There’s a journey every prospect goes through to become a paying client. Inbound marketing serves up useful content for every stage of that journey.

HubSpot’s Anna Norregaard joins Good2bSocial’s founder, Guy Alvarez, to discuss inbound marketing methodology for law firms: what it is, how it relates to content marketing, and how to use it to get a better ROI on your marketing efforts. 

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Anna Norregaard has been a Principal Channel Executive at HubSpot for 5 1/2 years. She is responsible for helping HubSpot to grow its channel sales program. Day to day, she works with HubSpot agency partners to help their clients evaluate HubSpot software for their marketing and sales technology needs.

Connect with Anna: Twitter and LinkedIn

What is inbound marketing?

Inbound marketing is all about creating content so that you can find more buyers  and clients online. Content marketing is the process of creating different types of content on different channels where your prospective buyers can be found. The idea behind content marketing is generally to drive visibility.

inbound marketing has an explicit goal attached to it – either driving more leads or business development opportunities from the content you’ve created. While the two have a lot of overlap, inbound marketing is much broader than content marketing.

What are the top four benefits of inbound marketing for a law firm?

The biggest benefit is actually generating leads. Another benefit is the ability to layer in analytics through all processes in a way that gives you the ability to see what works and what doesn’t work. From this data you can develop a strategy based on what is proven to be effective.

Efficiency is another common benefit of inbound marketing. The ability to automate and streamline a lot of marketing tasks allows marketers to invest more time on strategic components of marketing.

The fourth benefit is contextualization. Inbound marketing is about being able to deliver the right content to the right people in order to drive better relationships with your prospects.

The Four Phases of Inbound Marketing

  1. Attract. How do you attract someone who doesn’t know your firm and help them get to know you? In this phase blogging, creating a content strategy, and social media help you attract visitors to your website.
  2. Convert. Once you attract someone to your website, you then must convert them into a lead by getting them to fill out forms. By creating valuable content like webinars or case studies, you can encourage visitors to fill out forms in order to download this material.
  3. Close. During this stage, the goal is to take these leads and generate actual business development opportunities. The key to this is segmentation. Relevant follow-ups via email or lead scoring can help lead to closing. Just because an individual opens an email or signs up for a webinar does not necessarily mean they’re automatically ready to choose your services.
  4. Delight. Consider how you communicate with your clients. The goal in this phase is to generate more opportunities to work with existing clients and even generate referrals. Clients are really looking for added value beyond the basic services they purchased. Your law firm can provide this value through client alerts and useful content.

Do you need a marketing automation platform?

You do not need a marketing automation platform to implement the inbound methodology at your law firm. There are a lot of components that you can start doing. However, as you begin to expand into multiple phases, automating many of your marketing tasks makes inbound marketing a lot easier.

Creating Buyer Personas

A buyer persona is a fictional representation of what your ideal buyer/client relationship looks like. It’s critical to understand who your clients are and what their priorities are before developing a strategy. When you build a strategy, you are targeting these personas throughout each stage of their journey. By creating and understanding your buyer personas, you understand the types of content you should create and at what point in their journey this content will be useful to your clients.

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