By | Regina Thomas
Most lawyers, especially those starting, find themselves struggling to attract new clients. The legal field is one of the most competitive industries, with lawyers competing for a limited client base. This is mainly because most people seek the services of a lawyer only when they need it. As the proprietor of your law firm, you need to develop an impressive marketing strategy to help you stand out among your competition.
Content marketing is one of the most efficient strategies you can use to expand and grow your law firm. To understand the value of content marketing to your law firm marketing strategy, you need to know the meaning.
What is Content Marketing?
Content marketing is a strategy involving creating useful and engaging content to capture the attention of a specific audience. Like other businesses, law firms create original content such as white papers, blogs, and web pages which are posted on the firm’s website to promote their legal services. Content marketing is often tailored to meet specific goals, including:
- Positioning the firms as an expert and industry leaders.
- Generate leads and new clients.
- Increase brand awareness.
- Create an online presence and community.
Content marketing can be used as a standalone marketing strategy. However, it’s best to use it alongside other marketing strategies for the best results. Your content should vary based on the goals you are looking to achieve.
The Rise of Content Marketing
Over the past decade or so, the rise in and importance of digital and content marketing has been steadily increasing. In a world now dominated by technology, being able to adapt to the times is paying off now more than ever. Choosing which content to produce, where to put it, and how often are just a few of the questions content marketers need to ask themselves when dealing with content. Many businesses have chosen to turn towards full-service digital marketing agencies that can help a firm in virtually all areas of marketing. From creative strategy to graphic design, there are third-party services transforming the marketplace. In contrast, some firms chose to have an in-house marketing team to handle all of their digital efforts. However, there are pros and cons to both of these methods.
Pros and Cons of In-House Marketing
A few of the most notable pros of in-house content marketing are cost savings, flexibility, and creative power. Digital marketing agencies can be costly, so firms can save much more by hiring their own team of marketers. You also have more flexibility and creative freedom when you do things in-house, where top management can instruct the team on which direction it wants to go. Some cons can be employee turnover issues, a lack of objectivity, and less experience. It might be difficult to retain an in-house marketing team, where hiring and firing employees might be a lengthy process. With an in-house team, there is more subjectivity and biases that might make the strategy less effective. Lastly, digital marketing agencies have experienced professionals on their team that has calculated marketing efforts. If your team is not well equipped to carry everything out, your firm may struggle to gain any traction with its marketing efforts.
Pros and Cons of Outsourced Marketing
Hiring an agency can be one of the most effective ways your business can rank higher on search engines, grow awareness, and increase sales. However, there are pros and cons to this method as well. Some of the pros might include high-quality content marketing, various ongoing campaigns, and objectivity. Having a team of professionals creating your content can be a sure way to get some high-quality material. In addition, there is the benefit of running multiple campaigns across platforms all communicating a similar message. This can help boost awareness of your brand and help increase sales. Lastly, the benefit of objectivity goes far beyond what you might think. Many firms fail to have success in their marketing efforts due to a lack of objectivity. Being objective in your advertising can help position yourself as a reliable option in the mind of the consumer. Some cons of this method include high costs, lack of creative power, and unrealistic expectations. There are some higher costs associated with third-party agencies. The reason for this is that most agreements are contractual and are often middle to long-term investments. There is also a lack of creative power and freedom. When you hire an outside agency, you are putting your marketing efforts in the hands of the agency so you might have little say. Lastly, there might be some unrealistic expectations associated with hiring an outside agency. Just because you have an agency handling your marketing efforts does not mean it will translate into 10x more sales. For some businesses, having an in-house team can yield better results. It is best to consult with your internal team and outside professionals to determine which method is best for you.
Importance of Content Marketing to Law Firms
In today’s digital era, most businesses rely heavily on digital marketing to reach their target audience and boost their conversion rates. This is no different for your law firm. People who require legal services or advice tend to Google their queries to get an answer. During this research, you are likely to strike a connection between your firm and a possible client through useful and engaging content. Some of the benefits drawn from content marketing include:
It helps to improve your reach
Through content marketing, your firm can reach a wider audience. Exposing you to new markets. For example, someone Googling on applying for an appeal in a different county or state can find a recent blog or article from your firm detailing the process and contact you. If they find the content useful, they may share it with their family and friends across multiple platforms. This way, your firm can reach a wider audience.
Legal content can improve your SEO rankings
Search Engine Optimization is essential to boost your digital marketing strategies. Content marketing allows you to create informative and engaging content that is vital to boosting your website’s organic rankings. By posting relevant information, your website may bring in more traffic, attracting the attention of Google. You want to find the keywords that rank highest on Google so you can show up higher on the rankings when people search for that particular thing. For example, a cryptocurrency brokerage might try to rank higher on Google for “earn free Bitcoins instantly”. They can do so by including relevant content around this keyword and building topical relevance.
Posting relevant content helps position you as an authority
Your firm’s reputation has a lot of influence on its success. People also find themselves drawn towards law firms that know what they are doing. By posting blogs and articles on legal matters, you can effectively position yourself as an industry leader. Your content should focus on current legal issues and debates, showing your expertise and knowledge on the topic. Positioning yourself as an expert in the field can help you get referrals, in turn helping your firm grow.
Getting your content marketing strategy right
Compared to other marketing strategies, content marketing is one of the most subtle and effective ways to create an online presence and boost brand awareness. However, to achieve success, your strategy should:
- Define your audience
- Optimize your website.
- Help create informative and engaging content.
- Include an assessment tool to gauge the success of your strategy.
In the last decade, businesses have adopted new marketing strategies to help them keep up with their competition. One of the most popular choices is content marketing that provides law firms with a unique opportunity to showcase their expertise and advertise their legal practices.