How are Clients Discovering your Law Firm?

How are Clients Discovering your Law Firm?

Do you know how clients are discovering your law firm? It used to be paper advertisement and literal word of mouth, but with the explosion of the internet and the digital space, all that is changing. It’s no longer bench ads and billboards that are bringing in new clients, it’s digital marketing.

Internet Search

Online searches are one of the top ways that people are finding service providers in every industry, and the legal field is no exception. As of 2017, 55 percent of people used online searching to find service providers. Think about the last time you needed something you didn’t have a regular service provider lined up for, like a car repair or landscaping. Chances are, you went straight to Google and searched for “Landscaping companies near me” or “Car repair in X city.”

When those outside of the legal profession need an attorney, they’re doing the same thing. Having a strong digital presence that makes use of SEO (search engine optimization), keywords that your potential clients are using as search terms, and paid search ads, which put your listing at the very top of the search results page, will get your firm found.

Website

Once potential clients search for your services online, they’re going to check out your website. In fact, 58 percent of people mention websites as a factor in their process for finding a service provider such as a law firm. Having a website that looks like it was made at the dawn of the internet is going to make you look bad, as is one that is difficult to navigate, incomprehensible or hard to read and understand, or lacks the information they need about your services and how to get in touch.

Online Industry Articles

Fifty-three percent of people say that they’ve found service providers through online articles. That’s a huge segment of the population. If you’re already getting good industry press, that’s great, if that content is online, even better. Want it to reach future clients? You need to promote it on your website and on social media, otherwise, they might never see it.

Another way to take advantage of this trend is to create your own articles: write a blog. If you’re writing about the things your clients care about and the questions they have, such as “Do I need a lawyer for a DUI case,” “How do I file a workers’ comp claim,” or “How do I prove medical malpractice,” they are more likely to find you and to trust your advice enough to give you a call.

Online Reviews

What people are saying about you matters, and your online reviews, whether on Google, Yelp, or anywhere else are factoring into potential future clients’ decisions about you. The online review is the new word of mouth, so ensuring that you provide excellent service to all clients and potential clients is essential to getting a good rating and preserving your online reputation. Satisfied clients will provide good testimonials, not only to the people they know, but to others online.

If you want new clients, you’ve got to reach them where they’re looking: online. That means having a robust digital presence and using digital marketing strategies. As professionals, you know a lot about your legal specializations, and you know the value of expertise. Let Evenbound put our expertise in digital marketing and web design to work for you. Contact us online or give us a call to get started.

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Why Inbound Marketers are the Right Choice for B2B Manufacturers

Why Inbound Marketers are the Right Choice for B2B Manufacturers

Inbound marketing is one of the buzzwords in the marketing community, but to B2B manufacturers, who historically haven’t invested much in marketing, it’s unfamiliar. Inbound marketing is the new way to reach customers, and unlike traditional methods of advertising like print ads and TV commercials, it’s not just for B2Cs. Inbound techniques attract buyers who want, need, or are interested in your offerings to you when they want information about your products or services or are ready to make a purchase. Like the way that sounds? Then you need to hire an inbound marketing company.

What Do Inbound Marketers Do?

The goal of inbound marketing is to bring clients to you, bring them inbound, rather than having to reach out to them with outbound, interruptive marketing like traditional ads. So a large component of what inbound marketers do is create content that will attract clients to you, and most of this is online. First, they determine who your ideal client types are and what needs, questions, and concerns those ideal clients have. Next, they create a variety of types of content that address those needs, from your website page content to downloadable ebooks to blog articles to emails. Then, inbound marketers set to work promoting that content so that those potential customers can find it.

Why Do You Need an Inbound Marketing Company?

Short answer: because you’re experts in what you do, and they’re experts in what they do. Inbound and digital marketing is a complex field that is constantly changing, and if you’re not an expert marketer, there are a lot of ways you can go wrong and a lot of opportunities that you can miss out on. Inbound marketing is all these companies do, and they’re very good at it. They hire skilled content writers, web designers, search experts, and social media strategists who know exactly how to target the buyers and companies you want as customers. Have you seen how engineers write? Do you think prospects will want to read that? Yeah, we don’t either.

How Do You Choose the Right Company?

A good inbound marketing agency is going to practice what they preach and have a good online presence with strong content (*cough* humblebrag *cough*). They’ll have a history of working with B2Bs and industrial manufacturers, so they’ll speak your language, and they’ll also have case studies with hard numbers that prove how effective their marketing strategies are.

