Marketing Strategies For Law Firms – It is easier to monitor the strategy of the law firm, leaving the long-term planning for the day-to-day work. When there are cases to win and clients to serve, strategic planning can seem pointless. But when you’re navigating a complex legal market, creating a map isn’t a waste of time: it’s an essential first step. A strong strategic plan provides a framework for strong resource allocation, a clear vision of where you are in the market, and a plan for how to get where you need to be.
Regardless of the motivation to focus on strategic planning, the breadth and depth of our experience, combined with our understanding of the unique cultures and challenges of collaboration, make us a natural choice.
Marketing Strategies For Law Firms
“The leadership team at fSquared Marketing has a unique ability to see and explain the big picture and develop and implement detailed action plans to turn vision into reality. Together -I have worked with Lynn on various strategic marketing plans over the years, and have admired her creativity, organization, diplomacy and drive to achieve exceptional results.
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Cookies that may not be specifically necessary for the website to function and are used specifically to collect personal data through analytics, ads, other embedded content are called non-essential cookies. It is mandatory to obtain the user’s consent before running these cookies on your website. Many law firms think that just by publishing a blog on their website, they are ‘doing content marketing’. However, in 2019, law firm content marketing is about more than blogging.
A strategic marketing approach focused on creating and distributing relevant, relevant, and consistent content to attract and retain a well-defined audience – and, ultimately, drive profitable customer action.
Why should you care about creating a blog, checklist, or video for your law firm website? Because when done right, content marketing generates 3x more leads than outbound marketing efforts and costs 62% less. That’s right. Content marketing can increase your quantity and quality.
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Content will not only improve the efforts of your leads, but will also have a positive impact on your formal SEO performance.
So, how do you plan a content strategy for your law firm? Below we share our tips for creating a content marketing plan that will drive results and grow your legal practice. (These are also the tips we use internally when working with clients!)
It all starts with a plan. Before you start publishing content, you must plan your style. This includes things like setting goals, understanding your audience, and creating a content mix.
Why should you invest in content marketing for your law firm? And how do you measure success? The answers to these two questions will help define the goals and KPIs (key performance indicators) you will monitor to see if/how well your content is working.
March 2019 Newsletter
Example: If your law firm’s goal is to increase brand awareness, you’ll want to track traffic, page views, time on site, and bounce rates on your website. – you are legal.
Finally, you want to tie your KPIs to your overall goals so you have a way to measure the effectiveness of your efforts.
Applying the SMART method when creating goals provides concrete goals to achieve over the long term. HubSpot does a great job explaining SMART goals if you want to learn more.
Who is your company’s best customer? Your legal services aren’t for everyone so it’s important to know exactly who will be looking for and reading the content you produce.
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After all, law firm content should educate, engage and speak the language of your audience. This is how you increase your brand awareness, thought leadership and more leads for your business.
You may find that you have different answers to these questions, which means you have different types of customers. And it’s very legal! Most businesses have multiple target audiences, even within a specific niche, that are ideal for their product/service.
A helpful tool for content writing is buyer personas. Buyer personas already have a detailed view of their ideal customers, including their challenges, goals and demographic data. If you don’t have buyer personas for your law firm, you can use HubSpot’s Make My Persona tool to easily create personas for your client types.
Once you know who should be reading your content, you can begin to identify the types of content you want to produce.
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Sometimes your buyer personas will be influenced by the type of content. Example: You find that one of your target audience listens to podcasts and audiobooks more than they read blogs. This may mean that your law firm’s content should be audio-friendly so that audiences can listen on the go.
There are so many types of content out there. And best of all, you can mix and match to find what appeals to you the most. CoSchedule has a list of 113 content types you can use to get ideas for your law firm’s content marketing strategy.
Pro tip: For each blog post you publish, try to create 3-4 different types of content to help you promote it to your audience. For example, pull quotes from articles to create images that you can share on social media or create short videos to include in your articles if you’re writing a style.
Once you create your content, you have to get it in front of your audience. And just as there are many types of content, there are also places to publish content.
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One of the best places to publish is in your ‘own’ channel. An ‘owned’ channel is where you have full control over what you post and how often, just like your website, official blog, and social media (Twitter, Facebook, LinkedIn, etc.).
In addition to the property pipeline, you’ll want to reach out to industry-specific publications, magazines, and websites to publish your content on those properties as well. This helps you get in front of your target audience, increase your thought leadership and brand awareness, and increase your company’s SEO rankings.
Once you know your target audience, your mix, and how you’re going to distribute your new content, you need a way to organize everything. You need an editorial calendar.
An editorial calendar (sometimes called a content calendar) helps you keep track of all your content for the coming month, quarter, and/or year. They can also be categorized by campaign to ensure you have top content (TOFU), middle content (MOFU) and bottom content (BOFU) to generate legitimate leads.
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Creating a law firm content marketing strategy takes research and time, but the results of a well-thought-out editorial calendar are well worth the investment. Here are some additional resources to help you find, create, and share content to achieve your goals:
Need help creating a content marketing strategy? We work with legal practices to develop content-driven content marketing plans that drive leads and revenue. Learn more about our legal business services by calling 919-341-8901 or schedule a consultation here.
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However, most of the lawyers today
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