Attorney At Law Magazine Vol 5 Issue 10 - Page 29

Inbound Marketing Inbound Marketing for Law Firms: Let the Fish Swim into Your Net By Tanner Jones I magine a world where going fishing meant taking a net to the lake and waiting for the fish to swim into it. While that strategy might not make for an ideal fishing trip, the concept is ideal for marketing. Inbound marketing for law firms focuses on making it easy for people to find you and making your marketing appealing enough for them to convert and contact you when they are ready to evaluate or make a decision. Why should your firm care about inbound marketing? In short, because you are wasting money if you ignore inbound marketing. HubSpot’s recent report on the State of Inbound Marketing in 2013 details some of the key data points that substantiate the importance of inbound marketing. • Twice as many marketers say inbound marketing delivers a below average cost per lead compared with outbound strategies. • 34 percent of all of the leads generated in 2013 are coming from inbound marketing sources. Inbound delivers 54 percent more leads into the marketing funnel than traditional leads generated from outbound. • 43 percent of marketers generated a customer via their blog this year, although a blog requires roughly 9 percent of marketers’ total full-time staff dedications and just 7 percent of their total budget. In summary, “Inbound marketing produces more, better quality, cheaper leads.” Who wouldn’t want that?! So what is inbound marketing for law firms? Are you unsure of whether or not you’re already using inbound marketing? If so, you’re not alone; also noted in HubSpot’s study was that 19 percent of marketers are unsure whether their marketing activities should be characterized as inbound. Even Google’s auto Web definition says that “inbound” has “various meanings depending on the context.” How does an inbound marketing strategy work? First, attract people to your website using high quality content. Second, offering calls to action that match your visitors’ needs helps to convert them. Third, close your leads and turn visitors into clients. Lastly, it is important to continually please your clients to encourage them to bring future legal clients to you – or become a repeat client when applicable. When these steps are taken, you don’t have to go out and search for clients. Instead,