If your law firm focuses on SEO and invests in direct mail or radio advertisements, you’re already pursuing both outbound and inbound marketing strategies. But how do you know which strategy to pursue more heavily and what to expect from either… or both?
Use the information below to discover when your practice should be investing in inbound legal marketing versus outbound, and how to maximize your marketing ROI using a combination of both.
When Outbound Marketing May Be Best:
1. You’re trying to get your message out to everyone
The purpose of outbound marketing is to reach a wide audience and aggressively draw attention to your pitch. This could be helpful when announcing a new branch location and trying to let people within your new office’s larger metropolitan area know that your family law practice is now in the neighborhood, for instance.
2. You have the budget
Outbound marketing, by nature, tends to be much more expensive. It takes capital to deck out billboards, land television advertisements, and grab radio spots. While solely relying on these larger expenditures for all marketing can quickly put you in the red, splurging on these every once in a while when you have some room in your legal marketing budget could achieve a solid return on investment, if only to achieve name recognition for your firm within the local area.
When to Use Inbound Marketing:
1. Staff and resources are limited
Most firms have neither the extra capital nor the manpower to devote to marketing efforts. In this type of situation, inbound marketing can fill the void. While blogging and social media upkeep do require a time investment, they don’t cost nearly as much as outbound marketing—typically just the cost of an hourly employee to manage the processes.
Another element of inbound marketing—developing a well-designed website that represents your practice well and boosts your SEO—is relatively inexpensive as well, and can continuously generate revenue for your organization.
Overall, inbound legal marketing can be much less expensive for law firms of all sizes. A marketing study conducted by HubSpot, Inc. found that leads generated by inbound marketing cost significantly less than those produced by outbound marketing—a difference of $150 per lead for organizations between 51-200 employees.
2. When positive ROI analytics are the be all, end all
If return on investment is the main measure of marketing success, then pursuing inbound legal marketing can be a much more successful strategy than devoting time to outbound. HubSpot reports that survey respondents who report blogging as their marketing priority are 13 times more likely to experience positive ROI than their counterparts who don’t prioritize this inbound marketing practice.
With its high ROI proclivity, inbound marketing is becoming more popular among organizations within all industries, legal included. Making it a large part of your overall marketing strategy, with outbound marketing sprinkled in here and there, could be the magic bullet for your firm.
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