How are law firms using content marketing to engage prospective clients?
Have you implemented a content strategy yet? Why not? You might be missing out on a golden opportunity to get your name out there, connect with potential clients and build your brand as an expert in your field. Long gone are the days when simple word of mouth or even traditional print advertising was enough. Law firms and lawyers are taking notice of the new trends in marketing, and the longer you wait, the more potential market share you could be missing out on.
Digital marketing encompasses a wide range of tactics and initiatives, and content strategy is one single, but important, part of your overall marketing strategy. Are you wondering what’s so great about content strategy and how you can use it? Start with these five tips.
1. Be Strategic With Social Media
If you’re wondering where to start, remember to use social platforms that are relevant to your target audience. For example, LinkedIn is great for business and for publishing more in-depth posts. Facebook should be used for consistent posting and engagement, which will establish your online brand and digital presence. Twitter can be used to answer short questions directly and interact with people in real-time. Just using social media isn’t enough, use it the right way.
2. Think Thought leadership
Your content is your opportunity to share your knowledge. Build thought leadership on topics that you specialize in, provide your opinion on court cases or other legal topics and work towards becoming a resource for your audience, casual information seekers and even other legal experts.
3. Understand Your Audience
Who need your services? What do they need? How can you help them? Knowing your audience is crucial to content strategy and marketing effectively. Take some time to critically think about who your audience is, what they want and how you can help them. Be strategic in your communication.
4. Engage With Your Audience
Now that you know who your audience is, talk to them! Make sure that if people are commenting for posting on your social media or blogs, that you let them know they’re being heard. When they start a conversation, take the opportunity to connect. Even if they don’t need legal help now, you better your chances of being their first choice when they do.
5. Speak Simply
When creating content, write with your reader in mind. Provide information that is both informative and digestible. Provide useful and in-depth content, but be careful not to use too much industry jargon or legalese. Remember that the technical intricacies might not be your audience’s strong suit - that’s why they need you.
Remember, this is just a start. Think about these different ideas and consider what comes to mind. The possibilities are endless and the sooner you put them into practice, the sooner you can reach your practice’s potential.
Still need help? River Avenue Digital specializes in content strategy. Contact us for a free site audit and we will let you know how to make you better.
H.L. is an American philosopher, author, teacher of marketing, and a friend of the Blog. He has many leather-bound books and his apartment smells of rich mahogany.