries of past cases and demonstrating your firm’s skill and experience is another great content marketing option.

These are just a few examples of how your content can attract new clients to your firm naturally. RizeUp Media can help your firm develop a content marketing strategy that provides your local target audience with relevant and valuable information that positions your firm as the leading choice for the legal services people need.

Branding Development

Inbound marketing revolves around attracting leads to your business naturally. Your law firm is a brand, and if you want to enhance your digital marketing strategy, it will be necessary to cultivate a strong brand identity. This is a multifaceted aspect of modern marketing that involves many moving parts, from visual design to content development.

Establishing your brand identity can seem complicated at first, but if you work with an experienced digital marketing team like RizeUp Media, they will help you develop a branding strategy that suits your firm’s values and long-term goals. Law firms tend to operate in small, localized areas, so it’s necessary to develop a strong local brand identity that establishes your firm as the leading choice for legal representation in your field of law.

Tracking Your Progress

Developing a new inbound marketing strategy can seem like an incredible challenge, but the right digital marketing partner can make a tremendous difference in your experience with this process. Once you have determined your best available options for the inbound marketing strategies that suit your firm the best, you need to track your progress over time to decide which areas of your inbound marketing strategy yield the best results and generate the best return on investment.

Managing a law firm is difficult, and developing a new inbound marketing strategy while running your business can be too much at once. RizeUp Media is here to help. If you are ready to create a new inbound marketing strategy that attracts your ideal potential clients to your firm, contact us for more information about the inbound marketing services we can provide.