When it comes to developing connections with audiences and building strong relationships for your law practice, the go-to method is quickly becoming to use content marketing. Some even suggest that a marketing scheme that does not include outstanding content is a failed effort.
In the course of designing your marketing plan, make sure to include a content marketing strategy.
Think content is in a category by itself? Think again. Content is only a part of the following types of marketing:
- Copywriting
- Inbound marketing
- Pay-per-click
- Public relations
- Search engine optimization (SEO)
- Social media marketing
To ensure that your marketing scheme is successful, consider incorporating the following parts into your law firm’s marketing plan:
Part 1: Plan Clear Objectives
This starts with determining the reason(s) you’re developing the content for your law firm’s practice in the first place. Answering the following questions is a good way to start:
- Are you trying to entice new clients by uploading information and/or persuasive content?
- How will your legal content be of value to your audience?
- Will you be utilizing your content to help generate leads or make your business a leader in the marketplace?
- How does your content impact your business objectives?
Part 2: Audience Determination
The first step is to iron out the who and where of your audience—who your legal practice needs to target and where can you best find them. This can easily be achieved by creating “buyer personas,” which are often classified on characteristics including:
- Occupation
- Age
- Preferences
- Legal issue
Once you understand who needs your content, you’ll have a better grasp on what to actually write.
Part 3: Blog It
This is your easiest option. By maintaining a blog, your law practice can not only share useful content, but you can also reach out to current and prospective clients through social media platforms. While the simple act of blogging is easy, it’s not without hurdles. You will need dedication, imagination, self-discipline and passion to put words to page. Additionally, you’ll need to have a strong command of your given language, including grammar skills.
Overall, taking the time to identify and engage with your target audience through a content marketing strategy can greatly help attract new clients to your firm.
