The goal of every law firm, no matter what their speciality, is to generate legal enquiries that have a strong chance of resulting in new clients. With the internet now the primary way for most people to find information, gaining clients through inbound marketing is becoming ever more important.
Inbound marketing is the process of attracting the attention of highly relevant prospects by creating and sharing content that is designed to appeal to your ideal customers. To do this effectively we have outlined four ways for your legal firm to help generate great quality enquiries through inbound marketing.
Understand your audience
Before you start to write, design or create any kind of content, you will need to understand who your audience is and what kind of content they are likely to consume. This process is called persona creation. To do this you will need to ask questions such as: are they male or female? What are their goals? What are their challenges? For templates and an in-depth look into persona creation for the legal sector, download our guide here.
Setting goals helps to keep you focused and will determine if your efforts are achieving the desired effects. Without an achievable and measurable goal, you will have no idea whether the time and effort you have put into your content creation has been successful.
Attract more relevant visitors
When it comes to site visitors, you may think that is all about the numbers; but whilst quantity is important, quality is even more so. To make sure that the right kind of people are landing on your site, you will need to ensure that the content you create appeals to the personas you’ve identified.
Convert your visitors into potential clients
Once you have the right visitors landing on your website, you need to convert them to potential clients. This can be done in a number of ways, such as creating downloadable eBooks and advice guides which are only attainable after the visitor has filled out a data capture form; or by disseminating valuable content through your firm's social media accounts or with remarketing and highly-tailored landing pages.
For a more in-depth view and with templates included, download our Ultimate Guide to Self-generating Case Enquiries.