When it comes to capturing the attention of an audience, lawyers have a lot of competition. It takes a strong content marketing strategy to stand out from the pack, provide potential clients with valuable information, and encourage them to seek out your services. Here are some tips for using content marketing correctly to elevate your practice and distinguish your practice from competing firms.
#1. Have a Social Media Presence
If your practice isn’t already on social media, you’re missing out on a valuable way to interact with current and potential clients. At the very minimum, you should have a LinkedIn, professional or firm Facebook and Twitter account.
One of the most compelling reasons? Fifty-two percent of people use their smartphones to find an attorney online, and 58% use search engines. By having a social media presence, you are boosting your firm’s rankings on search results.
#2. Focus On Video
Did you know that using video marketing can boost a law firm’s organic search traffic by 157%? Video is an excellent way to personify your brand and add a personal touch to your website. For the best impact, use video as a way to capture client testimonials and tell a story about how your firm succeeded in their case.
You can also use video as a way to give legal advice or share your insight on a particular topic. As a bonus, when firms use video content for marketing purposes, web traffic from search engines increases by 41% compared to firms that don’t use video at all.
#3. Be Informative
Of course, at the end of the day, your goal is to convert your audience into clients. However, you need to develop trust with your readers and viewers first. You can do this by delivering quality content that isn’t overly-promotional. Take a look at which keywords rank highest for your practice area, then create content surrounding those topics. For example, an estate planning attorney could consider writing a blog post with tips on how and why you should consider explaining your estate plan with your family in advance of your death, or which questions to ask their prospective estate planning attorney during a consultation. These topics are informative and educational and help establish your name as a trusted authority, without being overly salesy.
When done correctly, content marketing is an efficient way to find new leads and boost your brand’s image. Make sure you are creating content that is valuable to your audience, draws them to your website, and instills a level of trust.
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