Content marketing costs 62% less than traditional marketing and it generates 3 times as many leads. In the world of digital marketing, we have a saying: “Content is king.” And long may content reign.
It is a simple saying, but it can take many different forms. As experts on content marketing for law firms, we want you to know how to produce content that gets you the results you need.
Develop a Persona
You are going to have to do a little bit of introspection for this one. You need to think long and hard about who you are, and what side of yourself you want to portray.
If you get along spectacularly with your clients, you are going to want to come off as a guy your clients can get a beer with. Some lawyers are always the smartest guy in the room, and don’t mind flaunting the rhetorical fireworks. Other attorneys don’t mind wearing their heart on their sleeves, and display their passion every time they step in front of a judge.
Whatever the case may be, you are going to want to brand yourself consistently. It can be really jarring to find inconsistent tone and voice across your website. There is no one right or wrong answer here, but it is definitely worth thinking about.
Explain the Law
When someone plugs something into the search bar, they are looking for information. As an attorney, you have that information. This is a match made in marketing heaven.
People often misunderstand things like the process of discovery, case law, and statutes, if they are even aware of them. When you can put complex legal ideas into easy-to-understand terms, you not only come off as an authority, but you are helping someone understand what you can do for them.
This is what is known as a value proposition. Giving someone your selling points without making them seem like selling points is a great way to generate leads.
The biggest reason for not purchasing a good or service online is the lack of trust. This is a global phenomenon. In our digital age, the human touch is lost. Establishing trust through text may seem difficult, but it is absolutely vital to staying competitive as a law firm.
This is why we specifically pointed out developing a persona and explaining the law. Coming off as authentic gives you an in. If your content is similar across your site, people will see who you really are. And if your service pages are authoritative and helpful, then potential clients are more likely to have faith in you.
As many as 40,000 new laws can come into effect – every single year. While it is not terribly probable that your state will pass that many laws, it is easy to see that there is always something happening.
That is where you come in. As new laws show up on the books, you can help people make sense of them. If you are a criminal lawyer, regulations about marijuana are popular. States are constantly changing laws regarding divorce and family law, and that is something you can capitalize on. Family lawyers should stay on top of that.
If you have any questions about content marketing for law firms, we can help out. Our team of consultants know the tips and tricks to make your content shine. We offer free consultations to help your small law firm grow.