Content marketing is the most effective way to reach out to your audience, generate leads, establish long-term client relationships and market your brand. Since Google consistently updates algorithms, modifying your content marketing strategy to suit the changes is what makes it successful. Here are 10 content marketing tips that law firms should consider to adapt to be successful online.
1. Plan an effective SEO strategy
Search engine optimization is a lengthy process and can take up to a year in order to see the results. Therefore, it is important to have an effective SEO strategy in place that covers content marketing strategy elaborately. The SEO results need to be tracked by several tools at regular intervals to check if the plan is put to work effectively. In case any modifications are required, they need to be made. A professional SEO agency will be able to help you with this.
2. Choose your marketing channels
The internet is filled with a myriad of marketing channels. To market your law firm effectively, it is important to choose the marketing channels carefully. Randomly choosing platforms and social media would result in spending time and money to target a vague audience with poor results. Be deliberate in choosing social media platforms on which your target audience is available. Google Analytics will give you the information about knowing where your clients come from and what your ROI from each channel is. Based on this, you can choose the marketing channels.
3. Identify your audience
Answering basic questions will help you identify your audience. You can answer questions like,
Which demographics are you targeting?
Are you targeting middle-aged individuals or experienced business professionals?
When you are able to specify the kind of people who are most likely to read your content, you can determine the voice and style of your content. The idea is to write content in a way that is appealing to your target audience, so they understand and respond better to your voice.
Since identifying your audience is the foundation, you can discuss this with the stakeholders in your firm. Audience, tone and style of writing are decided based on demographic profile backed by measurable data.
4. Brainstorm content ideas
Brainstorming content ideas while framing your content marketing strategy is what will keep you going when content runs dry. Here, you think of how to generate topics for website pages, blogs and social media posts.
While brainstorming, you can think of
information regarding legal matters that should be on your website
Service or information which needs to be elaborated/explained
Common legal complications of clients
Frequently asked questions
Check your competitors’ website and blogs
Once you have this data, you can create a content calendar.
Number of blogs to publish in a week, month or quarter
Number of content pages to add on the website in a week, month or quarter
Number of existing pages and the kind of pages that need regular revision per month or quarter
The frequency of social media posts
After filling these, add the topics to cover in each period. A well-written and detailed content plan makes it easy to execute it and see positive results.
5. Publish case studies
Committing to a lawyer is a big decision. Reading case studies of how you have handled your previous clients will give the potential client confidence in you. You could publish case studies that outline the issue and omit legal implications or any confidential information.
6. Cover industry news
Follow the news and offer your professional opinion on it. Your opinion should explain the ways it can affect the client’s life. Covering major news and current cases related to your legal expertise is a great way to connect with a larger audience.
7. Explain legal intricacies
Legal terminology is Greek and Latin to anyone who is not involved in the profession. Some might have basic knowledge on certain cases and laws, but beyond that people seek professional help. You can explain legal issues and intricacies to your readers using your articles. For instance, publish legal dictionary posts to explain common legal terms, answer frequently asked questions. When you make law understandable for your audience, they will appreciate you for it.
8. Use Quora and LinkedIn
People who are not keen on reading long articles, blog posts turn to the websites that answer legal questions for them. Quora is one such website that has innumerable legal topics. You can monitor such networks and answer questions posted. It will help you become an authoritative voice and sometimes, the conversation might lead the potential client to your law firm.
LinkedIn has thousands of groups that discuss legal advice and cases. You can answer questions or seek out potential clients using LinkedIn’s prospecting tools. A study has shown that 60% of lawyers log into their LinkedIn profiles at least once a week. This makes it the most-used social network in the legal profession.
9. Use visual media
Photos, videos, infographics enhance your content and captures your audience’s attention. Photos break up a dense post and infographics break down complex issues into simple points. Also, it is easier to consume visual media and save it on any device for future reference. Using different visual elements in addition to the traditional content forms like blog posts and guest posts keeps online viewers engaged with your site. Using stock photos for your website is like stealing content from another and your readers will be quick to catch it as they will have browsed for other sites before landing on yours. It is best to work with a videographer or a designer to come up with customized visuals.
10. Introduce your team
Introducing the faces in your law firm through blog or video gives your potential clients an understanding of who they will be dealing with when they step into your office. You could highlight the personal and professional side of your team members
Formulating a content marketing strategy for your law firm using all the above-listed tips will help your law firm gain credibility, increase exposure and attract new clients. Several businesses make the mistake of writing content without having a plan. This does not yield desired results despite all the effort put in. working with an SEO professional will help take your law firm success from dream to reality.