Designing an effective content strategy is one of the fundamental requirements of digital marketing success. Content marketing is not a new tool in the law firm marketing environment; however, today's law firms and legal professionals must embrace creative techniques and strategies if their content is to make a profitable impact.
There are many tools, resources and insights that can be used to design content strategies that will effectively market a firm’s legal services to a targeted audience. While content marketing in itself is not overwhelming, outperforming competitors, attracting new leads and cases, and gaining positive image is the ultimate goal that defines a successful content strategy.
Here are 3 ideas that can be carefully used to cultivate content marketing strategies for law firm and legal professionals.
When cultivating a firm’s content strategy, assuming an expert position is very important. Clients want to contract businesses that have the capacity to deliver, and content is how you can instill confidence in clients that your firm is capable.
With content marketing, your content is the mechanism to convince them of your firm's knowledgebase. Produce high quality content that is educative and acts as a resource which other relations in the niche can link back to. This can increase your websites Google ranking and trust among target market. Since clients seek quality and value, playing the expert and providing relevant content that showcase profound experience in the field goes a long way in developing perception.
Content marketing is all about getting the word out to as many people as possible while retaining a positive image of superior service quality, affordability, credibility, reliability, convenience and professionalism. To effectively accomplish these goals, firms must use various content management and marketing tools, applications, techniques and media.
It entails going beyond what other competitors do and using a combination of marketing tools. They include websites, email-marketing lists, blogs and blog posts, TV and radio marketing, uniform marketing, billboards and all sorts of promotional mix elements.
When various media and tools are used, and the message is consistent across all platforms, the outreach will be wider. Firms must embrace the use of social networking platforms, SaaS applications for customer engagement management and features that enhance user experience. Besides nicely organized content, users must find value and convenience.
While this is a very basic and regular tip, not many law firms have achieved it. Re-enforcing promotion and marketing messages to showcase ultimate service quality and top levels of professionalism may not be as simple as it seems. It is important to ensure there is message consistency in each publication across all platforms. All product and service description must focus on defining values that clients will find in using them.
The information in websites, blogs, TV ads and other promotion media must manifest awareness of customer values, requirements and quality expectations. The strategy should be reinforced by company policies, culture, objectives and presentations at all levels of customer interaction and touch points. Professionalism can be integrated into the content through expert reviews, blog post from member attorneys and showcasing healthy relationships with other reputable firms.
Content marketing technologies are continuously evolving and new enhancements are witnessed from time to time. It is important to use tools and technologies that are trending in order to keep in track with existing efficiencies and experiences that clients seek. The abovementioned ideas are some functional practices that can be used to improve online success and overall marketing of law firms.continue...
The process of search engine optimization can turn into a nightmare for attorneys or law firms if they aren't using the right tools. And with the vast array of local SEO tools available out there, it's hard to know which ones are intuitive, useful and reliable.
But in all this, one thing still remains -- that law firms must take advantage of clients who search for their services online. This calls for utilizing value-driven SEO tools that provide good ROI.
Moz Local is free to use, however, if a user wants to take advantage of the enhanced listing features, the cost is a low $49 per year. This subscription service was originally known as GetListed until Moz acquired it.
Today, it's Moz Local. And it's much more than just a standard citation finder tool. It's well-organized local SEO solution that offers valuable metrics like showing you a listing score, profile completion percentage of major search engines, what others are saying about a certain company (including your own), as well as duplicate content.
And the good thing is that Moz Local is aimed at enhancing SEO aspects of local businesses across the United States, particularly attorneys.
Negative reviews can destroy a business that has taken years to build. However, with this powerful review generation tool, Give 5 Stars, law firms can better manage their reviews more effectively as every review is collected and placed under one roof, whether positive or negative.
Give 5 Stars gives businesses a tool where they can ask for customer feedback while also monitoring what others are saying online.
What's more, attorneys can also use it to embed testimonials in their sites, and this feature supports Google-friendly search snippets which is good for SEO purposes anyway. Using the basic plan is free. However, upgrades will start at $29.
Yext is a citation finder tool which also provides an opportunity to list law firms on various business listing sites. Besides tracking reviews online, Yext also provides a feature that lets a business owner analyze their local searches so they can know how they are performing locally.
Adding company blogs or websites into popular and relevant business listing sites is a good thing because it helps with SEO. However, it's a process that many business don't take advantage of because they either lack manpower, or time to do so. If your law firm doesn't have time to manually list the firm's website in these listings, Yext may be the appropriate time-saver for this task.
Google Alerts is an extremely useful tool that Google is offering for free. It helps with monitoring every mention of company brand on the web. Google Alerts will give results depending on the keywords that matter to you.
Law firms need to know where they rank in different cities they serve. Whitespark does all the local and organic search tracking to give business owners a clue as to how and where they are ranking for certain keywords. It works with all major search engines to monitor local packs, maps, as well as organic search results.
Local ranking is highly accurate and targeted. In other words, the results you see are what a searcher sited in front of a computer looked for. So if you want to understand your competitors, Whitespark is a must-have SEO tool for law firms.
There are several other SEO resources that can help law firms get more leads their way. Most free tools have their premium versions which legal professionals can take advantage of to work with more insightful data. At the end of the day, these firms should get the highest return on investment.continue...