How to Improve Your Firm’s Digital Content and Generate Leads
Content marketing is one of the most meaningful strategies your law firm can implement. 65% of law firms spend the majority of their marketing dollars online, and if you browse their social media platforms, you will see that many firms are using content marketing to target their audiences. This strategy utilizes blog posts, articles, videos, and social media posts that establish credibility and create leads. Check out these four tips to help you understand the importance of content marketing and how to start creating content for your firm.
Identify Your Objective
Before you can create content that works to achieve your firm’s goals, you must understand what your goals are. Your ultimate goal is most likely to attract a wider audience and convert them into clients, but every firm has different priorities. Some of the most common priorities for many of the law firms we work with include:
- Attracting website visitors
- Growing email list
- Increasing social media engagement
- Increasing online authority
- Running a PR campaign
- Improving SEO
- Work with an experienced legal marketing team
When it comes to legal marketing, there are specific terms that need to be used. Legal content must be accurate and straightforward, and it often takes a high level of expertise to create. Your content should also demonstrate the firm’s knowledge and focus areas. This means your marketing team must showcase your capabilities in the best light possible. That is why it is essential to work with a team that is familiar with this field and knows how to produce the results you need. If you are a lawyer creating the content yourself, you are probably already familiar with the legal terminology you need to use. The task at hand for you will be to explain these legal concepts in a way that would make sense to an average client. Being informative without being confusing is the key to legal content success.
Tailor Content Based on Location
In order to reach an audience that can become clients and increase your return on investment (ROI), your content will need to attract the community near your firm’s physical location. This means you will need to work with a marketing team that knows how to use keywords to target your geographic location and area of focus. If you are writing the content yourself, be sure to incorporate your location, keeping in mind what your target audience would be searching. For example, if you are a family law firm in Los Angeles, and your goal is to gain more divorce clients, you might create a blog titled, “How Long Does a Divorce Take in Los Angeles?” Content like this will attract the clients you want and demonstrate your skill sets at the same time.
Produce The Content Your Clients Want to See
Whether you are working with a marketing team or crafting your own content, you will want to keep in mind the questions that your clients have often asked. Your marketing team might have an in-depth understanding of your business, but at the end of the day, they are not present at your consultations, so it is essential to keep an open line of communication with your clients. You can find great ideas for content based on the frequently asked questions of your clients.
When you type one of these questions into the search bar, Google will help you understand your target audience’s other searches. For example, if you are an employment lawyer, you likely get asked the question, “How Likely Am I to Win a Case Against My Employer?” You could write a blog covering this topic and search the question to help generate more ideas. If you scroll down to the “People also ask” section after searching this question, Google will give you examples of similar questions such as, “Is It Hard to Get a Job After Suing a Company?” Putting yourself in the clients’ shoes in this way will encourage your content to build upon itself, draw in more visitors, and establish your credibility as a practice.
Produce a Variety of Content
When you think about content marketing, the first medium that likely comes to mind is blogs. Blogs are certainly important and they have proven to bring organic traffic to firms’ websites, but there are many other helpful mediums as well. For example, audio and video content can be immensely impactful. In fact, 75 million people in the U.S. watch videos online daily. Audio is actually the fastest-growing format, according to the Association of American Publishers. Both audio and video present great opportunities for your future clients to discover your firm and get to know your capabilities. Once you have mastered your blog content and attracted your target audience, we encourage you to use these platforms to your advantage.
These are just a few of the tips to keep in mind when crafting content for your firm. With a few simple strategies and a bit of perseverance, you should be able to create content that generates organic search traffic and leads for your firm. If you would like more advice on creating content, Scorpion would be happy to guide you with SEO and content strategies specifically designed to achieve digital marketing success for your practice.
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