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There are a lot of people on the Internet nowadays. There are the hunters: people searching for critical legal advice, or maybe the next hit cat video. And there are the creators: people pioneering content creation by making what people are looking for. Savvy creators are the ones who capture the eyes of those who are feverishly searching the web for great content.
Every day, people are inundated with attorneys online and on television trying to grab their attention. It can be difficult to break out above the rest, but with my advice, you can do it. I’ve fused my years of legal experience, building a practice from the ground up with my evolving marketing expertise to generate new, creative, timely and innovative content for my audience on a regular basis.
Content is key to your online success. No, it is probably not the first time you have heard this but I can tell you from personal expertise, t does work. The process is the first step in creating an online brand for your practice. Here are some tips for getting started with your content marketing strategy.
Make a Game Plan
To get where you’re going, you need to know where you’re going first, right?
Before diving into content creation, ask yourself the following questions:
- What is your core message?
- What are your other messages you’d like to convey?
- Who is your audience?
- What online skills do you have?
- What skills don’t you have?
- What is your goal?
Every decision you make needs to work towards your goal. “Throwing stuff against the wall and seeing what sticks” is not a good intentional game plan. Authority and certainty will shine through your work and certainly impress potential clients.
Diversify Your Content
Attorneys representing their law practices need to constantly keep their marketing content from getting stale. Not only does this increase your odds of reaching a wider audience, but it also shows off your creativity and quick-mindedness to prospective clients. Don’t just limit yourself to web pages and blog posts on your website. Spice your image up with innovative technology and messaging mediums. As you’ll see on Enchanting Lawyer and within my practice, I use both videos and podcasts to engage with and enchant my readers. Multimedia rules the age we live in; use this as an opportunity to show off your savvy. Videos are the best at establishing a personal connection with your viewers. Anyone watching gets to know you and build a rapport with your work; they make you appear more human and less like an impersonal name trying to net their money. Videos can also be more concise for communication. Through body language, audio cues, and facial expressions, you cut through the confusion and set your clients at ease. Audio work achieves similar goals, but is less intrusive and allows listeners to multitask while listening.
Combine Engagement and Visibility
Any marketing advice blog worth its salt will discuss the value of Search Engine Optimization (SEO). What’s the purpose of a website if future clients can’t even find it? SEO is a valuable, integral part of marketing. Through keywords, key phrases, and proper organization, any attorney can make his or her law firm more visible to the public. Beyond SEO, however, there are ways to increase visibility in a more engaging way, and that’s through social media. Facebook and Twitter are undeniably the titans of legal marketing outreach. Their audiences, however, are splitting and diversifying, and so should you. On Enchanting Lawyer’s right side of my website, you’ll see links to not only Facebook and Twitter, but to Youtube, Pinterest, LinkedIn, and Instagram too. Each reaches a different audience and allows me to positive engage with my readers. Like with video, social media is personal. When posting a blog post, audio clip, video, or another piece of content, make sure it’s easily shareable. The handy widgets ( look for next week’s post on WordPress widgets I love to use!) I have on my site are ideal for that. Not only does this facilitate further interaction between you and your clients, but it also helps to expose you to new clients from word-of-mouth.
To dominate as an attorney online, having a plan in place will ensure your brand presence. Take the time to plan. Your content strategy success will come down to making a plan, diversifying your channels you expose your practice to and being consistent. Share your expertise, share your story, share how you help your clients. The value you provide them comes from what you already know. Do not be afraid to be real. Over time it will pay it forward, you will capture leads and you will gain new clients for your firm.
Are you already writing content? Share with me what has worked for you. Have a question about what I have done? Please ask below. Thanks for reading!