How law firm partners can win new clients with a winning content marketing strategy - Lexology
Law firm partners are constantly looking at ways that they can win new clients – and a winning content marketing strategy is one of the ways that they can.
Did you know that when it comes to actual sales, content marking boasts six times as many conversions when compared to traditional methods? Also, financially, content marketing makes sense. According to the Content Marketing Institute, “Content marketing generates over three times as many leads as outbounds and costs 62% less.”
In one of my recent articles I discuss why your law firm needs content marketing and its benefits. In this article I talk about the key to your law firm’s lead generation success is by gaining interest in your services through content marketing.
Legal marketing teams are constantly asking their partners to regularly write and publish insightful content that is relevant to their practice. But your partners need to actually be doing it. In today’s world that is dominated by the internet, clients will expect to find detailed information about law firm partners to be at the top of search engines highlighting their expertise.
It is simple for a law firm to have an attractive and engaging website; however, it is your partners’ content marketing efforts that will make a difference and build an audience of qualified leads who can potentially be converted to clients.
Nowadays, with over 33% of clients starting their search for a lawyer online and 96% of people looking for legal advice online to begin with, you cannot get away with no having a solid content marketing strategy.
When speaking to your partners about a winning content marketing strategy, there is three things that they need to consider that will help them win new clients: showcasing themselves, showcasing their value and showcasing their offer.
Showcasing your partners
With competition rising, partners need to be building their own visibility online ready to be organically discovered by clients and potential prospects.
Before their clients and prospects understand your partners, they will need to have multiple views on them. So, they need to be sharing content with their target audience regularly and consistently so they can begin to build an online relationship with their clients and prospects, who are able to recognise that these partners are showing up consistently.
The more regularly your partners share content, the bigger the opportunity they have to showcase their expertise, stand ahead of their competition and be at the forefront of the industry.
Lastly, remember to make sure that their online profiles are up-to-date as after prospects have spent time getting to know the partners through their content, it is likely that they will look for more information on them before reaching out.
Showcasing your partner’s value and offer
You want to make sure your partners understand the importance of establishing themselves as thought leaders. Make sure they take a step back from their day-to-day legal practice and think about the specialist practice areas or the parts of their expertise they want to promote.
They want to showcase themselves as experts to their clients by understanding their business requirements, their challenges and the opportunities affecting them, and use their content marketing efforts to solve their challenges and answer any questions
Partners really understanding their clients means that they will be able to anticipate their needs and will allow them to use their initiative to give clients the information that will really make a difference to them.
Through your content marketing efforts, your partners want to ensure you are teaching and educating your clients, offering actionable advice, solving your clients’ pain points and providing testimonials and examples – but also, they are sharing some of their personality. Regularly writing and publishing insightful and quality content attracts readers and creates the opportunity for your partners to build an audience of qualified leads who can potentially be converted to clients. These content marketing efforts lead to greater opportunities to build stronger client relationships, position partners and your firm ahead of your competitors and as the go-to experts in their specialist practice area and jurisdiction.
source: https://www.lexology.com/library/detail.aspx?g=81b806b9-8ea0-42c0-8adc-45f324125449
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