How uber-successful law firms use content marketing to grab new clients
Why do law firms need content marketing?
Before you skip over to the next section for the goodies, it is essential to embrace why you need content creation.
Customers need to know, like, and trust you before they work with your law firm.
#1. Know you
Since 33% of legal consumers start their search online, you need a complete content strategy to lure customers to your shingle. Content helps consumers find your law firm through search engines and social media.
#2. Like you
Attorneys need to build a relationship with their clients. However, doing this on the internet is difficult. While the internet gave us the world at our fingers, it also shortened our attention span.
Goldfish now have a longer attention span than most consumers on the internet. So, attorneys need remarkable content that morphs goldfish back into humans, so they become clients.
To do this, you need likable content that speaks to your client as a person. Do not write your content like a legal brief.
Note: you don’t need to be best buds, but you want someone you might spend countless hours with over the next few years to like you.
#3. Trust you
Studies show content marketing provides three times the number of leads as outbound marketing while costing 62% less. Instead of pushing people to work with you, you gently drive them through your lead generation portal.
When they speak with you on the phone, they are then interested prospects.
How do we use content to find clients?
#1. Identify your top clients’ questions
Identify common questions your clients ask you about your services and their situation. Content creation has one purpose: to help your customer with their problem.
Create a list of the top 25 questions your clients ask you on a sheet of paper. Then create one piece of content every week for each question. It is literally that simple.
Don’t complicate your plan. Simplify it so you can focus on your customers’ needs.
#2. What types of content marketing can an attorney create?
Here are some different types of content you can use throughout the conversion process.
- Blogs- Every week write a 500-1000 word article on the 25 questions we discussed in #1.
- Podcasts- Do you listen to a podcast on your way to work? If you live in a high traffic city like New York, LA, Houston, or Chicago you are probably not alone. Capitalize on your prospects’ long drive with a podcast, so they get the information they want while stuck in traffic. Note: Keep the podcast interesting. You don’t want your next prospect call to be about how they fell asleep at the wheel listening to you talk.
- Video- in the next two years, videos will make up 82% of internet traffic. Therefore, video marketing must be a component of your content strategy.
- Testimonials- Ask happy customers for a quick endorsement on video or through a review site. Check with your local bar association rules as well as local and state laws regarding testimonials.
- Case Studies– Case studies provide an in-depth review of how you helped a client with their specific problem. The more specific the details, the better the case study.
- SlideShare/PowerPoint– Leverage presentations you did in front of a live audience or on a webinar. Share the PowerPoint slides on SlideShare. The slides get shared on LinkedIn, so your network can review the content for their needs.
- White Papers/Reports– When you want to go a bit more in-depth into a topic, use a white paper to help a reader with a legal challenge. Turn your top blog posts or videos into a longer white paper that provide greater detail for clients.
#3. Trigger Emotions
The law is logical. However, often clients have many emotions that cloud their judgment. If you want your content marketing to succeed, you need to understand those emotions.
Look at the emotional words below to help you determine the best way to evoke a response from your targeted audience.
Do you want more cases? Then contact us today to set up a free call consultation for lawyer seo campaign.