Let’s start with this: marketing legal services isn’t as straightforward as it is in other sectors and industries, such as consumer goods or electronics.
For instance, there are state Bar Associations that lay out some strict rules governing anything that is arguably marketing in nature. And as lawyers know: hell hath no fury like a Bar Association By-Law Committee scorned! They can make grizzled, hard-nosed judges seem like fluffy teddy bears. And just like in courtrooms, mea culpas for marketing mistakes tend to be associated with some kind of punishment (which, fortunately doesn’t involve a custodial sentence – but unfortunately, does tend to involve writing a check and getting a rebuke).
In addition to this, lawyers understand that they can’t, or at least shouldn’t, “promote” their service in the way that companies in other sectors and industries can. That’s because they aren’t selling a product or commodity. Essentially, they’re building a relationship that will involve numerous conversations/touchpoints and a solid foundation of trust. Conventional advertising doesn’t get the job done. In fact, it’s often counter-productive (or at least a total waste of money), which is why most lawyers and firms have relied primarily on word-of-mouth referrals.
Yet these days, relying on referrals isn’t nearly enough – because competition is fierce, and prospective clients are “checking out” lawyers online long before they make a call or send an email. And that’s where inbound marketing enters the picture and solves the legal services marketing problem in 3 ways:
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Inbound marketing doesn’t come across like advertising
With inbound marketing, lawyers don’t have to worry that they’re improperly or unprofessionally promoting themselves or their firm. That’s because inbound marketing is driven by informative content. It’s really about educating prospective clients by sharing useful, credible advice (obviously not specific legal advice, but general recommendations and best practices).
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Inbound marketing can target different client types
Even for specialized firms (trademark, patent, personal injury, etc.), there is usually more than one client type. For example, there’s an aggrieved party who may want to seek financial damages, there are those who may need to defend themselves against a lawsuit, and still others that want expertise and advice at the pre-filing stage.
Inbound marketing is ideal for targeting each of these client types with information that they find relevant and timely. This is far more effective than conventional marketing (like prehistoric Yellow Pages advertising), which is “one-size-fits-all” – and ironically, usually doesn’t fit anyone.
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Inbound marketing is very cost effective
Last but certainly not least: running a law firm or any other business in the legal services field is just that: a business. There are budgets to watch and ROI to generate.
Inbound marketing is very cost effective, because it’s performance and results-based. There are no fuzzy guestimates, like there is with conventional advertising. Tactics and strategies that are working can be ratcheted up, while those that aren’t delivering desired results can be wound down or eliminated.
Learn More
To learn more about how inbound marketing works for legal services, contact Leap Clixx today. Your consultation with us is free. For more information on inbound marketing best practices, download our FREE eBook:
Topics: Inbound Marketing
