Lawyers and Attorneys See Big Gains with Content Marketing; Tips for Success
A recent article in The Huffington Post indicated that legal professionals are finding serious success with content marketing. This comes as no big surprise, however, when you consider the following statistics:
Over 96% of people seeking legal advice use a search engine. Of those people seeking advice online, 74% end up contacting the office via phone. Of those 74% contacting the office, 87% go on to hire that attorney, with 72% of them only contacting one attorney.
It just goes to show you that if you can get good, educational legal content in front of the people who are seeking legal advice, there’s a pretty good likelihood they’ll utilize your services.
Legal professionals should keep the following in mind, however, to ensure success with content marketing efforts:
Tailor the Content to What Your Audience is Seeking
The law is complicated and people have lots of questions about the legal process. When people have questions they turn to the Internet of course. As a matter of fact, web searchers are entering longer phrases into the search engines to find precisely what they were looking for without having to dig for that information.
In turn, Google has taken note of this shift in search behavior and has adjusted its algorithms to improve search accuracy and give the searcher exactly what they’re looking for. This makes it much easier to rank for specific phrases that someone might type into a search engine to find a solution to a problem or answer to a question.
For instance, let’s say you’re an estate planning lawyer and you find that a common question in your field is, “Do I need a will if I’m married.” By creating content that addresses this question, you are serving your audience real value. In addition, you are much more likely to be found in the search engines as your content is much more likely to rank higher for longer phrases than it is for 2-3 keyword phrases. Long-tail keywords are the best way to attract the people who are most interested in your content.
Establish Yourself as An Authority on the Topic
Because the law is so complicated, it’s also important that you establish yourself as an authority in your field. The legal profession relies heavily on credibility, authority and reputation, so you need to make sure that you establish yourself as a thought-leader.
In order to establish yourself as an authority, however, you need to create a good amount of content to prove that you know what you’re actually talking about. In addition, you need to establish connections and network with other influential people in your industry to help solidify your credibility as an online expert as well. Last, you need to get your content to appear wherever your audience is looking for authoritative information. While search engines and your personal blog are a great place to start, you also need to ensure that you’re taking extra steps to amplify your content elsewhere.
For instance, if people stumble upon your content via the search engines, and then see a link to your content on LinkedIn or Facebook, or links on legal sites that they visit, they’re much more likely to think of you as an expert. If you keep your name and your content top-of-mind on multiple distribution channels, they’ll certainly begin to think of you as an authority.
Develop Trusting Relationships with Your Audience
One of the most important things to remember is that we are not trying to sell to our audience. Instead, the idea is to provide them with educational content from an authoritative figure. By providing your audience with this value, you begin to build relationships with them.
The truth is, they may not be ready to pursue any legal services. However, once they get to a point where they do have a need, they will be far more likely to utilize the services of someone who they trust and typically turn to for legal advice. And that’s really the whole goal with content marketing. To build lasting relationships with your audience through content. By developing these relationships, consumers are far more likely to purchase from you once they have a need. Again, it’s not about quick sales, it’s all about creating lasting relationships by offering your audience something of value.
Like we’ve said in the past, your content marketing strategy is similar to a 401(k) plan; it’s an investment in your future. You invest a little each month (by creating and amplifying content). After a while, you build up a pretty nice savings (good relationships with your customers through the content you created). And just like a pension, it continues to pay off even after your working life. By building deep and lasting relationships with your customers you are investing in lifetime value.