Being a renowned lawyer requires not only extensive legal knowledge and ethical skills, but also entrepreneurial thinking. Success requires a strong project, investment in planning, and a business plan. Understanding how Inbound Marketing for lawyers can benefit your business is crucial.
Graduates leave the academic environment with a command of legislation and knowledge of different aspects of law, but with very little knowledge of business techniques and strategies, which makes it difficult to be among the first in the market.
The lawyer is an entrepreneur
When we think of a lawyer, the first person who comes to mind is practically the one we see in TV shows like Suits: men and women in suits, with paperwork, always busy and communicating almost in their own language. But this is changing.
One of the topics that has been gaining prominence among lawyers is legal marketing and Inbound Marketing for lawyers – the latter a beautiful upgrade in business strategy, which presents great results without harming the nobility of the profession, since the code of ethics is quite strict when it comes to advertising.
We highlight Inbound Marketing for lawyers as the strategy most aligned with the Brazilian Bar Association's Code of Ethics and Discipline, as it is based on a different premise than traditional marketing: instead of going to the client, the firm implements practices that attract the client. Read on to find out:
Traditional Marketing x Inbound Marketing
The traditional marketing approach we know involves companies seeking to directly attract customers' attention. This can be done through:
- TV commercials;
- Internet advertisements;
- Telemarketing;
- Posters and billboards;
- and other forms.
Inbound marketing can be defined as attraction marketing, as it uses techniques that encourage customers to voluntarily find the company through search engines, websites, social media, and other platforms. This is achieved through:
- Content Marketing;
- segmentation
- SEO techniques;
- branded content (branded entertainment);
- other ways
This generates credibility, as publishing relevant content that is of interest to your target audience helps you become a reference in your field, in addition to winning customers more spontaneously.
Apply Inbound Marketing for lawyers and make your firm a benchmark in the region!
Inbound Marketing requires extensive research and analysis to create relevant content that can be easily found by your target audience. It also requires a strategy that manages the customer buying cycle, from the attraction stage to the win-back stage. Always working within legal guidelines.
Attraction
This is where content marketing and SEO techniques come in. These are actions that attract and facilitate the public's search for your company.
Conversion
Phase in which the user, due to some stimulus, registers to receive your content, transforming into leads.
Relationship
With the information obtained, it is possible to target individual content according to the interests of each lead.
Contract closing
By analyzing the stage a customer is at within the sales funnel, it's possible to discern the best time to close a deal. Some tools, such as lead scoring, SLA e inbound sales can help in the process of transforming a lead into a customer.
Analysis
Using analysis tools such as Google Analytics, you can monitor results and understand user behavior within your website, enabling you to evaluate the performance of your strategy.
Now that you understand a little more about strategies, digital marketing industry For lawyers, how about building your strategy with the support of Kaizen Agency? Request a consultation!
