How Inbound Marketing Works - Legal Example

Internet Marketing for Attorneys, Surgeons, and Dentists


Inbound marketing is a holistic Internet online strategy to attract potential clients who are already in the buying cycle and actively seeking information through a variety of channels, like your practice website, social media, SEO, PPC, display advertising, review websites, blogging, email, etc.

Step 1: Strategically Placed Call-To-Action

A call-to-action (CTA) directs website visitors to perform a specific task, like downloading premium content. CTAs must be visible, occupying a location where average website visitors would expect to see an offer. Clicking on the call-to-action will lead the website visitor to a lead generation landing page.

Step 2: Lead Generation Landing Page with Form

A lead generation landing page is a specific Web page that a visitor reaches after they have clicked on your call-to-action. A landing page presents a streamlined path designed to elicit a specific action by the visitor.

A lead generation landing page is used to capture use data, such as the visitor's name and email address. The sole purpose of the page is to collect information that will allow you to market to and connect with the prospect at a subsequent time. The lead generation landing page will contain a form along with a brief description of what a user will get in return for submitting their personal data. Once the form is submitted, the prospect will automatically be directed to the first piece of premium content.

Step 3: Premium Content

The premium content comes in a PDF form and is tailored to answer your prospects' questions and needs. By offering relevant and desirable content (such as tips sheets, how-to-guides, etc.), your practice builds credibility, rapport, and, most importantly, conversions.

Step 4: Lead Nurturing Follow-Up Emails

After the prospect submits their information in the form, they are directed to the premium content as a PDF and will also receive a series of follow-up emails. Lead nurturing follow-up emails are useful for when your prospect is not immediately ready to engage with your practice.

Lead nurturing emails are an important part of your inbound campaign because they send relevant content to your prospects over time, help educate them, and build trust and credibility with your brand. Your prospect will receive 2-3 additional follow-up emails that will keep your business top of mind, prompting them to contact you when they are ready to move to the next step.

Optional Step 5: Contact Nurturing Email Campaigns (Newsletters)

Developing an ongoing relationship-building campaign, such as a monthly newsletter or email blast, that goes out to existing and past clients is key to building “lifetime” clients and referrals. It is also important to add your inbound contacts and leads into this campaign so that it builds over the course of time.

As an addition to your inbound marketing, Page 1 Solutions can develop a branded newsletter presentation to consistently deliver, track, and monitor the activities of your contacts' engagement with your content.

Email blast example:

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For more information about how inbound marketing can benefit lead generation for your practice, please contact Page 1 Solutions using the form on this page or call 800-368-9910 today to speak with a knowledgeable member of our team for FREE!