Content marketing is the most cost-effective way to market a business, including a law practice.
And, to have the most effect in terms of content marketing, publication and promotion, you’ll need to answer your clients’ most pressing question. No: not where you went to law school; but, how can you help them? Legal consumers are stressed, and want someone to relieve their burden, as soon as humanly possible. So, all of your content should be focused on how you can do that.
The easiest way to start content marketing is to identify your potential clients’ common questions, and answer those. The medium (audio, video, text) matters less than the message.
Now, most law firms will produce content like that and use it to entice leads – to get someone to click to call, fill out an intake form, schedule an appointment or engage a chatbot. And, that’s great – that’s absolutely what you want: content breeding meaningful engagement.
But, don’t stop there. There’s another way your content marketing can help your law firm to convert leads.
Take that content and use it to buttress your client journey. It’s one thing for a lead to reach out, it’s another thing for that same legal consumer to make the choice to hire you. That decision can be supplemented by additional followups, which can be automated. So, use your content to keep potential clients invested, as you try to get them to schedule a consultation appointment, or sign an engagement agreement.
Heck, you can even you use content in the new client onboarding process, in order to give people an idea of how you work, and what the legal process entails – which questions new clients are bound to be interested in getting answers for.
Well, I guess that’s now two ways content marketing helps to converts clients, and one way content marketing helps to onboard clients. The operative word there being help.
So, if you want to improve your conversion rate and onboarding process, having a robust content library sure is helpful.