As digital marketing continues to evolve, it’s becoming more of a necessity to partner with the right marketing agency.  Marketing dollars are shifting away from traditional strategies, but most attorneys and internal marketing staff don’t have the skill set needed to run effective digital marketing campaigns.

For the amount of time and resources it would take to master digital marketing, it makes more sense to partner with a team that already has expertise in tactics like blogging and social media.

Digital marketing agencies come in all sizes and vary widely in their focus.  Some focus solely on search engine optimization (SEO) or social media.  And some are more hands-on that others (consulting and advising versus doing.)  You’ll need to evaluate your needs and internal capabilities in order to determine what type of agency will be a good fit for your law practice.

Inbound marketing agencies

If you’re interested in pursuing a digital strategy, looking at an inbound approach is a good place to start.  This is a methodology where you attract potential clients to your business with blogs, white papers and social media.

Once you convert visitors into leads, you begin to interact with them as they are making a decision about which law firm to hire.  There is a heavy emphasis placed on publishing content, which helps position the firm (and its attorneys) as the expert.

As you nurture your leads, you close the clients who are the best fit for your firm.  And you delight them with excellent service and establish an ongoing relationship that helps build your law firm’s brand.  Essentially, the inbound methodology helps consumers go from search to buying, and then to promoters of your brand.

Here is what the inbound methodology looks like:

Inbound marketing agencies are equipped to help clients develop a strategy that will increase website visitors, prospects, leads and ultimately sales.  They use a variety of digital tools to help you achieve your goals.  Marketing automation is also used in order to be efficient with time, and to better track the results of each campaign.

Here are the key marketing tasks that inbound agencies can handle:

Strategy development

Most companies lack a marketing strategy, and without one there is no way for your business to grow and your brand to thrive.  Remember the saying: failure to plan is planning to fail.

Inbound agencies specialize in developing a robust strategy that considers your competitive advantage, long-term goals, your target market (a.k.a. buyer personas) and how to best build a strong digital footprint for your company.

Campaign planning and execution

With a clear strategy in place, an inbound agency will build and execute campaigns designed to help you achieve your goals.

Campaigns have a lot of moving parts – content development, graphics, results tracking and analyzing are just a few.  Your agency can help you evaluate the progress and address changes or tweaks that need to be implemented.

Website development and maintenance

A digital strategy hinges on a user-friendly website.  It must attract visitors and convert them into leads.  An outdated, poorly-built website won’t do any of that!

Inbound agencies are equipped to manage your website on a day-to-day basis, ensuring content is fresh and everything is functioning as it should.  They can also handle the re-build of a website if that is needed.

Content development

A digital strategy is all about content.  Consumers today are reading or watching content at a startling rate.  The average consumer uses 10.4 sources of information to make a buying decision, which is why publishing your own content is so important – it makes you look like the expert.

Inbound agencies can craft a content strategy, manage your editorial calendar, and write and publish content on your behalf.

Building and maintaining a social media presence

As consumers spend more and more time on social media, companies must also build a footprint on these social networks.  Inbound agencies can help build social media profiles, and then actively maintain them on your behalf.

Lead nurturing

As your website starts to generate leads, you’ll need to have a system in place to nurture these leads and convert some of them into clients.  Inbound agencies use what’s called a workflow, or a series of automated follow-up actions.

These actions can vary depending on your industry, but law firms will likely use automated follow-up emails in order to build trust with the consumer.  Again, content is a big part of lead nurturing  in order to further educate the consumer and position the attorney (and the firm) as the expert.

As you can see, inbound agencies are well-versed in building and executing a digital campaign.  Every agency has a slightly different focus and will be able to help you in different ways.  If you are ready to start working with an agency (or starting to think about it), check out this blog article for some additional insight on law firm marketing consultants.

Have more questions about digital marketing for law firms? Leave a comment below and we’ll be sure to respond!

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