You might be a lawyer, but that doesn’t mean you can’t be an effective marketer. Content advertising, also known as branded content or native advertising, is a type of marketing where your message is hidden in plain sight. Instead of focusing on the product or service you offer, content advertising allows you to market your firm (and Company) in ways that people will see and read. It’s not just about making them aware of who you are and what services you provide. It’s about creating content that makes people want to hire you.
Why Lawyers Should be Using Content Advertising
Marketing is not a choice—it’s a requirement. The internet has made it easier than ever before to find information. Google, the world’s largest search engine, has approximately 80,000,000,000 pages on the web indexed in its database. There are roughly 5,800,000,000 internet users, and they’re spending almost 100% of their time online. This means that if you want to find clients, you need to be online and you need to be marketing to them. That’s where content marketing for law firms comes in. It’s a low cost, effective way to build brand awareness and rank higher in search engine results.
How to Use Content Advertising to Get More Clients
- Find your clients’ pain points and solve them. Find out what your ideal client’s pain points are, and then provide solutions to those issues. You can do this in a variety of ways, such as creating blog posts. For lawyers, blogging is a way of getting your expertise and knowledge out there in a way that’s easy to read and share.
- Position yourself as the leader in your field. As the leader in your field, you are seen as an authority. You can do this by publishing eBooks, videos, and podcasts. For instance, if you’re an immigration lawyer, publish a podcast that gives tips on how to navigate the immigration process. EBooks are another great way to position yourself as the leader. For example, if you specialize in wills and estates, you can write an eBook that gives people tips on how to organize their affairs.
- Include your contact information and client testimonials. Just because you’re publishing “content” doesn’t mean that people will call you. Instead, they’ll be contacting you to retain your services. When you publish your content, include your contact information, such as your phone number, address, and website URL.
If you want to attract more clients, you need to be where your clients are. Unfortunately, most of us spend an unhealthy amount of time on the internet, and that’s where clients are. With the help of content marketing you will know where your clients are without turning off those who would rather not see ads. It’s a win for clients who get helpful information and for you, who gets more clients because of it.