According to market research firm Demand Metric, content marketing costs 62% less than traditional marketing methods and generates 3x as many leads.
If there’s one area where attorneys can excel, it’s creating content. Your knowledge and experience are useful not only in the court room, but can also be turned into a highly successful legal marketing strategy that can reap big rewards in terms of obtaining new leads and prospects.
Review my tips for good content marketing practices and then check out the Demand Metric Content Marketing Guide that follows:
Create content prospects will connect with and will want to read. People hire attorneys they feel a connection with. If the viewer doesn’t connect with your website, then chances are they aren’t going to call you. By creating content that viewers find informative and relevant, easy to digest and in multiple formats (like audio or video as well as written) you are encouraging them to spend more time on your site.
Know the critical keywords prospects use to search. While Google is making sure the context fits the keywords, websites still need to focus on certain keywords. Start by making a list of at least 20-30 terms you believe an interested prospect might use to search for your kind of services. Then do your research.
Use video to give visitors a sense of who you are. Video is one of the best ways to improve your website conversion rates. I highly recommend you record several videos for your website: an overview of each major practice area your firm offers, a few case studies of typical clients you want to attract, a video introduction for each attorney, and reasons why people should hire you versus a competitor. You can also add videos from seminars or presentations you make to add more content to your site.
Take a position on a topic and frequently update your blog. In order to keep your website and blog at the forefront of Google’s mind, you will need to post regularly. The most successful lead generation blogs post every day. If you aren’t willing to post new content at least a few times per week then you should seriously consider hiring someone to do the writing for you. In a survey of over 7,000 small businesses, Hubspot.com found companies that blog 15 or more times per month generate five times as much traffic as companies that don’t blog!
Add social media to your website to make it easier for people to share your content online. Most major websites people visit have fully integrated social media-whether its Facebook, LinkedIn or Twitter you want to make it easy for people to share your content with their friends and colleagues.
Keep your content consistent with your brand. If you’re an estate planning attorney, write about estate planning and rarely about anything else. Professional blogs need to remain professional. The tone, content and focus should demonstrate the type of attorney you are. If your office is more relaxed and friendly, then try to convey that in the tone of your blogs. If your firm is more traditional, that too should be apparent in the tone of your piece.