In 2005, HubSpot’s founder coined the term “inbound marketing,” and we have never looked back. Just like that, we said goodbye to exhausting cold calls and costly commercials and welcomed the modern approach of obtaining new customers from the online content arena, including blogs, videos, social media, and all that stuff. Inbound marketing speaks to millennials and is a bargain to boot – which means there is little not to embrace.
Millennials Move Marketing
Millennials cut their teeth online, and social media runs in their veins. Where millennials go, the market follows. Millennials are the titans of online purchasing, and they’re gifted at doing it all from a tiny handheld device. It also doesn’t hurt that, when it comes to millennials, there are a lot of ‘em. In fact, they’re well-positioned to represent a larger slice of the population than boomers in the next decade or so.
Millennials’ purchases are inspired by their phone surfing, and much of that inspiration comes from the patter of social media platforms, product reviews, and the siren song of inbound marketing. Millennials are something of a self-perpetuating marketing machine, and they don’t appreciate the clutter of outbound marketing. To put a finer point on it, millennials and inbound marketing just belong together.
Doing the Numbers
CallRail has been doing some digging around in the inbound-marketing numbers, and after analyzing more than 129 million calls (made over ten months in 2020), they have given it their official stamp of approval. It turns out that inbound marketing is the marketing gift that keeps on giving.
Tracking Calls with Call Tracking
One of inbound marketing’s secret weapons is call tracking. With your handy dandy call tracking software, unique phone numbers are sprinkled throughout your content, which allows you to correlate calls with specific content. This is a bit of inbound marketing magic that lets you take a cold, hard look at your content and pinpoint what’s working well and what isn’t.
That’s a Matter for Legal
When a potential customer has a legal concern, it’s generally a fairly specific legal concern. For example, let’s say a woman was injured in a car accident that was caused by a distracted driver and that she is on the fence about consulting with a personal injury attorney. After perusing Google for a bit, your potential customer lands on your page, which takes her on an online journey that includes not only your well-considered blog entries on the topic of distracted driving but also wends its way through your social media accounts, customer reviews, and videos. At any point along this tour, the injured woman may be inspired to call your firm, which happens to be the goal here.
This is where inbound marketing’s call tracking makes good – by signaling where in your content flow you are most likely to flip the switch from shopper to caller. Content is about so much more than slapping words on a page, and when you have concrete feedback about your hardest-hitting content, it can go a long way toward propelling that content forward.
129 Million Calls and Counting
Most of the industries involved in CallRail’s study – wrangling those 129 million calls (give or take) – are the ones that are most likely to mine leads from calls and, thus, are the ones that generate the richest inbound marketing data. When it comes to marketing, some industries play the long game (offering products and services that have more complicated sales cycles), and law firms are a fine example. Potential clients don’t seek legal services on a whim – they do so when they have a need, and many are loath to do so even then. It’s your content’s job to help your potential clients recognize their needs, and your call tracking is responsible for helping you mine all those juicy leads.
By tracking inbound calls, call tracking does just what it says, but it also has the following on tap:
- Directing inbound calls where you want them to go
- Providing a comprehensive archive of inbound calls
- Allowing you to develop a deeper understanding of what makes your firm’s online presence tick (and where you have more work to do)
Content and call tracking are both heavy hitters, and together, they can do great things for your firm.
Inbound Marketing: Content and Calls
People search for the services they need online, and inbound marketing drives both leads and sales. While inbound marketing has a mysterious ring to it, it boils down to your online presence and brand – and how well it pairs with your potential clients’ needs. A big part of this is balancing quality content (that continues to evolve) with the more technical side of things. You provide excellent legal services, and the best way to draw potential clients in is by offering up compelling content that is in perfect keeping with your tech efforts.