Just when most lawyers got used to traditional marketing – print ads, Yellow Pages listings, billboards, radio and TV ads – along comes a discipline called inbound marketing that turned everything you thought you knew about law firm marketing on its head.
Inbound marketing pulls people in who are interested in what you have
to offer. It consists of social media marketing, SEO, blogging,
e-newsletters, videos, free report offers on landing pages, email
marketing and other strategies that attract consumers naturally.
Inbound marketing allows you to nurture relationships with potential
leads all the way along the various stages of the buying cycle. You can
automate your messaging early in the cycle for the shoppers, then spend
your resources more carefully on interacting with those who are in the
later stage of ready-to-buy.
This infographic from The Whole Brain Group, a Michigan-based inbound marketing agency, explains it simply and succinctly: