GENERATING LEADS WITH LEGAL MARKETING
There is an abundance of attorneys in Orange County. In fact, the odds are pretty high that around the United States, there is an abundance of attorneys in every market. Law firms make money on their ability to attract new clients. No new clients, no new profits. With such fierce competition, clients have a variety of choices and law firms need to explore different ways in which to reach these potential clients.
The key to attracting more clients is to use both inbound and outbound marketing principles. Law firms who only do outbound marketing (advertising, mailers, brochures, flyers) are missing many opportunities to drive traffic online to their website. These tried and true methods can unfortunately be both expensive and ineffective. Law firms run the risk of spending way too much money targeting the wrong demographic and missing the mark entirely. The key to reaching the people you want is to use an approach which enhances your value in the eyes of customers. To accomplish this, law firms need to use both inbound and outbound marketing strategies.
ADDING INBOUND MARKETING TOOLS TO GENERATE MORE LEADS
To many attorneys, inbound marketing strategies are a foreign concept. It’s not intuitive for many people to generate content that draws people to your business. In fact, it’s downright hard. But there are many different ways that you can offer informative and insightful content that will generate more leads for your practice.
Inbound marketing can include the following tools:
- Social media marketing
- white papers
- e newsletters
People love free stuff and they love the ability to Google something and find an insightful legal answer to their questions. You can offer information but you don’t necessarily have to give away the kitchen sink to draw clients to your website. Consider posting an Ask the Attorney section which answers a few minor legal questions relevant to your field. Or consider offering a free eBook which discusses a particular topic that consumers would find helpful. The key is to offer clients something to draw them to your law practice’s website.
CONSIDER MERGING BOTH INBOUND AND OUTBOUND MARKETING TACTICS TO INCREASE YOUR REACH
Consider combining your inbound and outbound marketing efforts to more effectively reach your customers. This can be accomplished in a variety of ways, such as:
- Add a social media campaign to television and radio advertisements
- Insert QR codes in your print media so clients can scan the page to find your website
- Offer multimedia and interactive content at trade shows
- Advertise online offers on mailers and brochures
- Include links to your social media and website on business cards, flyers, brochures
DON’T FORGET TO ANALYZE YOUR METRICS TO DETERMINE WHERE TO BEST SPEND THOSE DOLLARS
Once you’ve got the leads flowing in, your website is getting traffic, and your business seems to be getting the attention it deserves, do some follow up work. Analyze the metrics online to determine where your customers are coming from. Is your traffic mostly due to scanned QR codes in major print publications? Or is your traffic primarily due to an active and thriving blog environment? Once you know where your leads are coming from, you can evaluate where to best spend your marketing budget.