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.
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.
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.
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.
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:
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?
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.
Instagram is a sort of brave new world when it comes to marketing, and when used properly, for the right business, it can be an extremely powerful tool. If you’re looking to grow your brand, and you can showcase your product or service in a visual way, Instagram might be right for you. But to help you decide more definitively whether Instagram is a good direction for your company to steer, here’s a bit more information about what Instagram does, and how it can work for you:
Instagram is a powerful social media platform, now with more than 800 million active monthly users regularly scrolling through feeds and tapping through stories. More curated than Facebook, Instagram is a space for people to capture the beauty they see around them day to day, and to check in with lifestyle influencers on new products, methods, and items of interest. Instagram is highly visual, and the majority of users do curate their instagram feeds more specifically to their tastes, choosing to follow brands and users who post content they genuinely like to see. This works to set Instagram up perfectly for businesses with something to showcase. No matter what you sell, produce, or provide, if you can create a way to display that good or service beautifully, you’re likely to do well on Instagram.
Instagram for Brand Awareness
Instagram is well known as the key platform for brand awareness, because it’s one of the only social media platforms that’s image forward. While other social media platforms value multi-media content, text captions are still important, and often lengthy. Instagram instead favors images first, providing a calmer, more aesthetic user experience that does not mesh well with a hard sell or in-your-face ad experience.
Instagram is a great place for a brand to grow a following by posting engaging content that’s interesting and that people want to know more about. If you’re looking to boost brand awareness, check out these tips below. If you’re interested in learning a bit about Instagram advertising, stick with me or jump down a few paragraphs for more on that!
If you want to see any kind of success on Instagram, you absolutely have to have beautiful, high quality photos. Even if you don’t feel like your product is that cool or interesting, a high quality photo can still stop an instagram viewer, and make them read a little bit more about you. If you sell a service, a video of what you do is equally engaging. The first step in growing your brand is getting eyes on your instagram account, and that means quality content.
It’s easy for businesses to fall into the trap of only posting about themselves. Whether it’s promos, a new product, or exciting news about your company, that’s all great content to put out, but you need to balance it with something else. If you’re only posting about your company, your followers are likely to become tired of what you’re putting out. Add in posts that are engaging, beautiful, and relevant to their lives too. For example, if you sell camping gear, post some pics of your staff’s favorite camping sites, or ask your followers to send in photos from their favorite trips with your gear. That’s a great way to change up what you’re posting about, while still staying true to your brand.
Engage With Your Audience
If you’re looking to grow your brand on Instagram, you need to get active. Instagram users are very responsive, and will comment and like posts they feel speak to them. Reach out to other industry influencers on Instagram, comment on photos tagged with hashtags your company often uses, and don’t be afraid to DM influencers and accounts you’d consider partnering with. Another great way to boost engagement is to ask questions. Create content that’s interesting, and ask your followers to share their own stories. The more you engage with your followers, the more likely they are to engage with you, which will help grow your brand awareness.
Instagram for Leads
If you’re not as concerned about growing your brand, and have heard about Instagram’s ad potential, then you might consider Instagram as a new avenue to generate leads. Instagram features the same powerful ad targeting tools as Facebook, because it’s run through the Facebook ad portal. What’s more, Instagram ads are typically more effective, as 67% of consumers value detailed images when making a purchase, rather than product information or even customer ratings. This makes Instagram advertising a powerful tool for businesses with quality visuals. If you’ve been thinking about Instagram Ads, here are a few things to know.
Instagram Ads are Scheduled Through Facebook Ads
If you’ve already dabbled in Facebook Advertising, you’re in luck! Instagram ads are run through the same platform. You simply go through the Facebook Ad portal, and when asked about “Placements” you can specify that you’d like your ad to go to Instagram. This makes it easy to manage multiple ad campaigns, and keep your budget under control. You’re able to choose how much you’d like to spend on a daily or weekly basis, and you can choose when the post will start and stop. Instagram Ads are fairly easy to put out, but it’s deciding on the content to go in those ads that’s the difficult part.
Throw out Promos
People love free stuff, and they love great deals. If you can offer a discount or a free item with their first purchase, you’re well on your way to boosting those leads. Offer a high-quality video or image of what they’ll be getting for making a purchase, heading to your website, or signing up for your email newsletter, and you’re likely to capture a few leads.
Know Your Audience
Like Facebook, Instagram Ads can be set to go out to only a very slim, targeted group of users. This can save you money and boost your potential of gathering legitimate, qualified leads, but you have to know your audience to do so. Do some research before you start buying ad space: What are your key demographics? Who is buying your product or service, and who needs it most? What do they do in their free time, and when are they most likely to be on social media? Answers to these questions will help you develop an ad that’s highly targeted, and that will successfully reach your target buyer.
Scheduling Ad Time
Another benefit of the Instagram Ad platform is that you can specify what times you’d like your ads to go out. While there are tons of studies that show when Instagram users are most active you’ll also want to take into account your target buyer. If you’re targeting stay-at-home moms, you might consider putting ads out around 10 a.m. on weekdays. Even though that’s not a high engagement time for Instagram, maybe your research shows that 10 a.m. is right after your target buyer has dropped the kids at school, and might be sitting down for a second cup of coffee. No matter who your target buyer is, it’s important to think about their lifestyle, and what a day in their life might look like. Then compare that against the high engagement times for Instagram to make an informed decision about when your ads should go out.
If you’re looking to kick your social media marketing strategy up a level, Instagram is a great go-to platform. It features all the targeting tools of Facebook, but many ads tend to see more engagement on Instagram, because of their visual nature. If you’ve got more questions on growing your brand awareness, social media following, or boosting your lead generation potential, don’t hesitate to get in touch! And if you’re looking for more info on Inbound Marketing check out the case study below: