High-quality content is essential for successfully promoting a law firm in the digital space. Lawyers who regularly publish informative material are likely to win more clients than professionals who are unable to do so. However, a clear law firm content marketing strategy is required for getting good results. In the absence of one, attorneys will only be wasting time by using the trial and error method. It is not that firm owners are not aware of the vale of good write-ups. Problems arise when their sole focus is only on creating new matter without thinking about how they can optimize their efforts. They need to develop a comprehensive strategy for meeting clearly defined objectives. Hiring a specialist marketing for attorneys and law firms have become par for the course for legal practitioners. However, it is content which forms the bedrock of all the promotional efforts. Let’s see how can attorneys build a powerful content marketing plan.
1. Identify Goals Which You Want To Achieve Through The Strategy
Most professionals start publishing material without thinking about whether it will be helpful in meeting their objectives or not. Ask important questions to yourself to identify your goals. Do you want to attract more clients? If yes, then are you targeting people in a specific geographical area? For instance, let’s assume you are a divorce attorney who specializes in litigation cases and has offices spread across Florida. Then all the text and other informative material must be built around Florida divorce laws and related topics. You may craft a really interesting piece on community property division during legal separations but it will be of no use because Florida does not follow the principle for dividing a divorcing couple’s assets. Set clear goals like the number of leads you want to generate during a defined time period.
2. Create Client Profiles To Define Your Audience
Ask any lawyer, do they know their target audience or not. They will answer in the affirmative and when you ask them incisive questions about potential clients, they will be left confused. You cannot expect the material to resonate with your audience unless you have an extensive idea about them. Marketers create ideal buyer personas which are fictional representations of the perfect customer. Legal marketers create client profiles so that they can craft a suitable promotional strategy. In order to create your ideal client persona, you will need to identify the industry they belong to apart from their job titles and responsibilities. You must also know the pain points experienced by the person and his/her expectation from a legal advisor. It will also be pertinent to know the client’s goals in his/her professional and personal life. This will give you a fair idea about the kind of content and the language and manner in which it must be presented to create maximum effect.
3. Define Key Performance Indicators To Measure Your Success
Once you have created the client profile and identified your goal, you will start creating the material. However, have you considered how will you know whether your law firm content marketing strategy is proving to be effective or not. It is essential to define Key Performance Indicators (KPIs) for measuring your success. For instance, you embark on the strategy to improve the brand awareness of your agency. Now, you will need to identify the metrics which will help you understand in quantifiable terms whether the plan is working or not. You will have to use analytics to count the views of website blogs and the time spent by visitors on the interface. On social media, you will have to keep track of things such as likes, comments, and an increase in the number of followers.
4. Create Versatile Material By Including All Content Types
For most people, content marketing is only about creating and publishing text-based material. The written matter may not be the best way to reach out to potential clients always. The nature of your audience along with current trends must be considered while planning your content. The consumption of videos is increasing every year. More often than not people are interested in watching a clip rather than reading a detailed article. It will be sensible if you create short videos and post them across various digital platforms. Similarly, it is easy to explain a complex topic through visuals as compared to text. You can create infographics which are easy to understand and also need less time than write-ups to read.
5. Distribute Your Content On Appropriate Channels
In order to reach your audience, the content needs to be published on appropriate platforms. You can post the material on owned channels like your website and blog. Other own platforms that can be used for the purpose are your social media accounts and YouTube channel. Remember to modify the content according to the nature of the network. You can post write-ups as well as videos on Facebook. However, while publishing on Twitter, you will have to keep in mind the character limit of the microblogging site. A link to the blog post or a preview clip of the video can be posted on the channel. Another thing to know is the websites, networks, and publications that your audience likes. Try to publish your matter on such avenues to get in front of potential clients.
Planning your law firm content marketing strategy is essential for exploiting the full potential of the promotional technique. Attorneys must also plan an editorial calendar to know the type and amount of content they will need to publish on all platforms. This will be helpful in making a sustained effort to execute the plan.
Sophia is the experienced Online marketer and website designer at ConroyCreativeCounsel – Best law firm internet marketing Agency in the USA.