As an attorney, you want to be with your clients every step of the way, starting from their first Google search for a legal professional who can meet their needs. Want to show up in that Google search? Get your law firm content marketing on point.
How to Have Effective Law Firm Content Marketing
The companies most successful at law firm content marketing know how to appeal to their target audience’s interests, gently guiding them toward choosing their legal services. Although it’s important for legal marketing campaigns to demonstrate a firm’s quality, experience and dedication, the content should also focus primarily on addressing people’s problems.
Remind them they have a need
Depending on the circumstances, your potential clients may be wondering if they need an attorney at all. They may be unsure as to whether or not they want to file a personal injury claim after a car accident, for example, or if they bother consulting an attorney for a possible real estate transaction.
Understanding this, your content should remind these individuals that working with a lawyer, in general, is the best solution to their needs. Then, by demonstrating strong background in your field through providing answers to thorny legal questions, you can present your firm as an ideal option.
Highlight the benefits
As the old saying goes: seeing is believing. Consumers are inherently skeptical of broad claims about the quality of a product or service. Instead, they want evidence.
Rather than trying to make a “hard sell,” use content to reinforce your firm’s experience and knowledge of the law. There’s no better way to convince a potential client to work with you than to provide useful content that begins to answer their questions and provides more clarity during their time of need.
Maintain consistency across your branding
Always keep in mind that to your clients, seeking legal services is an investment. It’s going to cost them some money upfront, and so they need to trust that you are going to provide them with the best outcome possible.
Branding provides subtle hints to customers that your firm is trustworthy. By using visuals and text with a single purpose and always incorporating the same logo and tagline, your firm will start to build a relationship with its potential clients.
This relationship begins with the client’s first visit to your website, blog or social media profile. It continues with a strong call to action, in which visitors become new clients. However, the relationship doesn’t end when the client’s case ends. It’s important to follow up with existing clients through email newsletters, social media updates and surveys. That way, you remain top of mind if that person needs further legal services in the future.
It can be difficult for any professional to break through the noise and reach the people who will help them grow their business. Simplify this process by thinking first and foremost about what your potential clients need and want, and then use your law firm content marketing to show them that you’re the best choice.