Part of the Inbound silo: Inbound Marketing Agency (money page) · Inbound Marketing hub.
Being a renowned lawyer requires not only a deep knowledge of laws and ethical values but also thinking like an entrepreneur. To succeed, it is essential to have a solid project, invest in planning, and develop a business plan. Understanding how Inbound Marketing for lawyers can benefit your business is crucial.
A law graduate leaves the academic environment mastering legislation and understanding different areas of law, but with very little knowledge of business techniques and strategies, making it difficult to stand out in the market.
The Lawyer as an Entrepreneur
When we think of a lawyer, the first image that comes to mind is often that of characters from shows like Suits: men and women in suits, surrounded by paperwork, always busy and communicating almost in a language of their own. However, this is changing.
One topic that has gained prominence among lawyers is legal marketing and Inbound Marketing for lawyers – the latter being a significant upgrade in business strategy, yielding great results without compromising the nobility of the profession, given that the code of ethics is quite strict when it comes to advertising.
We emphasize Inbound Marketing for lawyers as the strategy most aligned with the OAB's Code of Ethics and Discipline, as it operates on a different premise than traditional marketing, where instead of going to the client, the company engages in practices that attract the client to it. Read on to understand:
Traditional Marketing vs. Inbound Marketing
The traditional marketing approach we know is one where the company seeks to attract the client's attention directly. This can be done through:
- TV commercials;
- Internet ads;
- Telemarketing;
- Posters and billboards;
- and other forms.
Inbound marketing can be defined as attraction marketing, as it employs techniques that enable the client to voluntarily find the company through search engines, websites, social media, among others. All of this is achieved through:
- Content marketing;
- segmentation;
- SEO techniques;
- branded content (brand entertainment);
- and other forms.
This approach generates credibility, as publishing relevant content that interests your target audience helps establish you as a reference in your field, in addition to attracting clients more spontaneously.
Implement Inbound Marketing for Lawyers and Make Your Firm a Regional Reference!
Inbound Marketing requires extensive research and study to create relevant content that can be easily found by your target audience, as well as having a strategy that manages the customer buying cycle, from the attraction phase to re-engagement. Always working within legal guidelines.
Attraction
This is where content marketing and SEO techniques come into play. Actions that attract and facilitate the audience's ability to find the company.
Conversion
The phase in which the user, prompted by some stimulus, registers to receive your content, becoming a lead.
Relationship
With the information obtained, it is possible to direct individual content according to each lead's interests.
Contract Closure
By analyzing the stage the client is in within the sales funnel, it is possible to discern the best moment to close a contract. Tools like lead scoring, SLA, and inbound sales can assist in the process of transforming a lead into a client.
Analysis
Using analysis tools like Google Analytics, it is possible to track results and understand user behavior on your site, enabling you to evaluate the performance of your strategy.
Now that you understand a bit more about digital marketing strategies for lawyers, how about developing your strategy with the support of Agência Kaizen!? Schedule a consultation!!