Content Marketing Rules for Lawyers and Law Firms

Content is King

Tired lawyer jokes aside, when people seek legal advice, they are normally emotional, vulnerable and in a bad mood. To catch their attention, law firms should offer germane content on their website. To put prospective clients at ease, gain their trust and get their business, use digital marketing techniques such as lead generation and reputation management.

 

Content is (Still) King

 

Not only do small law practices who have blogs on their websites show 126% higher lead growth than those that don’t, content marketing results in conversion rates six times higher than other marketing methods.

When looking for a lawyer, people want authority and authenticity. Your prospects want to feel connected to your firm before they commit.

Well-crafted content shapes you as a go-to source for fresh insights, innovative solutions and legal trends in your clients’ industries. While search engine optimization and keyword research have tremendous value, content marketing pays long-term dividends, and therefore quality trumps SEO.

Legalese is what puts regular folk off the law. Share your knowledge, processes and history in a way that is understandable by the layman, interesting and, where possible, constructed as a story.

 

Reputation Management

 

No matter how great a lawyer you are, how you and your firm are perceived carries more weight than your track record. Social media has given a voice to anyone who wants to say anything about you, and positive and negative reviews, comments and conversations about your business abound.

It is essential that you control and improve how your firm is regarded by others by encouraging feedback, constant monitoring, having a response plan ready, handling negative comments skilfully and following through.

Ask the Experts

Are you in the legal field and interested in digital marketing methods and strategies to boost your status and help you generate new leads? The Digital Marketing People (a digital marketing agency) offers a range of internet marketing techniques, including local lead generation, online reputation management and Google reviews that can be customized for your firm. For more information, contact us today.

Pay-Per-Click (PPC) Industry Stats

When it comes to digital marketing, there are two ways to go about getting results:

  1. The Long Play: This involves Search Engine Optimization (SEO), Social Media Marketing, Email & Marketing Automation, Reputation Management and more. These digital marketing topics build assets over time that will work for you long after you stop paying for them but have a much longer startup phase and longer return cycle (ROI).
  2. The Fast Play: Paid Advertising, usually in the form of Pay-Per-Click Advertising (PPC). PPC allows you to “jump the queue” as it were, getting your ads in front of people immediately for an almost instant gain.  Time and skill allow for significant optimization of a PPC account, but the benefits cease as soon as you stop paying for the ads.

For most businesses with goals to grow, the best option is a mix of these strategies so it’s important to understand all of the aspects, at least to some degree.

When it comes to PPC, understanding stats like CPC (Cost Per Click), CPA (Cost Per Acquisition), CTR (Click Through Ratio) and CVR (Conversion Rate) can help you keep your ad spend under control and ensure the ROI you are looking for. Acquisio, a big name in PPC automation has created the following infographic outlining stats by industry for these varying PPC areas. Continue reading “Pay-Per-Click (PPC) Industry Stats”