Hey law firms, here’s an introduction to inbound marketing

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I’m what you’d call an inbound marketing evangelist. I have no doubt that using inbound strategies is the key to quality leads and substantial growth. Unfortunately, not every industry has embraced it and prefer to stay stuck in traditional marketing. One industry that seems to be lagging behind but has so much opportunity is the legal field.

Attorneys love advertising. I know this because they are constantly on my TV or smiling at me from the vinyl wrap of a bus or everyone’s favorite on the back of a phone book (just so you know, I don’t have a phone book, but I think they still exist). When I see the ads on TV or read their billboard, I am amazed at how little they have progressed. From their shiny hair to their 90s suits, it’s bad. But maybe it works for them; although, I am not sure exactly how they derive ROI from ad spend, and I would assume that ad spend is substantial.

An introduction to inbound

So, attorneys or marketers who work for law firms, I’d like to introduce you to inbound marketing. When people need an attorney, it’s usually not for a good reason. And most people may already have a negative feeling about lawyers (sorry, you just aren’t likable). So how do you get a prospective client to like and trust you? By providing users content to answer their questions. A content plan that targets the specific reasons someone may need an attorney could be much more valuable than your billboard. Here’s why. When we need something now, we ask Google. We, for the most part, trust the results that Google provides. So if I’m asking Google what I need to know about some legal predicament, like personal injury, negligence or family matters, that’s probably what I’m going to ask Google. If you have relevant content that answers the question and is optimized correctly, there’s a good shot you’ll be in the results.

Not all law firms have resisted the inbound revolution. Hubspot shared a case study of a law firm that cut paid advertising and increased its leads by 186 percent by adopting inbound strategies. The firm moved away from traditional formats and started creating a content marketing strategy that generated interest and in turn new clients.

Some are dipping their toes into the inbound pool

I did a little research myself looking at some law firms in Charlotte, N.C. I did some simple searches wherein I was seeking answers to legal problems. This is what I found:

  • For family law, there were a lot of paid ads on Google, none of which went to a dedicated landing page that would have been considered an Awareness stage offer, like an eBook.
  • Some of the family law practices I looked at did have blogs, but the publication was sporadic, and there didn’t seem to be a real content marketing plan; the topics were too general and didn’t really answer my questions.
  • For personal injury, there were plenty of paid ads, none of which would be considered an optimized landing page. The designs were dated, and nothing about the testimonials or content felt authentic.
  • The personal injury firms also had blogs, but the tone was off in that it didn’t feel human or compassionate, which is what prospective clients are seeking. It makes me question if they understand their buyer personas.

Inbound can work for you

Whether you are a boutique or international law firm, inbound marketing can work for you. It starts with relevant content targeted to your ideal client. The content can’t be about how amazing your firm is; rather it needs to focus on answering questions or providing tips to help those in need of legal advice. Of course, the blogs would never be considered legal advice (as I’m sure all attorneys may worry about this if producing content), but they must sound human. The general public doesn’t understand legalese, and they will be immediately turned off by it.

Here are three ways to introduce inbound into your firm:

  1. Start a blog; if you already have one then create a strategy for it to include topics, frequency, tone and promotion.
  2. Create conversion-centric landing pages to use in paid ads and organic search. Don’t distract your prospect with 10 different actions. Offer them a piece of content that is relevant then follow up with a friendly email, but don’t push.
  3. Get active on social media. Post your content here. Engage with thought leaders, prospects and clients. Depending on your specialty, you may find success on a number of different platforms. Let the platform dictate the content. For example, on LinkedIn write posts that may help businesses who need legal services; on FaceBook, post an infographic on data related to divorces, as this may be the platform that users would be looking for individual legal advice.

I’d love to hear from law firms that have been successful with inbound and content marketing. Or if you think your firm is ready to adopt inbound and need some help, let’s connect and chat.

Marketing Chat: Insights & Best Practices

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I’ve had the pleasure of being part of many great conversations about marketing, both with those in the discipline and outside of it. I’m always happy to share my experiences, what I’ve learned, my opinions and what I think are the most critical strategies. Here are some of the most frequently asked questions or discussions I’ve been a part of recently.

