In the world of law, inbound marketing still has room to grow, even though more lawyers realize the value of creating content online to capture clients. In light of the extreme competition in the legal profession, finding ways to differentiate yourself from lawyers doing the same thing is essential. One idea is to focus your content on a particular legal niche and market to a very specific demographic.
We've written about this before, keeping in mind you can add even more to the legal inbound marketing mix. Another way to create leads from your online content is to further analyze the types of clients you need, plus what the goals are of your law firm. Then tailor your content and ad targeting accordingly.
Consider focusing content on your legal niche so clients who see your content know exactly what you want to accomplish. You have a lot to look at to understand your ideal clients so your marketing content is more personalized.
Let's see how this all works together so your inbound marketing campaign demonstrates an understanding of yourself as well as who your prospects and clients are and what they want.
Finding Your Target Clients
Nancy Myrland on Business 2 Community made an astute observation about inbound marketing for law firms. She points out that you need to look at the big picture in order to fully understand your prospective clients. This comes out of a holistic approach to legal inbound marketing where the more you understand yourself and clients, the better your marketing becomes.
In this case, finding what kind of clients you need helps you shape what your legal niche ultimately is. Once you do, any inbound marketing content you create becomes a more personalized experience.
Before you create that content, you should dig deep into finding what makes your prospective clients tick. Creating buyer personas first is always a good idea, because you can base it on existing clients in your database to further hone your targeting.
Find out where your clients spend their time online so you can find the right venues to place your content, either on social media or on your website. It's also worth investigating what a prospective client searches for daily and what concerns they have if they have a business. This helps you refine the details in your legal niche so you can represent them in the closest possible way.
Once you understand what kind of information helps them, your content reflects this as you begin to understand the true identity of your legal practice.
Defining Your Marketing Goals
Can you truly define your marketing goals? This helps hone your message so prospects have a good reason to come to you. When you can narrow down your legal practice to one niche, it opens up more goal possibilities as a form of branding.
When you employ this in inbound marketing content, you can state your goals as a form of a mission statement. Doing so makes you look unique compared to all other law firms that go by the book and spread themselves too thin covering dozens of legal categories.
If attorney-client confidentiality rules permit, one of the best ways to state your legal goals is showcasing video testimonials from past clients who had unique cases within your niche. Presenting your most successful cases shows a drive toward achieving similar results and a stronger impetus for new clients to have you represent them.
This all proves inbound marketing for law needs a major purpose and study to make the process of generating leads a natural process rather than a hard-sell approach.
Contact us here at The Friedman Group, LLC so we can help you with an inbound marketing strategy for your law firm. We'll help you define your marketing goals and understand the prospects you need to find.
