Marketing is changing because the way people buy has changed. So for a law firm like yours to generate more leads and win more clients, you have to change with it. So has the way your growing your law practice has to change.
I guess you are reading this because you have a great website full of great content about your firm and the great services you offer but the leads don’t seem to be coming in.
In this article I hope to change that and place the seed in your head that there is a better, cheaper and more effective way with help growing your law firm.
Let’s talk about inbound marketing
Let us talk about inbound marketing or to be more precise let’s talk about business blogging, which is a big part of inbound marketing. You may have heard about it, you may not. Take a look at the inbound marketing mythology below.
What business blogging does is draw in your target market by answering problem based questions that help them make a buying decision. The reason your website is not receiving the leads it should be is because your content does not talk to your prospects at every stage of the buying process. Take a look at the different kinds of content you should be creating below.
A very high percentage of your visitors are in research mode and are researching a problem so they can make a more informed decision on which service to use and from whom.
So you see, although the content that talks about your success and what services you offer do have a place, it is wasted on people who are researching. They are not ready to make contact.
I took a look at the top 10 law firms I could find on Google for both Edinburgh and London and found none of them doing business blogging correctly.
Most practices think people want to hear about their company on their blog, it’s their blog after all, right?
Wrong, it may be your blog but it should be about your customers, not you and if you are not addressing a pain point or answering your prospects questions then it will have no effect at all. I believe every blog post should be contributing to generating you more leads and customers. Take a look at our conversion report over the last month on this blog. You can clearly see which content is generating leads.
Example content ideas
How do you know what content to create? This is a question that I get asked time and time again and there are several ways to identify which content to create. I have listed a few ideas below.
You need to discover which questions and problems you are asked about every day. The possibilities are endless especially for a lawyer or solicitor.
- Ask your sales team what questions they get asked every day
- Take a look at your email inbox. What were the last 10 emails a client sent you? What were they asking?
- Survey your existing customers to find out what they were looking for before they became a client
- Create buyer personas that describe your ideal customer to understand them better
- Do keyword research and discover the words people search for
- Take a look at your analytics and see what questions you can find in there
- If you do PPC, take a look at what keyphrases pop up in there, I guarantee lots of them will be questions
Conclusion
If your law firm wants to generate more leads and win more customers, you will need to start creating content that talks to your customers and helps them instead of talking at them. Better still, start to think of your firm not just as a law firm but a media company.
Create a business blog and research the problems your customers have and create content around them. Do not limit yourself to written content either, create videos and photos.
I know you don’t have the time to do all this but this is where inbound marketing agencies can help, get in touch with one and talk to them about your goals and challenges and they can do all the hard work for you.
Now it’s your turn
What are the biggest marketing challenges your law practice faces? Let us know in the comments below.