1. What are the best ways to build an email list?

First, you have to do it legally. Anyone you email has to agree that you can email them, and they have the ability to unsubscribe at any time. Email is a currency. You get people to “pay” with their email address so you have to create value. Hubspot recently posted a blog on this that was spot on. This is what I think are the best strategies:

  • Landing pages with relevant offers – typically this would be high value content that is targeted to specific segments and is centered on education and information rather than a product
  • Social Media: connecting with followers in almost any platform provides you the opportunity to allow them to opt in
  • Website forms: include forms throughout your website for a variety of offers based on what pages they are landing on – subscribe to blog, download an asset, schedule a demo or any other CTA (call to action)
  • Webinars: these are low cost events that are virtual in nature and should again be educationally focused. If you have a great topic that can genuinely help someone with their challenges, they will sign up for webinars, and spend an hour with you.

But do not buy lists! These people don’t know you. Your unsubscribes and bounces will go up. Don’t spend your marketing dollars here. 

2. What should I post on social media?

I typically advise that the rule should be 50/30/20: 50% should be your content that is general, educational and informational; 30% should be content not authored by you but is relevant to your industry or audience (leading experts, SMEs) and 20% promotional, wherein you have a specific social media promotion, like a giveaway or offer, to generate leads.

3. Should we do direct mail campaigns?

In most circumstances, I’d say no. They are costly and have little response. It’s hard to track ROI on this unless there’s a promotional code. For B2B, I would advise it only if it’s clever and relevant. Do you have an actual product versus a service? When I worked in the large format printing industry, we had a laser cutter that was a really innovative piece of machinery. I often toted around small samples of what the machine could do. People could see the quality and intricacy of the finished product. To add relevance, I often brought them samples of their logo to keep. This would have been a neat direct mail campaign that could have generated interest from current and prospective customers. For any direct mail campaign to work, it’s got to be targeted and executed well.

4. Do I need a content strategy?

YES! Content strategy at its most fundamental is creating the right content for the right audience and posting it in the right place. It’s not something that’s best done off the cuff. It takes research and planning to learn how to cultivate and repurpose content and to ensure it has a clear voice while also changing tone where appropriate. Content strategy is a huge part of your overall marketing plan and shouldn’t be ignored.

5. Why inbound marketing?

I’m an inbound marketing enthusiast. I absolutely believe in its ability to connect with audiences and generate quality leads. It has the power to convert unlike outbound marketing or cold calling. It relies heavily on well-written, authentic content. It takes into consideration who your buyer is and where they are on the buyer’s journey. It integrates content, SEO, email and social media. I could write for days on the marvels of inbound marketing. If you are not currently embracing it, do your research. Understand its importance in elevating your brand to the next level. I recommend inbound.org as a starting point.

6. How can I increase my open rate on emails?

When considering open rate, think about these metrics:

  • How many people actually received the email (hard and soft bounces)
  • Is it optimized for mobile? We as a society now tend to open most email on phones.
  • Am I clearing spam filters?
  • Is my subject line intriguing? Is it short enough? Does it present the idea of value?

7. How do I determine what content I should require an email to view versus what do I give away?

This is subjective. But I’ve considered this when building websites and took on a scoring approach. The shorter the content the more likely I was to tag it as free. The content I felt was really for those at the beginning of the buyer’s journey I typically didn’t require an email. Whitepapers, which are longer and require more research, most likely required an email. The more work I had to put into producing it; the more valuable I believed it to be so I wanted an email for all my hard work! You can also look at trends to see how well content fared from a landing page or email campaign. It if it was popular that may mean people are willing to pay with their email address. Also more targeted content usually required an email address because it was for such a select industry or group.

8. What are the biggest obstacles to marketing success?

Speaking personally, the challenges I have faced in being successful were:

  • Lack of Tools: not having the right software or platforms to manage, measure and automate. If you have do most of this manually, it takes a long time, and you don’t have time to focus on more important things. Tools provide amazing insights and help you see trends so that you are aware of when a lead is sales ready.
  • Inability to Execute: Fear from the powers that be kept me from executing many planned out strategies. I developed websites, product launches and social media strategies that never went anywhere because the company didn’t really understand the value of marketing. They were so afraid to make any little mistake that fear kept them from doing anything. I’m not a status quo kind of person so it was pretty impossible to succeed in this type of environment. When you hire people that are experts in their industry, trust them! They really know what they’re talking about, and if it doesn’t work, then keep trying and learning.

These are a few highlights from recent conversations. I’d love to hear from you! Tweet me, or reply below. I’m glad to answer them or have a discussion. I’m always up for a marketing chat!