How legal Services Can Use Inbound Marketing to Get Found on the Web
Posted by Lamees Abourahma on Thu, Sep 29, 2011 @ 02:51 PM
As a legal service provider, you need to wear many hats on daily basis to run your business and deliver your services. One of the things you might need to figure out is how to market legal services on the web?
Legal services traditionally relied heavily on relationship-building activities for referrals. However, attorneys can now innovate their lead generating systems by embracing the Internet's unparalleled ability to generate qualified leads. While the "slow and steady" philosophy of building a legal practice by launching public relations campaigns and professional networking may work eventually, the results are unpredictable. On the other hand, Inbound Marketing is a proven strategy for generating leads on the web, as the examples below illustrate [source: HubSpot Case Studies for Legal Services].
Inbound Marketing for Legal Services
A comprehensive Inbound Marketing campaign includes:
- creating content with blogging, white paper, webinars, etc
- optimizing the content for search engine with SEO best-practices
- promoting the content with psocial media
- converting leads to clients with offers, landing pages, and call to action
- analyzing performance and innovating the strategy
As legal experts, attorneys are in the perfect position to provide quality advice, demonstrate their expertise, and gain online visibility through marketing platforms like blogs and social networks.
According to the Usage and Population Statistics published on the Internet World Stats webpage, Internet usage reached 78.3% in North America as of March of 2011. Businesses and consumers alike use the Internet to conduct research before buying the products and services they need. For this reason, it is crucial that law firms, CPA firms and other professional referral businesses shift lead generation efforts to Inbound Marketing, as an important addition to traditional relationship marketing efforts.
Immigration Attorney Experiencing Great Success with Inbound Marketing
For immigration Lawyer Karen Pollak, Inbound Marketing allowed her to make cuts to her Pay Per Click (PPC) budget. With the money she saved, she was able to launch TV campaign and gain more visiblity. Her Inbound Marketing campaign focused on getting found online by creating content to her persona-focused audience. Some of the results she experience with Inbound Marketing include:
- expanding globally and landing new customers
- Reallocating PPC budget to starting TV campaigns
- Attracting 150+ leads & 7 new customers in one month
- Increasng online traffic by 3900% in five months
- Reaching a 7% conversion rate from visitors to leads in one month
- Expanding international market to over 70 countries
- Drewing 457 inbound links from over 70 domains
Lawyer Uses Inbound Marketing for Generating Leads for NY Parking Ticket Service
Larry Berezin is a lawyer who took on the task on marketing an online site that offers promotions for NY parking. After launching an Inbound Marketing campaign for the site, he was thrilled with the results he was able to achieve:
- Accumulated 831 inbound links from 115 domains in 6 months starting with zero.
- Ranked on first page of Google search for any keyword related to NY parking tickets.
When Larry decided to prove the value of his Inbound Marketing stategy, he stopped his stopped blogging for 2 weeks. As a result, his search ranking dropped 400,000 spots. He then resumed his blogging and increased the number of posts to 5 blogs in one week; his search ranking went up by 500,000 spots.
Building a Legal Practice with Turn-key Inbound Marketing
As is always the case, law firms who respond the fastest to the Inbound market shift will have the most leverage. Other firms will be left behind, reluctant to change. Getting professional help in navigating the Internet is essential for success. Companies who need some advice about where to start should call a consultant today. The Internet is the answer, but it does not promise to be an easy solution for the uneducated novice.
[Webbright is Inbound Marketing Certified and HubSpot Value-Added Reseller. For questions on Inbound Marketing or the HubSpot software, you can call us at 804-897-1310 or email info@webbrightservices.com.]