WHY YOUR LAW FIRM NEEDS A CONTENT STRATEGY – AND HOW TO PUT ONE IN PLACE
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aw firms live or die by their reputation.
“It takes many good deeds to build a good reputation, and only one bad one to lose it” Benjamin Franklin
One of the most important ways in which this is established is through the content on their website and in blogs, news updates, insight pieces and articles in external publications. You’ve probably heard the phrase ‘everyone is a publisher’. It’s true of any business that has a website or runs a social media account. Before the internet, people obtained information because it was ‘pushed’ at them through brochures, adverts and direct mail. Now, people use the internet to source their own content. They search online for information and follow businesses whose content is relevant to their lives and interests them. A firm that produces content that shows its expertise, connects with its readers and builds its reputation stay front of mind with clients, referrers and potential employees. Law firms that fail to produce content that does this are damaging their credibility and allowing their competitors to gain an advantage over their competitors.
T: 020 3417 3050 E: simon@inkanddots.co.uk W: inkanddots.co.uk
FOUR REASONS WHY CONTENT MARKETING WORKS FOR LAW FIRMS
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he use of content to promote a business falls under the heading ‘content marketing’. In this context, content is everything on your firm’s website and social media accounts as well as email and printed newsletters, brochures, press releases, insight papers and infographics. Content marketing and law firms are a great fit. Here’ are four reasons why:
1 You have what clients want: information People instruct law firms for a host of reasons: to sell their business, buy a home, get divorced, sue someone, make a claim when they get sacked, etc. Whatever the reason, it is invariably a period of anxiety and stress. It is at times like this that law firms have something clients desire: information. Clients want to understand more about their situation and what to do next. The first port of call for that is often the internet. The content you produce allows you to give clients the information they seek and at the same time show off your expertise and experience. It’s an opportunity to build trust and confidence in your firm and the services you offer.
2 You can build and cement relationships Every lawyer we speak to tells us about the ‘R’ word. They say that the key to their success is down to one thing: the relationships they have with their clients. It’s why their clients keep coming back to them and why they recommend their firm to other people. These relationships are always founded on two things: trust and expertise.
When you produce outstanding content, you are building a relationship with your readers. And because you are helping them at a stressful time, you can bond with them more easily. A blog that explains in plain English how the courts will deal with your finances on divorce shows a prospective client that you care about their predicament and can help them through it.
3 You can extend your reach to new clients and referrers The beauty of content marketing is that when you do it well, you will reach an audience that extends way beyond your existing client base. You become the ‘go-to’ resource for your area of expertise and in turn receive recommendations and referrals from other professionals in your network. The internet allows your content to be read as easily in Sydney as in Southwark. In this respect, LinkedIn is a fantastic resource for establishing your credibility far beyond your immediate network.
4 You can improve your SEO In a nutshell, SEO is the practice of optimising your content so that search engines point to your website when someone types in a relevant search. There are estimated to be more than 600 million websites on the internet. That’s a huge number of websites search engines need to ferret through when someone types in a search. Search engine optimisation (SEO) makes it easier for the likes of Google and Bing to find you.
Each one of these benefits will bind you more closely to your clients and prospects and elevate you above the firms you are competing with. 2
T: 020 3417 3050 E: simon@inkanddots.co.uk W: inkanddots.co.uk
WHAT CONTENT SHOULD YOUR LAW FIRM PRODUCE?
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s we saw earlier, instead of selling, the idea is to produce content that your clients or prospects find valuable, interesting or entertaining. Content that reflects the strengths and ethos of your firm. There are any number of ways to do this and these include:
Blogs and news articles
Blogs and news articles are excellent ways to show off your expertise and become a go-to resource. They keep the content on your website fresh and up to date and are perfect for sharing on social media platforms, especially LinkedIn. It’s not unusual for an authoritative article posted on LinkedIn to reach several thousand people all over the world. A successful post will also generate traffic to your website and improve your SEO. This type of content will grow your reputation, build trust and engage your readers.
Email newsletters
Email newsletters are a simple and effective way to connect with your audience, or a segmented part of your audience.
“Web users are after information and this is a simple way to give it to them and build their trust”
Jakob Nielsen
Jakob Nielsen, one of the leading researchers on how people use the internet says: “Email newsletters are the best way to maintain customer relationships on the internet.” This is supported by research, with 88% of B2B marketers saying email marketing is their most effective lead generation tactic. Businesses that use email newsletters have higher brand recall among clients. Email newsletters are an easy way to reach a large audience. Plus, they don’t eat up printing costs and are environmentally friendly.
FAQs
FAQ sections are grossly underestimated by law firms. A well put together FAQ section shows your clients that you understand their concerns and know how to solve them. They are also excellent for long-tail search terms that help you get found online for the areas of law you cover. Remember, web users are seeking information and this is a simple way to give it to them and build their trust.
Legal guides, insights and white papers These are detailed pieces of content about particular topics that let you express yourself in more depth.
They are useful for gaining new prospects to whom you can market, as you will receive their email address and details in return for content. This type of content can establish your authority as as a leader in your field.
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T: 020 3417 3050 E: simon@inkanddots.co.uk W: inkanddots.co.uk
PUTTING IT ALL TOGETHER: YOUR FIRM’S CONTENT STRATEGY “Some firms will want to present a formal, sober tone. Others will try to be more open and conversational. This will largely depend on your ethos and the audience you are trying to reach.”
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o, you’ve decided the types of content you are going to produce and are ready to sit down at the keyboard. Before you start tapping away though, you might like to think about a few other things:
1 Do your business goals and your marketing goals coincide? Needless to say, if they don’t, they should do. Are you sure about where your business is headed and is your content marketing plan going to help get you there?
2 What is your firm’s tone and style?
Are you a three piece suit type of firm or do you wander around the office in jeans or chinos? Just as your clothes give an impression about who you are, so does your content. Some firms will want to present a formal, sober tone. Others will try to be more open and conversational. This will largely depend on your ethos and the audience you are trying to reach. Whatever you choose, if you are to avoid giving mixed messages, you need to be consistent with your tone and style.
3 How are you going to come up with content ideas?
Most lawyers are busy enough without having to worry about thinking up content ideas. It’s often easiest to do this in a group as you can spark ideas off each other. Think about the keys dates around which to build your content: Christmas, the tax year, the budget, etc.
4 Have you got a content plan in place for the months ahead?
It’s as well to plan and diarise your content as far ahead as possible. If it isn’t in the diary, sending out content is the first thing that will get jettisoned when clients are on your back and you’re racing to meet deadlines.
If you would like to discuss how Ink & Dots can help show your firm’s expertise and build its reputation, please get in touch: T: 07384 592280 E: simon@inkanddots.co.uk Why your law firm needs a content strategy – and how to put one in place
© Inkanddots Ltd 2018
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