Content…it’s all about content. Whether it’s a blog, newsletter, article, email blast, social post, or video, the competition to attract new and keep existing clients has led law firms and attorneys to increasingly publish more and more content. You know your firm needs to be on the Internet. But, are you really meeting the goal of connecting with your ideal clients?
So, what exactly is content marketing? Let’s start with a good definition. Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and engaging content to attract and retain a clearly defined audience. The important words in this definition are valuable, relevant and defined audience. Valuable content attracts visitors, answers the questions that prospective clients are asking, and builds trust and credibility. Your mission is to be thoughtful and informative. Your ultimate goal is to increase leads and drive profitable customer action.
Potential clients are online
Today’s clients are more sophisticated and better informed than ever before. Since the advent of the Internet potential clients are online, getting a feel for their legal issues, and answers to their questions. They’re researching law firms and attorneys, reading reviews, and making decisions long before they pick up the phone and actually speak with a lawyer. This shift has changed how law firms need to both market themselves and interact with prospective clients in order to be successful. Your clients are online. It’s critical that you be there too creating opportunities to start a conversation and open a dialog.
Content marketing captures the entire user experience and anticipates what prospective clients may be looking for online. It’s the way you communicate with existing and potential clients who might need or use your services and begin to develop a relationship as a trusted resource. So before you post any piece of content, you need to be able to answer the following questions:
- Who will benefit from this communication?
- What problem does this piece of content address and/or solve?
- How can my firm help solve this problem?
- What do I want the reader to do next?
Content marketing is about connecting with your ideal client without selling. You're adding value. You need to know your target audience, how they wish to be informed, and what type of problems and pain points they have that your firm or attorneys can address and solve. Your content should be actionable and direct them to what they should do next… perhaps download an eBook or infographic, subscribe to your newsletter or blog, or watch an instructional video… Remember, you’re positioning yourself as a thought-leader and trusted resource. If you don’t have a solid grasp of your target audience and the answers to those four questions above, you can post content until the end of time and not have any significant impact.
So what makes great content?
Engaging content is client-centric, forms a connection with your ideal clients and starts a conversation. It's not pushing or pitching information that advertises your law firm, attorneys, and services. Strong, relevant content will improve the visibility of your firm in the search engine results, increase traffic to your website, generate more leads, and convert more visitors to your web properties into paying clients. Great content:
- Is client-centric and written for your well defined, target audience in language they will understand
- Is not written for your peers or for the search engines
- Is easily sharable with social sharing buttons easily available
- Can be scanned and uses short paragraphs, bold text, bullet points, numbered lists, quotes, and links that can be digested quickly
- Uses strong titles and headlines that break up the text
- Anticipates and addresses your potential clients’ pain points, concerns, hopes, and fears
- Is stronger content than currently ranked pages, so you need to check out your online competition
Statistics show that content marketing costs 62% less than traditional marketing and advertising and generates about 3 times as many leads. Conversion rates are nearly 6 times higher for law firms using content marketing than other forms of advertising.
It’s time to become a thought-leader and trusted resource
It’s not enough to just show up on the web anymore. A strong content marketing strategy can increase your reach to your target audience and help you convert them into new clients. Develop an in-depth knowledge of who you’re marketing to and be the law firm that is able to engage and answer the questions and concerns prospective clients are seeking online. Nurture potential clients during the decision-making process with value and awareness. Build trust and credibility by posting relevant, engaging information that addresses the pain points and problems your target audience needs to solve. Build your firm's credibility by becoming a thought-leader and go-to resource through content that is on point, timely and filled with insights.
Once you start to view content as the starting point of all your digital marketing efforts, you’ll be able to map out your strategy and use the right content, at the right time, on the right media to engage your target audience at all stages of their journey. A sense of personal connection is deemed the most influential factor in a potential client’s decision-making process when choosing an attorney.
A few eye-popping statistics
- Over 95% of people seeking legal advice use the Internet first to find answers.
- Over 70% of people who begin a search online, end of contacting a law firm via phone.
- 74% of people who visit a law firm’s website during a search for information, take action.
- Law firms that use video content for marketing purposes, increase search engine traffic to their website by 41%.
- People earning over $150,000 per year are most likely to find an attorney through an Internet search.
Located in McLean, Virginia, just minutes from Washington, DC, Bethesda, MD, and all of Northern Virginia (NoVA) we have been helping businesses locally, and across the U.S., leverage digital marketing since 2003. Our mission is to help our clients grow their revenue and brand awareness with strategies that integrate outstanding websites, valuable content, a strong social media presence, and state of the art advertising and promotion.
With industry veterans possessing over 30 years of experience in translating technology into business tools, we have the background to guide you through the process of building traffic, sites and sales through all your web properties.