Promoting your professional legal services and expertise used to be limited to advertising, press releases and referrals. Today, attorneys and law firms have another opportunity to market their legal services and build their practice: content marketing.
What is content marketing?
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.
Content that is useful, well-written and relevant will attract both people and search engines. Today's consumer spends significant time online daily searching for information to help them in their daily life. Content marketing uses SEO - search engine optimization - strategies to write and format your online content so it ranks higher on search engines, and makes it easier for your target audience to discover you online. Poorly written content will have the opposite affect: people will leave your web page quickly - creating a high bounce rate - and can lower your ranking.
Rather than using someone else to simply talk about your expertise, develop content that demonstrates it.
You have a website: law firm content marketing is a cost-effective way to reach new clients by adding fresh content to your website and attract people and search enginces. Creating a content strategy is an important step for lawyers to build online visibility and establish themselves as influencers and subject matter experts. Producing quality content, publishing it on social networks and promoting it on social media impacts the bottom line by improving the visibility of attorneys and law firms, and helping potential clients find you.
5 Content Marketing Tips for Attorneys
1. Put a video on your website
People hire people. Your website and social media should have a professional photo that is recognizable on all your social networks. A well-done video attracts viewers and begins to build a relationship and demonstrate your knowledge and skills.
- videos on landing pages can increase conversions by 86%
- videos keep prospects on your site up to 2 minutes longer
- 20% of viewers will read your blog but 80% will watch your video
- viewers retain 58% of what they see and but only 10% of what they read
Online video is growing faster than any other digital marketing channel and YouTube is the #2 search engine after Google.
tip: A video on your website is an ideal opportunity to introduce yourself to prospective clients, and invite them to consult with you.
2. Know your audience
Are you marketing your legal services to laymen - or to other attorneys? Chances are, what you would write when speaking to a colleague is vastly different from how you would give that same information to a prospective client.
Once you understand who your ideal client is, your content should be written for that audience:
- tone: what attitude is conveyed in your content?
- vocabulary: what key words and grammar are most effective?
- format: is your ideal client more likely to read a long blog article or watch a video?
- platform: what online channels is your audience using?
tip: Understanding who you're trying to reach with your legal marketing and where that audience is found online are vital to creating the best content marketing strategy to reach that audience.
Business blogging is ideal for lawyers to demonstrate their expertise on specific subjects and attract readers who are searching for related information and assistance.
tip: 5 Blog Ideas for Lawyers
- Advice on hiring an attorney: What should people ask you when they interview for an attorney - but often don't ask?
- Answer client questions: Your legal blog is a good place to answer questions typically asked by prospective clients in an initial consultation.
- Share your accomplishments and successes on your blog. Don't simply send out a press release: brag a bit and post it on your blog when you win a case, are interviewed for a news story or add new colleagues to your firm. Your prospects want to know who they are hiring!
- Newsjacking and writing about trending cases, court decisions and legal topics are likely to attract attention.
- Predictions and analysis of current legal events - elections, new laws, important legal decsions and other topics in the news that you can explain or comment on.
4. Use CTAs
A Call-to-Action - CTA - is an invitation for your website readers to take a specific action that you have designated that will help convert your readers to clients:
- Call for Free Consultation
- Download Our eBook
- Contact Us
- Read Our Case Studies
- RSVP for Our Free Tax Webinar
- Sign Up for Our Newsletter
Make your call to action simple and easy to find. Every page on your website should have a CTA - that includes every blog page.
tip: Be careful not to have too many CTAs on a single web page or your readers will be overwhelmed and likely take no action. One call to action is good for most web pages; but more that two CTAs can lead to inaction.
It's not enough to create great content: it has to be published and promoted online so that it can be found by people and search engines. A brochure sitting on your office table is great for prospects who visit your office - but what about everyone else? A blog is ideal to share content on your website: but there are many social networks that are ideal for professionals to share their blogs, videos, articles, press releases and accomplishments:
- LinkedIn Pulse
- Google Plus
And don't forget your practice newsletter: your newsletter is an ideal opportunity to share your blogs and build a following on your social networks.
Canadian lawyers on social media:
- over 75% of in-house counsel use social media in their professional life
- 15% use LinkedIn to share news and information
- 49% value lawyer authored blogs for professional reasons
Don't share only your own original content: share important news and information that is useful and relevant to your potential clients, including links to sources with more information. As a guideline, social media marketers follow an 80/20 rule: post 20% of information about your services, and 80% on topics relevant to your ideal client.
tip: When using social media to promote your legal services take caution to separate your personal social sharing networks from your professional social media.
Your content marketing strategy has to identify who and where your target audience is and how to:
- attract them to your website
- compel them to read your content
- convert them into clients
Content marketing strategies provide valuable information via frequent, regular, quality blogs and online articles and conversations that enhance your marketing campaign and engage your target audience. Alchemy Communication's in-house content writers and digital marketers work with our social media strategists to custom design a content strategy and marketing plan to increase your visibility and engage your audience, while not being perceived as blatant advertisements.