The legal sector is gradually assuming the importance of digital Marketing and, although at a slower pace than other sectors, firms are beginning to develop marketing actions for lawyers in different channels. If you have a law firm and are considering making a medium investment in digital marketing, we recommend that you consider the possibility of carrying out an Inbound Marketing strategy. Article index But what is Inbound marketing? The ideal client profile The legal services contracting cycle Conversion funnel What are the phases of the conversion funnel? Marketing Automation in Legal Marketing But what is Inbound marketing? Inbound Marketing is a set of non-intrusive marketing techniques that allow us to attract customers by providing value, through the combination of several digital marketing actions such as SEO, content marketing, presence on social networks and web analytics. . With the purpose of capturing leads and accompanying them in the different phases of the conversion funnel through content marketing actions. And the legal sector has evolved by adapting to the new tools offered by digital Marketing to improve its services, communication and sales. And Inbound marketing can be a good option to continue the digital transformation process of the legal sector.
Let's look at some more details of these concepts adapted to the legal sector: The ideal client profile The concept of a buyer persona is a semi-fictional representation of your ideal client. In this case, the ideal buyer of legal services. It is built from demographic information, behavior, needs and motivations. There are some questions that can help us define the buyer persona : Are you a company manager or an individual? What economic sector does it belong to? Billing level? family income? What age range are you? What words do you use to on the internet? What media do you consult when looking for
USA Student Phone Number List information about services? The analysis of these questions leads to the creation of patterns from which we obtain data that helps us know where our client is and how they for information , allowing us to generate appropriate content adapted to them. The legal services contracting cycle The hiring cycle is born with the need to solve a problem that a potential client has. This triggers a process on the part of the client who seeks to name their problem to clearly identify what it is about. Therefore, the client carries out a logical process when hiring a service. The decision is not made arbitrarily, but is carefully considered. This process can be summarized in four phases: The client recognizes that they have a problem and documents it Identify the type of advice that provides the best solution Supplier selection Service evaluation In short, it is about being present as a possible candidate in the user's choice.
That you clearly recognize that our service solves your problem. Conversion funnel In marketing, the term conversion funnel is used to refer to the set of different steps that a user has to take to meet a specific objective on the website . In the legal sector, the objective is that those people who do not know our firm learn about our services and subsequently hire it. The conversion funnel allows us to know which points need to be optimized most urgently to ensure that the greatest number of users possible become customers. 1st Phase: the legal brand is made known through marketing strategies , with the aim of attracting the greatest number of users possible . 2nd Phase: try to get the user to spend as much time as possible on our website, but because they are interested, not because of the difficulty that the website presents. It is important that the visitor converts into registrations or leads , since this way we will have their data and we can track them. To do this, you have to earn the trust and interest of the audience. 3rd Phase: transform the audience into real customers . 4th Phase: after-sales objectives, customer satisfaction to repeat the service and recommend it. Turn him into an ambassador of your brand. At first, the initial number of users is large, but it decreases throughout the process. Therefore, we must analyze what causes interest to be lost and try to convert the greatest number of users into customers.