If you’re ready to take advantage of inbound marketing and the digital space, you need to contact a digital marketing agency, and we think it should be Evenbound. We’ve successfully helped B2Bs improve their websites, use paid search and PPC ads, increase website traffic, and, most importantly, bring in new leads and prospects. Get in touch to find out how we can do that for your company. Still want to know more about inbound marketing? Check out the case study below to see how inbound marketing and HubSpot helped this manufacturer get ahead of the competition:

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Market Your Housing Development with a Sense of Place

Market Your Housing Development with a Sense of Place

When you’re marketing your housing development, you’re not just selling homes. The key to getting buyers interested is selling them on a place and a community. A physical home is just one aspect of purchasing a house, and for most buyers, it’s not even the most important. Sure, any buyer wants a roof over their head, but in most cases, it’s not actually the house you’re selling—it’s the experience of home.

More than anything, buyers are looking for a place to call “home.” A place to raise their kids, a place to grow old, and a place to start a life. If you’re building a housing development, that sense of place is your strongest marketing tool. Use content that speaks to your housing development’s story and sense of community to bolster new homeowner’s confidence in your development. The best way to get eyes on your site and pull homeowners through the buyer’s journey?

Blogging

If we’ve said it once, we’ve said it a hundred times. You need a blog. That’s all there is to it. Without a blog you’re in the same boat as every other Joe Shmoe out there with “new homes for sale” signs stuck on every street corner. A blog not only helps you define your community vision, but it helps you reach qualified buyers more quickly. Think about it:

If you were going to buy a new home, would you drive around looking for “for sale” signs, or would you Google available properties near you?

Unless you’re really stuck in the 20th century, you’re probably going to pick the second option. It’s quick, it’s easy, and you can do it while you’re sitting in your pj’s eating breakfast. Since that’s what the majority of your housing development’s qualified buyers are going to do, it’s important to make sure you come up on that list of search results while they’re looking for a new home. How do you do that? Blogging. 

So, start your blog, and consider posting about the following topics to create an alluring sense of place sure to draw in buyers:

Talk about local events and activities

We’ve already established that your target market is going to Google your area for new homes. They’re also going to want to know what’s happening in your town. They’ll want to know what community activities and events go on regularly, and they’ll be looking to see if they can get a feel of the town before they actually scope out homes or make a move.

If you’re regularly posting about those activities, whether they’re festivals, farmer’s markets, outdoor concerts, or any other sort of community gathering, you’ll start popping up in those search results. The more you post about local happenings, the better you’ll rank for local searches, which means you’ll start to become a go-to source of information for those people who want to know what’s going on in the area. That means you’re also the first place they turn to when they do decide to move.

What does a weekend in your town look like?

Like we mentioned before: when you’re selling a home, you’re really selling potential homeowners on a place and a feeling. They want to know what their life is going to look like if they move to your development. So, post about what life is like in your area. A weekend itinerary is a really popular blog style that consumers love:

Imagine you were visiting your development’s area for just the weekend. What would you do? Where would you eat? In a blog like this, you can highlight both activities and restaurants, giving people a more holistic look at what it’s like to live in your town. Is there a block party going on? Are local breweries hosting live music on Friday night?

Writing a post like this is another great way to drive relevant traffic to your website, while simultaneously creating that sense of place that draws new homeowners in. If you think about it, if you were visiting a new area for a weekend, wouldn’t your search query read like “what do do in “town name” for the weekend”? By answering that question in your blog, you’ll get more eyes on your site, in addition to helping some newcomers learn more about your town and your housing development.

Consider making regular “best of” posts:

What are the best restaurants, breweries, bars, ski hills, hiking trails, etc. in your community? Whether someone is new to the area or thinking about moving, these types of blog posts are the most searched, and the most helpful. They work to position you as an authority on the subject, and as more and more people come to you for their weekend suggestions, you’ll probably also be the one they look to when they finally decide it’s time to purchase a home.

Don’t be afraid to talk about what it’s like to live in your community!

All anyone wants to know before they move somewhere new is what life will be like. If your area or community has local quirks, share them. If there’s something really great about the people in your community, share that too. The more knowledgeable a person feels about your community, the more confident they’ll feel when purchasing a home.

In the end, marketing a housing development really means marketing a community. While a home buyer certainly wants a nice house, it’s intangibles like a welcoming environment and a warm community that really seals the deal. Show your potential residents what your community —not just your floorplan—has to offer, and you’re sure to be at the top of your target buyers’ list.

More questions about marketing your housing development? We’re here to help! We’ve worked with a number of developers, and know what it takes to fill homes and sell lots. You don’t have to take our word for it though: check out the case study below about the results we produced for a previous development client.

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