Write This Down: Content Marketing is Cheap and Effective
Despite changes to advertising rules, lawyers have marketed
themselves in much the same way for generations. You find an office
space, you go out and network, you do good work, and more work comes in.
But, as consumers have become more discerning, and as law firm choices continue
to proliferate, lawyers continue to stick with the same marketing strategy they
always have. There is, however, a cost.
As more and more potential law firm clients look for lawyers
online, lawyers ignoring that medium risk decreased intake, and consequently
decreased revenue. This is not to say that attorneys don’t understand
that the internet is a thing. To the contrary, lawyers want to access
more leads online. But two roadblocks stand in their way: (1) they don’t
know how to do it; and, (2) they think it costs too much. Fortunately,
content marketing solves for both problems.
As a lawyer, you’re an expert in what you do. You talk
about it all the time. Now, write about. Content
marketing is exactly what it sounds like: marketing using content. If you can write something and publish it online, you’re
content marketing.
You can start with a blog. Think of the ten most common
questions your clients have, and write ten plain language responses. When
you publish those, consider how your potential client will search for information
online. If they’re not searching for a lawyer’s name, they’re likely
typing in questions, which you’ve answered. Your relevant answers are more
likely to come up in search.
And, see how easy it is to write a blog post. I just did
it.
. . .
Through a unique partnership between the bar association and Jared Correia’s Red Cave Law Firm Consulting, National Creditors Bar Association members now have access to experienced law practice management consultants at a special discounted rate. To get started, visit Red Cave's NCBA landing page, and start running your law practice like a business.
Comments
Post a Comment