Legal marketing is becoming increasingly complex. Years ago, law firms could rely on referrals and word-of-mouth – but today’s word-of-mouth is the internet. Savvy firms are getting leads to come to them by attracting digital traffic and then nurturing those people into the sales funnel with great content. This strategy is called Inbound Marketing. Multiple platforms claim to help law firms with inbound marketing, but none offer an all-in-one solution as HubSpot does.
HubSpot products are built with the belief that all-in-one is the best option for most law firms and organizations. All-in-one means your contacts, data, and communication channels live in one connected system. No need to manage a stack of scattered martech tools! Below are a few tools the HubSpot platform offers that can help law firms reach their business goals faster.
HubSpot Software Features That Will Help You Reach Your Business Goals, Faster
Analytics to Keep Track of Campaign Performance and ROI
Accurate data is important for successful campaigns – but often, legal marketers don’t see that data until the campaign is concluded, and then it’s too late to make changes. HubSpot offers information on how people behave on your website and how they got there, along with several other insights on digital activities. For instance, by tracking exactly how your contacts became clients by looking at which channel they are derived from, whether organic traffic, paid traffic, or social media, you can better steer your marketing strategy when it comes time for yearly budgeting and planning. Using this information allows firms to create fully informed marketing programs. Other platforms offer data, but not to this extent, and usually not without another third-party application.
Engage Your Audience with Social Media Management Tools
Effective social media strategy has many facets, including creating and scheduling posts. HubSpot supports scheduling posts across all major social media platforms such as LinkedIn, Twitter, Facebook, and Instagram. This can save valuable time and ensure more active engagement.
After your posts go live, you can view and analyze the performance of your social posts and determine how well your social media efforts are performing in the “Analyze” tab of HubSpot’s social management media tool. For instance, you can see your “Top Posts” for a specified date range, along with other metrics such as clicks, impressions, shares, views, interactions, audience growth, and more.
Convenient Meeting Tools
HubSpot has handy meeting functionality that works alongside Google, Outlook, or Office 365. You can use these tools to keep audiences up to date on your calendar, as well as provide easy ways for them to schedule time with you.
An SEO Engine to Attract Leads
Valuable content is the best way to optimize for search engine rankings. HubSpot has built-in tools that make SEO more manageable, which allows firms to attract more traffic and leads. You can use these features to create and edit components like meta-data, track competitors with Google Analytics, see statistics on page performance and traffic sources, and integrate with Google Search Console. HubSpot’s entire platform is well-equipped to help interested prospects find law firms online.
A Free Customer Relationships Management (CRM) Tool
Your marketing will be most impactful if you can keep close track of clients and prospects, as well as their journey through the sales funnel. The best way to do this is to leverage a CRM system. HubSpot is popular for its CRM software across all industries, including the legal field. One of the best things about HubSpot CRM is that the software is free to use, so you do not have to find room for it in your budget.
Email can keep your law firm top of mind and help you nurture relationships. Segmenting your email list and sending email sequences triggered by certain activities is easier when using an automated system. With HubSpot, you have the ability to set up automated workflows as well as targeted email communications. Using these automated workflows in combination with your CRM system provides a comprehensive communications approach that is hard to find with other vendors.
An Intuitive CMS for Website Building
HubSpot was built with marketers in mind, so its interface is designed to be used by people who don’t have a background in development. The tools allow marketers to quickly create content, optimize for search engines, and publish all in one place. You can also add call-to-action (CTA) elements and forms from the CMS. You can use the CMS to create blog pages, specialized landing pages, and web pages, and even incorporate chatbots and live chats. The drag-and-drop system makes it simple to customize and optimize pages. HubSpot’s CMS system can meet almost any demand of today’s website managers.
Data privacy and security are hot-button topics – and for good reason. All organizations need to be concerned with hackers, leaks, and data breaches, but law firms, in particular, are likely to have access to data of a sensitive nature. HubSpot offers several features to help with security, including a firewall/VPN, an intrusion detection system, a web application firewall, and proactive scanning and network testing. Additionally, HubSpot websites are hosted on Amazon and Google web servers, some of the industry’s most secure.
In the evolving world of digital marketing, it can be difficult to know which technology stack would be most beneficial. HubSpot is more than just an inbound marketing tool – it offers a robust platform encompassing website creation and optimization, CRM, and more. Unlike other platforms, HubSpot is extremely intuitive and can be customized to fit the specific needs of your unique law firm.
As the leading HubSpot Partner for law firms, we’re happy to help you get started with HubSpot or capitalize on the platform. If you are interested in purchasing HubSpot or need help optimizing your existing HubSpot account, we can help! Discover how we can help transform your practice and improve your inbound marketing strategy with our custom HubSpot services. Contact us today for a consultation.
This post has been edited and republished from March 30, 2021.