Peter Boyd is an attorney and the Founder of PaperStreet. He has successfully helped 1,500 law firms with their websites and marketing.
Have you been wondering why your firm or business is not receiving as many calls as you would like? Was business booming for many years, but now it seems to have slowed to a crawl? If you answered “yes” to those questions, you should consider taking a closer look at your content marketing plan.
Many law firms and businesses attempt to create marketing plans with the goal of being “number one” in their respective spaces (or at least show up on page one of any reputable search engine). However, there is much more to marketing — at least if you’re trying to have a long-lasting and effective campaign. Simply put, content is key.
Take a look at the following tips to see how your firm or business measures up. You’d be surprised at how even small changes can lead to great results that get clients calling or walking through the door.
1. Know where your target audience is and meet them there.
Whether you’re a law firm trying to attract individuals who have been hurt in a car crash or are interested in bringing millennials to your office who want a better smile through cosmetic surgery, you must know how to reach your audience.
Like it or not, social media plays a huge role in many individuals’ lives. So, if your potential clients are there, you need to be there and be active. How do you find out which platforms are being used the most by your potential customers? There are hundreds, if not thousands, of platforms and channels out there, so start by looking at your competitors’ social media profiles to get a glimpse into where they have the most users. You can also use Google Analytics, which is an excellent tool when trying to figure out the online behavior of potential clients. Our favorite place to data hunt is the referral sources. In Google Analytics, start with Acquisition > Referrals and then look for the source column. The data here will tell you where your users were before they came to your website.
2. Consider creating a monthly or bimonthly newsletter.
If email marketing is part of your overall content marketing plan, consider creating a newsletter that provides interesting and helpful information to your customers. Typically, newsletters let customers know about future events, industry news, new services and/or products, etc. The more consumers feel like they know about you, the better your chances are of reaping great returns from this strategy.
Interested in a marketing strategy that is low to no cost? Starting a blog is a wonderful way to let the world know that you’re here and ready to do whatever it is you do. The key to drawing potential customers to your blog is by discussing exciting topics that will help boost your search engine optimization rankings, increase exposure and produce leads that will likely lead to conversions. The best way to do this is to give away the goods. Share advice in a video. Show them how to do something in a screen record. Provide a PDF for them to download.
There is no shortcut to making your blog rank in search results. We recommend posting consistently (don’t give up!) and provide material that offers value rather than hint at it. For example, if your blog post is about how much it costs to hire a lawyer, don’t say “it varies.” You have to answer the question to provide real value. Something like: “Our legal costs have a $1,000 retainer fee, and we work at the rate of $200/hour, but, of course, costs can vary.” This can make all the difference in your blog outranking others in your industry.
4. Use a content calendar.
How often should you post a blog, add a comment to your social media platforms or put out a newsletter? While you may not want to engage customers on a daily basis, it is essential that you keep a “normal” posting/writing schedule, as it will not only show that you have a sincere interest in keeping the consumer informed, but it will also demonstrate your expertise and help boost your presence as the foremost authority on a particular subject. I recommend posting a minimum of once a week. What’s important is that you maintain that posting frequency. Set a calendar reminder and treat it with respect each week.
5. Vary your content based on need and potential outcome.
Try not to fall into the same old routine when creating content that will attract the right clientele. Check out your competitors to see what they’re talking about and whether they are getting likes, clicks, comments, etc. If what your competitors are doing is working for them, you will need to take your content even further. For instance, if the competition has simply written a blog about a subject, take it to the next level by creating an infographic or writing a more in-depth white paper about that same subject.
6. Use testimonials and reviews to your advantage.
Customers are interested in working with and purchasing from a reputable business. One way to get your reputation out there is by requesting reviews and/or testimonials from past customers. Adding a testimonial or review area to your website will allow potential customers to learn about individual experiences and help them decide right away whether you are a good match for their needs. For smaller firms, testimonials and reviews are what drive your business, so let those glowing reviews shine.
Kick Off the New Year With a Marketing Strategy That Works for You All Year Long
When your business isn’t marketing, creating a marketing campaign can feel a little extra. A plan goes a long way, and you’ll feel the impact of more calls, more clients and more revenue if you can take a few hours this first quarter of the year to strategize to help you achieve the results that will make 2022 your most successful year yet.
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