One of the top objections from lawyers to content marketing is “I don’t have time.”
I get it. Jam-packed schedules with filing deadlines, client meetings, and court appearances—it’s a wonder you have any time to eat. And now someone’s telling you to add legal content creation into the mix?
Content marketing does take a lot of time and effort. But before we dive in, let’s define what content marketing actually is.
What Is Content Marketing Anyway?
As opposed to traditional marketing or paid advertising, content marketing is a way to bring your message to your audience organically.
Rather than being a hard sell, content marketing helps law firms like yours build trust and authority among your target prospects much more easily than with paid advertising. Then, when your prospects need legal assistance, your firm will be on the top of their minds because they’d already read your content and thus believe you have the answers.
The numbers don’t lie: businesses who create and publish content convert six times more leads to customers than businesses who don’t (Content Marketing Institute, 2015). With time constraints out of the way, let’s say you’re interested in using content to keep your pipeline full. There are a few common myths that we should debunk before you start defining your content strategy.
Myth 1: Legal Content Creation Has to Be Done In-House
A common belief among lawyers is that legal content must be created in-house to maintain brand voice and subject-matter expertise.
Legal content creation can be done in-house. There is nothing stopping you from doing that. But as discussed above, most lawyers have high workloads and might not have time to even think about legal content creation. Hiring a professional content strategist who is familiar with your area of law can save you time and money while filling your pipeline with qualified leads.
Professional content writers are also experts at creativity and branding. They have research and interview processes where they gain subject-matter knowledge of specific topics for which you want to create content. Since it is important to back up your arguments with evidence in the legal profession, legal content creators can collect statistics and successful prior results to support your content with evidence.
In addition, content marketing agencies also have writing and editing processes that ensure your content is easy to read, relatable, and engaging. More importantly, they are professionals at using content to convert leads into clients with specific calls-to-action.
Hiring a content creator or agency frees up your mental capacity to focus on your own cases while allowing your legal content creation to be handled by a professional team of writers, editors, and marketers.
Myth 2: Law Firms Don’t Need to Invest in SEO
For decades, law firms have gotten clients through advertisements, billboards, and TV commercials. Some firms even thought ahead to invest in paid advertising campaigns with display ads. Whether by inertia or not knowing any better, many lawyers don’t believe they need SEO to grow their firms.
Some might say that content marketing doesn’t work for the legal profession, that the market is too saturated, or that it takes too long to see results from SEO. Besides, a few law firms may have previously invested in SEO before and didn’t see much improvement. This could have been due to a number of factors, including Google updates, poor keyword strategies, and a less-than-stellar job done by SEO agencies.
However, 96% of people use search engines such as Google when seeking legal advice. What’s more striking is that 75% of them will not even scroll past the first page of results.
A solid SEO strategy that gets your firm on the first page of search results for a relevant keyword is one of the best and most cost-effective ways to keep your pipeline full, even more so than a dozen PPC campaigns. One of the best and quickest ways to get results through SEO is to establish a keyword strategy and publish thought leadership blog articles using those keywords on a regular basis. Publishing a FAQ to answer common questions from potential clients is another powerful way to drive search traffic.
On your website, you can also include a unique page for each service rather than clumping all of your services onto a single page. The reason is that, for best SEO results, each page needs to be optimized for only 1-2 keywords and it should tell your visitors exactly what your page is about. As long as your web content is easy to find and easy to understand, Google usually takes care of the rest.
Finally, if your goal is to source clients within a specific geographical area, use a local SEO strategy. This includes setting up a Google My Business profile as well as publishing location-specific pages with Google Maps widgets and contact information.
Myth 3: New Clients Are the Only Measure of Marketing Success
Some lawyers make the mistake of measuring their marketing and sales activity only by the number of new clients.
But why is that a mistake? Isn’t getting new clients the whole point?
Let me explain.
There are many metrics against which your marketing strategy can be evaluated, not just the number of new clients compared to last quarter or last year. The success of your marketing can be measured by a combination of the following:
- Number of qualified leads
- Number of consultations
- How many quote requests
- How quickly your clients retain your firm
- Average customer (client) lifetime value (CLV)
- How many referrals you get
- How many previous clients return
Finally, there are multiple steps—or as marketers call them, “touch points”—potential clients go through before signing your firm’s engagement letter. All of these touch points could be dialed in perfectly, except for one or two. In those weakest links, you might be losing potential clients. Does that mean your whole strategy is a failure, as the “new clients” metric alone would tell you? No. It just means that most of your strategy is working, and that a small adjustment here and there in your pipeline can make all the difference in getting new clients.
Are You Helping Your Prospects With Enough Legal Content?
If you find yourself answering the same questions from different prospects, or are pressed for time to create a FAQ and some legal guides for your blog, you may want to get a legal content creation service as an extension of your marketing activities.
Ask us about legal content creation today, and we’ll be happy to discuss how you can leverage our services to earn new engagements.