But first of all, what is Inbound Marketing? It is a methodology that combines different marketing and advertising techniques to attract customers, providing them with value in a non-intrusive way . Its main purpose is to contact users who are at the beginning of the purchasing process. From that moment on, it is about accompanying them, offering them content adapted to each of the phases of the purchasing process and their profile, until the final transaction and subsequent loyalty.
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How to apply an Inbound Marketing strategy for a law firm?
Let's take an example. Let's start with the assumption of floor clauses - 3.5 million Spaniards affected and almost 3 billion euros at stake. To start with, we must know that every month in Spain there are 65,000 people on average searching on Google for the phrase "Floor Clause" - we will not take into account other concepts such as "How do I know if I have a floor clause", "What is a floor clause", "How to claim my floor clause", etc. because then the number of searches would skyrocket.
Logic tells us that if a user is looking for information on “Floor Clauses” it is probably because his mortgage is affected by this provision. And he will probably want to recover his vietnam whatsapp number money – around 3,000 euros on average. And it is much more than likely that he will look for information among those links that appear among the first ten positions .
If we are lucky enough to appear in these "Top" positions, we will have a good chance of converting this potential lead into a final client (certainly, many more chances than those who do not even appear in these positions).
The question is how to get on this preferred list? Mainly, by creating good, interesting content that must be written under a previous selection of keywords that allow it to be positioned so that Google considers it of interest.
Let's also imagine that this quality content "coincidentally" includes a link that takes the reader to calculate the approximate amount that could be claimed. After calculating, of course, we will ask the user for a series of basic data - email, without a doubt - and... bingo! We now have the lead, the way to contact them and to send them, without bothering them, new information appropriate to their sales process. This is where marketing automation comes into play, supported by technological tools such as CRM (Customer Relationship Marketing).