The days of cold calls and emails are (mostly) over. If you want to bring your marketing strategy into the 21st century, you need to change how you think about selling to your customers.
If you've taken any formal course in sales or marketing, you're familiar with the sales funnel. You know, the upside down rounded pyramid used to define every stage of a customer's journey, from discovery to purchase.
The top end is wide to represent the amount of individuals that will discover your product, while the bottom end is narrow, representing the fraction of those same people that will convert into customers.
In our digitized economy, today’s customers have the world’s information at their fingertips. The everyday person has power - the ability to make decisions without a salesperson. Customers can research a company’s reviews, stockholders, credibility, and competition. Even with this power, the average person still has so many entities trying to sell them things every minute of the day. It can create an overwhelming desire just to block everything out!
Marketing has changed. Marketing will continue to change. Understanding how the industry has evolved over time is important, as it helps solidify an important truth - customers change too!
Read Time: 5 min
Any comprehensive lawyer marketing plan needs to include an advertising strategy. The proven method to attract, engage, and delight audiences is through inbound marketing, and digital advertising has become a precise means to place yourself in front of the right customer. Gone are the days or un-targeted ads landing in front of Internet users. Using the right tools, digital advertising can be a powerful arm of your overall marketing strategy.
Reading Time: 7 min
Blogs are so 2010. Or are they? While the term may seem relegated to a bygone era, blogging is alive and well. Most importantly, it's still a beneficial tool in your lawyer marketing strategy. If your website doesn't feature a blog, we'll lay out why you need to start one and how to best optimize it to increase your client pipeline.
Read Time: 5 min 30 sec
Every day we all fight to keep up with the avalanche of emails in our inbox. It's tempting to bulk delete everything and cut through the noise. If your law firm sends out a newsletter, it's crucial to find a way to stand out.
We have some proven methods to produce that irresistibly clickable email for your audience.
Creating a website for your solo practice or growing law firm is an essential foundational marketing step. The key to continual client growth is placing yourself where the customer is, meaning a digital presence is a necessity. This idea embodies the inbound philosophy.
While establishing that online presence is an important first step in any law firm marketing plan, continually optimizing your site to attract, engage, and delight audiences are just as important.
You've worked hard to establish a practice built on principle and integrity. Your satisfied client list continues to grow. You've built and optimized an engaging website. You've created valuable content for your target audience.