We can all agree that a marketing strategy at a law firm is very different than one at a … software company, for example. Instead of speaking about the importance of workplace collaboration or how interesting the latest trending app is, lawyers will broach dense topics like intellectual property laws, immigration concerns or data privacy.
California-based Criminal Defense Attorney Grant Bettencourt told The Huffington Post that whenever potential clients have legal questions or worries, they turn to the internet for answers, usually before speaking to an attorney.
“This is where content marketing can really prove invaluable,” Bettencourt explained. “When legal practices publish engaging content that answers these questions, practices can raise their own profile and further establish themselves as a local leader on these hot issues.”
What’s content marketing?
It’s all about driving profit through words, images, video, infograpics and more. Content can really be anything from a web page to a testimonial.
How to do content marketing for your law firm
Once a law firm has grounded their practice as a thought leader, they can draw in new clientele and grow into a thriving business. Yet, the question remains: How can law firms successfully market their practices to the outside world? Here are a select few tips for achieving just that:
Keep it simple
You don’t have to publish articles and videos every day to develop a solid marketing strategy. Essentially, focus on quality – not quantity. Google currently places immense value on thought leadership, instead of just filling up your website’s blog or social media platforms with unnecessary – or even annoying – content. What’s thought leadership? It’s that unique position your company has where it actually differs from the competition, but still operates in the industry space. If your law firm excels at customer service and communication, maybe you provide ideas on how to improve customer service.
Keep it clear
You won’t be writing to other lawyers, most likely. While you don’t need to “dumb it down,” you do need to reach your audience on their level. They are concerned, worried, confused and you want to present yourself as the answer to all their problems. Present difficult topics in a way that is easy to digest and point to yourself as the expert to answer any other questions they may have.
Keep it interesting and relevant
In today’s mobile world, you want to present topics and ideas that are innovative or engaging – not dry and outdated. Find trending issues or local cases and then relate them to your law firm and area of expertise. Overall, remember that even the simplest and most effective marketing strategies tend to have the most effect in an increasingly connected world.