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Contact South West Web Marketing Content Marketing Tips For Solicitors

What Is Social Content Marketing For Solicitors And Law Firms?

Content Marketing For Legal Businesses And Law Firms

Marketing, especially Online Marketing has made a monumental shift over the past few years. The traditional one-way marketing message too push businesses largely employed has been replaced, instead with the power of social marketing: conversations that earn trust, provide value, and ultimately drive business to your legal firm.

What Is Social Content Marketing For Solicitors?

A cornerstone of this new marketing strategy is online content marketing - the method of putting your valuable legal content, for free, into the hands of your potential clients to build trust and awareness. I know what you’re thinking - work? For free? But in a world where clients and buyers control more of the decision making process than ever before, the benefits of content marketing are too numerous to ignore, and Solicitors looking to maintain a competitive edge in client acquisition can’t afford to remain off of the content train much longer.

So How Do Law Firms Start With Content Marketing?

First Find Your Legal Niche

If niche law is a way to define your legal business and differentiate yourself from your competitors, creating niche law content is a great way to multiply this effect online. For example, are you targeting Continuing Healthcare claims? A blog focusing on CHC and healthcare funding issues is a great way to position yourself as an authority. Put out a newsletter highlighting legal issues in your chosen niche.

The benefits of creating niche content are plentiful, not the least of which being that your search engine rankings will increase as search engines give preference to websites that have targeted and relevant content.

Test and Measure Your Content

Randomly flinging content into the void of the Internet is great, if you like wasting your time. But ensuring that your content marketing efforts are being spent wisely requires nearly constant monitoring, tweaking, and analysing to ensure your content is having an impact.

First, understand why you’re doing it - is your goal visibility and awareness? Generating leads? Converting prospects to paying clients? Once you understand the why, look at the how: ‘likes’ and shares are great for visibility, but they won’t necessarily convert a client. Consistently monitor and optimise content, delivery, tactics, and headlines, even once you’re finding success, because nothing cools a content marketing buzz faster than resting on your laurels.

The Best Content Conversion Is Engagement

Remember marketing is not a one-way message - it’s about earning trust. And the best way to build trust in a business relationship is to engage in authentic, meaningful conversation. Don’t just post content to your blog once a week to hit your content marketing quota. Respond to comments, communicate via your social media accounts, and treat the web like one huge networking event. People will see that you know what you’re talking about, positioning you as an authority, and you’ll get more chances to convince prospective clients that they need your legal services, as well as getting a better feel for what your prospective clients are looking for, generating and therefore more content ideas.

Produce Relevant Content for Your Audience

For content to truly succeed, it needs to ring loud and true with your readers/listeners/commenters and viewers by being personal, informative and relevant - in other words, delivering the right message to the right person at the right time. Without an innate understanding of your clients - their wants and needs, and how exactly, you can help to solve (or at least alleviate) their problems, your content will likely fall on deaf ears, no matter how great it is. Know who you’re producing content for, what you want to say to them, and the right time to say it, and you won’t be able to keep clients away.

Make Sure Your Content Is Regular

Consistency is the key to ensure that you don’t lose the audience you’ve built up with your engaging content. Whether you maintain a legal blog, podcast, or YouTube channel, make sure you’re posting timely, and relevant content on a regular schedule; a week or month of social silence can simply delete the trust that you’ve worked so hard to build. Set up a posting schedule or editorial calendar and keep to it.

There are those who will denounce content marketing as the latest flash-in-the-pan marketing technique in a world saturated with flash-in-the-pan marketing techniques. But when you couple an increasingly crowded legal services market in which the client possesses more purchasing power than ever before with the fact that the majority of clients are finding legal representation via the Internet, content marketing is something that can no longer be treated as an afterthought by solicitors that hope to remain competitive.


Tags: Content Marketing for Law Firms, Legal Business Content