Using these five principles of content marketing strategy should attract more potential clients – which should generate more revenue for your family law firm.
By Joanne Criss, Marketing Analyst
There is no substitute for a proper content marketing strategy for any business – and the marketing department of a law firm should channel their resources strategically by investing in initiatives that help fulfill the defined objectives.
It is as important for a family law firm to invest time and money in preparing a proper content marketing strategy as it is for any other firm in the corporate sector, so let’s take a look at five key principles of creating a content marketing strategy.
1. Putting Together a Promotion or Distribution Strategy
One significant aspect of content marketing that a family law firm should never overlook is preparing a proper promotion strategy. Content marketing has seen tremendous growth over the years, so that means firms can longer go by the axiom of “create content, publish it online, and be successful.” They must make use of a multitude of promotion techniques, including owned, earned, and paid media.
You must also understand that posting on a personal social media account doesn’t qualify as “content promotion.” While organic reach and engagement (the number of audiences you can reach for free by posting to your personal social media page) on Facebook, Twitter, or other social media platforms exists, the chances of having good audience engagement are poor. In fact, studies suggest that it can be less than 10% (i.e., 10% of your followers actually noticing your posts).
That’s why a good content marketing strategy should start incorporating paid social media (Promoted Tweets, Sponsored Updates, etc.) into the content promotion plan. In today’s content-driven world, if organic promotional activities yield no significant results, you must pay to feed your content to the right audiences.
2. Understanding Your Potential Client’s Journey
Any law firm aiming to create relevant content must understand who is it that they are writing for, and what their specific wants and needs are.
For example, if your target market is divorcing mothers, create pages that will show that you 1. understand and sympathize with their problems, and 2. are the solution to those problems. Your content will include the need to protect a mother’s bond with her children during and after divorce, how to know if her children are suffering because of the divorce, making sure child support covers the children’s expenses, etc.
Whatever format the content takes – blog post, article, video, etc. – the objective is to decipher your ideal potential client’s needs and then prepare the kind of content that they will find useful as they go through their family law dispute.
Buyer personas, customer ecosystems, and customer journey maps are all significant elements of audience profiling techniques to determine what content your ideal client is looking for and decide how to provide it to them efficiently.
3. Creating More Visually Appealing Content
Many lawyers believe that visual content is unsuitable for law firms, but that’s simply not true. Today’s consumers are constantly choosing visual content over straight text, and chances are that your clients aren’t any different.
Also, you must remember that for many of your potential clients, this will be the first time they have had to hire a lawyer, so keep legal jargon to a bare minimum, and make your language as simple as possible.
Recently, some firms have begun to create content for Instagram, which enables the audience to become familiar with the people behind its brand. Instagram also serves as a social network to highlight the firm’s corporate culture, and this platform allows you to easily add images to your other social media sites.
Videos are a crucial element of any content marketing strategy for family law firms. You can upload relevant content to your YouTube channel on a regular basis: useful video FAQs, and videos for every stage of your client’s journey. Posting the right kind of informative videos may help a law firm attract the right kind of potential clients.
Law firms can post videos and snippets; this will also allow the firm to engage with the platform. Videos can really be useful for SEO and in terms of having a digital presence on popular websites like YouTube.
4. Determining your Search Engine Optimization (SEO) Keywords
While the primary objective of your content marketing strategy is to write for your target client, it’s also essential to have visibility on search engines. That can be achieved by carrying out sufficient research on the specific keywords that are connected to the field of law. This way you’ll have proper knowledge of the phrases and words your target audience uses the most as well. This will ultimately result in better visibility of your content on the search engines for the audiences.
SEO keywords are basically search-queries that people type when they are looking for information on the internet. If you apply the similar ones your audience generally utilizes, your content will be easier to find.
5. Ask for Feedback on Your Content from Your Clients
If you know the pain-points of your clients and potential clients and regularly post content that will help them to navigate their family law journey, you should automatically notice your engagement levels mounting. Having said that, it’s always wise to encourage people to like and share your posts.
Higher engagement means increased visibility of your brand on the internet – and it helps drive traffic to your website. All in all, it’s immensely crucial to urge people to take a look at your content, and to pay attention to their feedback and comments on whatever topic you are writing about.,
Don’t forget to ask satisfied clients to give you a testimonial to use on your website! A testimonial or positive review from existing clients gives potential clients confidence that they’re making the right decision in choosing your law firm over your competition.
Using these five principles of content marketing strategy for law firms should attract more potential clients – which should generate more revenue for your firm.
Joanne Criss is a marketing analyst who has close to a decade-long experience in the field. She has written a few eBooks on effective content marketing, and she has recently joined My My Assignment Help UK as an academic expert. When she is not managing high profile clients, she enjoys writing blogs on leading human resource development trends in this fast-paced digital age.
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