A potential client’s journey begins with content marketing, or lack of. About 86 percent of potential clients conduct non-branded search queries, as per research by GroupM. Imagine if your law firm came up very high on the first page of an organic search on Google or Bing? The number of intakes would climb significantly, due to the fact that you’re in front of your demographic.
Additionally, accident victims read before they select. The average person consumes 11.4 pieces of content before making a decision based on a product or service, according to Forrester. Content marketing is a proven strategy for acquiring new leads. But not enough lawyers are taking advantage of this marketing technique to generate interest in their legal services.
Tip #1: Understanding how broad marketing is
“Content isn’t limited to the text on our Web pages or product pages or blogs or e-mail newsletters. It’s broader than the things we think of as marketing. Content is essentially everything your customer or prospect touches or interacts with—including your own online properties and Web pages and the experiences they offer, but also everything on any social channel (like Instagram, Twitter, Facebook, LinkedIn, YouTube, and so on).” – Ann Handley, Marketing Executive, and published author.
A good content marketing strategy must be formulated to create an effective course of action. Thus increasing the profile of your law firm and generating new leads on a regular basis.
Tip #2: Understanding the importance of blogging
Posting a handful of blogs now and then will not receive much traction. You must post relevant, valuable content on a regular basis so your clients know when to expect new releases of information on your website. Distribution channels of your content should include email newsletters, social media channels, and even guest-posting on relevant websites.
Tip #3: Blogging is a long-term goal
Posting well-curated blogs and social media posts build your law firm’s online presence and credibility. It will also aid in your search engine optimization (SEO). By posting constant, relevant content on your website, you can begin to see an improvement in your search engine ranking score. This makes it easier for potential clients to find you.
Blogging establishes you as an expert to your clients and potential clients. A blog gives you the opportunity to connect with prospective clients on a different, more personable level. Law firms that have blogs are more likely to appear knowledgeable than those that don’t. Clients want to entrust their case and money to the attorney with the most experience and knowledge.
Content marketing is a complex multi-level strategy which is very time consuming to create and stay on top of. It is likely your competition already makes use of a content strategy to fight for new clients. In today’s online environment, not having a comprehensive content marketing strategy tilts the odds in the favor of your competition. Especially if your SEO is suffering and you have no active PPC campaign.
To find out how we can build your law firm a content marketing strategy, call our team at TigerShark Studios today. Our strategy has proven successful and increased client’s intakes significantly.